Customers consider many different things before making a purchase these days. With the internet at everyone’s fingertips, it’s easier than ever for clients to research everything from the reputation of a brand to the features of a product.
Perhaps the most common type of consumer research involves searching for reviews. Why? Because consumers trust each other far more than they trust brands. In a 2024 survey by Brightlocal, 75% of consumers say they always or regularly read online reviews, and just 3% say they never read online reviews.
A review could be the difference between losing a customer and gaining a sale. So, how do you encourage your customers to write more of them?
Create Plenty of Spaces for Reviews
Before customers even visit your website, they often look around online for insights into what you can offer. There are a number of important third-party platforms that can make a huge impact on your chances of a sale:
Facebook — You probably already use Facebook for networking or advertising, so why not leverage it as a tool for social proof too? Customers can leave reviews about your business, and these are visible to anyone researching you through the platform.
Google Business Profile — Ideal for local commentary, Google Business Profile makes it easier for prospects to learn more about where your business is, what it does, and what people think about it. Maintaining an active Google Business Profile also improves your local SEO.
Industry-specific platforms — Depending on your business, platforms like Trustpilot, Yelp, or TripAdvisor may also be relevant. Monitor the web to discover where your clients naturally leave reviews, and make sure your profile is claimed and up to date on those platforms.
Offer Incentives (Thoughtfully — and Know the Rules)
Offering incentives might feel like you’re bribing your clients for a review — but what you’re really doing is acknowledging that their time is valuable. A small incentive can encourage customers who are happy with your service to actually take the moment to write it down.
You can offer things like:
- Discount codes or coupons on a future purchase
- Entry into a competition for a chance to win something relevant
- A simple, useful free gift
Important: Google’s review policies prohibit incentivised reviews on Google Business Profile. Do not offer rewards in exchange for Google reviews — it violates the platform’s terms and can result in reviews being removed or your listing being penalised. Incentives are better suited to independent surveys, testimonial requests, or non-Google platforms like your own website or industry directories.
When offering incentives on permitted platforms, always make it clear the reward is for leaving a review — not specifically for leaving a positive one. And make sure the incentive is something your customers would genuinely value.
Engage With Every Review
It takes time to write a review. Your customers don’t want to feel like they spent that valuable time talking to no one. If you’re receiving testimonials from your audience, it’s important to respond to them.
When someone leaves a positive review, say thank you and let them know how much you appreciate their time. If someone leaves a negative review, respond to that too — and respond promptly. According to Harvard Business Review, engaging with negative reviews improves overall ratings and shows your audience you’re committed to getting it right.
This engagement is also visible to every future customer who reads those reviews. A professional, thoughtful response to a complaint can actually reinforce trust more powerfully than a string of five-star reviews.
Make It Easy
Leaving a review about your product or service should be as simple as possible. Friction is the enemy of action. A few ways to reduce friction:
- If you send an email asking for a testimonial, include a direct link — customers should be able to click and go straight to the review form, not have to search for it
- Consider placing a review request in the post-purchase or post-service follow-up email sequence
- For customers with limited time, offer different types of feedback — even a star rating gives you useful data and boosts your profile’s review count
The businesses that consistently attract reviews are the ones that build asking for them into their regular customer touchpoints — not just as a one-off campaign.
Want to build a stronger local presence? Get in touch with us to discuss how a comprehensive digital strategy can help your business attract more customers and more reviews.
Frequently Asked Questions
How do I ask customers for reviews without being awkward?
Ask right after you have delivered something they were pleased with, and make it a single link rather than instructions. Most people are willing but never get around to finding the right page.
Can I offer incentives for reviews?
Be careful. Google prohibits incentivised reviews and the ACCC treats undisclosed paid reviews as misleading conduct. Incentivising feedback in general — not a positive review specifically, and disclosed — is the safer approach.
Should I respond to negative reviews?
Yes, promptly and without defensiveness. Future customers read the response more closely than the complaint, and a calm, practical reply often does more for you than the original review did against you.
Which review platforms matter most?
Google Business Profile first for almost every local business, since those reviews appear directly in search and map results. Industry-specific platforms matter where your customers already look, such as trades directories or hospitality sites.
