The short answer: ask every customer, soon after their visit, for an honest review, with a direct link that takes them straight to the review form. Keep the request to one or two sentences, never offer anything in return, and don't ask for five stars. The best channel is usually a text or email within a few hours of the visit, backed up by a QR code at the counter. And check each site's rules first: Google, Tripadvisor and Trustpilot let you ask, while Yelp asks businesses not to request reviews at all.
This guide gives you word-for-word scripts for every channel, the best moment to ask, which site to send customers to, and the rules on each platform.
Key Takeaways
- Most people review when asked. 78% of consumers were asked to write a review in the past year, and 28% say they always write one when asked, up from 16% the year before (BrightLocal, 2026).
- Google is where reviews get written. 45% of consumers left a Google review in the past year, ahead of Facebook (34%) and Yelp (24%).
- Ask everyone, the same way. Asking only happy customers breaks Google's policy, and the FTC says it could violate the FTC Act (FTC).
- No rewards, ever. Google, Yelp, Tripadvisor and Trustpilot all ban incentives for reviews, including prize draws.
- Yelp is different. Its guidelines say "Don't ask anyone to review your business" (Yelp).
- Recent reviews matter most. 74% of consumers only care about reviews from the last three months, so asking has to be ongoing, not a one-off campaign.
Why Asking Works
Most happy customers never think to leave a review. Nothing went wrong, so there's nothing to say. Unhappy customers are more motivated to write on their own. Asking closes that gap.
The numbers are on your side. In BrightLocal's 2026 survey of 1,002 US consumers, 94% said they're open to writing reviews, and positive experiences are written up about twice as often as negative ones (60% vs 29% of consumers in the past year). 78% were asked for a review in the past year, and 28% now say they always write one when asked (BrightLocal).
Asking also keeps your reviews fresh. 74% of consumers only care about reviews from the last three months, and 47% won't use a business with fewer than 20 reviews. A burst of reviews from last spring doesn't help much this fall.
The Rules on Each Platform
Before you ask, know where you're sending people. The FTC's own advice to businesses starts there: "Before you ask people for reviews, know the rules of the platforms and websites on which those reviews may appear" (FTC).
| Platform | Can you ask? | Rewards? | Ask only happy customers? | Other rules worth knowing |
|---|---|---|---|---|
| Yes, without trying to influence the rating or content | No | No | Don't pressure people to review on the premises; no staff review quotas; don't ask for specific content, like a staff name | |
| Yelp | No | No | No | Don't ask after a survey or feedback form either |
| Tripadvisor | Yes | No, including contests and donations | No | Don't suggest wording; positive and negative paths must be identical |
| Trustpilot | Yes, invite all customers | No | No | Don't suggest a rating |
Sources: Google, Yelp, Tripadvisor, Trustpilot. Checked October 2026.
Google allows businesses to "solicit or encourage the posting of content that does represent a genuine experience, without offering incentives to do so or attempting to influence the rating or the contents of the review." It does not allow offering incentives for any review, selectively asking for positive reviews, requiring or pressuring customers to review while they're on the premises, or requesting specific content, including asking staff to collect a certain number of reviews or reviews that name a staff member. Google can remove reviews and restrict profiles that break these rules, for example by blocking new reviews for a set period (Google).
Yelp asks businesses not to request reviews from anyone, says staff should never compete to collect reviews, and specifically says not to ask for reviews after requesting feedback in surveys or contact forms. Yelp's software may not recommend reviews that look requested, which can hurt your Yelp rating. You can still tell people you're on Yelp.
Tripadvisor allows asking, but "it is against our guidelines to offer or promise anything in exchange for any reviews, irrespective of rating," including contest entries and donations in the customer's name. It also bans "suggesting specific terms, wording, or paraphrasing to be included in reviews," employee incentives for reviews, and review gating.
Trustpilot says: "Don't encourage only positive reviews or suggest a specific rating," don't offer incentives, and don't pressure customers.
In the US, the FTC exempts general requests to all customers from parts of its rule on consumer reviews, bans incentives that depend on a review being positive, and says asking only happy customers "could violate the FTC Act" (16 CFR 465; FTC Q&A).
