Ask after the job is done. Ask everyone you finished, not only the people who smiled. Send a link, not a hint that five stars would be nice. Google and the FTC both care when you try to buy a mood or hide a bad job.
Same week invoices are appointment reminders and invoice follow up. Quotes you already sent are quote follow up. The inbox those replies fall into is inbox triage and follow up.
01
Ask everyone, after the job
Google's Maps user content rules say merchants may solicit genuine experience content without incentives and without trying to influence the rating or the contents of the review. Merchants may not discourage or prohibit negative reviews, or selectively solicit positive reviews. They should not require or pressure people to leave ratings or write reviews while on the premises, or request that specific content be included. (Google Maps prohibited and restricted content)
So the list is finished jobs, not happy jobs. The moment is after you packed up, not while they are standing in the driveway with you watching. The ask is a review of their experience, not a five star review.
- Same day or next morning after completion, once the invoice is out or handed over.
- One follow up about a week later if they have not reviewed and have not said no.
- Stop if they reviewed, declined, opted out of texts, or two weeks have passed.
- Do not filter the list by who tipped, who was easy, or who already said it went well.
The FTC staff Q&A on the Consumer Reviews and Testimonials Rule says the rule does not contain a specific ban on asking only customers you think are happy, and also says that practice could violate the FTC Act. Google's rule is already a no. Ask the whole list. (FTC Consumer Reviews and Testimonials Rule Q&A)
02
Get the Google review link
Google documents a Business Profile link and QR code for review requests. Include it on receipts, in thank you emails, at the end of a chat, or on a printed QR in the shop. QR codes are generated on a computer browser, not on a phone. Steps: open the Business Profile, select Read reviews, then Get more reviews. Copy the link, or right click the QR and save the image. Google also notes you can send review requests through email, WhatsApp, or a Facebook post from that flow. (Create a Google link or QR code to request reviews)
Customers must be signed into a Google Account to leave a review. They can use a non Gmail address. (Tips to get more reviews)
Use that official link. Do not send a tracking wrapper that lands on a page that says "If you had 5 stars, tap Google. If not, email us." That is gating.
03
What Google and the FTC prohibit
Google: reviews must reflect a genuine experience. Offering incentives (free or discounted goods or services) in exchange for posting a review, changing a review, or removing a negative review is fake and misleading content and is prohibited. The same point is on the review link help page. (Tips to get more reviews, Create a Google link or QR code to request reviews)
16 CFR 465.4: it is an unfair or deceptive act for a business to provide compensation or other incentives in exchange for, or conditioned expressly or by implication on, consumer reviews that express a particular sentiment, positive or negative. Paying for five star reviews violates that section even if you tell them to disclose the incentive. The rule does not ban a no strings incentive for a review of any sentiment, but failing to disclose an incentive can still violate the FTC Act. For Google reviews, Google already bans the incentive. Do not offer one. (16 CFR part 465, FTC Consumer Reviews and Testimonials Rule Q&A)
16 CFR 465.2 bans fake or false reviews. 16 CFR 465.7(a) bans using an unfounded legal threat, a physical threat, intimidation, or a public false accusation made knowing it is false or with reckless disregard of the truth, to stop a review from being written or to get it taken down. 16 CFR 465.7(b) bans a business from implying that the reviews on its own review page are most or all of the reviews submitted, when it is hiding reviews because of rating or negative sentiment. Asking a customer to take a complaint offline is not the same as suppressing Google. Do not threaten. Do not offer money to delete a star. (16 CFR part 465)
04
Three ask templates
Text, after the job:
Hi [First name], this is [Name] at [Company]. Thanks for having us out on [job date] for [job type] at [street or area].
If you are willing, you can leave a Google review of your experience here: [Google review link]
No pressure. If something was off, you can say so there, or reply to this text and we will make it right.
Reply STOP if you do not want texts.
Email:
Subject
A Google review for [Company], if you are willing
Hi [First name],
We finished [job type] at [property] on [date]. If you have a minute, here is our Google review link: [Google review link]
Please write what you actually experienced. We ask every finished job, not only the easy ones.
If you would rather tell us privately, reply to this email.
Thanks,
[Name]
[Company]
In person, after the work is done and you are not standing over them:
"Here is a card with our Google review link and a QR code. If you feel like leaving a review of the job, that is the place. There is no discount for it, and you should write it when you have a minute at home, not while I wait."
05
Do and don't, with the rule behind each line
| Do or don't | Line | Rule |
|---|---|---|
| Do | Ask every finished job the same way | Google: do not selectively solicit positive reviews. FTC staff: asking only happy customers could still violate the FTC Act |
| Do | Send the official Google review link or QR | Google Business Profile help: Get more reviews, then Copy |
| Do | Ask after completion, not during the visit | Google: do not pressure people to review while on the premises |
| Do | Tell them they can write what they experienced, including problems | Google: genuine, unbiased experience. Do not request specific content |
| Don't | Offer a gift card, discount, or free visit for a review | Google bans incentives for posting, changing, or removing reviews. 16 CFR 465.4 bans incentives tied to a sentiment |
| Don't | Say 'only if you had a 5 star experience, use Google; otherwise call us' | Google: do not discourage negative reviews or gate by rating |
| Don't | Ask staff to collect a quota of reviews or to name a tech in the review | Google: merchants should not have staff solicit a certain number of reviews or specific content |
| Don't | Pay someone to take down a negative review | Google fake engagement. FTC: paying to change or remove truthful negatives can violate the FTC Act |
| Don't | Have employees or family post without saying who they are | 16 CFR 465.5 insider reviews need a clear disclosure. Google conflict of interest rules also apply |
| Don't | Threaten a lawsuit to kill a review you simply dislike | 16 CFR 465.7: unfounded legal threats to prevent or remove a review |
06
A follow up an assistant can run
Put finished jobs on a list. An assistant can send Template text or email from that list, then one follow up. You approve the first send of a new template. You still reply to anything that is a complaint.
| Day | Action | Stop if |
|---|---|---|
| 0 (job complete) | Invoice the same day. Add the row to the review list. Ask everyone. | They already reviewed or they said they do not want to be asked |
| 1 | Send the text or email with the official link. No incentive. No star hint. | They opted out of texts. Use email or skip |
| 7 | One follow up: 'Still willing to leave a Google review at [link] if you have a minute. No worries if not.' | They reviewed, said no, or complained. Complaints go to the owner |
| 14 | Close the row. Do not keep pinging. | Always |
Google says to reply to reviews and to value all of them, including a mix of positive and negative. Keep replies professional, short, not a new promotion, and do not share private facts. Flag a review only if you believe it violates Google's content policies. (Tips to get more reviews)
07
Download the cadence
Download the Google review ask cadence. One row per finished job. Incentive offered must stay no. Asked only if happy must stay no.
The AI assistant can draft the day 1 and day 7 messages from the finished job list. You approve anything that leaves the business. You still buy your own AI seat so the account stays yours.
Keep reading on Fabren
Next step
Want day 1 and day 7 review asks drafted from finished jobs?
Fabren sets up an AI assistant that drafts those messages from your finished job list, with you approving anything that leaves the business. You buy your own AI seat so the account stays yours.
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