You finish a job. The customer is thrilled. They pay you, thank you, and you move on to the next job. But did you ask for a review?
If not, you're leaving money on the table. Online reviews are one of the most powerful marketing tools for trade businesses—and most contractors aren't using them effectively.
Why Reviews Matter
1. They Influence Buying Decisions
93% of consumers read online reviews before hiring a local business. If you don't have reviews, potential customers will choose your competitor who does.
2. They Boost Your Google Rankings
Google uses reviews as a ranking factor for local search. More reviews (especially recent ones) = higher rankings.
3. They Build Trust
People trust other customers more than they trust your marketing. A five-star review from a real person is more convincing than anything you can say about yourself.
4. They Provide Social Proof
When someone sees you have 100+ five-star reviews, they assume you're the best choice. It's herd mentality, and it works.
5. They Improve Your Conversion Rate
A business with 50+ reviews converts significantly better than one with 5 reviews, even if both have the same star rating.
Where Reviews Matter Most
Google Business Profile
This is the most important. Google reviews show up in search results and Google Maps. They're the first thing people see.
Many people check Facebook before hiring a local business. Make sure you have reviews there too.
Yelp
Still relevant, especially in certain markets. Don't ignore it.
Industry-Specific Sites
Angie's List, HomeAdvisor, Thumbtack—wherever your customers are looking, you need reviews.
How to Get More Reviews
1. Ask at the Right Time
Right after you finish a job and the customer is happy. Don't wait—strike while the iron is hot.
2. Make It Easy
Send them a direct link to your Google review page. The fewer steps, the better.
3. Automate the Process
Use a CRM or review generation tool to send automated review requests after every job.
4. Ask in Person
"If you're happy with the work, I'd really appreciate a Google review." Most people will say yes.
5. Follow Up
If they don't leave a review right away, send a friendly reminder a few days later.
How to Respond to Reviews
Positive Reviews
Thank them! "Thanks for the kind words, [Name]! We're glad we could help with your [service]. Let us know if you need anything in the future."
Negative Reviews
Stay calm and professional. Apologize if appropriate, offer to make it right, and take the conversation offline. Never argue publicly.
Common Mistakes to Avoid
- Not asking for reviews at all
- Waiting too long to ask
- Making it hard to leave a review
- Ignoring negative reviews
- Buying fake reviews (Google will catch you and penalize you)
How Many Reviews Do You Need?
There's no magic number, but aim for at least 25-50 to start. The more, the better. And keep getting new ones—Google favors recent reviews.
Automate Your Review Generation
Asking for reviews manually is time-consuming and easy to forget. The best approach is to automate the process so every happy customer gets a review request without you lifting a finger.
Our Review Generation System Setup automates the entire process—from sending review requests to showcasing your best reviews on your website. You'll get more reviews, build more trust, and rank higher on Google.
Want to see how your current online presence stacks up? Get our Site and SEO Audit to see how your reviews and overall SEO are performing.