Google Review Templates: Email, SMS & In-Person Scripts

Here's the thing about asking for reviews: most businesses are doing it wrong.

Not because they're lazy or don't care, but because they're overthinking it. They craft these elaborate, formal-sounding messages that feel like homework assignments. Or worse, they send generic "please leave us a review" texts that get ignored faster than spam calls.

The reality? Getting Google reviews isn't about having the perfect words. It's about asking at the right moment, through the right channel, with the right level of effort required from your customer.

Think about it. When was the last time you left a review? Probably when someone made it easy enough that it felt like less work than ignoring the request. That's the bar.

This guide gives you templates that work—email scripts, SMS messages, and in-person asks that get responses. Not theory. Not "best practices" from 2015. Actual templates businesses are using right now to collect reviews without sounding pushy or desperate.

Key Takeaways

• Channel matters more than you think: SMS gets 45% response rates vs 6% for email—but email accounts for 60% of review requests because it's scalable and less intrusive
• Timing beats perfect copy: Ask immediately after service completion for 30-50% conversion. Wait 3 days? Drop to 10-15%
• QR codes convert at 37%: 3-4x higher than digital ads, making them ideal for in-person asks
• Keep it short: Under 160 characters for SMS, under 100 words for email. Customers won't read essays
• In-person asks win: 30-50% conversion rate when staff ask naturally at checkout
• Multi-channel works best: Businesses using SMS + email + in-person get 2x more reviews than single-channel approaches

Why Templates Matter (And Why Most Don't Work)

Let's talk about why people don't leave reviews in the first place.

It's not that they don't want to help you. Most customers actually want to support businesses they like. The problem is friction.

Writing reviews is tedious. People stare at blank text boxes thinking "what do I even say?" They don't want to sound stupid. They don't have time. The moment passes. They forget.

Bad review request templates make this worse. They're either too formal ("We kindly request your esteemed feedback..."), too vague ("Leave us a review!"), or too demanding ("Please take 10 minutes to complete our survey...").

Good templates remove friction. They're conversational, specific, and make the action feel trivial. That's what these templates do.

Part 1: SMS Templates (45% Response Rate, 98% Open Rate)

SMS is the fastest way to get reviews. According to recent data, text messages have a 98% open rate compared to email's 20-32%. More importantly, the average SMS response time is 90 seconds vs 90 minutes for email.

The problem? SMS click-through rates dropped from 8% to 6% between 2023 and 2024. Why? Spam texts, AI scams, and message fatigue. People are more cautious about clicking links from businesses.

What this means for you: Your SMS needs to be personal, immediate, and trustworthy.

SMS Best Practices

Timing: Send 2-4 hours after service completion. Not same day, not next week. That specific window.

Length: Under 160 characters. If it splits into two messages, you're doing it wrong.

Personalization: Use their name. Reference what they bought or the service they received.

Link: Use a shortened Google review link. Long URLs kill conversion.

Ready-to-Use SMS Templates

Part 2: Email Templates (60% of All Review Requests)

Here's something counterintuitive: email accounts for 60% of all review requests in 2025, even though SMS has higher response rates.

Why? Email is less intrusive, more scalable, and doesn't require opted-in phone numbers. It also lets you include branding, longer explanations, and richer messaging.

Email won't get instant replies like SMS, but it captures people who check email throughout the day and prefer responding on their own time.

Email Best Practices

Subject Lines: Skip "We'd love your feedback" (too generic). Try "Quick question, [Name]?" or "How did we do, [Name]?"

Send Time: 2-3 PM or 6-7 PM on weekdays. Monday and Friday have lower open rates.

Length: Keep the body under 100 words. One CTA button. No multiple asks in the same email.

Personalization: Reference their specific service, product, or experience. Generic emails = delete.

The templates are embedded above in the ReviewTemplateCard component, organized by category (Email, SMS, In-Person, Social Media, Receipt/Invoice). Users can click between tabs and copy templates directly.

Part 3: In-Person Scripts (30-50% Conversion Rate)

This is where most businesses fail. Not because in-person asks don't work—they have the highest conversion rate of any channel—but because staff feel awkward asking.

Train your team on how to ask naturally. The key is making it feel conversational, not scripted.

In-Person Best Practices

Timing: At checkout or right after service completion. Not during service, not as they're walking out the door.

Body Language: Smile. Make eye contact. Hand them something physical (business card with QR code).

