Google reviews help build trust and attract more leads, but there are plenty of other moments when those reviews can help you win jobs.
Think about someone comparing your quote with two others. They might have seen you're rated 5 stars when they first called you, but will they go back and look again? And will they find the one review that answers the question on their mind?
Sharing a relevant review alongside your quote makes the buyers decision easier.
The same goes for your website, proposals and follow-up emails. Put real customer’s experiences in front of buyers to give them confidence choosing you.
Here's how.
You probably already know the questions people ask before they book. They come up on the phone, during site visits and in those emails just before someone accepts a quote.
Someone bringing their car in for a rattle might be wondering, “Will this mechanic find what’s actually wrong, or will I pay for a repair and be back with the same problem in three months?”
Look through your Google reviews for an experience that speaks to that worry. Maybe a customer has described how you tracked down a tricky problem, explained what was causing it and got it sorted.
Hearing from a customer about how you found and fixed their problem helps the next person feel confident choosing you.
Your customers won’t need the same reassurance at every stage.
When someone first visits your website, they might be checking whether you do their type of job. By the time they’re looking at a quote, they may want to feel confident that your team will turn up on time, and that there will be no hidden surprises.
Think through the steps from first enquiry to booking. Where do people tend to pause or come back with another question? What are they reading or discussing with you at that point?
Those are good places to share a review that builds trust.
You don’t need to cram every great review into your website or attach a whole page of testimonials to every quote. One or two relevant reviews can give someone something useful to go on.
On a service page, a solar installer could share a review about how clearly the team explained the different system options. Someone who’s unsure where to start can see that they’ll get help understanding what suits their home.
With an electrical quote, a review about clear pricing and communication can help a customer understand what it’s like to work with you. You could include it in the quote or in the email you send with it.
In a flooring proposal, a review about a tidy, well-organised installation would sit naturally beside your explanation of how the work will happen. It gives the customer a real example of how you’ve managed things for someone else.
And in a follow-up email, a review can help you answer a specific question. If someone asks whether you’ve handled a project like theirs, tell them about your experience and share a review from a similar job.
The idea is simple: think about what the customer needs to know, then choose a review that helps them feel more confident about it.
Keep the customer’s wording intact and show who the review is from. An easy way to do that is to include a screenshot of the review.
Start with one of your main services. Jot down two or three questions customers often ask before booking, then think about where those questions come up.
Look for reviews that speak to those concerns and add them where customers can easily see them. That might mean updating a service page or including a review with your next quote.
As new reviews come in, keep an eye out for useful details. A customer might mention something you hadn’t thought to highlight, but that someone else would really appreciate knowing.
You’ve already earned those reviews. Put them to work in more places to help your next customer feel confident choosing you.
The right review at the right moment could be the reason you get picked.