How to get more reviews for your small business

Why reviews matter for small businesses

Online reviews are the new word-of-mouth—and unlike traditional recommendations, these are public, permanent, and powerful. In fact, most people will read multiple reviews before they ever consider booking or buying.

Whether you’re a beauty therapist in Brighton or a dog walker in Derby, the strength of your online reviews can be the key driver of your business growth. This is why they matter so much:

Build trust instantly

In a world where customers are flooded with choices, trust is everything. When someone discovers your business online – whether through Google, Facebook, or a booking platform – the first thing they’ll look for is reassurance that you’re credible and deliver a good experience.

Positive reviews act like personal recommendations from real people. They give potential customers the confidence that you’re trustworthy, experienced, and worth their time and money. Without that trust signal, they may simply move on to a competitor who has it.

Improve local SEO

If you want your business to appear in Google’s local search results or on Google Maps, reviews play a major role. Google uses reviews as one of the key signals when ranking businesses. The more high-quality, recent reviews you have, the more likely it is that Google will show your business to potential customers searching for services like yours nearby.

This means that reviews don’t just build credibility – they also drive visibility. It’s like getting free advertising, just for being good at what you do and encouraging feedback.

Boost conversions

It’s one thing to get people to find your business but turning them into paying customers is another challenge altogether. That’s where reviews shine.

When a potential customer is sitting on the fence, a glowing review can tip them over the edge. Seeing someone just like them rave about your friendly service, easy booking system, or high-quality results makes the decision feel safer and more justified.

In marketing terms, reviews reduce “friction” in the buying process. They squash doubts, answer unspoken questions, and provide that final nudge to click “Book Now.”

Amplify word-of-mouth

Traditionally, word-of-mouth meant one friend telling another about a great experience. Now, thanks to online reviews, that word-of-mouth lives online available for anyone to see, 24/7.

When a happy customer leaves a review, it’s like they’re putting in a good word for you to everyone who discovers your business from then on. It doesn’t just impact one potential customer, it impacts hundreds or even thousands.

This is especially powerful for service-based businesses that thrive on personal referrals. Online reviews scale those referrals and help you grow your reputation far beyond your existing network.

The best review platforms

You don’t need to be on every platform—just the ones your audience uses most. Here are the top options:

Google Reviews

• Most important for local search.
• Shows up directly in search results and Maps.
• Great for SEO and credibility.

Trustpilot

• Strong brand recognition in the UK.
• Ideal for service and product-based businesses.
• Integrates well with websites and emails.

Facebook Recommendations

• Useful if you’re active on social media.
• Customers can leave recommendations on your business page.

Booking Platform Reviews (e.g. Fresha, Treatwell, Booksy)

• Integrated into the customer booking experience.
• Potential customers rely on these when comparing providers.

Yell & Yelp

• Still used, especially in certain sectors.
• Yell is more UK-centric and often used alongside paid advertising.

It’s recommended to stick to 1–2 platforms that best align with where your customers spend time. Don’t overwhelm yourself trying to collect reviews everywhere.

How to get more reviews?

Asking for reviews doesn’t have to be pushy or uncomfortable—in fact, when done right, it feels natural and even appreciated. The key is to make it easy for your customers, be mindful of how and when you ask, and build it into your regular workflow. These are a few tips that might help to make the most of every review opportunity.

Get the timing right

• Ask for a review while the experience is still fresh – right after a service or appointment.
• Use your booking system to send an automated follow-up email or SMS with a direct review link.

Keep it simple

• Include a direct link to your Google or Trustpilot review page.
• Display a QR code in-store or on receipts.
• Keep your request short and sweet.

Ask in directly

• Train your staff to ask casually: “If you enjoyed your visit, we’d love it if you left us a quick review.”
• It’s amazing how many people will say “sure!” if you just ask.

Offer light incentives (ethically)

• Run a monthly prize draw or offer a small discount off their next visit.
• Make sure it’s about encouraging honest feedback—not just chasing 5-star ratings.
• Avoid “review gating” (e.g. only asking happy customers), as this goes against most platforms’ guidelines.

Prompt (Gently)

• Don’t be afraid to follow up – a polite reminder a few days later can double your chances.
• Use automated tools from platforms like Fresha, Square, or Treatwell to streamline this.

What to do if you get a bad review

First of all, don’t panic. Even the best businesses get the occasional less-than-stellar review.

Keep it calm

• Don’t take it personally.
• Respond professionally and publicly.
• Thank them for their feedback, apologise if necessary, and explain how you’ll improve.

Spot the difference: Constructive vs. fake

• If a review seems fake or malicious, report it to the platform with any evidence you can.
• But don’t ignore it, try to drown it out with positive reviews from real customers.

Use criticism to get better

• Repeated issues in reviews? Take them seriously.
• Your customers are telling you exactly how to improve.

How to make the most of your reviews

Show them off

Placing your reviews in key places and within your marketing can be a strong tool to show potential customers how other people rate you.

• Feature glowing reviews on your website and social media.
• Create a “what our clients say” section on your homepage.
• Share screenshots of positive reviews on Instagram Stories.

Feed the feedback loop

Let your customers know you’re listening. For example – “You asked for more evening slots, so we added them!” is powerful messaging.

Use reviews as a growth strategy

Reviews aren’t just feedback, they’re marketing tools. They build trust, increase visibility, and help you stand out in crowded industries.

Brands that are winning with reviews

You don’t need a huge budget to build a reputation—just consistency and customer care. These are a few examples of some success stories:

Blush Beauty (London) – via Treatwell

• This salon collects reviews after every single appointment through Treatwell.
• They respond to almost every review, creating a sense of community and showing they care.
• Result: Hundreds of glowing reviews and top-ranking search presence in their borough.

Breathe Yoga Studio (Manchester) – via Google

• Encourages reviews through automated emails after classes.
• Features top reviews on Instagram with shoutouts to loyal clients.
• Uses bad reviews as learning moments and responds publicly.

Paws & Relax Grooming (Brighton) – via Facebook

• Leverages Facebook reviews for social proof.
• Shares customer photos + review quotes as part of their content strategy.
• Actively asks for feedback after each groom, making it part of their brand culture.

Making reviews part of your daily routine

Getting more reviews shouldn’t feel like a chore—it should be part of your regular workflow. Build it into your process, train your team, and track your progress over time.

 It’s worth celebrating every review, your customers just gave you free marketing.

Get small businesses insurance from Protectivity

Even with the best service and intentions, things can occasionally go wrong, whether it’s a scheduling mix-up, a customer misunderstanding, or an unexpected incident. How you respond in those moments can be the difference between a negative review and a loyal customer. While a clear approach to resolving issues is key, being prepared for things beyond your control is just as important – and that’s where the right business insurance becomes essential.

Protectivity provides flexible, affordable small business insurance  cover tailored to small businesses, including sole traders, freelancers, and self-employed professionals across a wide range of industries.

Our standard policies include public liability insurance, with options to add extras such as employers’ liability (a legal requirement if you employ even one staff member, apprentice or volunteer), as well as industry-specific add-ons depending on the nature of your work.

Whether you’re looking for  pet care business insurance, decorators insurance, catering insurance, crafters insurance, or another small business, explore the full list of small business insurance we provide today!

*Disclaimer – This blog has been created as general information and should not be taken as advice. Make sure you have the correct level of insurance for your requirements and always review policy documentation. Information is factually accurate at the time of publishing but may have become out of date.