How to Get More Customer Reviews (Without Being Pushy)

Ethical strategies for Google, Trustpilot, and industry-specific platforms

Customer reviews are the lifeblood of small businesses in the UK. They influence buying decisions, boost local SEO, and build trust with new customers. But asking for reviews can feel awkward—especially if you’re worried about sounding pushy or transactional.

The good news? There are ethical, effective ways to encourage reviews that feel natural, respectful, and even enjoyable for your customers. Whether you’re listed on Google, Trustpilot, or a trade-specific platform like Checkatrade or TripAdvisor, here’s how to build a steady stream of positive feedback without compromising your brand integrity.

Why Reviews Matter More Than Ever

Before diving into tactics, it’s worth understanding why reviews are so powerful:

• Local SEO boost: Google prioritises businesses with frequent, high-quality reviews.
• Trust signals: UK consumers rely heavily on peer feedback—especially for trades, hospitality, and retail.
• Conversion rates: Products and services with reviews convert better, even if the reviews aren’t all perfect.
• Platform visibility: Sites like Trustpilot and Checkatrade rank businesses based on review volume and recency.

In short, reviews aren’t just nice to have—they’re essential for growth.

1. Make It Easy (and Obvious)

The first rule of ethical review collection is frictionless access. If customers have to hunt for your review link, they won’t bother.

Tips:

• Add a direct review link to your email signature, receipts, and booking confirmations.
• Use QR codes on packaging, menus, or signage that lead straight to your review page.
• Include a “Leave us a review” button on your website and social media bios.

Platform-specific tip: For Google, use the Place ID tool to generate a direct review link. For Trustpilot, use their Business Portal to create a custom invitation link.

2. Time It Right

Asking for a review too early—or too late—can backfire. The sweet spot is just after a positive interaction, when the customer is still engaged.

Examples:

• After a successful service call or delivery
• Following a compliment or positive comment
• Once a customer has used your product for a few days

Tone matters: Use language like “We’d love to hear your thoughts” or “Your feedback helps other UK customers find us”—rather than “Please leave us a 5-star review.”

3. Personalise the Request

Generic review requests feel robotic. A personalised message shows you care and increases the likelihood of a response.

How to personalise:

• Mention the specific product or service they received
• Reference the location or staff member involved
• Use their name if appropriate (especially in email or SMS)

Example: “Hi Sarah, thanks again for choosing our Newton-Le-Willows team for your boiler service. If you have a moment, we’d really appreciate your feedback on Google—it helps other local customers find us.”

4. Use Review Reminders (Sparingly)

A gentle follow-up can work wonders—but don’t overdo it. One reminder is usually enough.

Best practices:

• Wait 3–5 days after the initial request
• Keep it short and friendly
• Offer an easy opt-out or unsubscribe option

Example: “Just a quick reminder—if you haven’t had a chance to leave a review yet, we’d love to hear your thoughts. It only takes a minute and helps us improve.”

5. Incentivise Ethically (or Not at All)

Offering discounts or freebies in exchange for reviews is a grey area—and often against platform guidelines. Instead, focus on intrinsic motivation.

Ethical alternatives:

• Highlight how reviews help other customers
• Share how feedback improves your service
• Feature customer reviews in your marketing (with permission)

Trustpilot’s policy: You can ask for reviews, but you must not offer incentives or selectively invite only happy customers. Transparency is key.

6. Train Your Team

Your staff are your frontline review ambassadors. Make sure they understand how and when to ask for feedback.

Tips:

• Include review requests in customer service scripts
• Reward staff for positive mentions (not for asking)
• Role-play scenarios to build confidence

Example: “Thanks for visiting today—if you enjoyed the service, feel free to leave a quick review. It really helps us out.”

7. Respond to Reviews (Even the Bad Ones)

Engaging with reviews shows you care and encourages others to leave feedback. It also helps manage your reputation.

How to respond:

• Thank customers for positive reviews
• Address negative feedback calmly and constructively
• Avoid defensive or generic replies

Example: “Thanks for your honest feedback, Tom. We’re sorry the delivery was delayed and we’re working to improve our logistics. We appreciate you taking the time to let us know.”

8. Use Industry-Specific Platforms

Beyond Google and Trustpilot, many sectors have their own trusted review platforms:

• Trades: Checkatrade, Rated People, MyBuilder
• Hospitality: TripAdvisor, Booking.com, OpenTable
• Retail: Etsy, Not On The High Street, Amazon
• Professional services: Bark, Houzz, Reedsy

Make sure your business is listed and actively collecting reviews where your audience already looks.

9. Showcase Reviews in Your Marketing

Once you’ve collected reviews, put them to work. Featuring testimonials builds credibility and encourages others to contribute.

Ideas:

• Add reviews to your homepage or landing pages
• Share quotes on social media
• Use them in email campaigns or printed materials

Tip: Always ask permission before using a customer’s full name or photo.

10. Build a Review Culture

The most sustainable strategy is to make reviews part of your business DNA. When customers see that feedback is valued and acted upon, they’re more likely to contribute.

How to build a review culture:

• Celebrate reviews internally
• Share feedback with your team
• Use reviews to improve your service

Long-term benefit: A steady stream of reviews builds trust, improves visibility, and strengthens your brand reputation—without ever needing to beg or bribe.

Getting more reviews from UK customers doesn’t require pushy tactics or awkward conversations. With the right timing, tone, and tools, you can build a review pipeline that feels natural, respectful, and genuinely helpful to your business.

Start by making it easy, personal, and ethical. Focus on platforms your audience trusts, and always respond with gratitude. Over time, you’ll create a feedback loop that fuels growth, builds loyalty, and sets your business apart.