Why It Matters: Explain briefly why reviews help. "It really helps other folks find us" works better than "We need reviews."

No Pressure: Say "no pressure" or "only if you feel we earned it." Customers respond better when they don't feel obligated.

Conversational Scripts That Work

For Service Businesses: "It's been great working with you today, [Name]. If you're happy with how everything went, we'd really appreciate if you could share that on Google. It helps other folks in [City] find us. Here's a card with a QR code—just scan it with your phone and it takes you right there. Takes about 30 seconds. No pressure, but it would mean a lot to us!"

For Retail/Restaurants: "Hey, really glad we could help you out today! If you get a chance, a quick Google review would be awesome. Here's a card—just scan the code whenever you have a sec. Totally optional, but it helps us out a ton. Thanks again!"

For Healthcare/Professional Services: "Thanks so much for coming in today! Real quick—if you enjoyed your experience, would you mind leaving a review on Google? A lot of people use reviews to decide where to go, and your honest feedback could really help someone out. Here's a card with all the info. Appreciate you!"

Why QR Codes Are Essential for In-Person Asks

QR codes achieve a 37% click-through rate—3-4x higher than traditional digital ads. Why? Zero friction. Customer scans, review page opens, done.

Where to Put QR Codes:

• Business cards
• Receipts and invoices
• Table tents (restaurants)
• Service completion paperwork
• Thank-you cards
• Window decals

Make them 2"x2" minimum. Test them before printing. Add text: "Scan to share your experience."

Part 4: The Multi-Channel Strategy That Actually Works

Here's what businesses with the most reviews do: they don't pick one channel. They use all three in sequence.

The Optimal Sequence:

1. In-person ask (immediate, 30-50% conversion)

   • Staff mentions review during checkout
   • Hands customer a card with QR code

2. SMS follow-up (2-4 hours later, 15-25% conversion)

   • "Hi [Name], thanks for today! If you had a great experience, we'd love if you could share that: [LINK]"

3. Email follow-up (24 hours later, 5-10% conversion)

   • Personalized message referencing their specific service
   • Includes direct Google review link

4. Final reminder (7 days later, if no review, 3-5% conversion)

   • Gentle, non-pushy
   • "We're always looking to improve. Your feedback would mean a lot."

This sequence catches people at different moments—immediate action-takers, email checkers, and delayed processors. Businesses using this approach get 2x more reviews than those using a single channel.

Part 5: What Makes Spokk Different

If you're implementing these templates, you'll quickly realize that manually tracking who got what message, when, and through which channel becomes impossible.

This is where Spokk solves the biggest friction point customers face: not knowing what to write.

Instead of asking customers to stare at a blank Google review box, Spokk collects their feedback through a quick form (text or voice), then AI generates a personalized Google review draft they can copy and paste. The whole process takes 15 seconds.

How It Works:

1. Customer submits a quick feedback form (or records voice feedback)
2. Spokk's AI drafts a personalized Google review using their actual experience
3. Customer copies, edits if needed, and pastes on Google
4. Done

Why This Matters:

• 5x higher completion rates compared to traditional "write your own" review requests
• Audio transcription: Customers can speak instead of type (way easier)
• Automated SMS and email requests with built-in compliance
• Staff performance ratings automatically included in reviews
• Private feedback routing: Negative experiences don't hit Google—you get notified privately to fix issues
• 2-way messaging: Reply to customers directly

You're not just collecting reviews—you're identifying issues before they become public, measuring staff performance, and building a complete feedback loop.

Try Spokk free to see how AI-powered review generation works.

Part 6: Timing Strategies That Triple Response Rates

Templates don't matter if you send them at the wrong time.

The 24-Hour Window: 96% of customers are open to leaving reviews if asked at the right moment. That moment lasts about 24 hours. After that, response rates drop 40-60%.

Optimal Timing by Business Type:

Don't ask too soon. If they haven't used the product yet, they can't write a meaningful review.

Don't wait too long. Memory fades. Life happens. They forget.

Part 7: The Biggest Mistakes (And How to Avoid Them)

1. Asking for "5-star reviews"

Never ask for a specific rating. It's pushy, violates Google's review policies, and actually lowers conversion rates.

Instead, ask for "honest feedback" or "your experience." Customers respond better when they don't feel pressured.

2. Sending the same generic template to everyone

"Dear valued customer..." is the fastest way to get ignored. Use their name. Reference what they bought. Make it personal.

