You did great work. The client said so. They shook your hand, said "I'll definitely leave you a review", and meant it.
They never did. Not because they did not want to, but because by the time they sat down that evening, it was gone from their mind.
Reviews are the cheapest marketing a trade business has. Most of us just never get round to asking properly.
The short version
- 47% of consumers will not use a business with fewer than 20 reviews (BrightLocal, 2026).
- 74% only look at reviews from the last three months: a steady flow beats a big pile from 2021.
- 80% are more likely to use a business that replies to all its reviews.
- The best time to ask is right after the job is paid, with a direct link, in a text or email.
Why reviews matter more than ever
BrightLocal's Local Consumer Review Survey 2026 asked 1,002 US consumers how they choose a local business:
- 85% are more likely to use a business after reading positive reviews
- 68% will only use a business with 4 stars or more, up from 55% a year earlier, and 31% want 4.5 or more
- 47% will not use a business with fewer than 20 reviews
- 74% only consider reviews from the last three months, and 32% want them from the last two weeks
And reviews are no longer just read on Google. 71% used Google to read reviews, but 45% now use ChatGPT or another AI tool for local recommendations, up from 6% a year before. Those tools lean on your reviews too.
The takeaway for a trade business: a steady stream of fresh reviews is worth more than a big number from years ago.
When to ask
Right after the job is done and paid. That is when the client is happiest: the problem is fixed, the bill is settled and nothing is outstanding. Ask before the invoice is paid and it feels like a trade. Ask three weeks later and they have forgotten how relieved they were.
Good moments by trade:
- Emergency repairs: right after payment, while the relief is fresh
- Installs: once it is done and they have used it for a day or two
- Recurring work (lawns, pools, cleaning): after the first few visits, and again once a season
How to ask
Make it one tap. Send a direct link to your Google review form, not "search for us on Google". Every extra step loses people.
Send it by text or email, not just in person. Ask face to face, then follow up with the link so they can do it when they sit down.
Keep it short and personal. For example:
Hi Sarah, thanks again for having us out today. If you were happy with the work, a quick Google review would really help a small business like ours: [link]. Thanks! – Mike
Ask everyone. Do not just pick the clients you think will be glowing. Google's policies do not allow businesses to selectively ask only happy customers ("review gating"), and a natural mix of reviews looks more trustworthy anyway.
Never pay for reviews or offer a discount for a positive one. It breaks Google's rules, and reviews can be removed.
How to reply
80% of consumers are more likely to use a business that replies to all its reviews, but 50% are put off by generic, copy-paste replies. So:
- Reply to every review, good and bad, within a few days
- Use their name and mention the job. "Thanks Sarah, glad the new water heater is keeping up with the teenagers!"
- For a bad review, stay calm, own what went wrong, and offer to fix it offline: "I'm sorry the crew left a mess. That's not our standard. I'll call you tomorrow to sort it out." Future clients read your reply more closely than the complaint.
Make it automatic
The hard part is not knowing how to ask. It is remembering to ask, every time, after every job, when you are already on the way to the next one.
That is what software is for. crewduo sends a review request with your Google link after a paid invoice or a finished visit, on the rules you set, so every happy client gets asked, and you never have to remember.
- Review requests are on every paid plan, from Van
- Choose whether they go out after payment or after the visit
- Your website shows your reviews to new visitors
See what is included in your website and marketing tools, or compare plans on the pricing page.
Quick answers
How many reviews do I need? Aim for at least 20, then keep a steady flow. Fresh reviews matter more than a big total.
Should I ask by text or email? Whichever your clients answer. Text is usually faster for residential clients; email suits commercial ones.
Can I ask for a 5-star review? Ask for an honest review. Asking for a specific rating, or rewarding good ones, can get reviews removed.
Sources
- BrightLocal, Local Consumer Review Survey 2026 (1,002 US consumers, February 2026).
- Google, Prohibited and restricted content for reviews: the rules on incentives and selective asking.