Summer is the perfect time to tackle those business projects you’ve been putting off. While your competitors are checking out early for vacation, you can quietly build one of the most powerful marketing assets any business can have: a steady stream of authentic customer reviews.
Here’s the thing about online reviews: they’re not just nice to have. When 98% of consumers read online reviews for local businesses before making a purchase, your review strategy isn’t marketing, it’s survival.
In this article, we’ll walk you through a simple four-step approach that you can implement quickly to start collecting authentic reviews consistently and improving your star rating.
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1. Choose the Best Online Review Site for Your Business
While it’s important to have solid reviews on multiple sites, avoid spreading yourself too thin: instead, focus on one review site and build momentum there.
How do you choose the review site to focus on? For most businesses serving local customers, the ideal home base is a Google Business Profile. Google is often the first place new customers look, making it the most valuable digital real estate for a local business.
If your business doesn’t qualify for a Google Business Profile, search for your top three competitors and see which review sites rank highest for them, then choose the one that’s the best fit. Also, check BrightLocal’s Best Business Review Sites.
If you sell online, you need reviews on your product pages and connect them to Google Shopping along with your products.
For business review sites, spend some time creating a profile that builds trust with visitors. Add a compelling description of your business, upload fresh photos, include links to your website and social media, update your hours, and verify that your contact information is accurate.
The next move is to create an effortless path for your customers to write a review. Find the direct link that takes users straight to the page where they can leave you a review. It’s worth the extra effort to create a QR code of that link, which instantly moves a happy customer from their phone to your review page.
Save that link and QR code. You’ll use these for the next step.
Finally, check the settings and turn on review notifications. This is your vital alert system ensuring you know when a new review arrives.
2. Ask for Reviews Every Way Possible
Once your review home base is ready, it’s time to master the art of asking. Entrepreneurs who collect the most reviews aren’t necessarily the ones with the best products; they’re the ones who prompt for reviews from every customer, every time, using multiple touchpoints.
Start with your existing communication channels. If you already send order confirmations, shipping notifications, or follow-up emails, you’re sitting on great review opportunities. Add a simple, friendly review request with the direct review link to those messages. For service-based businesses, the post-appointment email or text is your perfect moment to ask while the positive experience is still fresh.
Make it part of your in-person routine. Train yourself and your team to weave review requests naturally into customer interactions. When someone is paying for their purchase, and especially when they compliment your service or say they love their purchase, that’s your cue: “I’m so glad you liked it! Would you mind taking 30 seconds to share that feedback online? It really helps other customers find us.” Then show them the QR code on your phone or a printed card.
Put visual reminders where customers can see them. Table tents at restaurants, small signs at checkout counters, or stickers on packaging all serve as gentle nudges. The key is making these displays helpful, not pushy. Frame them as “Help others discover us!” rather than desperate pleas.
Don’t forget your past customers. Reach out to clients who have already ordered from you with a friendly message: “We hope you’re still loving [product/service]. If you have a moment, we’d be grateful for a quick review.” Past customers can become your most enthusiastic reviewers because they’re not being asked in the heat of a sales moment.
Just be careful about your timing. Contact a handful of previous customers each week rather than sending out dozens of requests at once. When review platforms see an unusual spike in activity, they may suspect that some of the new reviews are fake.
Package inserts work wonders for physical products. A small card with your QR code and a personal message from you can turn every delivery into a review opportunity, because customers are holding your product while reading your request.
The key? Make asking feel natural, not scripted. Your genuine appreciation for their business should shine in every request.
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3. Respond to Every Review Quickly and with Care
Here’s where many entrepreneurs drop the ball: they get excited about collecting reviews, but then go silent when those reviews arrive. Every review, whether it’s a glowing five-star testimonial or a frustrated one-star complaint, deserves a thoughtful response if you’re serious about your online reputation.
Why responding matters more than you think. When potential customers read your reviews, they’re also reading your responses. A professional, caring reply (especially to criticism) boosts your credibility. It shows you’re engaged, you care about customer experience, and you’re willing to make things right.
For positive reviews, keep it personal but efficient. Thank the customer by name, mention something specific they praised, and invite them back. A simple “Thanks, Sarah! So glad you loved our quick service. Looking forward to your next visit!” feels genuine without eating up your entire day.
For negative reviews, take a deep breath and follow this formula. First, acknowledge their feelings. “I’m sorry you had this experience.” goes a long way. If you agree with their complaint, offer a concrete solution such as a refund or discount. If the issue is complex or you need more details, invite them to continue the conversation privately: “Please email me at [your email] so we can resolve this properly.” If the review is clearly in error or fake, stay professional: “It seems there might be a misunderstanding, because we were definitely open on that day. Please contact me at [your preferred contact channel] so we can figure this out.”
Speed matters, but don’t sacrifice quality. Aim to respond within 24 hours. When setting up notifications at the review site, include multiple staff members where possible so that someone is always available to respond. Train your team and emphasize the importance of quick replies. Quick responses show to the reviewer, to future customers, and to the review platform that you’re actively managing your business.
When you’re stuck for words, get help. If crafting responses feels overwhelming, consider using AI tools to help draft professional replies. The key is to ensure that any response sounds authentically like your business voice, not like a robot wrote it.
Remember: future customers are reading your responses and deciding whether you’re the kind of business owner they want to work with.
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4. Tips for Even Better Review Results
As you build your review system, the following considerations will help you work smarter and get better results with less effort.
Use a redirect link for maximum flexibility. Instead of printing your Google review link directly on cards and marketing materials, set up a “redirect link” like “YourBusinessName.com/reviews” that you control. When you want customers to focus on a different review site or run a special campaign, simply change where that link points, without having to reprint business cards or replace table tents.
Think beyond your primary review site. While focusing on one main platform builds momentum, not every customer wants to leave a review on Google. Some customers don’t have a Google account, while others may prefer Facebook or posting photos on Instagram. A great solution is to create a simple landing page on your website (like “YourBusiness.com/feedback”) that gives customers multiple options to leave reviews or valuable user-generated content on their favorite social media channel.
Get feedback privately first. If you’re not yet confident about how your customers feel about your business, it’s a great idea to ask them for feedback before asking them to write a review. You may learn some invaluable things that you can improve, and it’s far better to find this out privately than in a public review! By addressing their issues, you can often turn them into satisfied customers who then leave positive reviews.
Amplify your success everywhere. Once you start collecting great reviews, don’t let them sit hidden on review sites. Boost your brand awareness with customer reviews by displaying them on your website, creating posts about them on social media (and tagging your customer in the post), and including review snippets in email signatures.
Let tools handle the routine work. As your review volume grows, simple automation can save hours each week. Tools can automatically send review requests and follow-up messages, organize customer responses, and even help you craft professional replies. You can start simple with free options, then upgrade as your needs grow.
The goal isn’t perfection from day one. Select one or two of these tips that make sense for you now, and build from there.
Ready to Start Building Your 5-Star Reputation?
Building a strong review system isn’t just another marketing tactic; it’s insurance for your business. Every positive review is working for you 24 hours a day, seven days a week, helping you get found online, building your online presence, and convincing potential customers to choose you over competitors.
Summer is flying by, but there’s still time to build something that will pay dividends for years to come. Your future self will thank you for taking action today.
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