How do I ask customers for testimonials

This is how you ask customers for reviews

Reviews can do wonders for your sales. They increase customer trust and make your company stand out from the crowd. New customers will see that you are really good. In addition, Google ratings help with SEO - i.e. the positioning of your company in relevant Google searches from potential customers.

According to various surveys, almost every third customer would leave a review if asked to. But what's the best way to get a customer review? In this article we show you how to ask your customers for a rating, including 3 text templates. We'll also show you how to create a Google rating link so that rating is particularly easy for the customer.

Why ask

The so-called local search on Google is growing rapidly. More and more customers are looking for offline businesses online, i.e. local companies. And so the world of online reviews and recommendations has joined the “natural word of mouth” propaganda. Every positive evaluation is worth a lot in building your own image and in the Acquisition of new customers.

As a rule, negative experiences have a greater impact on people. That's why dissatisfied customers tend to go to the trouble of leaving a negative review. In order to counteract this and to strengthen your own online presence, you should ask all customers - including the satisfied ones - for a rating. 70% of all customers who have already been asked for a public review have also left a review.

For which platform should I ask customers to rate us?

There are now many review platforms: Google, Tripadvisor, Yelp, Facebook, Foursquare, Jameda, ... and many more. Depending on the industry, you should decide which platforms to focus on. In this article, we'll focus on customer ratings for the free Google My Business. So-called Google ratings. Google ratings have a direct impact on the position of your business in a Google search. In addition, the score is displayed for corresponding searches:

This is how you get more reviews

The most effective way to get more reviews from your customers: Ask the customer at the right time with the right message. Many customers like to rate you. You just need to be reminded of it. You can just be direct. Don't go around the bush for long. Simply ask whether the customer was satisfied and ask to be publicly rated.

There are a couple of things that can be tweaked. The who, when, how and where:

  • What customers (Whom?)
  • The right time use. (When?)
  • How do you motivate lazy customers to rate? We show Formulations that are best used to ask for an evaluation and methods to enable an easy evaluation. (How?)
  • With which medium or via which channel do you ask the customer? (Where?)

Who should I ask?

Please send Not send out a circular to all customers asking for a rating. In particular, this violates Google’s policy (and also the rules of most other platforms): "Don't ask customers for reviews in bulk." It is very easy for a platform to determine if your profile has received a multiple of ratings within a very short period of time.

Above all, ask satisfied customers for a rating. Regular customers or customers who have praised your business. Here, too, you have to be careful not to violate this passage from Google:

Don't try to prevent or ban negative reviews. Also, don't ask individual users to leave positive reviews for your business.

It helps to understand your own customers. Either by asking how the customer liked it. Or by using a customer feedback system to automatically measure customer satisfaction, which also asks satisfied customers for an evaluation. Short self-promotion: Targetbox is such a system.

This enables you to satisfy dissatisfied customers and identify problems at an early stage. At the same time you can do so Generate positive, real reviews.

Customers with a Google account vs. without a Google account

Google reviews can only be written by users with a Google account. Millions of Germans have a Google account because this is an advantage for Youtube, Maps, Android and many other Google services.

IOS users in particular sometimes do not have a Google account or are not logged in. You should therefore make sure to show customers without a Google account how to open an account - the customers have to be really convinced of you - or refer them to another platform. More on this in the section on how to ask for a rating.

When should i ask?

Your guest or customer may have had a great experience with you, but their attention span needs to be used. Don't wait long, get his opinion when the visit is yours Business still fresh in memory is.

It should be noted that the optimal time for contact is different depending on the industry. Contacting a customer before they have time to test your product will go wrong. In such cases, it is better to wait about a week. Time in which your customer has become familiar with the product.

If, on the other hand, you own a restaurant, bar or similar, it is advisable to seek immediate contact when the experience is still fresh in your mind - i.e. within a few hours.

Guide: How do I formulate a request for a rating?

Now we know the leading reasons for asking for an evaluation. But what should such a request look like?

