One profile
Confirm the business name, address, phone number and category are correct. Multi-location firms should use the review link for the branch the customer actually visited.
Review growth guide
Google Review Request Templates, QR Codes and Printed Cards
Create a compliant, low-friction Google review process with practical QR code, email, SMS and printed-card templates for UK local businesses.
Google review collection guide
Make it easy to leave a genuine review, without making customers feel pushed
Good Google review requests are short, timely and neutral. Whether you use a direct link in an email, a text message after a completed job, or a QR code on a printed card, the aim is the same: give real customers one simple route to share their honest experience.
This guide explains how to create a Google review QR code, gives ready-to-adapt email and SMS templates, and shows how to use printed cards responsibly. It also covers the rules that matter: no incentives, no asking only happy customers, no pressure to leave a review there and then.
Start with the rules: what a fair Google review request looks like
A review request is not a script for collecting five-star ratings. It is an invitation for a customer who has genuinely used your business to describe their experience in their own words. Google allows businesses to ask for reviews through a link or QR code, and specifically suggests receipts, thank-you emails, chat interactions and in-store displays as appropriate places to use them.
The simplest policy
Ask every suitable customer after the same meaningful point in their journey. For example, after a completed boiler repair, a finished salon appointment, a car collection or a delivered order. Use the same neutral wording regardless of whether you expect praise or criticism.
Do
- Ask for an honest review from people who have actually used your business.
- Make the next step easy with Google’s direct review link or its QR code.
- Use a consistent trigger, such as completed appointments or paid invoices.
- Let customers choose whether and when to review.
- Thank every reviewer and respond thoughtfully to useful feedback.
Don’t
- Offer discounts, prize-draw entries, gifts, loyalty points or free extras for reviews.
- Ask only customers you believe are pleased, or direct unhappy people into a private feedback route instead.
- Ask for a five-star rating, particular wording or a mention of a named staff member.
- Stand over a customer, hand them a device or pressure them to post while on your premises.
- Set staff targets based on a certain number of reviews collected.
These are not merely matters of tone. Google’s Maps policy says reviews must reflect genuine, unbiased experiences. It prohibits incentives, selective solicitation of positive reviews, pressure to review on the premises and requests for specific content. Google may remove policy-breaking reviews and can place restrictions on a Business Profile where it finds fake engagement. Read Google’s policy on prohibited and restricted review content and its explanation of possible Business Profile restrictions before building your process.
Do not use review gating
Review gating means filtering customers by likely satisfaction: for example, asking “Were you happy?” and sending only people who answer yes to Google. Ask for an honest review consistently instead. If you offer customer support or a complaints route, make it available to everyone as normal aftercare, not as a substitute designed to keep criticism off Google.
UK consumer protection law also takes fake and misleading reviews seriously. The Competition and Markets Authority advises businesses and agencies not to offer inducements for positive reviews, write or arrange fake reviews, or hide the true nature of incentivised content. The position is especially important if you publish testimonials or review snippets on your own website as well as collecting reviews on Google. See the CMA’s guidance for businesses and agencies on reviews for the wider consumer-law context.
Set up the direct review route before you ask
Your Google review link takes a customer to the relevant place on your Business Profile, rather than asking them to search for your business manually. It is the foundation for email, text-message and printed-card requests. Make sure you are using the right, claimed profile first; a duplicate, old address or similarly named business can cause avoidable confusion. If your profile needs attention, see the complete Google Business Profile guide.
One direct link
Keep Google’s review link in a secure shared document, alongside the QR-code file and approved request templates.
One clear owner
Give a named person responsibility for testing the link, ordering cards and checking that reviews receive a timely response.
How to create a Google review QR code
A QR code is a scannable square that opens a link on a customer’s phone. For a local business, it is most useful where the customer is already with you or has a physical item from you: a receipt, vehicle handover pack, treatment aftercare sheet, invoice folder or counter display.
Google now provides a review QR code directly from a managed Business Profile. According to Google’s instructions for creating a review link or QR code, the QR code can currently be generated in a computer browser, rather than on a mobile device.
