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Google reviews for plumbers and electricians: a simple UK guide

When a boiler packs up or the lights trip at 9pm, people don't scroll through ten pages of results. They search "emergency plumber near me" or "electrician in Croydon", look at the map, and ring someone with lots of good, recent reviews. For an owner-run trade business, a steady flow of genuine Google reviews is one of the cheapest ways to win more work.

The problem isn't customers, it's remembering

Most customers are glad to leave a review after a job done well. The trouble is that you finish one job, drive straight to the next and never get round to asking. A week later the moment has passed. The fix is a simple, repeatable habit, or a tool that does the asking for you.

When to ask

Ask on the day the job is finished, ideally within a few hours. The customer has hot water again, or the new consumer unit is in, and they're thinking about you. If you ask in person, keep it light: "If you're happy with everything, a Google review really helps a small business like mine." Then follow up by email with the link, because most people won't remember to search for you later.

Use your direct review link

In your Google Business Profile, find the "Ask for reviews" or "Get more reviews" option and copy the link. Sending that link means the customer lands straight on the review box, with no searching for your business name and no picking the wrong "J Smith Plumbing".

What to say

Short and plain works best:

Hi Mark, thanks for having us out to fix the leak under the kitchen sink today. If you've got a minute, an honest Google review would really help other people in the area find us. Cheers, Dave, DM Plumbing & Heating

Mentioning the actual job helps the customer remember, and often leads to more useful reviews ("fixed our leak same day, tidy and fairly priced").

What Google doesn't allow

• No incentives. Don't knock money off the invoice, offer a free service or enter people into a prize draw for a review.
• No gating. Don't ask only the customers you think were happy. Ask everyone the same way.
• No fake reviews. Not from mates, family or paid services. Google removes them, and it can restrict your profile.

One ask is plenty

One polite email with the link is enough. After that, leave it. Pestering customers undoes the good work you did on the job. Always give people an easy way to opt out.

Email rules in the UK

A review request email can count as marketing under PECR. Only email customers who have agreed to hear from you, or where the "soft opt-in" applies (they bought from you and you gave them a chance to opt out). Include an unsubscribe link every time. The ICO has clear guidance if you want to check.

Handle the odd bad review well

Even the best electrician gets a grumpy review now and then. Reply calmly, stick to the facts and offer to sort it out. A polite reply to a bad review often reassures new customers more than a wall of five stars.

Take the asking off your plate

AskForStars is built for UK trades. After each job, add the customer's name and email (it takes about a minute) and it sends one polite review request by email (no SMS). No incentives, no gating and no calls. It's £19/month, with no contract, and you can cancel anytime.