  • Be personal. Generic text that sounds like a robot hand has little appeal. If possible, address the person by name or give the name of the company that your customer is. You shouldn't be too formal either, a stilted request rarely sounds personal.
  • At the same time, the following applies: keep it short. You are already asking your customer to take the time to review you. Thank you for visiting or shopping, explain the reason for your request and, if necessary, explain how a rating can be submitted. The easier you make it, the more likely it is that the review will be written.
  • A proven principle of psychology is that when we ask someone to do us a favor, we will be more successful if we give a reason. Studies have shown that it doesn't even matter whether the reason makes sense or not. People just like to have reasons for what they do. Give a reason why you should be rated by the customer. A formulation could be: “Can you rate us, please? You would help us and other new customers who are looking for a reliable company. "
  • Use a review link. This saves your customer from having to go to Google and search for your business. Take him by the hand and lead him straight to his destination. You can generate a simple review link here.
  • And last but not least: give it a try. Your first message won't be perfect right away. Test several variations to find out which text works best. So that you don't have to brainstorm straight away, you will find a sample text in the next section.

Sample texts: Ask customers to rate them

Here are 3 sample texts for

Product rating template

Hello [name],

Thank you for purchasing [Product] from [Your Business Name]! We hope you are satisfied with your purchase.

Customer satisfaction is extremely important to us and we would be delighted if you could share your impressions and feedback with us. It would be great if you could take a moment, one Rating on Google to write. Because then you will also help other customers with their selection.

To write and send your review, one click is enough!

[Button with your Google rating link] [alternatively link in the sentence above]

We thank you for the rating! If you have any questions about [purchased product] or any other concerns, we will of course be happy to help!

Just write us an email [email address] or give us a call at [telephone number].

Best wishes,

[Name of a person entrusted with customer contact]

Service assessment template

Hello [name],

Thank you for using [your business name] service! We are happy about every customer we can help.

Let us know how satisfied you were with our staff. It would be great if you could take a moment, one Rating on Google to write, because then you will help us and other customers who are looking for [service]. Therefore one click is enough!

[Button with your Google rating link] [alternatively link in the sentence above]

We thank you in advance for your rating! We will of course be happy to answer any questions you may have about the service we use or any other concerns!

Just write us an email [email address] or give us a call at [telephone number].

Best wishes,

[Name of a person entrusted with customer contact] from [Name of your business]

Experience assessment template

Hello [name],

how was your experience at [your business name]?

We are constantly trying to improve and we would be delighted if you could give us your feedback. It would be great if you could take a moment, one Rating on Google to write, because with this you help us and other customers to find us.

To write and send your review, one click is enough!

[Button with your Google Review Link] [alternatively link in the sentence above]

Thank you in advance for your rating! If you have any questions or if you would like to visit us again, please do not hesitate to contact us at any time!

Just write us an email [email address] or give us a call at [telephone number].

Best wishes,

[Name of a person entrusted with customer contact]

Attention warning trap! Coupons, discounts and competitions for reviews

Customers are often lazy to evaluate. A positive review can lead to more sales. The idea therefore seems obvious to offer vouchers, discounts or competitions for reviews.In no case do not do this!

Not only can it lead to the deletion of all Google reviews, as it is a direct violation of Google's guidelines for reviews. Several judgments have already shown that this approach is anti-competitive in Germany. Competitors and consumer advice centers can warn your company about this and practice shows that this happens again and again!

The OLG Hamm decided in 2013 that offering vouchers for ratings is a violation of competition, as the customer is not free and uninfluenced when submitting the rating.

In May 2019, the Frankfurt Higher Regional Court ruled that reviews are anti-competitive if they were "bought" with participation in a competition. The court assumed that the evaluations were not free and independent because the evaluators were “rewarded” by participating in the competition. In the grounds of the judgment, the court also states that statements by third parties in advertising have an objective effect and are therefore generally rated higher than statements made by the company itself. Therefore, an evaluating customer must absolutely be free and independent.

How do you motivate customers to rate?

To create another incentive, you can use ReviewForest. At ReviewForest, your company donates a tree on behalf of each reviewer. At the same time, you help the environment and offer your customers an incentive to leave a review - without violating Google’s guidelines or the law.

Where do you ask for reviews?

Unfortunately, not all customers asked for a review will do so. In order to improve your score, it is usually enough if only 5-10% of the customers rate it. Therefore, remembering and asking should be automated as much as possible.

Depending on how customers interact with your company or product, different methods make sense. We show a few suggestions:

Remember Google ratings in the email signature


You can create a corresponding graphic with the rating link with Targetbox. Create email signature with rating graphic.

Other ways to request reviews:


Every company should ask their customers for reviews in order to improve their own review score and get more reviews. Many customers like to give a review, they just have to give it be remembered and have an easy way to do so.

Anyone who already does that can automate the process with review management software such as Targetbox.