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How to: collect customer reviews

Referrals are a great way to increase interest in your business. The next best thing is honest reviews – 84% of people trust online reviews as much as a personal recommendation. It may feel presumptuous to request positive feedback from your clients. You might be surprised at how many are willing to share their thoughts, especially if they had a positive customer experience or are repeat customers.

Collecting Reviews

Do you have a customer you recently went above and beyond for? Or maybe you completed a job with a particularly great outcome. Asking a client to share their thoughts about the product and/or service they received from you and your staff could be what convinces someone your business is right for them. This could be as simple as verbally requesting a Facebook review or asking your customers to fill out an old-school paper survey.


After your customer journey is complete, mail your clients a survey (don’t forget the pre-addressed return envelope). Keep it an appropriate length, collecting their contact information for verification purposes and future communication, so you don’t take up too much of their time. You can even offer them an incentive, such as a discount on a future purchase, in exchange for their suggestions.

One reason we like surveys is that you can take quotes from your customers’ responses and add them to your website, without worrying about copying content that appears in other places online. This way, potential customers see different reviews and opinions in every place they look.


Social media is a simple ask, since the average adult spends 2 hours on Facebook, Instagram, YouTube and Snapchat per day. A simple and direct message thanking your customers for their recent purchase could be all it takes for them to write on your behalf. Let them know their business is appreciated and they will likely return the favor.

Google My Business

Automating your request with email marketing is an efficient and easy way to ask your customers for their thoughts. It requires a little bit of work up front but the payoff is worth it. First, set up your Google My Business account. Make sure all of your information is correct – name, logo, location and contact information. You can upload your own images here as well.

Using a call to action in your email, kindly request that your clients follow the link and leave you a review of your company on Google.


Yelp is another platform where happy customers can leave reviews. Many local businesses have Yelp profiles, but it’s especially important for shopping-based businesses (21% of all reviewed businesses) and restaurants (17% of all reviewed businesses). Yelp’s guidelines don’t allow businesses to ask for reviews. However, you can display a “Find Us on Yelp” sticker in your business, which encourages visitors to check out your profile to see what other customers have to say about your business, as well as leave a review of their own.