1
Open the Business Profile you manage
Sign in to the Google account that owns or manages the correct Business Profile. Search for your business on Google, then open its management panel.
2
Choose the review-sharing option
Select Read reviews, then Get more reviews. Google will show your direct review link and a QR code.
3
Save both the link and the QR image
Copy the link for digital messages. To keep the QR code for print, right-click it and save the image file. Name it clearly, for example business-name-google-review-qr.png.
4
Test it before designing or printing
Scan it with an iPhone and an Android phone if possible. Check that it opens the intended business and that the business name and location shown are correct. A customer will normally need to sign in to a Google account to publish a review.
Make the QR code easy to scan
- Use the original Google-generated image rather than a screenshot of a screen.
- Give it enough physical space: a small card can work well, but do not reduce the code until phone cameras struggle to recognise it.
- Keep a clear white border around the code and avoid placing it over photos, patterns or glossy folds.
- Add a plain instruction beside it: “Scan to leave an honest Google review”.
- Include your business name in text, so the card still makes sense if separated from a receipt or folder.
- Test a printed proof under normal lighting before placing a large print order.
Use the direct link in email and SMS. There is usually no benefit in asking someone to scan a QR code from a phone screen when they can simply tap a link in the message.
Google review request email templates
Email works well for businesses that already send a genuine service follow-up, invoice, appointment summary or thank-you message. Keep the review request separate enough that the customer can see it, but do not make it feel like a campaign blast. Personalise the service, job or visit where appropriate, and send it when the experience is still clear in their mind.
Template: general local business follow-up
Subject: Thank you for choosing [Business name]
Hi [First name],
Thank you for choosing us for [service / purchase] on [day or date]. We hope everything went smoothly.
If you have a moment, we would appreciate an honest Google review of your experience. It helps other local customers understand what to expect from us.
Thank you,
[Name]
[Business name]
Template: tradesperson or home-service job completion
Subject: Your [service] with [Business name]
Hi [First name],
Thank you for having us complete your [repair / installation / service] at [area or property]. If you have any questions about the work, please reply to this email and we will be glad to help.
When you have had a chance to use the completed work, would you be willing to leave an honest Google review? Your feedback helps future customers choose a local tradesperson with more confidence.
Share your experience on Google
Many thanks,
[Name and business name]
Template: appointment-based business
Subject: How was your visit to [Business name]?
Hi [First name],
Thank you for visiting [Business name] today. We value all feedback on the experience we provide.
If you would like to share yours, you can leave an honest Google review here:
Leave a review for [Business name]
Thank you for your time,
[Business name]
Use email requests lawfully and respectfully
For UK consumer contacts, a request for a public review can have a promotional purpose, so treat email and text review requests with the same care as direct marketing. The Information Commissioner’s Office explains that the rules for electronic mail cover emails and text messages. For individual customers, you will generally need valid consent or to meet all conditions of the “soft opt-in”. Those conditions include obtaining the details directly during a sale or negotiation, promoting your own similar products or services, offering a clear opt-out when collecting details and giving an easy opt-out in every later message. Read the ICO’s guidance on direct marketing by electronic mail and take tailored advice if your data practices, customer type or sector create uncertainty.
In practical terms, do not add old leads to a review-email list simply because you have their address. Make your identity clear, keep the message relevant to the service relationship and honour opt-outs promptly. Regulated businesses, including healthcare providers and financial firms, should also check their sector-specific requirements and be particularly careful with confidentiality.
How to request Google reviews by text message
SMS can be effective because the customer can open the review link in one tap. It suits businesses with a natural completion point: an independent garage after vehicle collection, a cleaner after a completed visit, a restaurant after a booking, or an electrician after the customer has had time to check the repair.
Its strength is also its risk. Text messages are personal and easy to overuse. Send a single, human-sounding request after a real customer interaction; do not chase repeatedly or use a bulk text service without checking your permission and opt-out process.
Independent garage
Hi [First name], thanks for bringing your [vehicle] to [Garage] today. If you have a moment, we would value an honest Google review of your visit: [review link]. Thank you — [Name].
