How to ask for reviews and boost your online reputation

In an ideal world, every customer who has a good experience with your business would post reviews to your profiles of their own accord. But in reality, people are usually too busy to look up a business online and leave positive feedback.

Users rely on reviews to make purchasing decisions, so seeking and managing feedback can dramatically impact your bottom line. That’s why businesses that truly value their reputation know how to ask for a review and build real consumer trust. Asking for reviews doesn’t come easily to every business, so it’s worth considering which method is best. Let’s start with an overview of the benefits of asking for reviews versus leaving it to chance.

Why local businesses must know how to ask for reviews

Reviews play a pivotal role in shaping a business's reputation. Actively seeking feedback and using review management tools can improve average ratings across multiple review platforms. This gives local businesses more control over how they are perceived online.

Positive reviews build consumer confidence. When users see others having good experiences, they’re more likely to choose you over competitors without reviews. Businesses that actively seek reviews are not only more likely to receive more submissions but also more positive feedback. Good reviews are good for business, so asking happy customers for reviews can make a huge difference to your bottom line.

Proactive engagement also allows businesses to address negative reviews promptly and demonstrate their commitment to customer satisfaction. But it’s not just about painting your business in a positive light. Good reviews also contribute to your business's online visibility and search engine ranking.

Google Local Pack results for “nail salons Upper West Side”

Positive reviews can boost your business's position in local search results, attracting more potential customers. Google takes reviews on its own Business Profile platform and other directories into account for its local business rankings. For example, when users search “nail salons near me”, Google analyzes distance, relevance and prominence to determine positions. And it’s prominence that business owners can influence by asking for reviews.

The Google Business Profile Help Center confirms that reviews are an important local SEO ranking factor. It says, “High-quality, positive reviews from your customers can improve your business visibility and increase the likelihood that a shopper will visit your location.” Semrush’s own studies suggest that the number of reviews can have a more significant influence over rankings than average ratings. 

 

There is a clearer relation between median number of reviews and Google Local Pack placement.  

Reviews also provide valuable insights into customer experiences. Businesses can use this feedback to identify strengths and areas for improvement, ultimately enhancing customer satisfaction.

How to ask for reviews for best results

The way you ask for a review depends largely on your industry, customer journey and target audience. Email marketing is an effective way to reach out to customers post-purchase. You might include a friendly request for feedback with the customer’s invoice or check-in email. If you have your customer’s phone number, an SMS review request can actually be a more effective route. Text messages have a much higher open rate than email; some report it’s as high as 100%.

If you have a physical store, display signs encouraging customers to leave reviews. Provide QR codes or simple instructions on how to leave a review on popular platforms. Brick-and-mortar businesses might also set up a physical review box where customers can leave feedback on the spot. Just don’t offer incentives for Google reviews—it’s against the search engine’s policy.

While it won’t benefit local rankings, you could ask customers to let you shoot a quick video review while they’re in-store. If they’re not camera shy, this could be a lot less hassle for them and it adds extra trustworthiness to their review. Leverage your social media platforms by asking for reviews in your posts or stories. You could make attractive designs to highlight your best reviews and encourage your followers to leave their own.

A review posted to a company’s social media page

Encouraging reviews on social media is also great for engaging with customers about their experiences in a public forum. To make it fun, consider asking for reviews in the form of polls or quizzes related to your products or services.

For businesses that work with customers face to face, a more personal touch may be the most effective way to ask for a review. When dealing with loyal customers, large purchases or service-oriented businesses, a check-in call might be appropriate. Make the conversation about them and how they feel about their purchase before you ask for a review.

What to say in your review outreach

Once you’ve decided the best method to reach out to customers and ask for a review, spend some time working on your copy. Of course, emails require a different approach to texts or social posts, but there are a few things to consider no matter how you ask for a review.

Be personal and friendly

Start your outreach with a warm greeting and use the customer's name if possible. Creating a friendly and personal connection makes the message more inviting. Example: “Hey [customer's name]! We hope you're enjoying [your product/service]. Your thoughts mean a lot to us—do you mind sharing your experience with us?”

Express gratitude

Show appreciation for the customer's support and emphasize the value of their opinion. Gratitude can go a long way to encouraging customers to take the time to leave a review. Example: “Thank you for choosing [your company]. We're grateful for your support! Could you spare a moment to share your thoughts?”

Highlight improvement

Convey that you're always looking to enhance your products or services based on customer feedback. This not only encourages reviews but also emphasizes your commitment to continuous improvement. Example: “We're on a mission to make [your product/service] even better. Your insights can help us achieve that—would you mind leaving a review?”

Make it easy

Provide a direct link to the reviews page to streamline the process for the customer. The easier it is for them to leave a review, the more likely they are to do so. Example: “Click here [insert link] to share your thoughts. It doesn’t take long and is super valuable for helping us make our products and services better for you!”

A Google review link to share with customers 

Encourage specific feedback

Ask for reviews on specific aspects of your business. This not only helps you gather targeted insights but also guides customers in their reviews. Example: “We'd love to hear what you think about our new [feature/product]. Please share your thoughts on its usability—every detail helps!”

