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The Power of Customer Reviews (And How to Actually Get Them)

  • James Drake
  • Aug 19
  • 3 min read

Introduction: Reviews Are Your Digital Word-of-Mouth


In 2025, online reviews are no longer optional. They’re the lifeblood of your online reputation and a major driver of leads. According to BrightLocal’s 2024 Local Consumer Review Survey, 87% of consumers read reviews before contacting a local business, and 79% trust those reviews as much as personal recommendations.


If you’re not actively generating reviews, you’re losing business to competitors who are. This post explains why reviews matter so much and how you can build a steady stream of positive feedback without annoying your customers.


Why Reviews Matter More Than Ever


1. Reviews Influence Google Rankings


Google uses reviews as one of its top ranking signals for local search. Businesses with more reviews—and better ratings—tend to appear higher in the Map Pack and organic results.



2. Reviews Build Trust



A homeowner with a flooded basement isn’t just looking for “any plumber.” They want someone they can trust. Seeing 100+ 5-star reviews gives them confidence that you’ll do the job right.



3. Reviews Increase Conversions



A survey from Podium shows that businesses with at least 40 recent reviews convert 30% more leads than those with fewer or older reviews.


company reviews are invaluable for home service companies


How to Get More Reviews (Without Being Pushy)


The key to generating reviews consistently is to make it easy and automatic for your customers.


1. Ask Every Customer


Train your techs and office staff to ask for a review at the end of every job. Example:

“We really appreciate your feedback. Would you mind leaving us a quick Google review? It only takes a minute, and it helps other homeowners find us.”


2. Automate the Process


Use software like Podium, NiceJob, or Birdeye to send a text or email request as soon as the job is complete. These tools:


  • Include direct links to your review page.

  • Send follow-up reminders if the customer doesn’t respond.

  • Can be branded with your logo and company colors.


3. Make It Simple


Don’t make customers hunt for where to leave a review. Send them straight to your Google profile. Bonus tip: QR codes on invoices or technician tablets work great in person.


Handling Negative Reviews


Even the best businesses get an occasional negative review. The worst thing you can do is ignore it.


  • Respond promptly and professionally: Thank the customer for their feedback and apologize for the inconvenience.

  • Take the conversation offline: Offer to call or email to resolve the issue.

  • Show future customers you care: A thoughtful, measured response can actually build trust.


Pro Tip: Never argue online. You’ll only make the situation worse.


Showcase Your Reviews Everywhere


Once you have great reviews, make sure potential customers see them:


  • On your website: Add a dedicated testimonials page and display reviews on your homepage.

  • On social media: Share screenshots or design graphics featuring positive feedback.

  • In your marketing: Include star ratings on your email signature, trucks, and printed materials.


Case Study: How One Electrician Tripled His Reviews


A solo electrician in Colorado Springs was stuck at 18 Google reviews. He started using NiceJob to automate review requests after every job. In six months:


  • His Google review count jumped to 87.

  • He went from 4.1 to 4.8 stars.

  • Calls from Google searches increased by 55%.


The best part? He spent less than five minutes per week managing the process.


Common Review Mistakes


  1. Asking too late: Customers are most motivated right after a job is completed.

  2. Not asking everyone: Only asking “happy” customers is inconsistent and unethical.

  3. Offering incentives: Google prohibits offering money or discounts for reviews.


The Bottom Line


Customer reviews are today’s version of word-of-mouth. The more you have, the more you’ll rank on Google, the more trust you’ll build, and the more leads you’ll convert.


The secret is to make review generation part of your everyday process—not something you do once in a while. Automate where you can, respond professionally to all feedback, and showcase your reviews to keep the momentum going.


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