What this means in practice: for most local businesses, Google is the place to ask. It's where the most reviews are written, and its rules are clear. If you're in hospitality, Tripadvisor matters too. Don't ask for Yelp reviews.
When to Ask
Soon after the service is complete, at the same point for every customer.
| Business type | A good moment to ask |
|---|---|
| Restaurant, café, bar | An hour or two after the visit, or the next morning for evening meals |
| Salon, spa, clinic, studio | An hour or two after the appointment |
| Plumber, HVAC, electrician, cleaner | When the job is signed off, or that evening |
| Auto repair | After the car has been picked up |
| Online store | A few days after delivery, once they've used the product |
| Hotel or rental | After checkout |
| Lawyer, accountant, agency | At a milestone or when the matter or project closes |
Two things to avoid:
- Asking only at "happy moments." Timing your request for when a customer seems delighted, or only sending it to people who rated you highly, is selective asking. Trustpilot even names invitations timed for a stage of the journey only happy customers reach (Trustpilot). Pick one trigger and use it for everyone.
- Asking too late. After a week or two, the details have faded and the moment has passed.
How to Ask: Scripts for Every Channel
Every script below asks for an honest review, offers nothing in return and doesn't suggest a rating or what to write.
In person
The best in-person ask is short and hands the customer something to use later, rather than asking them to review on the spot. Google's policy says businesses shouldn't require or pressure customers to leave reviews while on the premises.
"Thanks so much for coming in today. If you have a minute later, we'd really appreciate an honest review on Google. I'll text you the link so it's easy."
"It was great working on this with you. If you're up for it, an honest review on Google really helps a small business like ours. There's a QR code on your receipt."
By text message
Text works well because it arrives on the phone the customer will use to write the review. Keep it to one message: your business name, the ask, the link, and how to opt out.
Hi [Name], thanks for choosing [Business] today. Would you share your experience on Google? It helps others find us: [link] Reply STOP to opt out
For more texts by industry, each checked to fit in a single SMS, see customer feedback text message templates.
By email
Subject: How was your visit, [Name]?
Hi [Name],
Thanks for choosing [Business]. If you have a moment, we'd be grateful for an honest review on Google. It takes about a minute and helps other people decide.
[Leave a review]
Thank you, [Your name]
On receipts, cards and signs
Tell us how we did. Scan to review us on Google.
Enjoyed your visit? Or have something to tell us? Scan to leave a Google review.
On your website or social media
Been in recently? We'd love your honest review on Google: [link]
For B2B clients
Hi [Name], thanks again for working with us on [project]. If you'd be willing, an honest review on Google would help other businesses who are considering us. Here's the link: [link]. Either way, I'd love to hear your feedback directly.
The one follow-up
Hi [Name], a quick reminder in case you meant to leave a review and it slipped your mind: [link]. No worries if not. Thanks again!
Send it once, a few days after the first request, then stop.
Make Reviewing Easy
Every extra step loses customers. Before you ask anyone, set these up:
- A direct review link. In your Google Business Profile, select Read reviews, then Get more reviews, and copy the link. That page also gives you a QR code, which Google says can only be created on a computer browser (Google). Or use our free review link and QR code generator.
- QR codes where people wait. On receipts, the counter, table tents, invoices and the back of business cards.
- "It can be short." Readers care least about long, detailed reviews (26% in BrightLocal's 2026 survey, the lowest of ten factors), so tell customers a sentence or two is plenty.
- A heads-up about Google accounts. Customers need a Google Account to leave a review, but Google says it can use any email address, not just Gmail (Google).
Who Should Ask
Anyone who talks to customers can ask, and the most natural asker is usually the person who did the work. Train everyone on the same two sentences.
What to avoid:
- Quotas or contests. Google's policy names "merchants requesting that staff solicit a certain number of reviews" as a violation. Tripadvisor bans bonuses for reviews or mentions, and Yelp says staff should never compete to collect reviews.
- Asking for name-drops. Asking customers to mention a staff member breaks Google's rule against requesting specific content. Let staff be mentioned because they earned it.
- Pressure at the counter. Handing over a tablet and waiting while someone writes a review is the kind of on-premises pressure Google's policy warns against. Give people a way to do it later.
