How to ask for (and respond to) online reviews

Online reviews can be one of your most powerful marketing tools. Whether you're running a small business, freelancing or managing a large company, your potential customers are reading what others say about you before deciding to get in touch.

The good news? You don’t have to sit back and hope for reviews. With a thoughtful approach, you can actively encourage your happy customers to share their experiences – and turn every review into an opportunity to build trust and improve your service.

In this article, we’ll break down how to ask for reviews, how to respond to them (both good and bad), and why it’s worth the effort.

Why online reviews matter more than ever

Here’s why you should make reviews a priority:

• They build trust: According to multiple surveys, a majority of people trust online reviews as much as personal recommendations.
• They influence decisions: A strong set of positive reviews can convince a potential customer to choose your business over a competitor.
• They improve SEO: Fresh, consistent reviews help boost your visibility on search engines like Google – especially for local search.
• They give valuable feedback: Reviews can uncover areas for improvement you might not have noticed from inside your business.

In short, reviews are free marketing and feedback rolled into one. So how do you get them?

How to ask for online reviews

Getting great reviews often starts with simply asking. But how you ask makes all the difference.

1. Make it easy for customers to leave a review

The easier you make it for someone to leave a review, the more likely they’ll do it. Provide direct links to your review profiles – such as Google Business, Facebook, or industry-specific platforms like Yelp, TripAdvisor, or ProductReview.

Pro tip: Use a URL shortener or a custom link on your website like yourwebsite.com/review that redirects to your preferred review platform.

Example message:
"Thanks so much for your recent visit! We’d really appreciate a quick review if you have a moment. Just click here to share your thoughts: [Insert Link]"

2. Ask at the right time

Timing is key. You want to catch your customers at the peak of their satisfaction – right after a successful interaction, purchase or service.

• After completing a project
• After a repeat customer makes another purchase
• After receiving a compliment or positive comment

If you're in a service-based industry, ask right after the job is complete and the customer is happy with the outcome.

3. Make it personal and sincere

Avoid copy-paste sounding messages. A short, heartfelt thank you and a polite ask goes a long way.

Example:
"Hi Lisa, it was great working with you! If you have a minute, I’d love it if you could leave a review about your experience. It helps other customers know what to expect and helps us grow."

4. Use multiple channels

Don’t just rely on one method. Here are a few options:

• Email follow-ups after a service or purchase
• SMS reminders for mobile-friendly requests
• Printed cards with a QR code linking to your review page
• Website pop-ups or thank-you pages
• Social media prompts

Mix it up and see what works best for your audience.

5. Follow up – but don’t pester

A polite reminder a few days later can nudge someone who intended to leave a review but forgot. Just make sure not to overdo it – nobody likes being hounded.

Example:
"Just checking in to see if you had a chance to leave a quick review! Your feedback means a lot to us."

How to respond to online reviews

Once the reviews start rolling in, your job isn’t over. Responding to reviews – both positive and negative – shows that you care and are engaged with your community.

1. Always say thank you

For every review you receive, start with a thank you. It shows appreciation and builds goodwill.

Positive review example:
"Thanks so much for your kind words, John! We're thrilled to hear you had a great experience with us."

2. Personalise your replies

Mention something specific from the review if possible. It shows you actually read the feedback and makes your reply more meaningful.

Example:
"We're so glad you enjoyed our friendly service and fast turnaround time — we’ll be sure to pass your comments on to the team!"

3. Handle negative reviews gracefully

Negative feedback can sting, but it’s also an opportunity to learn and improve. Always respond calmly and professionally.

• Acknowledge the issue
• Apologise if appropriate
• Offer a resolution or ask to continue the conversation privately

Negative review example:
"Hi Mary, we’re sorry to hear that your experience didn’t meet expectations. We’d love to talk more and make things right – please reach out to us directly at [contact details]."

4. Use reviews to showcase your business values

Your responses are public, so use them to reinforce your brand voice. Whether you’re friendly, professional, playful or caring – let that come through in how you interact.

5. Be timely

Aim to respond to reviews within a few days. A quick reply shows that you’re attentive and actively managing your customer experience.

A few extra tips

• Don’t offer rewards in exchange for reviews. This goes against the guidelines of most review platforms and can backfire.
• Monitor your reviews regularly. Set up alerts or check in weekly so nothing slips through the cracks.
• Encourage honest feedback. It’s better to have a few thoughtful reviews than a bunch of generic ones.

Asking for and responding to online reviews doesn’t need to feel awkward or time-consuming. It’s simply about building relationships, showing appreciation and being open to feedback.

Start with one happy customer today. A simple request could lead to a glowing review – and that could lead to your next great client or sale.