Why Google Reviews Are Important (And Why We Regret Not Asking for Them Sooner)
At Treefrog, we've been fortunate enough to work with some incredible clients over the years.
Whether we've produced videos, built websites, managed SEO campaigns or delivered social media strategies, many of our clients have taken the time to tell us how happy they were with the results. We've received thoughtful emails, LinkedIn recommendations, direct testimonials and some genuinely lovely messages that we're incredibly grateful for.
Those reviews have always meant a great deal to us.
In fact, we've proudly displayed many of them across our website because they represent something far more important than marketing; they represent trust. They show that real businesses trusted us with their projects and were happy enough with the outcome to tell others about their experience.
Looking back though, we made one mistake.
For years, we rarely asked those same clients to leave a Google Review.
At the time, it didn't seem particularly important. We already had testimonials, so surely that was enough.
Unfortunately, it wasn't…
As we discovered, while testimonials on your own website are fantastic for building confidence once somebody visits your site, Google Reviews begin working much earlier in the customer journey. They influence how your business appears in search results, help establish credibility before someone even clicks your website and play a role in local SEO.
By overlooking Google Reviews for so long, we likely missed out on one of the easiest opportunities to strengthen our online presence.
If you're a business owner who has plenty of happy customers but very few Google Reviews, hopefully our mistake can become your advantage.
GOOGLE REVIEWS BUILD TRUST BEFORE VISITORS EVEN REACH YOUR WEBSITE
One of the biggest advantages of Google Reviews is that they work before someone even visits your website.
When people search for a business, service or product, they're often presented with several similar options. At that point, they know very little about any of those businesses.
What they do see, however, are Google star ratings and customer reviews.
Those few stars can immediately shape somebody's perception of your business before they've read a single word on your website.
First impressions happen in Google
People naturally look for reassurance before making a decision.
A business with dozens of recent five-star reviews instantly appears more trustworthy than one with no reviews at all, even if both businesses offer an excellent service.
It's often the first impression your business makes.
Reviews provide independent social proof
Unlike testimonials displayed on your own website, Google Reviews are hosted on an independent platform.
Customers know businesses can't simply remove every piece of criticism or write their own reviews without risking serious consequences.
That independence makes them significantly more credible in the eyes of potential customers.
Customers trust other customers
People are far more likely to trust the experiences of previous customers than marketing copy written by the business itself.
Every genuine review helps reduce uncertainty and increases confidence that somebody is making the right choice.
GOOGLE REVIEWS CAN IMPROVE YOUR LOCAL SEO
Many business owners don't realise that Google Reviews are also an important local SEO signal.
While reviews alone won't guarantee first place rankings, they contribute towards how Google evaluates local businesses alongside relevance, distance and prominence.
Reviews strengthen your Google Business Profile
Your Google Business Profile is one of the most important assets for local SEO.
An active profile with recent reviews sends positive signals that your business is legitimate, trusted and still actively serving customers.
Quantity, quality and recency all matter
Google doesn't simply look at your average star rating.
It also considers how many reviews you've received, how recently they've been left and the overall sentiment they contain.
Receiving one hundred reviews over several years generally provides a stronger trust signal than having just a handful.
Likewise, regularly receiving new reviews demonstrates that your business continues to deliver great customer experiences.
Reviews help improve Local Pack visibility
When someone searches for services in their local area, Google often displays the Local Pack — the map accompanied by three recommended businesses.
Appearing here can generate a significant increase in website traffic, phone calls and enquiries.
Although there are many ranking factors involved, maintaining a healthy stream of genuine Google Reviews is widely recognised as one of the ways businesses strengthen their local search presence.
GOOGLE REVIEWS CAN INCREASE CLICK-THROUGH RATES
Ranking well in Google is only part of the battle. You also need people to click your listing, and compelling social proof helps make that happen. Google Reviews and star ratings play a big role here.
Star ratings naturally attract attention.
Search results are busy places, and bright star ratings immediately catch the eye, helping your business stand out among competitors.
