How to Ask Clients for Google Reviews (Email Templates Included)

You know reviews matter for your SEO. You know you need a process to get them consistently. But when it comes to the actual words — what do you say? How do you ask without it feeling awkward or pushy?

Here are templates you can copy, customise, and start using today. Email, SMS, and in-person scripts — all written to sound like a real person, not a marketing department.

Before you send anything

Get your direct review link ready. Log into your Google Business Profile, find the “Ask for reviews” button, and copy the short link it generates. This takes the customer straight to the review form — no searching, no extra steps. Every template below assumes you’re including this link.

Timing matters. Send your request right after a positive experience — not days later. The closer to the moment of satisfaction, the higher the response rate. If you need a refresher on timing, check our full review strategy guide.

Email templates

After completing a service

Subject: How did we go?

Hi [First Name],

Thanks for choosing [Business Name] — it was great working with you on [brief description of work].

If you’re happy with how things went, I’d really appreciate a quick Google review. It only takes a minute and it makes a genuine difference for a small business like mine.

[Leave a review here → LINK]

Thanks again, and don’t hesitate to reach out if you need anything down the track.

Cheers, [Your Name]

After a product delivery

Subject: Hope you love it!

Hi [First Name],

Just checking in — I hope your [product] arrived safely and you’re happy with it.

If you’ve got a minute, a quick Google review would mean a lot. It helps other customers find us and it genuinely helps a small business grow.

[Leave a review here → LINK]

If anything’s not right, just reply to this email and I’ll sort it out.

Cheers, [Your Name]

Follow-up reminder (3–5 days later)

Subject: Quick reminder (no pressure!)

Hi [First Name],

I sent a note a few days ago about leaving a Google review — totally understand if you’ve been busy. If you do get a spare minute, here’s the link:

[Leave a review here → LINK]

No stress either way — thanks again for your business.

Cheers, [Your Name]

SMS templates

SMS works well because it’s immediate, it’s short, and the link is one tap away. Keep it under 160 characters if possible.

After a service

Hi [First Name], thanks for choosing [Business Name]! If you’re happy with the work, a quick Google review would really help us out 🙏 [LINK]

Follow-up reminder

Hi [First Name], just a gentle reminder — if you get a spare minute, we’d love a quick Google review. Here’s the link: [LINK] No pressure at all!

Automated post-appointment

Thanks for visiting [Business Name] today! If you had a good experience, we’d really appreciate a quick review — it only takes a minute: [LINK]

If you’re using a CRM like GoHighLevel, you can set these up as automated messages that trigger after each appointment or job completion — and skip anyone who’s already left a review. I’ve written about setting up automated review requests as part of a broader automation guide.

In-person scripts

Asking face to face can feel the most awkward, but it’s actually the most effective — especially when the customer is standing right in front of you and the experience is fresh.

The casual ask

“Really glad you’re happy with how it turned out. If you get a chance, a quick Google review would really help me out — I’ll send you a link so it’s easy.”

The QR code handoff

“Here’s a card with a QR code — if you scan it when you get a minute, it’ll take you straight to the review page. No rush at all.”

When the customer says “I’ll definitely do that!”

This is the moment where most reviews get lost. They mean it, but they’ll forget. Two options:

“That’s awesome, thank you. I’ll send you a text with the link in a couple of hours so you don’t have to go looking for it.”

Or, if you have a QR code or NFC poster:

“If you’ve got 30 seconds now, you can scan this and do it right here — saves you having to remember later.”

How to respond once the review comes in

Don’t just collect reviews — respond to every single one.

Positive reviews: Thank them by name, reference something specific. “Thanks Sarah — glad the new booking system is saving you time!” beats “Thanks for the review!” every time.

Negative reviews: Acknowledge, stay calm, offer to resolve offline. “Thanks for the feedback, John. We’re sorry it didn’t meet expectations — please contact us directly so we can look into it.” Never argue publicly.

We covered this in more detail in our review strategy guide.

The rules — keep it clean

A quick reminder on what you can’t do under Google’s content policies and Australian Consumer Law:

• No incentives. No discounts, free products, or competition entries in exchange for reviews. This violates both Google’s policies and Australian Consumer Law — and the ACCC has actually enforced this. Bloomex, an Australian flower delivery company, was hit with $1 million in Federal Court penalties over misleading review practices
• No selective asking. You can’t funnel happy customers to Google and unhappy ones to a private form. Ask everyone equally
• No fake reviews. Don’t write your own, don’t get friends to post them, don’t buy them. The ACCC actively investigates this

The templates above are designed to be genuine, low-pressure, and compliant. Customise them to match your voice and your business — the closer they sound to how you actually talk, the better they’ll work.

The short version

Asking for reviews doesn’t need to be awkward. With the right templates, the right timing, and a direct link that makes it easy, most happy customers are genuinely willing to help. The difference between 5 reviews and 50 reviews isn’t charm — it’s having a system.

Want help setting up automated review requests through your CRM? Book a free 15-minute chat and I’ll walk you through it.