Collecting reviews as a business: the complete guide
Most satisfied customers never write a review, simply because they do not get round to it. A consistent approach changes that. This guide covers everything: from timing and example texts to the rules you need to follow.
Why a consistent approach works
If you only ask for reviews now and then, you mostly hear from customers with strong opinions. If you ask every customer in the same way, you get a fairer and more complete picture, and your profile stays up to date. Recent reviews tell new visitors more than a high score from years ago.
Reviews are also free feedback: recurring comments about packaging, delivery time or reachability show where you can improve.
A consistent approach also helps you follow the rules: you do not pick who may or may not review, and you can explain how you collect reviews.
The right moment for each type of business
Ask when the customer can still judge the experience well. Send no more than one reminder: anyone who has not responded after two messages would rather not.
- Online shop: a few days after delivery, so the customer has been able to use the product
- Service business: straight away or the day after the job is finished
- Shop or restaurant: at the till or the table, with a QR code on the receipt or a card
- Subscription or ongoing service: after a set point, for example after the first month
How many reviews do you need?
You do not need hundreds of reviews straight away. Research by the Spiegel Research Center showed that the first reviews make the biggest difference: products with five reviews were bought much more often than products without reviews, and after that the extra effect fell off quickly.
More important than the number is keeping your reviews current. A steady flow of a few reviews a month shows that your business is doing well now, not just a few years ago.
Example invitation texts
Keep your invitation short and personal, with one clear link. Ask for an honest experience, not for five stars. Two examples you can adapt:
After an order: ‘Hi [name], your order [number] was delivered a few days ago. How are you getting on with it? We’d love to hear your honest experience, positive or critical. It takes about two minutes: [link]. Thanks, [name and business]’
After a job: ‘Dear [name], thank you for letting us carry out [work] for you. Would you tell others how it went? Your experience helps other customers choose and helps us improve: [link]. Kind regards, [name]’
At the counter or on the receipt: ‘Thanks for visiting! Tell us how it went: scan the QR code. Honest experiences help us and other customers.’
Channels: email, WhatsApp, QR codes and integrations
For online shops, email is the most obvious channel. A personal review link for each order lets you connect a review to a real purchase. In shops and for service businesses, a QR code on the receipt, a card or at the counter is handy, because customers can respond straight away on their phone.
Use a sender name customers recognise, such as your business name, and test the link on your own phone before sending it. An invitation that ends up in spam or leads to the wrong page achieves nothing.
On trustmark.site you create invitations in your dashboard with a general link or personal links, download a QR code and send the message yourself through your email program or WhatsApp. With the WooCommerce plugin, invitations can be sent through your own email settings after a completed order and a waiting time you choose. With the PHP integration you create invitation links from your own order process. How many invitations you can create each month depends on your plan.
What is and is not allowed
Asking for reviews is perfectly fine. But there are a few rules you must not skip. Most of them come from the EU Omnibus Directive, which has applied since 2022; our article on the directive explains what it means in practice for your website.
- Invite all customers, not just those you expect to leave a positive review
- Do not ask customers to complain to you first before they are allowed to write a review
- Do not write reviews of your own business, and do not have others do it either
- Preferably do not reward reviews; if you do, say so clearly. Google does not allow incentives for reviews
- Do not delete or hide negative reviews because they are negative
- Explain whether and how you check that reviews come from real customers
- State in your privacy notice that you may ask customers for a review, and offer a way to opt out
Reply, and show your reviews
Reply to reviews, especially the critical ones. A calm reply shows new customers how you deal with problems. Then show reviews where visitors hesitate, such as product pages, the basket or your quote page.
Ideally, reply within a few days. Thank positive reviewers briefly and personally, and address the substance of any criticism. That shows you are paying attention.
Do not mention the customer’s personal details in your reply, and do not argue about specifics in public. Offer to solve the problem together directly instead.
On trustmark.site every new review starts as ‘awaiting review’ and is published after checking. Critical reviews remain just as visible as positive ones. That makes your score more credible than a row of nothing but perfect ratings.
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