Electrician or plumber
Hi [First name], thank you for choosing [Business] for your [job]. If you are happy to share your honest experience, here is our Google review link: [review link]. Please reply if you need any help with the work. — [Name]
Salon, barber or beauty business
Thanks for visiting [Business] today, [First name]. We would really appreciate an honest Google review when you have a moment: [review link]. Thank you — [Name]
A sensible text-message workflow
- Choose one fair trigger. For example, send after every completed paid job, every appointment attended, or every collection. Do not make the trigger “customers who seemed delighted”.
- Wait until the customer can judge the result. A café may send later that day; a garage can send after collection; a landscaper might wait until the customer has seen the completed work in daylight.
- Use the direct Google link. Put it near the end of a short message. Do not bury it behind unnecessary instructions.
- Identify your business. The recipient should immediately know who has contacted them and why.
- Provide the required opt-out route. If your message falls within electronic direct-marketing rules, your process must make opting out easy. Your SMS provider may support a reply such as STOP, but check that it works and that your records are updated.
- Do not follow up unless there is a clear reason and an appropriate lawful basis. One polite request is enough for most local businesses. A second reminder can quickly feel like pressure.
Keep support and reviews separate, but open to all. If a customer needs a return visit, adjustment or answer, make it easy to contact you. Do not tell only dissatisfied customers to contact you privately while inviting satisfied customers to post publicly. The same customer-care route should be available to everyone.
If timing is your biggest challenge, use the service journey rather than guesswork. Our guide to asking for reviews at the right time without annoying customers can help you choose a natural trigger for your type of business.
How to request reviews using printed cards
Printed cards make sense when your customers receive something physical or leave your premises with a natural reminder of the visit. They are not a substitute for good service, but they can remove friction for people who intended to leave feedback and simply forgot.
Where printed review cards work well
| Business type | Useful placement | Best timing |
|---|---|---|
| Independent garage | Vehicle handover pack, invoice wallet or service reminder folder | Hand it over at collection; let the customer review later |
| Café, restaurant or takeaway | Receipt, bag insert or discreet counter display | At payment or with the order, without interrupting the experience |
| Trades and home services | Completion folder, care instructions or final invoice | At job completion, with a later email or text if permitted |
| Salon or clinic | Reception desk or aftercare leaflet | On departure, without asking the customer to post while standing there |
| Retail shop | Receipt or bag insert | At checkout, as an optional reminder |
What to put on a Google review card
A useful card has one job: help a customer reach the correct Google review page. Avoid trying to fit every service, social account and special offer onto it.
Simple printed-card copy
Thank you for choosing [Business name]
Have a moment to share your experience?
Scan the code to leave an honest Google review.
[Google review QR code]
[Business name] · [Town or area]
That is enough. You may add a short website address or business phone number if the card is also part of your normal customer-care material, but keep the review action visually dominant. Do not add wording such as “Give us five stars”, “Help us beat our rivals” or “Show this card for 10% off”.
A low-pressure staff script
Staff do not need to sell the review request. A simple handover is more comfortable for both sides:
“Thank you for coming in. There’s a card in your pack if you would like to leave an honest Google review later. We appreciate any feedback.”
Then move on. Do not ask the customer to scan it in front of you, watch them use their phone or ask what rating they plan to leave.
Build a repeatable review-request system
Random requests create random results. A simple process means your team knows when to ask, which approved wording to use and how to deal with customer replies. It also reduces the temptation to only ask for reviews after an especially easy or flattering interaction.
Week 1
Prepare the assets
Claim and check the Business Profile, copy the direct review link, download the Google QR code and test both. Choose one email template, one SMS template and one small printed-card design.
Week 2
Choose the customer trigger
Write down the exact point at which every eligible customer will receive an invitation. Examples include “after the final invoice is paid” or “within one working day of an attended appointment”. Check that your email and SMS permissions support the channel you intend to use.
Week 3
Train the team
Explain the neutral script, the no-incentives rule and the rule against selecting only pleased customers. Give staff a clear customer-support route for any issue that comes up.
Every week
Check, respond and improve
Check that the link and QR code still work, watch for delivery failures or opt-outs, and reply to reviews in a timely, professional way. For response examples, see how to respond to every type of customer review.
