Review management
Review management is the structured collecting, following up and using of customer ratings on platforms such as your Google Business Profile, so you build more trust and get found more easily.
- 3 min read
What is review management?
Review management is the way your business deals with online ratings. It has three parts. Asking for reviews, at a fixed moment and in a fixed way. Responding to reviews, positive and negative. And using reviews, on your website, in your quotes and in your marketing.
For trade businesses, it's mainly about reviews in your Google Business Profile. Platforms such as Werkspot, Trustpilot, Klantenvertellen or industry sites also play a part, depending on your trade.
The difference from just letting reviews happen is structure. With review management, asking for a review is a fixed part of your completion process, not something you do when you remember.
Why it matters for your business
Anyone looking for a roofer, contractor or installer looks at reviews first. Big amounts of money are involved, and it's someone who will be working in or on your home. Reviews from other customers are then the most important proof that you can be trusted.
Reviews also count towards how easily you're found. Google weighs the number of reviews, the rating, how recent they are and the words customers use in local SEO. A review in which a customer writes about a roof renovation in Arnhem strengthens your relevance for exactly that search.
AI assistants use reviews too. Anyone asking which installer nearby is reliable gets an answer that is partly based on what customers write online. That ties in with E-E-A-T.
How it works
The basis is a fixed moment to ask. For most trade businesses, that's straight after completion, when the customer is happy and the work is fresh in their mind. You send a short message with a direct link to your review page, so the customer can get started with one click.
Then you follow up on the reviews. You thank customers for positive reviews and respond calmly and professionally to criticism. A good response to a negative review shows future customers how you handle problems.
An example. Say a roofer has twelve Google reviews after ten years in business, the latest of which is a year and a half old. Competitors in the region have many more. Customers are happy, but nobody ever asks for a review.
From now on, every customer automatically gets a text message and an email two days after completion, with a personal thank-you and a direct link to the review page. A week later, one reminder follows if there's no review yet. The owner gets a notification for every new review and responds to it personally. After a few months, there are many more recent reviews, and customers often mention the type of job and the town, which helps with local searches.
Common mistakes
The most common mistake is not asking. Most happy customers don't write a review on their own. Unhappy customers more often do.
A second mistake is buying reviews, having fake reviews posted or rewarding customers in return for a positive rating. That's against Google's rules and can lead to removed reviews or a suspended profile.
Also often seen: asking only happy customers for a review and skipping the rest. This is called review gating and isn't allowed under Google's guidelines. Ask everyone.
A fourth mistake is collecting reviews only on a platform few people look at. Start with Google, because that's where most customers search, and only then choose a second platform if needed.
Finally, some business owners react emotionally to criticism. An angry reply to a negative review does more damage than the review itself. Stay factual, offer a solution and preferably take the conversation offline.
How to approach it
Make asking for a review a fixed part of your completion process. Decide on the moment, write a short message in your own tone and create a direct link to your review page on Google.
Automate the request from your CRM, so it's never forgotten. One reminder is enough. Get notified of every new review and respond yourself, personally and on time.
Use your reviews. Show recent ratings on your website, on your service pages and in your quotes. Use recurring criticism as a signal to improve something in your way of working.
We set up the review request as part of email marketing and follow-up, linked to your Google Business Profile. Responding to reviews we leave to you, because you know the customer.
Frequently asked questions
Don't see your question here? Call, WhatsApp or email us. You'll get an answer within one working day.
Can I ask customers for a Google review?
Yes, you can, and it's a smart thing to do. You may not reward customers for a review, and you may not select only happy customers. Ask everyone at a fixed moment, for example after completion.
How do I respond to a negative review?
Respond calmly, factually and within a few days. Thank the customer for the feedback, acknowledge where something went wrong and offer a solution or a conversation. Future customers read along and pay particular attention to how you handle problems.
Can I get a negative review removed?
Only if the review breaks Google's guidelines, for example in the case of fake reviews, spam or abusive language. You report that via your Business Profile. An honest but critical review stays up, and then a good response is the best approach.
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