Here’s a library of ready-made templates for asking for Google reviews. Adapted to different situations. Use as they are or adjust to your tone and industry.

SMS templates

Variant 1: Short after a visit

“Hi Anna! Thanks for the visit today. If you have a minute we’d appreciate a short review on Google: [link]. /Erik”

Variant 2: Friendly after a service

“Hi Marcus! Hope you’re happy with the cut yesterday. If you’d like to write a few lines about the experience — it helps enormously. [link] /Erik”

Variant 3: After a finished trades job

“Hi Sara! Done with the pipe leak now — get in touch if something isn’t working as it should. If you have a minute: [link] /Anders, VVS Stockholm”

Variant 4: For a returning customer

“Thanks [name] for the trust again. You’re one of our most loyal customers. If you ever feel like sharing your experience: [link]. No pressure, only if you feel like it. /[First name]“

Variant 5: After a spontaneously happy customer

“[Name], so great to hear! It would help us enormously if you’d write what you just said to me on Google: [link]. 30 seconds, means everything to a small business. /[First name]“

Variant 6: For a restaurant after a visit

“Hi Lisa! Thanks for choosing us yesterday. If you’d like to write a few lines about the experience: [link]. Hope to see you again. /The kitchen”

Email templates

Variant 1: Standard after a visit

Subject: Thanks for the visit — a short request

Hi Anna,

Thanks for choosing us yesterday. Hope you’re happy with [service].

If you’d like to write a few lines about how you experienced the visit — it helps others thinking of the same thing. Direct link to Google: [link]

Please get in touch if something wasn’t as you wanted.

Best regards, Erik [Company]

Variant 2: After a larger finished project

Subject: The project is complete — and a short request

Hi [name],

The [project] is now complete and we hope you’re happy with the result.

One thing we always appreciate is when customers write a few lines about how they experienced the collaboration — it means a lot to us and helps others find us.

Direct link to Google: [link]

Thanks in advance, [Name] [Company]

Variant 3: At booking confirmation + later request

Subject: Booking confirmation + a short request afterwards

Hi [name],

Confirmation of your booking [date, time].

[Rest of booking information]

After the visit: if you’d like to leave a short review on Google it helps us find more customers like you. No obligation — just appreciation. We send a link the day after the visit.

See you! [Name]

Variant 4: After dissatisfaction (in case of possible unhappiness)

Subject: We’d like to hear more

Hi [name],

From your feedback we understood that the visit didn’t meet expectations. That’s not how we want to work.

Would you like to get in touch directly and let us see what we can do to make it right? Call [phone] or reply to this email.

We take all feedback seriously.

Best regards, [Name]

(Note: don’t ask for a review in this type of message. Solve first.)

Adaptations per industry

Hair salon / beauty salon

Ask within 24h. Personal sender. Send SMS rather than email for younger customers. For older customers: email + a more formal tone.

Restaurant / café

Table booking systems can often automatically send review requests the day after. Use that. For drop-in customers: ask at payment (“If you were happy you’re welcome to leave a review — link on the receipt”).

Tradespeople

Wait until the customer has tested the result (1-3 days after the finished job). Ask via SMS after checking how it’s working. For larger projects: email with a personal note.

Clinic / dentistry

Be careful with tone — patients are often sensitive. Use email rather than SMS. Offer a clear opt-out.

B2B services

Ask after project close. Use LinkedIn too where relevant. For returning customers: ask first after the collaboration has been going 3-6 months.

What all the templates have in common

Personal. Use the customer’s name and your own.

Short. Under 200 characters for SMS, under 100 words for email.

Concrete next step. Direct link, not “look for us on Google”.

No expectation. “If you’d like” — not “please write a review”.

No incentives. Never “get a discount if you write”. Breaks Google’s rules.

The practical first step

  1. Pick 1-2 templates that suit your tone
  2. Create the direct link in Google Business Profile
  3. Send the first 5 SMS this week to recently happy customers
  4. Note the response — who replied?
  5. Adjust the template if something feels off

Within 2-3 weeks you’ll have a rhythm producing 2-4 new reviews per week without requiring more than 5 minutes a day.

Want to go deeper? Read How to get more Google reviews without nagging for the whole picture, or Reviews and trust for the pillar guide.