3. Making the process too complicated

"Search for us on Google, find our listing, click reviews, sign in..." No. That's homework. Send a direct link. Use QR codes. Remove every step you can.

4. Following up too aggressively

One reminder is fine. Three reminders in five days is harassment. If they didn't respond to two asks, they're not going to respond to a third.

5. Only asking happy customers

This is called "review gating" and it's against Google's policies. Ask all customers for feedback. Route negative feedback privately (tools like Spokk do this automatically). Let happy customers post publicly.

Part 8: Measuring What Works

Don't just send templates and hope. Track performance.

Metrics to Monitor:

• Response rate by channel: Which gets more reviews—SMS, email, or in-person?
• Time to response: How long between request and review?
• Review completion rate: % of people who click the link vs actually leave a review
• Template performance: Which subject lines, messages, and CTAs convert best?

A/B Test Everything:

• Subject lines
• Message length
• Send timing
• CTA wording ("Leave a review" vs "Share your experience")
• Personalization level

The businesses getting the most reviews aren't the ones with the best templates. They're the ones who test, measure, and optimize constantly.

Part 9: Legal & Compliance (Don't Skip This)

You can't incentivize reviews. Period.

As of October 2024, FTC violations carry penalties up to $51,744 per violation. Here's what you absolutely cannot do:

Prohibited:

• ❌ Offering money, discounts, or free products for reviews
• ❌ Tying loyalty points to reviews
• ❌ Review gating (only asking happy customers)
• ❌ Asking employees to write fake reviews
• ❌ Buying reviews from platforms
• ❌ Suppressing negative reviews in exchange for compensation

Legal:

• ✅ Contests where reviews are one way to enter (not tied to positive reviews)
• ✅ Exceptional service that naturally generates reviews
• ✅ Loyalty programs unrelated to reviews
• ✅ Asking for "honest feedback"
• ✅ Explaining why reviews matter
• ✅ Sending coupons to all customers (not just reviewers)

When in doubt, consult the FTC's guidelines and Google's review policies.

Start With One Template

You don't need all of these templates. Pick one that fits your business naturally:

• Retail/restaurants: QR codes on receipts + in-person ask at checkout
• Service businesses: SMS 2-4 hours post-service + email 24 hours later
• Healthcare: In-person ask at checkout + SMS same day
• E-commerce: Email 7-14 days post-delivery
• Professional services: Email 24 hours after milestone + 7-day follow-up call

Test it for 30 days. Track results. Adjust. Then add a second channel.

The gap between knowing what works and actually doing it consistently is where most businesses fail. Pick one template. Use it every time. Build the habit first, then optimize.

FAQs

When is the best time to send a review request?

Within 2-4 hours for SMS, 24 hours for email, and immediately for in-person asks. The 24-hour window after service is critical—wait longer and response rates drop 40-60%.

Should I ask for reviews via SMS or email?

Both. SMS gets 45% response rates vs 6% for email, but email is less intrusive and more scalable. The best strategy uses SMS for immediate follow-up (2-4 hours) and email for thoughtful follow-up (24 hours later).

How many times should I follow up if they don't respond?

Once. Maybe twice if it's been a week. More than that is harassment. If someone didn't respond to two asks, they're not going to leave a review.

Can I offer a discount in exchange for a review?

No. FTC regulations prohibit incentivizing reviews with money, discounts, or rewards. You can run contests where reviews are one entry method, but you can't tie the incentive directly to leaving a review.

What's the ideal length for a review request message?

SMS: Under 160 characters (one text message). Email: Under 100 words with a single CTA button. Longer messages get ignored.

How do QR codes compare to text links for review requests?

QR codes achieve a 37% click-through rate—3-4x higher than digital ads. They work best for in-person asks because they require zero typing and feel immediate.

Should I only ask happy customers for reviews?

No. That's called "review gating" and violates Google's policies. Ask all customers for feedback. Route negative feedback privately so you can fix issues before they become public reviews.

How does Spokk help with review requests?

Spokk removes the biggest friction point—writing the review. Customers submit quick feedback (text or voice), and AI generates a personalized Google review draft they can copy and paste. This results in 5x higher completion rates compared to traditional "write your own" review requests.

Want to stop manually chasing reviews and start collecting them on autopilot? Try Spokk free and see how AI-powered review generation turns happy customers into 5-star reviews in 15 seconds.