Google reviews: how to get more and how to reply

Before calling a tradesperson, booking a table or instructing an agent to sell their flat, almost everyone checks the Google reviews. In French-speaking Switzerland, as elsewhere, they affect three things at once: your position on Google Maps, the customer’s decision and, increasingly, what AI assistants say about your business.

The good news: getting regular reviews isn’t complicated. What you mainly need is a method.

Why Google reviews matter so much

• For local rankings : Google lists prominence among its local ranking factors, and reviews are part of it (number, rating, frequency, content).
• For conversion : between two nearby businesses, customers often choose the one with the most recent, detailed reviews.
• For AI tools : ChatGPT, Gemini or Perplexity rely on public information, including reviews, to recommend a business. A review that says ‘bathroom renovation in Onex, tidy work and on schedule’ is precise, reusable information.

1. Ask at the right moment

The best moment is when the customer is happy: the end of a job, check-out at the hotel, the signing of an instruction, the end of a great meal. Waiting two weeks greatly reduces your chances of getting a review.

2. Make it easy

From your Google Business Profile, you can copy a direct link to the review form. Use it everywhere:

• by text message or WhatsApp after the service;
• in your thank-you email or on the invoice;
• as a QR code at the counter, in the room or on your business card.

The fewer the clicks, the more reviews you get.

3. Guide without dictating

You can’t write the review for the customer, but you can help: ‘If you have a moment, tell us in a few words what we did for you and where.’ Reviews that mention the service and the town are the most useful, both for Google and for future customers.

4. Reply to every review

Replying shows that your business is active and attentive. A few rules:

• reply within a few days;
• personalise: first name, service, a concrete detail;
• keep it short, without copying and pasting the same sentence everywhere;
• never disclose private information about the customer.

Reply templates

Positive review (tradesperson) : ‘Thank you, Claire, for your trust! It was a pleasure renovating your bathroom in Onex. Don’t hesitate to get back in touch for your next project.’

Positive review (restaurant) : ‘Thank you, Marc, the whole team is delighted you enjoyed the autumn menu. We look forward to welcoming you back on the terrace!’

Negative review : ‘Hello Sophie, thank you for your feedback. We’re sorry the wait was so long on Saturday evening. We have reorganised our floor service. We’d be happy to discuss it with you: write to us at contact@…’

When faced with a negative review: thank the customer, acknowledge the problem without lengthy justifications, explain what you have changed and offer to continue the conversation offline. Future customers mainly read your reply.

5. What you should never do

• Buy or swap reviews : it breaks Google’s rules and can lead to reviews being removed, or even your profile being suspended.
• Offer an incentive in exchange for a review (discount, gift): also prohibited by Google.
• Filter customers by only sending the link to happy customers: Google explicitly advises against it.
• Reply in the heat of the moment to criticism.

6. Track and use your reviews

Reread your reviews every month: they reveal what your customers appreciate and what needs improving. The best ones can also be showcased on your website, with the authors’ consent.

Frequently asked questions

How many reviews do I need to rank well?

There’s no magic number. What matters is having more recent, detailed reviews than your direct competitors in your town, and receiving them regularly.

Can I delete a negative review?

You can’t delete it yourself. If it breaks Google’s rules (fake review, offensive language, conflict of interest), you can report it from your profile. Otherwise, a professional reply remains the best option.

Do reviews on other platforms count?

Yes. Tripadvisor, booking platforms and industry directories strengthen your overall reputation, which AI tools also take into account.

Make reviews a habit

At 360 Web Agency, we set up simple systems for requesting reviews and managing your Google Business Profile, alongside your SEO. To go further, read our 10 Google Business Profile optimisations or contact us.