Module 4

Review Strategy

Let's pull everything together into a practical review strategy you can implement. This is your action plan for building and maintaining a strong review profile.

Step 1: Assess Your Current State

What to do

Before planning improvements, understand where you are now.

Step by step

  1. Check your current rating. What's your average star rating right now?
  2. Count your reviews. How many total reviews do you have?
  3. Note your recency. When was your last review? How many in the last 3 months?
  4. Read your reviews. What are common themes? What do people praise? What do they criticise?
  5. Check competitor reviews. Search for 3-5 main competitors. Note their ratings and review counts.
  6. Identify gaps. Where are you weaker than competitors? That's where to focus.

Step 2: Set Realistic Goals

What to do

Set specific, achievable review goals to work towards.

Step by step

  1. Short-term goal (1-3 months): Get your review system working. Goal: 5-10 new reviews.
  2. Medium-term goal (6 months): Build momentum. Goal: 20-30 new reviews.
  3. Long-term goal (12 months): Establish dominance. Goal: Match or exceed top competitor's review count.
  4. Rating goal: If below 4.5 stars, aim to reach 4.5. If already there, maintain it.
  5. Velocity goal: Aim for a consistent flow. 2-4 reviews per month is healthy for most small businesses.
  6. Write your goals down. Put them somewhere you'll see them.

Examples by industry

Starting point: 15 reviews, 4.3 stars. Goal: 40 reviews, 4.5+ stars within 6 months. That's roughly 4-5 reviews per month — achievable if you ask after every job.
Starting point: 80 reviews, 4.2 stars. Goal: 150 reviews, 4.4 stars within 6 months. Higher volume business = more opportunity for reviews.
Starting point: 25 reviews, 4.6 stars. Goal: 50 reviews, maintain 4.5+ within 6 months. Focus on gentle reminders at checkout.
Starting point: 10 reviews, 5.0 stars. Goal: 25 reviews, maintain 4.7+ within 6 months. Lower volume but high stakes — be strategic about who you ask.

Step 3: Implement Your Asking System

What to do

Put your review-asking process into action consistently.

Step by step

  1. Decide your primary asking method. In-person? Text? Email? Choose what fits your business and customer interaction style.
  2. Prepare your materials. Review link ready, text template saved, email template drafted, business cards printed, QR codes displayed.
  3. Choose your trigger moment. When exactly will you ask? After payment? After completion? Define the specific moment.
  4. Train anyone else involved. If staff interact with customers, train them on when and how to ask.
  5. Start asking immediately. Don't wait for perfect conditions. Start today.
  6. Track your asks. Note how many customers you ask vs how many leave reviews. This is your conversion rate.

Step 4: Establish Your Response Routine

What to do

Create a habit of responding to reviews promptly.

Step by step

  1. Set a daily check. Spend 5 minutes each morning checking for new reviews.
  2. Respond the same day if possible. Positive reviews: quick thank you. Negative reviews: thoughtful response (but don't rush if you're emotional).
  3. Keep response templates handy. Don't start from scratch each time. Adapt your templates.
  4. Log your responses. Keep a note of significant reviews and how you responded.

Handling Review Dry Spells

What to do

If reviews aren't coming in, here's how to kickstart them.

Step by step

  1. Review your asking. Are you actually asking? Every customer? Be honest with yourself.
  2. Check your link. Is it working? Test it yourself.
  3. Make it easier. Can you reduce friction further? Text instead of email? QR code at the point of sale?
  4. Reach out to recent customers. Send a message to customers from the last month who didn't leave reviews. One polite request can generate several reviews.
  5. Ask loyal customers. Regular customers who've never reviewed you are great candidates. "You've been coming here for years — would you mind leaving us a review?"
  6. Check timing. Are you asking at the right moment? Experiment with different timing.

When Bad Reviews Come In

What to do

Have a plan so bad reviews don't throw you off.

Step by step

  1. Don't panic. One bad review among many good ones won't destroy you. Take a breath.
  2. Wait before responding. Feel your feelings, then respond when calm (within 24-48 hours).
  3. Respond professionally. Follow the guidelines from the responding section.
  4. Learn from it. Is there truth in the criticism? Can you improve something?
  5. Bury it with good reviews. The best response to a bad review is generating more good ones. Double down on asking happy customers.
  6. Report if appropriate. If it violates guidelines, report it. But don't obsess over getting it removed.

Monthly Review Check-In

What to do

Schedule a monthly check to assess your review progress.

Step by step

  1. Record your stats. Update your tracking sheet with current rating and review count.
  2. Calculate progress. How many new reviews this month? On track for your goals?
  3. Read new reviews. Any patterns or feedback to act on?
  4. Check response rate. Did you respond to all reviews?
  5. Adjust approach if needed. Not getting enough reviews? Change something. Getting negative themes? Address the issue.
  6. Re-check competitors. Still competitive? Anyone pulling ahead?

Long-Term Review Maintenance

What to do

Once you've built strong reviews, maintain them.

Step by step

  1. Never stop asking. Even with 200 reviews, keep asking. Recency matters and reviews can be removed over time.
  2. Maintain your rating. If you're at 4.5 stars, every review matters. Keep service quality high.
  3. Keep responding. Even when you have lots of reviews, still respond. It shows ongoing engagement.
  4. Adapt your approach. What worked when you had 10 reviews might need tweaking at 100. Stay flexible.
  5. Use reviews in marketing. Quote reviews on your website, social media, and marketing materials. Make the most of what you've earned.

Review strategy ready to execute: