Practical resource 14

Review Request Templates

Copy these samples and replace the [brackets]. Send the same request to every customer, not only the ones you think are happy, and never offer anything in return for a review. The FTC's review rule and Google's review policy both apply.

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01

Before you send

A few rules keep requests honest and within platform policies.

  • Ask every customer the same way, soon after the job or visit.
  • Offer no discount, gift, or prize for a review. Google's policy prohibits review incentives.
  • Do not ask how they feel first and then send only happy customers to Google (review gating).
  • Text only customers who agreed to receive texts from you, and stop when they reply STOP.
  • Send one request and at most one reminder.
02

Email template

Keep it short and put the link where it is easy to tap.

  • Subject: How did we do on your [service]?
  • Hi [First name], thanks for choosing [Business name] for your [service] on [date].
  • If you have a minute, we would appreciate an honest review of your experience: [review link]
  • Your feedback, good or bad, helps other customers and helps us improve.
  • If something went wrong, you can also reply to this email or call [phone], and [name] will follow up.
  • Thanks, [Your name], [Business name]
03

Text message templates

Name your business at the start and include opt-out wording.

  • After the job: "[Business name]: Hi [First name], thanks for choosing us. If you'd like to leave an honest review, here's the link: [review link]. Reply STOP to opt out."
  • One reminder, a few days later: "[Business name]: A quick reminder in case you'd like to share an honest review: [review link]. Reply STOP to opt out."
  • Short version: "[Business name]: Thanks for your visit. Honest reviews help us and other customers: [review link]. Reply STOP to opt out."
  • If a customer replies STOP or asks you not to text, record it and stop texting them.
04

Wording to avoid

Before and after examples.

  • Avoid: "Leave us a 5-star review!" Use: "We'd appreciate an honest review."
  • Avoid: "Get 10% off your next visit when you post a review." Use: no reward at all.
  • Avoid: "Happy? Review us on Google. Not happy? Tell us privately." Use: one review link for everyone.
  • Avoid asking employees or relatives to post reviews.
  • Avoid writing a review for a customer or suggesting what it should say.

Questions business owners ask

How to use this resource.

01Can I offer a discount for leaving a review?

Not on Google. Its review policy prohibits incentives for reviews. The FTC rule bans incentives that require a positive or negative review, and undisclosed incentives can still break the FTC Act.

02Do I need permission to text customers?

Generally yes. Federal rules require consent for many business texts, and customers can revoke it in any reasonable way, such as replying STOP. Confirm with a qualified attorney for your situation.

03Can I remove negative reviews?

You can report reviews that break the platform's policies, such as fake or off-topic reviews. You cannot remove a review just because it is negative, and threatening reviewers is prohibited under the FTC rule.

Primary guidance

Verify against current sources.

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