Asking for Reviews Doesn’t Have to Feel Awkward
Let’s be honest, asking for reviews can feel kind of gross. You don’t want to come off as pushy, desperate, or salesy. And chances are, you’ve been on the receiving end of one of those overly eager emails: “Tell us what you think!” (before you’ve even opened the box).
It’s not a great look. And as a small business owner, you care about your customer experience way too much to make anyone feel pressured.
But here’s the thing—reviews matter. They help build trust, improve your visibility, and give future customers the confidence to choose you. A steady stream of authentic reviews can strengthen your reputation and help your business stand out in crowded marketplaces.
So how do you ask without being annoying?
Let’s walk through the do’s and don’ts of asking for reviews the right way.
✅ Do: Read the Room
Timing is everything. Ask too early, and you risk annoying your customer. Wait too long, and the moment’s gone.
A good rule of thumb? Reach out about 24 hours after they’ve received your product or used your service. Long enough for them to have an opinion, but not so long that they’ve forgotten the experience.
Another great opportunity? When you see them post something positive about you on social media. That’s your sign—they’re happy, they’re engaged, and they’re likely to leave a review if you ask.
Also, consider the customer’s journey. For example, if your service requires some time to see results (like a coaching session or design work), wait until the outcome has had time to settle in. Don’t just automate the ask—think about the full experience.
✅ Do: Make It Personal
Nobody wants a generic, cold email. You know the kind:
“Dear Customer, please review your recent order.”
Not exactly inspiring is it?
Instead, use their name. Mention the specific product or service. Acknowledge whether they’re a long-time client or a first-time buyer. The more personal and thoughtful your request feels, the more likely they’ll take the time to respond.
Here’s an example:
“Hi Jamie, we hope you’re loving your new website refresh! It was such a pleasure working with you. If you have a minute, would you mind sharing a quick review of your experience with us? It really helps other small business owners find the support they need.”
Simple, friendly, and all about them.
✅ Do: Keep It Simple
Leaving a review shouldn’t feel like homework.
Make it as easy as possible. Include a direct link to your review platform of choice (like Google or your own website). Bonus points if it takes just a couple of clicks. The fewer steps, the better.
You can also offer a few gentle prompts to help them know what to write. Something like:
“Was there something about the experience that stood out?” “Would you recommend our service to others in your shoes?”
The goal isn’t to script them—just to make it feel approachable.
❌ Don’t: Pressure the Customer
Follow-ups are fine. Spam isn’t.
If you’ve already sent a polite request, give it some space. Bombarding your customer with review reminders won’t increase your chances—it’ll just push them away.
Be respectful. One reminder a few days later is totally fine. Anything beyond that, and you’re just crowding their inbox.
Also, avoid guilt-tripping language like “We really need this from you.” Make the ask, but always keep it light and optional.
❌ Don’t: Hide Less-than-Perfect Reviews
Let’s be real: not every review will be glowing. And that’s okay.
Trying to hide or delete the not-so-great ones only hurts your credibility. Most customers will read a few reviews before they write their own. Seeing a range of honest opinions (and how you respond to them) builds trust.
Plus, if a customer had an amazing experience and sees a negative review, they might be even more motivated to speak up in your favor.
Remember: Your future customers don’t expect perfection—they expect honesty. And transparency builds loyalty.
❌ Don’t: Manipulate
Offering a discount in exchange for a five-star review? Not a great idea.
Incentivizing reviews can quickly cross the line into unethical territory. At best, it skews your feedback. At worst, it can lead to serious consequences—especially if your product or service is misrepresented.
There’s a difference between encouraging feedback and trying to buy it. Keep your approach clean and focused on authenticity.
Instead of promising a reward for a review, focus on making the experience so good that they want to talk about it.
What Makes a Great Review Request?
Let’s recap. A great review request is:
- Timely
- Personal
- Clear and easy to follow
- Respectful of the customer’s experience
You can automate parts of this process, but don’t lose the human touch. Even one sentence that feels thoughtful and genuine can make all the difference.
Final Thoughts: Keep It Honest, Helpful, and Human
You don’t need to pressure, bribe, or badger people into leaving a review.
If you’ve done your job well, your customers will be happy to share their experience—you just have to ask the right way. Be thoughtful with your timing, personalize your request, and make the process simple.
That’s how you build a collection of reviews that actually reflect your brand and help more of the right people find you.
If you’ve worked with me and found value in what I do, I’d love to hear your thoughts. Leaving a quick review helps others know what to expect and s