When several businesses appear together, many users will instinctively gravitate toward the one with the strongest, most consistent review profile.
Better visibility often leads to more enquiries. The more people who click through to your website, the more opportunities you have to generate enquiries, phone calls, and sales.
While reviews don't directly create conversions, they dramatically improve the chances that somebody will give your business that crucial first opportunity.
GOOGLE REVIEWS HELP YOU STAND OUT FROM YOUR COMPETITORS
Most industries are competitive.
Whether you're an accountant, builder, solicitor, marketing agency or café, customers are usually comparing several businesses before making contact.
Google Reviews often become the deciding factor.
Customers compare review profiles
People rarely look at one business in isolation.
They'll compare ratings, review numbers, and recent feedback before deciding who deserves their enquiry.
If two businesses offer similar services and pricing, the one with stronger reviews will often gain the advantage.
Fresh reviews demonstrate an active business
Recent reviews reassure customers that you're still delivering great work today.
If your newest review is several years old, potential customers may wonder whether your business is still operating at the same standard.
GOOGLE REVIEWS PROVIDE VALUABLE CUSTOMER INSIGHT
Reviews aren't only useful for attracting new customers.
They're also an excellent source of feedback.
Discover what customers value most
Patterns soon begin to emerge.
Perhaps customers consistently praise your communication, turnaround times or customer service.
Understanding these strengths helps you reinforce what already makes your business successful.
Identify opportunities to improve
Constructive feedback can also highlight areas where your customer experience could be even better.
Handled professionally, even less positive reviews can become valuable learning opportunities.
HOW TO ASK CUSTOMERS FOR GOOGLE REVIEWS
The truth is, most happy clients won't automatically leave a review.
Not because they don't want to.
Simply because life gets busy.
Often, all it takes is asking.
Generate your Google review link
The easiest way to request reviews is directly through your Google Business Profile.
Simply:
Sign in to your Google Business Profile.
Open your Business Profile dashboard.
Look for the "Ask for reviews" or "Get more reviews" option.
Copy your unique review link.
Send that link directly to your customers.
Google creates a unique URL that takes customers straight to the review form, making the process as simple as possible.
Ask while the experience is still fresh
Timing makes a huge difference.
The best moment to ask is shortly after successfully completing a project or delivering a service.
At that point, the positive experience is still fresh in your customer's mind, making them much more likely to leave a review.
Waiting several months often means the opportunity is lost.
Make leaving a review effortless
The easier you make it, the better.
Include the direct review link rather than asking customers to search for your business manually.
You could also:
Include the link in follow-up emails.
Add a QR code to printed materials.
Include it in your email signature.
Share it after completing projects.
Removing unnecessary steps significantly increases the likelihood of someone leaving a review.
Personalise every request
People respond far better to genuine messages than generic templates.
Mention the project you've worked on, thank them for choosing your business and explain that their review would genuinely help.
Most people are more than happy to support businesses they've had a good experience with.
Don't be afraid to ask
This was our biggest mistake.
For years, we assumed customers would naturally leave reviews if they'd had a positive experience.
Most simply didn't think about it.
Once we started asking, we realised something surprising.
Almost everyone was happy to help.
They just needed the invitation.
DON'T MAKE THE SAME MISTAKE WE DID
We're incredibly grateful for every testimonial we've received over the years.
Those kind words have helped reassure prospective clients and have become an important part of our website.
But looking back, we wish we'd encouraged more of those customers to leave their feedback on Google as well.
Doing so would almost certainly have strengthened our online visibility, helped us build a stronger Google Business Profile and made it easier for new clients to discover us.
If you've got satisfied customers, don't let their positive feedback stay hidden in old emails or private messages.
Ask them.
You might be surprised by just how many are willing to help.
And unlike us, you won't be looking back in a few years wishing you'd started sooner.
And if you’re looking for other ways to improve your SEO ranking and conversion rates, then check out our SEO page, or contact Treefrog today.