Google reviews are the modern-day version of word-of-mouth recommendations. For Australian small businesses, a high volume of positive reviews doesn’t just build trust; it directly influences your ranking in the Google Maps ‘Local Pack,’ helping you stand out against competitors in your local area.
Why Reviews Matter for Australian Small Businesses
In Australia, over 90% of consumers read online reviews before visiting a local business. Google is the primary platform where these decisions are made. A healthy review profile signals to Google that your business is active, reliable, and relevant to local searchers. Whether you're a plumber in Chermside or a boutique in Paddington, more reviews mean more visibility and more phone calls.
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Prerequisites
Before you start collecting reviews, ensure you have the following:
- A Verified Google Business Profile: You must own and have verified your listing via postcard, phone, or video.
- Compliance Knowledge: Familiarise yourself with Google’s policies (no incentivising reviews with money or gifts).
- A Google Account: To manage your profile and respond to feedback.
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Step 1: Claim and Optimise Your Google Business Profile
You cannot effectively manage reviews if you don't own your listing. Ensure your business name, address, and phone number (NAP) are accurate and match your ABN registration.
What you should see: When you search for your business name on Google, you should see a dashboard that says "You manage this Business Profile."Step 2: Generate Your Direct Review Link
Don't ask customers to "find us on Google." It’s too many steps. Instead, give them a direct link.
- Go to your Google Business Profile manager.
- Look for the button labelled 'Ask for reviews' or 'Get more reviews'.
- A pop-up will appear with a short URL (e.g.,
https://g.page/r/your-id/review). - Copy this link. This is your most valuable marketing asset.
Step 3: Create a Shortened, Branded URL
The raw Google link can look messy. Use a redirect on your website (e.g., yourbusiness.com.au/review) or a tool like Bitly to create a clean, memorable link. This makes it much easier to share via SMS or include on printed materials.
Step 4: Train Your Team on the 'Verbal Prime'
Timing is everything. The best time to ask for a review is when the customer is at their peak moment of satisfaction.
- The Script: "I’m so glad we could help you today! If you have a spare 30 seconds, it would mean the world to our local team if you could leave us a quick review on Google. It helps other locals find us."
Step 5: Send Post-Purchase Emails
If you run a service-based business or an e-commerce store, automate your review requests. Send an email 24–48 hours after the service is completed.
Email Tip: Keep it brief. Use a clear subject line like "How did we do?" and include your direct review link as a prominent button.Step 6: Use SMS for Higher Conversion
In Australia, SMS open rates sit around 94%, significantly higher than email. Sending a friendly text message with your shortened link is often the most effective way to get a response.
Example: "Hi [Name], thanks for choosing [Business Name] today! We'd love to hear your feedback. Leave us a quick review here: [Link]"Step 7: Create Physical 'Review Us' Cards
For brick-and-mortar stores, physical reminders work wonders. Print small cards (business card size) that feature a QR code.
Screenshot Description: Your card should have the Google logo, a clear call to action like "Scan to Review Us," and a QR code that points directly to your review link generated in Step 2.Step 8: Add a Review Link to Your Email Signature
How many emails do you and your staff send daily? Add a subtle line to your signature: "Happy with our service? Leave us a Google review [Link]." It’s a passive but consistent way to generate feedback.
Step 9: Respond to Every Single Review
Google rewards active profiles. When you respond to a review, the customer gets a notification, which builds loyalty.
- Positive reviews: Thank them and mention a specific detail (e.g., "Glad you liked the coffee!").
- Negative reviews: Stay professional. Acknowledge the issue, offer to take the conversation offline, and never get defensive.
Step 10: Showcase Existing Reviews on Your Website
Social proof breeds more social proof. Use a plugin or widget to display your best Google reviews on your homepage. When customers see others leaving reviews, they are more likely to contribute their own.
Step 11: Use Social Media to Say Thank You
Take a screenshot of a glowing 5-star review, blur out the last name for privacy, and post it on your Instagram or Facebook. Caption it with: "We love our customers! Thanks to [Name] for the kind words. If you've visited us lately, let us know what you thought at the link in our bio."
Step 12: Set a Monthly Goal
Consistency is better than a sudden burst. Aim for 2–5 new reviews per month. This shows Google that your business is consistently providing a good experience, rather than just having one lucky week.
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Pro Tips for Success
- Don't ask all at once: A sudden influx of 50 reviews in one day can trigger Google’s spam filters, causing them to be hidden.
- Ask for photos: Reviews with photos carry more weight and are more engaging for prospective customers.
- Incorporate Keywords: Encourage customers to mention the service they received (e.g., "best air conditioning repair in Brisbane"). These keywords help your SEO.
Common Mistakes to Avoid
- Offering Incentives: Never offer discounts, freebies, or cash in exchange for reviews. This violates Google’s Terms of Service and can result in your entire profile being suspended.
- Review Gating: This is the practice of only asking happy customers for reviews while filtering out unhappy ones. Google strictly prohibits this.
- Fake Reviews: Never buy reviews or have staff members post them. Google’s AI is very good at spotting suspicious patterns.
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Troubleshooting
Problem: My reviews aren't showing up.- Reason: Google’s spam filter might be overly sensitive. Ensure the customer isn't using your store's Wi-Fi (which shares your IP address) and that they aren't using prohibited language.
- Solution: Ask the customer to check if their review is 'Public' in their 'My Contributions' section of Google Maps.
- Reason: Competitors or trolls occasionally target businesses.
- Solution: Click the three dots next to the review and select "Report review." Choose the most appropriate reason (e.g., Conflict of Interest or Spam). Note that Google rarely removes reviews unless they clearly violate policy.
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Next Steps
Now that you have a strategy for collecting reviews, it's time to ensure your overall local SEO is up to scratch. Check out our guide on Optimising Your Google Business Profile or reach out to the Local Marketing Group team to help automate your review collection process.