Let’s be honest – when was the last time you bought something online without checking the reviews?

If you're like most people, probably never.

Whether it's choosing a local plumber, deciding which café to visit, or picking a new accountant, we all trust reviews. And when it comes to running a small business in the UK, those little gold stars can make a massive difference – not just to your reputation, but also to how well your business shows up in Google searches.

In this post, I’m going to break down exactly how to get more 5-star reviews (the genuine kind, of course), and explain why they’re an absolute goldmine for your local SEO. I’ll also cover some sneaky pitfalls to avoid and throw in a helpful FAQ at the end, just in case you're wondering what counts as a 'good' review or where to ask for them.

Why 5-Star Reviews Matter So Much (Especially for SEO)

First things first – why do these reviews even matter? Can’t you just rely on good old-fashioned word of mouth?

Well, here’s the deal:

1. They Build Trust Instantly

People are wary online. Reviews act like a public thumbs-up. When potential customers see that others have had a great experience, they’re far more likely to trust you.

In fact, 9 out of 10 people read reviews before making a purchase – and many trust them as much as a personal recommendation.

2. They Boost Your Google Business Profile Rankings

Here’s where SEO comes in.

When someone searches for something like “accountants near me” or “best dog groomer in Leeds,” Google uses a combination of:

• Relevance (Do you offer what the person’s looking for?)

• Distance (Are you nearby?)

• Prominence (How well-known and well-reviewed are you?)

Reviews affect that third bit – prominence. If you’ve got loads of fresh 5-star reviews, you’re seen as more trustworthy and Google is more likely to show your listing higher in the local search results and Google Maps.

3. They Improve Click-Through Rates

More stars = more clicks. It’s really that simple.

If someone sees your listing with 4.9 stars from 124 happy customers, and your competitor has a sad little 3.2 stars from 7 people, who do you think they’ll choose?

Where Should You Collect Reviews?

Before we dive into how to get more reviews, let’s talk about where to focus your efforts. For UK businesses, these are the top review sites worth your time:

• Google Business Profile (formerly Google My Business) – top priority for SEO

• Facebook – great for social proof and sharing

• Trustpilot – well-known in the UK, especially for online services

• Yell.com – often overlooked but useful for certain industries

• TripAdvisor – if you’re in hospitality or tourism

• Checkatrade/TrustATrader – tradespeople, this one’s for you!

But if you're focusing on SEO, then Google reviews are your number one priority.

How to Get More 5-Star Reviews (Without Being Pushy or Awkward)

Here’s the juicy bit – how to actually get more glowing reviews.

And yes, we’re talking real, honest, authentic 5-star reviews. No dodgy bots or fake profiles here.

1. Deliver an Experience Worth Reviewing

This might sound obvious, but it's the foundation.

If you’re not giving your customers a reason to rave about you, they won’t. So look at your customer journey. Is it smooth? Are you going above and beyond?

Sometimes the smallest things make the biggest impression – a handwritten thank-you note, a freebie, or just being reliably brilliant.

2. Ask at the Right Moment

Timing is everything. The best time to ask for a review? When the customer is happiest.

That could be:

• Just after completing a service

• Right after a purchase is delivered

• Following a successful customer support experience

• After receiving a compliment via email or in person

💡 Top tip: If they’re smiling or saying thank you – ask for a review right then.

3. Make It Super Easy

People are busy. If you want a review, remove every bit of friction.

• Send a direct link to your Google review form (you can get this from your Google Business Profile dashboard)

• Give step-by-step instructions if your audience isn’t very tech-savvy

• Offer a QR code they can scan from a business card or receipt

Here’s a simple message you can use:

“Hi [Name], it was a pleasure working with you! If you’ve got 30 seconds, would you mind leaving us a quick review on Google? It really helps small businesses like ours grow. Here’s the link: [Insert link] – Thanks again!”

4. Use Email Follow-Ups

If you’re not already sending follow-up emails after a purchase or service, start now.

These are ideal for asking for reviews. You could write:

“We hope you’re enjoying [product/service]. We’d love it if you could share your experience on Google – it helps others find us and keeps us improving!”

You can even automate this if you’re using a CRM or email marketing tool.

5. Train Your Team to Ask

If you’ve got staff, get them involved. Give them a simple script and a target:

“If a customer gives you positive feedback, ask if they’d be willing to leave us a review. Just send them the link or show them the QR code.”

Make it part of your company culture – just like saying thank you.

6. Use Review Cards or Stickers

Leave little nudges in your packaging or at your checkout area:

• “Loved your visit? Leave us a review on Google!”

