Have you ever made a decision about a business based on online reviews you’ve read? Chances are the answer is yes.

It’s fair to say online reviews have the potential to make or break your business. A big call, but not unreasonable. In this digital age, consumers rely heavily on the internet to determine whether or not they want to do business with you.

And one of the most important platforms for online reviews is Google.

As marketers, consumers, businesses — every side of the coin — we often have the Google gods to answer to. While they get to keep a layer of mystery around how to get to the top of the SERPs (Search Engine Results Pages), Google doesn’t gatekeep our online reviews. That’s fully in the hands of you and every internet user.

Why Google reviews matter

Google is the most widely used search engine in the world. Over 84 percent of the global population choose to use Google to search for whatever it may be that they need.

When potential customers search for your business on Google, your Google reviews will be one of the first things they see. Google reviews can improve your search engine ranking and provide social proof to increase audience trust and confidence in your business.

And if you’re wondering whether people actually read the reviews, the answer is a resounding yes: Surveys show that 95 percent of consumers read online reviews before they make a commitment to a business.

So, it's clear that Google reviews are important for your business. But how do you go about asking for them?

How to ask for Google reviews

While many businesses understand the importance of having a strong online presence, they may not be as comfortable with asking customers for reviews on Google.

And sure, asking for reviews can feel uncomfortable, but it doesn't have to be.

Try these tips for asking for Google reviews without feeling awkward:

Timing is everything

When it comes to asking for reviews, you’ve got to ask at the right time.

Generally, the right time is the time when your customer is feeling most satisfied with their experience with your business. Depending on your business, this might be at the completion of a transaction or after they’ve received your product or service.

Personalise your request

Instead of sending a generic email asking for a review, try to personalise your request.

The little things make a big difference, like using the customer’s name and referencing their specific experience with your business.

Make it easy

Provide a direct link to your Google Business page to add their review or create a QR code that customers can scan with their phone. Pop this on your brochures, receipts, invoices, or in an email.

You could also try a call out on social media asking those who have previously worked with you to head over and leave a review if they haven’t already. This is handy to capture reviews from past customers or clients who have continued to follow you (which likely means they’ll have nice things to say!).

Complete the loop

Reviews aren’t a one-way street. If you’ve asked a customer to write a review, follow up with them and say thanks!

Don’t forget to go and check out their review in situ and add a response: 97 percent of shoppers who read online reviews from other consumers also read responses from businesses.

This is also worth considering if you happen to receive a not-so-good review. It happens. The right to reply via Google reviews means you get a second chance to make a good impression.

Responding to negative reviews in a professional and helpful manner can actually improve your business's reputation. You could salvage that potential customer, or convince future customers that you’re highly professional, responsive and invested.

Go forth and get those reviews

Google reviews can do your business plenty of favours, so, don't be afraid to ask for them.

Our simple tips should help you easily and effectively ask for Google reviews in a way that's comfortable for you, as well as for your customers.

Once you’ve got those precious reviews, don’t forget to leverage them too. Add reviews to your website, your brochures, and your social media pages — you earned those badges of honour, so show them off!