How to ask customers for reviews: what to say, with templates
To ask a customer for a review, ask soon after a good visit or a finished job, keep it short and personal, and send a direct link so it takes one tap. Ask every customer the same way, offer nothing in return and don't tell people what to write or which rating to give: Google only allows requests that don't try to influence the rating or the content. Yelp is the exception: it asks businesses not to request reviews at all. Copy and adapt the templates below.
The rules that make people say yes
- Ask soon: right after the visit, job or delivery, while it's fresh in their mind.
- Make it one tap: send your direct review link or show a QR code, so nobody has to search for you.
- Keep it short and personal: their name, your name, one line of thanks and the link.
- Ask everyone the same way. Google bans selectively asking for positive reviews, and the FTC says not to ask only the customers you expect to be positive.
- Ask once, remind once, then stop.
of US consumers were asked to leave a review in the past 12 months, so a polite request is normal, not pushy.
Make it one tap: your review link and QR code
In your Google Business Profile, select Read reviews, then Get more reviews, and copy your link. Or make your link and a printable QR code with our free tool below. Put the code on cards, receipts and a counter sign, and paste the link into every text and email.
What to say in person
Thanks so much for coming in today. If you've got a minute later, we'd really value an honest Google review. This card has a QR code that takes you straight there.
That's lovely to hear, thank you. Would you mind sharing your experience in a quick Google review? It really helps other people find us. I can text you the link.
All done. Thanks for choosing us. I'll send you a short text with our review link, in case you'd like to leave an honest review. It really helps a small business like ours.
Thanks for coming in. We're always trying to improve, so we'd love your honest feedback on Google. There's a QR code at reception, or we can text you the link.
Text message templates
Hi Sarah, thanks for visiting The Corner Café today. If you have a minute, we'd really value an honest Google review: [link] Reply STOP to opt out.
Hi Sarah, it's Mark from Brightside Plumbing. Thanks for having us out today. If you'd like to share how it went, here's our Google review link: [link] Reply STOP to opt out.
Hi Sarah, thanks for coming in to Riverside Dental. We'd love your honest feedback on Google. It only takes a minute: [link] Reply STOP to opt out.
Hi Sarah, just a gentle reminder in case you missed our message. If you'd like to leave an honest review, here's the link: [link] Thanks, Jo. Reply STOP to opt out.
Thanks for choosing The Corner Café! An honest Google review would mean a lot: [link] Reply STOP to opt out.
More by type of business in our free text message templates.
Email templates
Subject: Thanks for choosing The Corner Café Hi Sarah, Thanks for coming in this week. If you have a minute, we'd really value an honest review on Google. It helps other local people choose, and it helps us improve. Leave a review: [link] Thanks, Jo, The Corner Café
Subject: How did we do? Hi Sarah, Thanks again for choosing Brightside Builders for your kitchen. We'd love to know how you feel about the finished job. If you have a couple of minutes, please share your honest experience on Google: [link] It helps other homeowners choose with confidence. Best wishes, Mark
Subject: A quick favour Hi Sarah, Just a gentle reminder in case our last email got buried. If you'd like to share your honest experience, here's the link: [link] Thanks either way, Jo
How was your visit? Leave us a Google review: [link]
Our free email signature generator adds the review line and link to your signature for you.
On receipts, invoices and signs
Thanks for visiting! Tell others about your visit: scan to leave an honest Google review.
Thanks for your business. Reviews help small businesses like ours: [link]
How was your visit? Scan to review us on Google.
Our free review card maker turns your QR code into a printable card or table stand.
When a customer is unhappy
Ask them too. Filtering out unhappy customers breaks Google's and Trustpilot's rules, and the FTC warns against asking only the customers you think will be positive.
- Put the problem right first if you can, then send the same request you send everyone.
- Never offer a refund, discount or freebie in return for changing or removing a review. Google bans incentives for posting a review or for revising or removing a negative one.
- Reply to every negative review calmly and briefly. Our review reply templates cover every situation.
- Don't report honest negative reviews just to get them taken down: the FTC warns businesses against misusing reporting tools that way.
What not to say
| Don't say | Why | Say instead |
|---|---|---|
| "Please leave us a 5-star review" | Google only allows requests that don't try to influence the rating, and Trustpilot bans this exact kind of request. | "We'd value your honest review" |
| "Please mention Sam in your review" | Google bans requesting specific content, including staff names. | "Tell others about your visit" |
| "Leave a review and get 10% off" | Google, Yelp and Trustpilot all ban rewards for reviews. | "Thanks for choosing us" |
| "If you're happy, review us. If not, tell us first" | It filters out unhappy customers, which Google bans and the FTC warns against. | "We'd love your honest feedback" |
| "Everyone needs 10 reviews this week" (to staff) | Google bans asking staff to collect a set number of reviews, and Yelp says not to make staff compete for them. | "Ask every customer, every time" |
The rules on each review site
| Site | Can you ask? | What the rules say |
|---|---|---|
| Yes | Ask in a way that doesn't influence the rating or content. No rewards, no asking only happy customers, no pressure on your premises, no requests for staff names, no staff quotas. | |
| Yelp | No | Yelp asks businesses not to request reviews. Its recommendation software tries to identify reviews a business prompted and not recommend them. Never offer anything for a review. |
| Trustpilot | Yes | Invite all customers consistently and fairly. No incentives, no pre-screening customers and no suggesting they leave only positive reviews. |
Want to check an idea before you try it? Take our free Google review rules quiz.
The law in the US, UK and Australia
- US: the FTC's rule on fake reviews, announced in August 2024, bans incentives tied to a positive or negative review, undisclosed reviews from insiders such as staff and managers, and suppressing reviews with threats or intimidation. The FTC can seek civil penalties from knowing violators.
- UK: under the Digital Markets, Competition and Consumers Act 2024, businesses must not commission fake reviews, publish incentivised reviews without making that clear, or present reviews in a misleading way, such as hiding negative ones.
- Australia: the ACCC says fake online reviews breach the Australian Consumer Law, and that leaving out negative reviews can be as misleading as posting fake ones.
This is general information, not legal advice. If you're unsure about a campaign, check with a lawyer before you send it.
Sources
- Google Maps: Prohibited and restricted content, Fake Engagement and Rating Manipulation (checked 23 Oct 2026)
- Google: Tips to get more reviews
- Google: Create a Google link or QR code to request reviews
- Yelp Support: Don't ask for reviews (checked 23 Oct 2026)
- Trustpilot: Guidelines for businesses (version 7.3, Sep 2026)
- FTC: Soliciting and paying for online reviews, a guide for marketers (Jan 2022)
- FTC: Final rule banning fake reviews and testimonials (14 Aug 2024)
- London Borough of Bromley Trading Standards: Reviews and endorsements under the DMCC Act 2024 (updated Oct 2025)
- ACCC: ACCC releases guidance about online product reviews (3 Dec 2013)
- FCC: Unwanted communications, including the TCPA's rules on calls and texts to mobile phones
- ICO: Guidance on direct marketing using electronic mail (UK, PECR)
- BrightLocal: Local Consumer Review Survey 2026 (1,002 US consumers, Feb 2026)
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