Google says Google Business profile reviews are good for local search engine optimisation (SEO). You want more of them, but when it comes to getting customers to write reviews, there’s a significant roadblock.
Although the Google reviews process is meant to be simple, many people get stuck on how to complete a Google review and don’t realise that technically, you don’t need a Gmail account to do one.
Let’s begin by explaining how the Google review process works, so it makes sense for those new to this process.
The experience differs slightly on desktop VS. Mobile, so we’ll explore each one.
Mobile Google Business profile review process:
Desktop Google Business profile review process:
If you don’t have a Gmail or Google account, you can still leave a review, including using your existing email address, e.g. Hotmail. Watch this video that explains how:
Yes, Google considers:
Businesses that meet these considerations are more likely to appear first in Google search results for local SEO pack or query listings (when Google displays business profiles in the results).
When your business gets fewer reviews, spam reviews, or a lot of negative reviews, Google will likely rank you lower than other businesses that are doing better in this space.
Email reviews are a great way to obtain feedback from your customers. However, they do not appear in Google search results when people are looking for something nearby.
When 47% of Google searches in Australia are local, having Google reviews on your profile is a must.
Email reviews remain in the channel. And although you could repurpose them in your marketing, they don’t help you get ranked in search results when customers are looking for what you sell or offer.
Some businesses fear Google reviews because they can be used by competitors or malicious individuals to post fake reviews.
While it’s true that this can happen, the best course of action is to respond to the negative review professionally and honestly.
You can’t please everyone, but your response to the customer will be a make-or-break moment for anyone looking at your reviews.
So, while it may be tempting to publicly comment on an experience, it’s best to try to de-escalate the situation by taking it offline.
For example:
Hi Karan, I’m sorry to hear about this. Could you please send me an email with the order number to (tyu@yourmail.com), and I’ll follow this up for you.
OR
For scenarios where you know there’s nothing else you can do to resolve the customer’s problem, e.g., they want a refund for something they’ve already used, it’s better to be generic and avoid a public back-and-forth match with the reviewer on your profile.
Hi Andrew, that’s disappointing to hear. I know we’ve spoken to you a few times about this, and we are sorry that your experience has not met your expectations. We appreciate you sharing your feedback with us and have let our team know so we can improve in future.
For example, if the customer does not exist in your database, you could say:
Hi Jan, Thanks for sharing this. I’ve looked for your name and can’t find a match in our records. Could you please provide us with your contact details by emailing (xyz@email.com) so that we can try to find your details.
Or another example:
Hi Daniel, I appreciate you bringing this to our attention. We don’t have any installations in your area around that time. To look into this further, please email (xyz@email.com) so we can investigate the matter for you.
Once you have replied to the review and can confirm it’s fake, you can report it to Google using the report feature. This increases your chance that Google’s team will consider removing the review.
Even if Google decides to remove the review, your focus should be on obtaining more genuine and authentic customer reviews to counteract the fake ones.
It’s never a good idea to call out that the person is lying or being unprofessional, as this reflects poorly on you as a business and on your future customers.
Google was recently requested by the courts in Australia to reveal the details of a fake reviewer for a dental clinic.
Most clients who tried this method told us that, while it was effective in getting some reviews removed, it sometimes led to more fake reviews being added to their profiles.
Some believe (but it’s hard to prove) that companies that provide this service deliberately add negative reviews to your profile to encourage further money from you later on.
If you’re a physical store or showroom, it’s easier to encourage Google reviews with your customers in person.
Some great ideas we’ve seen that work effectively:
Posters with a QR code that lets them leave a review
This lets the person leave a Google review and share their experience with you.
An effective way to drive more of this is to ensure the sign is prominently displayed in your store or near the exit pathway.
You could also entice the person by letting them know they’ll be entered into a draw to win a voucher or prize from you.
Gifts for leaving a review
Australian laws do not allow you to encourage only positive reviews from your customers.
You can encourage someone to leave a review with you by offering a free gift in exchange for their review.
For those who are not savvy on the web, your team member or you could also help them access the Google page to leave a review.
In doing so, you must not be coercive or forceful, and you cannot tell the person that they have to make it a positive or 5-star review.
QR code on business cards or a flyer
If you offer tours at your showroom or location, you can encourage Google reviews by giving people a QR code on your business card or a flyer.
The easier you make it, the more likely they are to leave you a review.
If you’re an online store, you have several options to encourage Google reviews from your customers.
Add the review link to your packaging or inside the box
Encourage a review of the product delivery.
You can do this by displaying a QR code prominently on the box itself or on a postcard where the main product is located, so the customer does not miss it.
Add a QR code or URL to make this easier.
Automate an email to obtain a review
Using tools like Mailerlite or Klaviyo, you can create an email automation that sends an email to customers a few weeks after their order is shipped, asking them to share their thoughts on the product.
Here, you can give them a link to leave a Google review.
To decrease the barrier to getting a review, you could offer that if they leave a review, they’ll be entered into a competition where they could win a voucher from you, like eCommerce retailer Designer Plants does. The voucher could be drawn every quarter if you don’t get that many reviews, or at a frequency that suits your business.
You can also provide them with an alternative channel option, allowing you to receive the review still.
Manually send a follow-up email or phone call to check in
Ask your team or virtual assistant to contact the customer and see how they went using the product.
Then help them leave a review by walking them through the steps.
In an email, you can record a video using a tool like Loom or Awesome Screenshot recorder, which allows you to screen record and share your face to build trust.
There are email and SMS tools that can help you automate this process while still making it appear that you’re being more personal in your message.
If your customer base is struggling to leave you Google reviews or you find they are less savvy than other segments, then you can make the process easier by creating a landing page for the review step.
The best part about this step is that if you have Google Analytics, you can track how often people visit the page versus how many complete a review. Additionally, with the online form, you can still obtain the review. And even score a subscriber to your newsletter.
If you provide professional services to other businesses, you could add a Google review message to the bottom of your email signature, as Rosie from BA Creative does.
Rosie also goes one step further to leave a Google review for any businesses they’ve worked with. And in exchange, asks them to leave a review if they were happy with their service.
Katie Dimario, as a copywriter, also leaves this thoughtful message at the bottom of their emails.
And being a wordsmith, they also send mass emails to past clients, providing examples of what they could write to help them create a review that makes them want to avoid double-checking their punctuation.
If you provide business services, such as those offered by Kara Lambert, consider adding a Google review message to the bottom of the receipt for paid or completed services.
We also liked this example from Sara at Garage & Roller Doors Services. Using their marketing customer relationship management software, they send an automated text message after a job is completed.
The text encourages the customer to leave a review on Google and/or Facebook. And provides links below the message. It also encourages people to leave a star review if they don’t feel comfortable writing words. Another way to avoid barriers to completion.