• “Support local business – it only takes a minute.”

You can print these yourself or get them from sites like Vistaprint.

7. Reward Staff – Not Customers

Important: You can’t legally or ethically incentivise customers to leave reviews. Google strictly prohibits offering rewards for reviews (and it can backfire badly).

But you can reward your team for hitting review milestones.

For example:

• “If we get 10 new Google reviews this month, I’ll treat everyone to lunch.”

• “£5 voucher for every genuine review you helped generate.”

This keeps it fun – and above board.

What to Do If You Get a Bad Review

First of all – don’t panic.

Even the best businesses get the odd bad review. It’s how you handle it that counts.

Step 1: Reply Promptly and Politely

Always respond, ideally within 24–48 hours.

Acknowledge the issue, apologise (even if it wasn’t your fault), and offer to make it right. For example:

“Hi Sarah, we’re really sorry to hear you had a poor experience – that’s not what we aim for. We’d love the chance to fix things. Could you get in touch at [email] or call us on [number] so we can make this right?”

This shows others that you take feedback seriously.

Step 2: Don’t Argue Publicly

It’s tempting to set the record straight, especially if a review is unfair. But don’t get into a back-and-forth online. You’ll never win.

Stay professional. People reading the review will judge your response as much as the review itself.

Step 3: Flag Fake Reviews

If you genuinely believe a review is fake or violates Google’s policies (e.g., it's spam or from a competitor), you can flag it for removal. But this isn’t guaranteed.

To do this:

• Go to the review on your Google Business Profile

• Click the three dots

• Select “Report review”

How Reviews Help You Show Up Higher in Google (A Quick SEO Breakdown)

If you’re thinking of hiring an SEO expert, or doing a bit of DIY optimisation, you might be wondering: how do reviews actually help with rankings?

Here’s the SEO-y bit – but I’ll keep it simple.

1. They Improve Local Rankings (Google Maps & Local Pack)

Google uses your review count and rating as a signal of trust.

• More reviews = stronger local presence

• Higher average star rating = better click-throughs

If two shops offer the same thing, Google is more likely to feature the one with more – and better – reviews.

2. They Give You Fresh Content

Every time someone leaves a review, they’re adding fresh content about your business – often with keywords you didn’t even think to include.

For example:

“Absolutely loved this dog groomer in Brighton – so gentle with our rescue pup!”

That review now tells Google:

• You’re a dog groomer

• You’re based in Brighton

• You’re good with rescue dogs

Nice, right?

3. They Build Backlinks and Reputation

Many review platforms link back to your website. Google sees this as a positive sign.

Plus, as your star rating improves, bloggers, local directories, and media outlets are more likely to mention you, boosting your reputation and visibility.

Bonus Tips: Keeping the 5-Star Flow Going

• Reply to every review (even the good ones!)

  • It shows appreciation and encourages others to leave one too.

• Share reviews on social media

  • Screenshot and post with a thank-you message.

• Include reviews on your website

  • Use widgets or copy/paste quotes on your homepage and service pages.

• Ask happy clients to use keywords

  • If they mention your service and location (“best florist in Nottingham”), it helps your SEO even more.

FAQs: 5-Star Reviews and SEO

Q: Can I ask customers to leave a 5-star review?

You can ask for a review – but you can’t ask for a 5-star specifically. Keep it neutral: “We’d really appreciate your honest feedback.”

Q: How many reviews do I need to rank well on Google?

There’s no magic number, but generally:

• 10–20 reviews = Good start

• 50+ = Competitive

• 100+ = Excellent

Aim for consistency – one new review per week is better than a burst of 30 all at once.

Q: Do reviews on Facebook or Trustpilot help SEO too?

They don’t help your Google rankings directly, but they do:

• Improve your online reputation

• Drive traffic to your site

• Give you more social proof

So yes – they help your overall SEO and conversions.

Q: What if I get no reviews at all?

If you’re not getting reviews, you’re probably not asking enough – or not making it easy. Try:

• Automating your requests

• Training your staff

• Following up with happy customers

And don’t forget – most people are happy to leave a review. They just need a nudge.

trust is more important than ever, 5-star reviews are like rocket fuel for your small business.

They build credibility. They influence buying decisions. And yes – they help your SEO by getting your business in front of more people on Google.

The best part? They’re free.

All it takes is a bit of consistency, a dash of good timing, and the confidence to ask.

So go on – start collecting those golden stars, and watch your local visibility soar.

Want help optimising your Google Business Profile and getting more 5-star reviews on autopilot? Drop us a message – we’d love to help you get seen by the right people, at the right time, in the right place.