Introduction
Reviews aren't a vanity metric. A Wellington plumber with 40 reviews will beat one with 8 in the map pack, even if the 8-review business is technically better. Google's algorithm uses review count, recency, and rating to decide who shows up in the local 3-pack. More recent 5-star reviews mean higher ranking, which means more calls.
This post is the practical playbook. How many reviews you actually need. When to ask. What to say. And the specific mistakes that kill your rankings.
Why Google Reviews Actually Matter (It's Not Just Trust)
Google uses reviews for two things:
Ranking signal. Review count, recency, and rating feed directly into the local algorithm. The business with 47 reviews at 4.9 stars ranks higher than the one with 6 at 5.0. Google rewards momentum — fresh reviews matter more than old ones.
Click-through. When two tradies are both in the map pack, the listing with more reviews and a high rating gets clicked more often. Buyers scroll results and read stars. They click the one that looks established.
Both of these compound. More reviews → higher ranking → more visibility → more clicks → more jobs. It's one of the strongest local ranking signals you control.
How Many Reviews Do You Actually Need?
Here's what realistic ranges look like for Wellington trades:
To be visible in the local 3-pack: Minimum ~25 reviews, 4.5 stars or higher. Below this, you're buried deeper unless you're in a low-competition suburb.
To be the obvious top choice: 50+ reviews, 4.7 stars or higher. This is where customers don't even scroll to check competitors.
To compete in CBD high-density categories: Plumbers, electricians, builders in central Wellington often see 80+ reviews from top-ranked businesses.
One important note: recency beats count. 100 reviews from four years ago loses to a competitor with 30 from this month. Google sees fresh reviews as proof you're still doing good work.
When to Ask (Timing Is Everything)
The right window is the moment the customer is happiest. For tradies, that's usually:
- Right after the job is finished and they've seen the result
- When they pay the invoice without a fuss
- When they thank you unprompted
- NOT three days later when the warm feeling has faded
Concrete rule: ask within 24 hours of the job wrap-up. Even better: ask in person before you leave site, then follow up with the link via text.
How to Ask Without Being Weird
Most tradies hate asking. The trick: don't ask for a review, ask for feedback. Then make leaving a review the easiest possible action.
In-person script (the version that works):
"Hey, really glad we got that sorted for you. If you've got a minute, would you mind leaving us a quick review on Google? Most of our work comes through there and it makes a huge difference. I'll text you the link now so you've got it."
Why this works: it's honest, it explains why it matters to you, and it sets up the follow-up text so they don't have to remember anything.
The Follow-Up Text Template (Steal This)
Send this via SMS within a few hours:
"Hi [Name], thanks again for letting us sort that [job] for you today. If you've got 30 seconds, here's the direct link to leave us a Google review — really appreciate it. [DIRECT REVIEW LINK] — [Your Name / Business Name]"
Notes:
- Include the direct review link, not "search us on Google." One tap, not five.
- Keep it under 160 characters where possible.
- Don't follow up more than once.
Get Your Direct Review Link
Log into your Google Business Profile, hit "Ask for reviews," and copy the short link. Save it as a note on your phone, in your email signature, in your invoicing software. Zero friction every time you ask. Customers won't go searching — they'll click the link you send.
Mistakes That Will Cost You Reviews — Or Worse, Get You Penalised
1. Offering discounts or freebies for reviews. Against Google's terms. Risk: reviews get wiped or the profile gets suspended.
2. Asking everyone at once. A spike of 15 reviews in two days looks fake to Google. Spread them out. Steady momentum ranks better than a burst.
3. Asking only happy customers. Backfires. Ask everyone you did good work for. The 4-star reviews actually help — pure 5.0 averages with high counts look suspicious.
4. Replying to none of them. Reply to every review, good or bad. Google ranks businesses that engage. It's the highest-ROI 30 seconds a tradie can spend.
How to Handle a Bad Review (Without Making It Worse)
Three rules:
1. Reply within 48 hours, calmly, in public. Don't disappear.
2. Acknowledge the issue, don't argue. Even if they're wrong. Arguing in public makes you look defensive.
3. Move resolution offline. "Sorry to hear that — can you call me on [number] so we can sort it out?"
A well-handled bad review can win you more business than a 5-star one. Buyers read how you handle problems. They want to see you care enough to fix things.
The Photo Trick Most Tradies Miss
Reviews with photos rank harder and get more clicks. When you ask, suggest:
"If you can snap a quick photo of the finished job and add it to the review, even better."
Half won't. The ones who do give your profile a serious boost.
Want Help Getting Your Reviews Working Harder?
We help Wellington tradies turn reviews into the top-ranking position in their suburb. Get a free audit — we'll tell you exactly where you stand vs your competitors. No lock-in, no pressure, just an honest look at what's working and what isn't.
