The Ultimate Google Reviews Guide for UK Tradespeople
Everything you need to know about getting found, getting trusted, and getting more work from Google — without paying a directory a penny. By Tom Wild.
Who this guide is for
If you're a plumber, electrician, builder, locksmith, roofer, decorator, gas engineer, gardener — or anyone else who turns up at someone's house to do skilled work — this guide is for you. Everything in here works manually. No app, no software, no monthly fee required.
Why Google reviews matter
Customers don't compare you to other tradespeople — they eliminate you. Anyone with no reviews, fewer than ten reviews, or an average below 4.5 stars gets eliminated immediately, often without the profile even being read.
- 97% of consumers read online reviews before hiring a local tradesperson.
- Each 5-star review is worth roughly £2,000–£3,000 in future work.
- Only 10% leave a review without being asked — but 83% leave one when asked and sent a link.
- 45% of consumers now use AI tools for local recommendations, and Google's AI pulls from Google reviews.
- Since April 2025, fake reviews are illegal in the UK under the DMCC Act — genuine reviews matter more than ever.
How Google reviews actually work
Reviews show up in three places: Google Maps, the Search local pack (the top three results everyone sees), and your Knowledge Panel. Google weights three things — review count, review score, and review recency (the one most tradespeople ignore). Unlike Checkatrade or Facebook, Google reviews are free, permanent, and feed both search and AI recommendations.
Setting up your Google Business Profile
- Claim your profile at google.com/business.
- Verify it — video verification is fastest, usually within 48 hours.
- Fill in every field: name, primary category, service area, hours, phone, and services.
- Add at least 10 real photos — before-and-after shots, your van, your team, accreditation badges.
- Get your review link and save it somewhere you can grab instantly.
How to ask for reviews
Ask on the day, ideally within an hour of finishing, when the customer is happiest. The WhatsApp template that works:
Hi [Name] — thanks for having me out today. Hope everything's working as it should. If you've got a minute, would you mind leaving a quick Google review? Helps me a lot. Here's the link: [link]. Thanks again — [Your name]
A 30-day plan
Go from "barely any reviews" to a profile that wins you work: set up and verify your profile, ask every customer at the point of completion, send one follow-up after three days, and reply to every review you receive — Google rewards active profiles.
Frequently Asked Questions
Why do Google reviews matter so much for tradespeople?
97% of consumers read online reviews before hiring a local tradesperson, and 71% use Google specifically. Customers don't compare you to other tradespeople — they eliminate anyone with no reviews, fewer than ten reviews, or an average below 4.5 stars.
How do I set up a Google Business Profile?
Go to google.com/business, claim or create your profile, verify it (video verification is fastest, usually within 48 hours), then fill in every field: category, service area, hours, phone, services, and at least 10 photos.
When should I ask for a Google review?
On the day, ideally within an hour of finishing the job, when the customer is happiest and most willing to do you a favour. Only 10% leave a review unprompted, but 83% leave one when asked and sent a direct link.
What's the best way to ask for a review?
A short WhatsApp message with the customer's name, a thank-you, and your direct review link. WhatsApp has a 98% open rate, far higher than email or SMS.
Is Google better than Checkatrade or Facebook for reviews?
Yes. Google reviews are free, permanent, appear in Google Search and Maps, and feed Google's AI recommendations. Reviews you rent on directories disappear when you stop paying.
Is this guide really free?
Yes — the whole guide is free, and everything in it works manually with no app or subscription required. TapReview just automates the asking so you never forget.