Guide
Review request automation done right
How to ask every client for a review at the right moment, the wording and timing that work, the rules from Google and consumer law to follow, and how to respond to reviews.
VAULT 33|27 · Updated 12 November 2026 · Reviewed 12 November 2026 · 2 min read
The rules first
- Ask every client, not only the ones you expect to be happy. Google's policies prohibit selectively soliciting positive reviews.
- No incentives for reviews where platform rules or law forbid them.
- No fake reviews, no reviews written by staff or family, no buying reviews. Fake and misleading reviews are restricted by consumer law in the UK and the US, as well as platform policies.
- No "review gating": do not filter unhappy clients into a private form and only send happy ones to Google.
You can, and should, give every client a way to tell you privately if something went wrong, alongside the public review link.
Timing
Ask when the client has just experienced the result:
| Business | Good moment |
|---|---|
| Trades | Same day the job is completed and paid |
| Clinics | A day or two after the appointment |
| Property | After keys are handed over or the sale completes |
| Events and hospitality | The day after |
Wording
Hi [Name], thank you for choosing [Business]. If you have a minute, a review helps other people find us: [direct review link]. If anything wasn't right, reply here and we'll put it right.
- Use the direct link to your review form.
- Keep it short; one link.
- Personalise with the service or the person who helped.
One reminder, then stop
Send one gentle reminder a few days later if there is no review. Then stop. More than that annoys people.
Respond to every review
| Review | Response |
|---|---|
| Positive | Thank them by name, mention the service, keep it brief |
| Mixed | Thank them, acknowledge the issue, say what you are doing about it |
| Negative | Stay calm, apologise for the experience, take it offline with a contact, never argue publicly |
Measure
Track requests sent, reviews received, average rating and response time to reviews, monthly and by branch. Our reviews and reputation solution automates the requests while you keep the personal replies.
Sources
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