Express openness to critique

Assure customers that you welcome honest feedback, including any constructive criticism. This can build trust and credibility with your audience: Example: “We value transparency. If there's anything you think we can improve, please let us know. Your honest feedback is incredibly important to us.”

A thoughtful and well-crafted review outreach message can significantly boost your response rate. Personalization, gratitude, and simplicity are key to making your request stand out and encourage customers to share their insights.

Templates 

Below are examples of email and SMS templates you can use to build your message, and adapt to your needs: 

Email: 


 

Subject: Your Opinion Matters!

Hi [Customer's Name],

Hope you're well! 🌟 Thanks for choosing [Your Company]—your support is appreciated!

We're on a mission to enhance [Your Product/Service], and we'd love your input. Could you spare a moment to share your thoughts? Your feedback is invaluable.

Click [insert link] to leave a quick review. It's easy and helps us improve for you!

We’re particularly curious about your thoughts on our new [Feature/Product].

We welcome honest feedback, so if there's anything to improve, let us know. Your insights matter!

Thanks for being part of [Your Company]. Looking forward to hearing from you!

Best,

[Your Name]

[Your Title & Company]

SMS:

Hi [Customer's Name]! 😊 Share your quick thoughts on [Your Product/Service]—click [insert link]. Your feedback is key! 🌟 What are your thoughts on our [Feature/Product]? Honest feedback appreciated. Thanks! 🚀 - [Your Name] at [Your Company]

How replying to new feedback earns you even more reviews

Once you’ve got a system in place for asking for reviews, you’ll need to get on top of replying to everyone. Responses after you ask for a review is an important part of managing your online reputation. It can mean the difference between a steady stream of comments and an uphill battle to improve ratings. The Google Business Profile Help Center says, “When you reply to reviews, it shows that you value your customers and their feedback.”

When customers see that you actively listen to what other people have to say, they’re more likely to leave a review themselves. A Harvard Business Review study backs up this concept. It reveals that responses can increase reviews received by 12% and give a 0.12 boost in average ratings (on a 1-to-5 scale). So while replies help you build relationships with customers, they’re also an indirect way of asking for more reviews.

Responding to positive reviews

Start your response by expressing gratitude for the customer's positive feedback. Let them know you appreciate them taking the time to share their experience. Example: “Thank you so much for your kind words! We're thrilled to hear that you had a positive experience with our [product/service].”

A positive review response on Google

Whenever possible, personalize your response by mentioning specific details from the customer's review. This shows that you genuinely read and value their input. Example: "We're delighted to hear that our [specific feature] exceeded your expectations. Always a pleasure to serve customers that appreciate the things we’re especially passionate about!"

Encourage the customer to continue their relationship with your business. Invite them to explore other products or services, join your loyalty program, or follow you on social media. Example: "We look forward to serving you again soon. If there's anything else you need or any suggestions you have, feel free to reach out!" 

Of course, not all reviews will be glowing. Some customers take to online review platforms to express their disappointment with your business, and you need to reply to those too.

Responding to negative reviews

One-star reviews occasionally happen to the best businesses, but they’re not the black mark against your name many consider them to be. Handle it the right way, and you’ll have more control over how users researching you online see you. Start by acknowledging the customer's issue. Show empathy and let them know that you understand their perspective. Example: "We're sorry to hear about your experience, and we appreciate you bringing it to our attention."

Apologize for any inconvenience the customer may have experienced. Take responsibility for the issue, even if it wasn't directly your fault.Example: "We sincerely apologize for any inconvenience you've faced. We take full responsibility for the issue and we're committed to making things right." However, if the complaint has the potential to lead to legal action, consult a lawyer on how best to proceed. 

An apology from an owner to a reviewer on Tripadvisor

Provide a solution or steps to address the problem. Whether it's a refund, replacement, or additional support, assure the customer that you are taking corrective action. Example: "To make things right, we'd like to [offer a refund/replace the product/resolve the issue]. Please reach out to us directly, and we'll ensure a swift resolution."

Proactively soliciting feedback may prompt customers to share their complaints with you directly, rather than publically. That way, you can deal with their problem from a customer support perspective and turn their negative experience around.

Review management best practices after asking for more reviews

Hopefully, the benefits of collecting reviews for your business are clear at this point. But that doesn’t make the process any less time-consuming and challenging. Asking for reviews and addressing each one individually can become overwhelming. Small businesses with a lot going on day to day often struggle to respond to every review notification.

First, you need to keep track of all the logins and passwords for every platform customers might decide to leave feedback on. Then you have to craft the best response for each case, which doesn’t always come naturally to owners with little writing experience.

A business owner’s response to a Google review

So before you start asking for reviews, organize your review process so you can handle all the admin that comes with it. Thankfully, review management tools can streamline the process. These tools centralize feedback and provide analytics to help businesses understand their strengths and weaknesses.

If you’re not ready for a paid tool, some platforms have free features that don’t require payment details. For example, Semrush Local starts you with a free audit to see which review platforms you’re already on. With this information, you can begin working on your local SEO and review generation strategies.

On top of using tools, you’ll also need to decide who on your team will be responding to the reviews. If you don’t have in-house resources, hire a local SEO agency or freelancer to respond for you. However, it’s often best to have the person that actually dealt with the customer and asked for the review write the reply. That way, the response is more personal and the customer feels extra appreciated.