Reputation, the first of the 3 R's
How do I get more Google reviews for my service business, and what do I say back?
The short answer
Ask every customer, the same way, every time, as the job finishes.
Then reply to every review, good or bad, in your own voice.
By Greg Hamlyn. Updated 30 October 2026.
Put simply: OfficeStaff.ai helps Australian local businesses get found on Google, trusted through reviews and booked through their website and past customers.
Why reviews decide who gets the call
When someone needs a plumber or an electrician, they search, look at the few businesses Google shows, and read the reviews. Then they ring one.
Google says it ranks local results on how relevant you are, how close you are, and how well known you are. On that last one, Google's own words are: "More reviews and positive ratings can help your business's local ranking."
So reviews help twice. They help you show up, and they help the customer pick you once you do.
How to ask for a review
Many happy customers never leave a review. Not because they did not like the job. Because nobody asked, or nobody asked at the right time.
- Ask everyone. Every customer, not just the ones who seemed happy.
- Ask at the same moment. As the job finishes, before you pack up.
- Send the link the same day. A short text or email with your Google review link. Google lets you share a review link or QR code from your Business Profile.
- Use the same words every time. Then it stops being a job someone has to remember.
- Offer nothing in return. No discount, no prize draw. Google bans it.
- The full how-to is in How do I get more Google reviews for my business?
How to reply to reviews
Your reply sits under the review for everyone to see, and the customer is told you replied. So you are not only writing to them. You are writing to the next customer who reads it.
Good reviews. Thank them by name, mention the job, and keep it short. Two sentences is enough.
Bad reviews. Do not reply in the heat of the moment. Thank them, own the part that is fair, and offer to sort it out by phone. Never argue in public. See How do I respond to a bad Google review?
Fake reviews. Report it to Google from your Business Profile. Reply calmly to say you cannot find a record of the job. Do not accuse anyone. See Can I delete a bad Google review?
The rules: Google and the ACCC
Two sets of rules apply. Google's policy for reviews on Maps, and Australian Consumer Law, which the ACCC enforces.
- No fake reviews. The ACCC says it is against the law for a business to create fake or misleading reviews, or to get others to.
- No review gating. Google's policy says a business must not discourage negative reviews or selectively ask for positive ones. Asking how the job went, then sending only the happy ones to Google, is exactly that.
- No hiding bad reviews. The ACCC says leaving out negative reviews can be as misleading as posting fake ones.
- No rewards for reviews on Google. Google bans payment, discounts or free goods or services in exchange for a review.
- No reviews from your own team. Google's policy does not allow reviews based on a conflict of interest, like current or former employment.
Catching up to a competitor
Search your service and your suburb, the way a customer would. Write down how many reviews the top few businesses have, and the date of their newest one.
That is your target. Not a magic number, just the business down the road. If they get two a week and you get one a month, the gap only grows.
The honest way to catch up is boring. Ask every customer, every time, and keep doing it. Fake or bought reviews are against the law.
More on this in How many Google reviews does a business need?
Do it yourself, software, or done for you
There are three ways to run this. Each one works if it actually gets done. Here is a fair look.
| Do it yourself | Review software | Done for you | |
|---|---|---|---|
| Cost | Your time only | A monthly fee | A monthly fee |
| Who asks the customer | You or your team | The software, once you set it up | The service, in your name |
| Who writes the replies | You | Usually you | The service, in your voice |
| Where it goes wrong | Gets forgotten when you are busy | Set up once, then nobody checks it | You need to trust who is doing it |
| Best for | A small number of jobs a week | Owners who like running tools | Owners who want it off their plate |
By type of business
- Plumbers. Ask when the water is back on and the customer is relieved. Send the link before you leave the street.
- Electricians. Ask when the power is on and the job is signed off. Many jobs are one-offs, so the moment matters.
- Air conditioning. Ask after the install or service, while the house is cool. Get reviews moving before the summer rush.
- Pest control. Ask after the treatment, and again at the follow-up visit if there is one. Same words both times.
- Cleaners. Ask after the first clean, when the difference is most obvious.
- Mechanics. Ask when the customer picks up the car, and send the link that afternoon.
How OfficeStaff helps.
- Every customer asked, the same way, after every visit, so nobody gets missed.
- A gentle reminder to the ones who meant to and forgot.
- Every review answered, good or bad, in your voice. Bad reviews: we show you before we reply.
Today 2:14 pm
Sarah M.
Friendly, on time and did a great job. Will be back.
Reply from the owner
Thanks so much, Sarah. Lovely to see you, and see you next time.
Your quickest win is the list you already have.
Most businesses have a long list of past customers who were happy and never said so. We work through that list once, carefully, and that is where the first burst of reviews comes from. After that, the system keeps it topped up on its own.
Every customer gets asked. We tell you before you get near any limit.
Answers about reviews
How do I get more Google reviews for my business?
Ask every customer, the same way, every time, as the job finishes. Then send them your Google review link the same day, so it takes one tap.
Read the answerHow do I respond to a bad Google review?
Wait until you are calm. Then reply in public with three things: thank them, own the part that is fair, and offer to sort it out by phone.
Read the answerHow many Google reviews does a business need?
There is no magic number, and anyone who gives you one is guessing.
Read the answerCan I delete a bad Google review?
No. A business cannot delete a Google review. You can report one that breaks Google's policies, and Google decides whether it comes down.
Read the answerDoes replying to Google reviews help my ranking?
Google does not say that replies move your ranking. It says more reviews and positive ratings can help your local ranking, and that replies show customers you value their feedback.
Read the answerCan I text or email my past customers in Australia?
Usually yes, if they gave you their details as part of doing business with you, the message relates to what they bought, you say who you are, and every message has a working unsubscribe.
Read the answerFrequently asked questions
How many Google reviews does my business need?
When is the best time to ask for a review?
Can I offer a discount for a Google review?
Can I ask only my happy customers?
Can I delete a bad Google review?
Should I reply to every review, even 5-star ones?
How long should a reply be?
Does replying to reviews help my Google ranking?
How recent do my reviews need to be?
Can I ask past customers for reviews?
What do I do about a fake review?
Should I post my reviews on social media?
Sources
Google, Tips to improve your local ranking. Google, Manage customer reviews. Google, Maps user contributed content policy. ACCC, Online reviews for products and services. General information, not legal advice.
Want it done for you?
We ask every customer and reply to every review, in your name. Start with a free trial. No credit card, no setup fee, no lock-in. Then Reputation is $149 a month, GST included, only if you stay.