Measure the process, not just the star average
A review programme should be useful even when feedback highlights an operational problem. Track a few simple measures each month, and use them to improve service rather than to pressure staff or customers.
Requests sent
How consistently the process is being used
How consistently the process is being used
Delivery failures and opt-outs
Whether your contact data and permissions need attention
Whether your contact data and permissions need attention
New reviews over the period
A broad view of whether customers are responding
A broad view of whether customers are responding
Recurring themes
Specific service improvements customers repeatedly mention
Specific service improvements customers repeatedly mention
Simple monthly check: new Google reviews during the month ÷ review requests sent during the month.
This is only an indicative measure. Some customers review days or weeks later, some may find you independently, and not every request is delivered or opened. Use it to identify process changes, not to make promises about rankings or revenue.
Before you launch: practical checklist
- Our Google Business Profile is claimed, accurate and represents the correct location.
- We have copied the official Google review link and downloaded the QR code from a computer browser.
- We have tested the link and a physical printed QR-code proof on more than one phone.
- Our wording asks for an honest review, never a positive or five-star review.
- We do not use discounts, gifts, prize draws, points or other incentives for Google reviews.
- We do not filter customers based on likely satisfaction before inviting them to Google.
- Our SMS and email process has been checked against our PECR and data-protection obligations, including opt-outs where applicable.
- Staff know not to pressure customers to review on site or request particular wording.
- We have a named person responsible for replying to reviews and identifying recurring service issues.
Keep the request simple, then let the feedback do its job
A direct Google link, a tested QR code and one polite template are enough to create a dependable process. Ask consistently after real customer experiences, make the invitation optional and neutral, and use what people say to improve how the business operates. Once genuine reviews begin to build, you can also use them carefully in your wider local SEO approach and customer communications.
Frequently asked questions
How do I create a Google review QR code?
On a computer browser, open the Google Business Profile you manage, select “Read reviews”, then “Get more reviews”. Google provides a direct review link and QR code. Save the QR image, then scan-test it before printing.
Can I use a Google review QR code on receipts and printed cards?
Yes. Google specifically suggests using review links or QR codes on receipts and in-store displays. Keep the card neutral, identify your business clearly and invite an honest review rather than a particular rating.
Can I ask customers for Google reviews by text message?
Yes, provided the customer has genuinely used your business and your use of SMS complies with applicable UK privacy and electronic-marketing rules. Keep the message short, identify your business, use the direct review link and provide an easy opt-out where required.
Can I ask only satisfied customers to leave a Google review?
No. Selecting only customers likely to leave positive feedback is review gating. Google’s policy prohibits selectively soliciting positive reviews. Use the same invitation process for all suitable customers after the same service milestone.
Can I offer a discount or prize draw for a Google review?
No. Google prohibits incentives such as discounts, free goods, services or payments in exchange for reviews, review changes or review removals. Incentives can also create consumer-law concerns in the UK.
Should customers be asked to leave a review while they are still in the shop?
Avoid pressure to review on the premises. A printed card or receipt reminder is fine, but customers should be free to review later, in private and without staff watching or directing the content.
Do customers need a Google account to leave a Google review?
In normal use, a customer needs to sign in to a Google account to post a Google review. The QR code or review link should take them to the relevant Business Profile review route.
What should I say in a Google review request?
Use plain, neutral wording such as: “If you have a moment, we would appreciate an honest Google review of your experience.” Avoid asking for five stars, particular phrases or a mention of an individual employee.
Sources and further reading
The guidance in this article was checked against the following current sources. Platforms, laws and interfaces can change, so confirm important details before acting.
- Create a Google link or QR code to request reviews — Google Business Profile Help
- Tips to get more reviews — Google Business Profile Help
- Prohibited and restricted content — Google Maps User Generated Content Policy Help
- Guidance on direct marketing using electronic mail — Information Commissioner’s Office
- Reviews: guidance for businesses and agencies — Competition and Markets Authority
- Business Profile restrictions for policy violations — Google Business Profile Help
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