Word-Of-Mouth is Going Digital: How to Get More Online Reviews
If you're in the trades—contracting, HVAC, plumbing, electrical, you name it—you already know that word-of-mouth is everything. A neighbor tells a neighbor. A cousin calls you because you helped their buddy out. That kind of trust is gold.
But here’s the thing: today’s “word-of-mouth” often starts with a Google search.
Why Online Reviews Matter for Trades Pros
Before someone picks up the phone to call you, they’re checking you out online. And one of the first things they see? Your reviews.
Reviews are the new referrals. They build trust with people who don’t know you yet—but want to feel like they do. A solid handful of 5-star reviews can tip the scale in your favor, even over a bigger company with a slicker website.
Still not convinced? Here’s what online reviews can do for your business:
Boost your visibility on Google and help you show up in local searches
Build trust quickly with new customers
Help you stand out from other contractors or service pros in your area
Turn happy clients into repeat clients—and free marketers
Let’s break down how to get more of them—without it feeling awkward or pushy.
1. Do Great Work (and Let People Know You’d Appreciate a Review)
It starts here: Show up on time. Be professional. Clean up after yourself. Do what you said you would. Most people are happy to leave a review if they had a good experience—but you’ve got to ask.
It’s not begging. It’s smart business. A simple line like:
“If you’re happy with the work, would you mind leaving a quick review on Google? It helps a lot.”
That’s it. Keep it real. Keep it casual.
2. Make It Easy
If people have to search for your business on Google, figure out where to click, and remember their password? You’ve lost them.
Instead, send them a direct link to your Google review page. You can text it, email it, or even put it on a thank-you card.
Pro Tip: If you’re using Facebook, you can do the same there. Just send the review link with a quick thank-you message.
3. Follow Up (But Don’t Nag)
A gentle follow-up a few days after the job is finished works wonders. Something like:
“Hi [Name], thanks again for letting us help with your [project]. If you have a minute, we’d love if you left us a quick review here: [link]. It really helps local folks find us!”
Keep it friendly. And don’t send more than one reminder.
4. Respond to Reviews—Good or Bad
When someone leaves a review, reply to it—even if it’s just a quick “Thanks for your kind words!” It shows you’re paying attention.
If you get a bad review (hey, it happens), respond professionally. Own your part if something went wrong, and let people know you’re willing to make it right. Future customers do read your replies.
5. Feature Reviews on Your Website and Socials
Reviews shouldn’t just sit on Google or Facebook—use them in your marketing! Post them on your website, in social media posts, or in stories. People trust real words from real customers way more than polished sales copy.
Try something like:
“Here’s what one of our awesome customers had to say after their kitchen reno 👇”
(Then add a screenshot or quote the review.)
Bonus: Tools That Can Help
If you’re ready to take things up a notch, there are tools that make review requests automatic. A few to check out:
NiceJob – sends review requests after jobs are complete
Jobber – a CRM with built-in review request features
Google Business Profile – free, and gives you a custom review link
These tools can save you time while still making your business look top-notch online.
The Bottom Line
You already have happy customers. Let’s turn them into online proof that you’re the real deal.
Online reviews aren’t about ego. They’re about trust. And in the trades, trust is how you get the job—and keep getting calls down the line.
Want help setting up your Google Business Profile, automating review requests, or building a better local presence online? That’s what I do.
