How to Ask for a Review: A Practical Guide for UK Business Owners
Online reviews are the digital word-of-mouth for today’s local businesses.
Whether you’re a plumber in Brixton, a yoga studio in Manchester, or a solicitor in Brighton, reviews shape your reputation, influence new business, and play a crucial role in local SEO.
But how do you actually ask for a review and get the kind of feedback that helps your business grow?
Here’s our practical guide.
Why Reviews Matter
1. SEO Value
Google’s algorithm loves fresh, relevant content - and reviews provide exactly that. Regular, keyword-rich reviews can:
Improve your Google Business Profile rankings
Boost visibility in local search results (“near me” searches)
Drive more website visitors and footfall
2. Social Proof
Reviews offer reassurance to potential customers, validating your business’s credibility. According to BrightLocal, 98% of consumers read online reviews for local businesses, and 49% trust reviews as much as personal recommendations.
3. Business Insights
Reviews often highlight what you’re doing well and where you can improve. They can be a valuable source of feedback for your team.
Where Should Customers Leave Reviews?
The best platforms depend on your industry and audience, but these are the essentials:
Google Reviews: The gold standard for local SEO and visibility.
Facebook: Useful for social proof and community engagement.
Trustpilot: Popular for service-based businesses, especially in the UK.
Industry-specific platforms: Houzz (for home improvement), TripAdvisor (hospitality), or Yell (UK business directory).
Tip: Focus on one or two platforms to start - Google Reviews should always be your priority if being found on Google is essential.
Timing: When to Ask for a Review
Timing is everything. The best moment to ask is when your customer is happiest—right after a successful purchase, project completion, or positive interaction.
Point of purchase: For retail and hospitality, ask at checkout or just after service.
Shortly after delivery: For trades and professional services, follow up within 24–48 hours of job completion.
After positive feedback: If a customer thanks you or gives praise, that’s your cue.
Tip: Avoid asking during busy or stressful times for the customer, or long after the transaction, when the experience isn’t fresh.
How to Ask: Channels That Work
Email: Personalised follow-ups work best. Include a direct link to your review page.
WhatsApp/SMS: Short, friendly messages with a review link can achieve high response rates.
Phone call: If you have a close relationship, a quick call can make the request feel personal.
In-store signage: Display QR codes or review requests at the till or waiting area.
Packing slips and receipts: Add a review request to your printed materials.
Email signatures: Subtle but effective—add a “Leave us a review” link to every email.
Tip: Make it as easy as possible—one click, no faff.
Getting Reviews That Help Your Business
Five stars or a generic “Great service!” is nice, but detailed reviews are far more valuable.
Here’s how to encourage clients and customers to write reviews that can really make a difference:
1. Guide the Structure
Ask customers to mention:
What service/product they received
What stood out about their experience
The outcome or result
Specific reasons why they would recommend you
2. Prompt with Questions
In your request, add:
“If you’re unsure what to write, you could mention what you had done, how you found the process, and how you felt about the result.”
3. Link to NPS (Net Promoter Score)
If you use NPS surveys (“How likely are you to recommend us?”), follow up with those who score you 9 or 10:
“We’re thrilled you’d recommend us! Would you mind sharing your experience in a Google review?”
Monitoring and Responding
Monitor all platforms regularly—set up alerts if possible.
Respond to every review, thanking positive reviewers and addressing any issues in negative feedback.
Track your review count, average rating, and NPS over time to measure progress.
What to Say: Sample Templates
Keep it simple, specific, and appreciative. Here are a couple of templates you can adapt:
B2B Service-Based Business Review Request Template
“Hi [Customer Name],
Thank you for choosing [Your Business Name]. We hope you’re happy with your experience.
When you have a moment, we’d really appreciate a review.
Your feedback helps us improve our service, and helps other customers make confident choices, so the more detail the better...
We'd love to hear how you first discovered us, why you chose us, and why you continue to work with us. Please mention any specific services, any results we've delivered for you, anything that has stood out about your experience, and of course why you would recommend us.
[Insert review link]
Thanks again for your support.”
Consumer-Based Business (e.g. Restaurant) Review Request Template
“Hi [Customer Name],
Thank you for dining with us at [Your Business Name]. We hope you enjoyed your visit.
If you have a moment, we’d be really grateful if you could leave us a review. Your feedback not only helps us improve, but also helps others decide where to eat in [your area]. The more detail you can share, the better!
We’d love to hear:
How you found out about us
What you ordered and what you enjoyed most
Any standout moments during your visit (service, atmosphere, food, etc.)
Why you’d recommend us to others
Feel free to share any pictures of your experience.
[Insert review link]
Thank you so much for your support—we hope to see you again soon!”
Final Thoughts
Online reviews can be a powerful marketing tool, if you know how to ask for them. Make it easy, be genuine, and help your customers help you. Over time, you’ll see the benefits in your search rankings, reputation, and bottom line.
If you’d like help growing your reviews, check out our local marketing blog for more tips or arrange a call with one of our experts.