When a homeowner compares two contractors, they don’t read every word on your site they scan reviews, star ratings, photos, and proof. If your competitors show 100+ recent reviews and you show 8 from 2019, you lose the job before they call.
Good news: a simple, legal, repeatable reviews flywheel can 2× your leads within weeks.
The Reviews Flywheel (Copy This)
1) Ask at the Right Moments (Timing = Conversion)
- After milestone wins: passed inspection, final walkthrough, first rain after a roof.
- When clients are happiest: the “wow” moment (clean handover, under budget, ahead of schedule).
-
Owner asks directly: personal requests convert best.
Script (in person):
“[Client name], it means a lot to my crew when people share their experience on Google. Would you mind leaving a quick review? I’ll text you the direct link—takes 60 seconds.”
2) Make It Frictionless (One-Tap Review Link)
- Create a direct Google review link and save it as a phone contact (“🔗 Google Review – Your Company”).
- Put the link on invoices, email signatures, job-close QR cards, and a “Review Us” page.
- Add a QR code to yard signs and handover folders.
SMS template (send within 1 hour of handover):
“Thanks again for trusting us with your project, [Name]. A quick review helps local folks find a reliable contractor: [your review link]. Appreciate you!”
Follow-up cadence: +3 days (reminder), +14 days (polite nudge with photo of finished work).
3) Showcase Proof Where It Converts
- Homepage: star rating, review count, and 3 rotating quotes with faces/locations.
- Service pages: reviews about that service (bathroom remodel reviews on bathroom page).
- Project pages: mini case studies + relevant review snippet.
- Google Business Profile (GBP): upload project photos weekly and reply to every review.
Pro tip: Use third-party widgets (Google, Houzz, Yelp) on-site. Avoid filtering/gating reviews; it violates platform policies.
4) Respond to Every Review (Yes, Every One)
- Positive: thank them, mention project type/city (“bath remodel in Oakville”), and invite referrals.
- Negative: acknowledge, apologize, state a fix, move offline, then close the loop publicly once resolved.
5-Sentence Negative Review Playbook:
- Thanks + empathy
- Brief apology/ownership
- 1-line context (no excuses)
- Direct contact to resolve
- Public closure after resolution
5) Build Social Proof Into Your Process
- Add a “review step” to your job close-out checklist.
- Give crews a small review score KPI (count, response time).
- Run a monthly review drive: spotlight a crew member, celebrate client stories (with permission).
Advanced Boosters
- Photo/Video reviews: Ask clients to add photos; they rank and convert higher.
- Keyword-rich testimonials: Encourage natural detail (“kitchen remodel, quartz counters, Etobicoke”).
- Local SEO lift: Review volume, velocity, recency, and diversity (multiple platforms) correlate with higher map pack visibility.
- On-site schema: Mark up testimonials/case studies properly. Use third-party sources for credibility; don’t gate or self-serve in ways that break guidelines.
- Email request from the owner: Owner-signed emails outperform generic office emails.
Metrics That Matter
- Total reviews (goal: +10/month until 100+ baseline)
- Average rating (keep ≥4.7)
- Review recency (last 30–60 days)
- Response time (<48 hours)
- Conversion rate on pages with proof vs. without
So,
Contracting is a trust business. Recent, relevant, visible reviews reduce risk for clients and tilt decisions in your favor. Build the reviews flywheel once, and it keeps spinning—lifting rankings, clicks, calls, and closed projects.
Grab the free “Contractor Reviews Flywheel Kit” (SMS/email scripts, QR card, follow-up cadence, and page layouts) to start doubling leads this quarter.
FAQs
How many Google reviews do I need to compete?
Aim for 100+ in your market, then maintain 10+ new reviews per quarter to stay fresh.
Do keywords in reviews help with local SEO?
Yes, natural mentions of services and locations can improve relevance in map results.
Can I offer incentives for reviews?
Avoid cash/gifts tied to positive reviews. Ask for honest feedback and follow each platform’s policies.
Should I collect reviews on multiple sites?
Yes, Google first, then 1–2 industry/local platforms (Houzz, Yelp, HomeStars, Angi) for diversity.
What if I get an unfair review?
Respond professionally, report if it violates policies, and drown it out by increasing genuine positive reviews.
Subscribe to Our Blog with your email (Is it too much too ask?);
