Guides · Updated 2026-10-14
How to get more Google reviews: free methods and review tools compared
Reviews are often the first thing a new customer sees, and small business owners regularly ask how to get more of them without nagging. This guide covers the free methods first, then compares paid review tools. Prices were checked on each provider's page on 14 October 2026.
First, the rule that matters
Google's own policy says reviews must reflect a genuine experience. It specifically forbids offering incentives, such as free or discounted goods or services, in exchange for posting, changing or removing reviews, and treats this as fake engagement (Google Business Profile help). So: ask every customer, but never pay or reward them for a review.
Free ways to get more reviews
- Claim your Google Business Profile. It's free, and it's where most local customers will see your reviews.
- Get your review link from your Business Profile and save it on your phone.
- Ask at the right moment: when the job is finished and the customer is pleased. Send the link by text or email the same day.
- Make it easy: one short message, one link. Our ask for a review prompt has wording you can adapt, and there are prompts to reply to a bad review and reply to a good review.
- Reply to every review, good and bad. It shows future customers you care. AI can help draft replies; check them before posting.
Review tools compared
| Tool | Price (published) | Free option | Best for |
|---|---|---|---|
| Google Business Profile | Free | Yes | Every local business |
| Trustpilot | Starter from $99 a month per domain, billed annually | Free plan, 50 automated invitations a month | Online shops and service firms |
| NiceJob | Starter $75 a month; Pro $125 | 14-day trial | Trades and home services with many jobs |
| Podium | Core $399 a month; Pro $599 | None | Larger multi-staff businesses |
When is a paid tool worth it? When you finish lots of jobs a week and asking by hand keeps slipping. Tools like NiceJob send the request automatically after each job. If you only finish a handful of jobs a week, a saved text message and your Google review link do the same thing for free.
Using AI to reply to reviews
Paste the review into ChatGPT, Claude or Gemini with a prompt like this:
Write a short, friendly reply from [business name] to this Google review. Thank them by first name, mention the job they describe, and keep it under 60 words. Use British spelling. Review: [paste]
For a negative review, ask for a calm reply that apologises for their experience, avoids arguing, and offers to talk offline with a phone number or email. Never paste in other customers' details.
Sources
Google Business Profile help: reviews policy · Trustpilot plans · NiceJob pricing · Podium pricing
For ready-to-copy review request and reply prompts, see ChatGPT prompts for tradespeople.
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FAQ
Can I offer a discount for a Google review?
No. Google's policy forbids incentives in exchange for reviews.
Can I use AI to write reviews?
Not for your own business. Fake reviews break Google's policy. Use AI only to draft your replies.
Is Trustpilot free?
Trustpilot has a free plan with 50 automated review invitations a month. Paid plans start at $99 a month per domain, billed annually.