Mistakes to Avoid
- Offering a reward. Discounts, freebies, prize draws, loyalty points. Even if every review is honest, Google treats incentivized reviews as fake engagement, and Tripadvisor counts contest entries as incentives. In the US, rewarding positive reviews breaks the FTC's rule outright.
- Asking only happy customers. "If you enjoyed your visit, please review us" invites only the happy ones. Ask everyone.
- Asking for five stars. Google only allows asking without "attempting to influence the rating." See how to ask for 5-star reviews without breaking Google's rules.
- Sending people to Yelp. Yelp asks businesses not to request reviews.
- Asking once a year. Reviews go stale fast. Make the request part of every visit.
- Not replying. 89% of consumers expect businesses to reply to reviews, and 80% are more likely to use a business that replies to all of them (BrightLocal, 2026). See 5-star review response examples.
Automate It So Nobody Has to Remember
The hardest part of asking isn't the words, it's doing it every time. On busy days, nobody remembers. Automation fixes that: a request goes to every customer at the same point after their visit, so you're consistent and fair by default.
Spokk does this end to end. After each visit, every customer gets a short feedback request by text or email, then the same invitation to review you on Google, whatever they rated. Low ratings reach you straight away. Customers who want help writing get a draft built only from their own feedback, which they can edit or replace. One friendly follow-up goes to customers who meant to post and didn't. On our platform, 1.4x more customers click through to Google when the request includes an AI-written draft.
All-in-one growth platform
Turn every visit into more revenue with Spokk
One platform handles your entire post-visit customer lifecycle. More reviews, more repeat visits, more referrals. No juggling separate tools.
Google Reviews
AI-drafted reviews customers actually post
SMS Automation
Feedback, review, and referral sequences on autopilot
Loyalty Program
QR check-in rewards that bring customers back
Referral Program
Every customer gets a unique link to send friends
Feedback Collection
Private channel for every customer after every visit
Testimonials
Video and text testimonials collected automatically
FAQs
How do you politely ask a customer for a review?
Thank them, ask for an honest review in one sentence, and make it easy: "Thanks so much for coming in today. If you have a minute later, we'd really appreciate an honest review on Google. I'll text you the link." Don't ask for five stars, don't offer anything in return, and ask every customer the same way.
When is the best time to ask for a review?
Soon after the service is complete, while the experience is fresh: an hour or two after a visit or appointment, after a job is signed off, or a few days after an order arrives. Ask every customer at the same point. Choosing the moment only for customers who seem happy is review gating.
Is it OK to ask customers for reviews?
On Google, Tripadvisor and Trustpilot, yes, as long as you ask every customer, offer nothing in return and don't steer the rating or content. Yelp is the exception: its guidelines say not to ask anyone to review your business. The FTC also allows general requests to all customers.
Can I offer a discount or gift in exchange for a review?
No. Google, Yelp, Tripadvisor and Trustpilot all ban incentives for reviews, including prize draws and discounts, even if the reviews are honest. In the US, the FTC's rule also bans rewards that depend on a review being positive.
How do I get my Google review link?
Sign in to your Google Business Profile, select Read reviews, then Get more reviews. Copy the link, or download the QR code (QR codes can only be created on a computer browser). Use it in texts, emails, receipts and in-store signs.
Should my staff ask customers for reviews?
Yes, they can ask every customer, but don't set quotas or reward them for reviews or mentions. Since April 2026, Google's policy names merchants asking staff to collect a certain number of reviews, or reviews that mention a staff member, as violations. Tripadvisor and Yelp ban staff incentives and competitions too.
How many times should I ask a customer for a review?
Once, plus one reminder at most. A single follow-up a few days later catches people who meant to review and forgot. More than that becomes nagging and makes people unsubscribe or opt out of your texts.
What if a customer doesn't have a Google account?
They'll need one to leave a Google review, but Google says it can be set up with any email address, not just Gmail. If that's too much effort for them, don't push. Thank them and move on.
Free Tools
- Review Request Message Generator: ready-to-send review request texts and emails
- Review Link and QR Code Generator: your direct Google review link and a printable QR code
- AI Review Response Generator: a draft reply to any review, ready to edit
