Not All Google Reviews Are Equal — Here’s How to Get the Ones That Count
Prefer to watch instead of read? Check out the video version of this article here: [Video Link]
Why Most Reviews Don’t Cut It
Here’s the hard truth: a lot of Google reviews don’t move the needle for your business.
That sucks. But done right - they can be rocket fuel!
For most owners, reviews are not easy to come by. And when you do get them, you want them to actually count.
In this article, we’ll show you why not all Google reviews are equal — and what makes the ones that count.
Think of it as an evolution. In it's simplest form a review can start as a one-word grunt and, step by step, grow into a detailed, customer-winning testimonial. By the end of this article, you’ll know how to guide your customers so their reviews do actually count — boosting your visibility, building trust, and protecting your reputation.
Why Google Reviews Matter
Google reviews aren’t just a nice-to-have anymore. They’re oxygen for your business. Here’s why:
They drive visibility in Google Maps — that means you get found.
The more reviews you have — especially fresh, detailed ones — the more confident Google feels about ranking you in the Map Pack. More visibility means more clicks, calls, and foot traffic.They build instant trust and confidence in your prospective customers.
Think of reviews as online word-of-mouth. When people see dozens of glowing, detailed reviews, half the sales job is already done before you even speak to them.They protect your reputation.
Bad reviews happen. Sometimes fair, sometimes not. But when you’ve got a healthy bank of reviews coming in steadily, a single one-star review barely makes a ripple. Without that foundation, though, it can sink you.
Why Most Businesses Struggle
Most owners know reviews matter. And they do try to get them.
But here’s the problem: it’s not as easy as it sounds.
On the surface, it seems simple: you just have to ask.
But then life gets in the way.
We get busy and forget to ask. When we do remember, it feels awkward. Often it’s hand-balled to staff — and the same thing happens. They get busy, forget, and feel awkward too. Either way, it doesn’t happen. And what should be a steady stream isn't even a trickle.
Even when a customer agrees to leave a review, it doesn’t always happen. Life gets in the way for them as well. Without reminders, it slips away. And there’s no skin off their nose if the review they promised doesn’t actually happen.
And, on top of that, when you do get a review posted.., too often it’s not what you’d hoped for anyway.
Customers don’t know what makes a strong review. Nobody studies “Good Reviews 101.” Even when they want to help you, they don’t know what to say. That's how you end up with vague comments that don’t help you rank or win new business.
Typically, this is how the numbers roll out.
If you ask 10 people for a review, they’ll all say yes. But when you check later, you find you only got one or two reviews. It works — but not very well.
It’s disappointing. And it's a long way from what we really want!
What we really want is a steady stream of reviews that Google loves (because they feed its algorithm) and that prospective customers can relate to and trust.
To achieve that, you need a system — one that’s easy for your team and your customers. We built our Hybrid Review System to solve this exact problem. But before we get to that, let’s look at what makes a great review versus a weak review.
The Evolution of a Review
For illustration purposes, let’s look at how reviews evolve from their most primitive base, to a sophisticated and polished form. Picture the classic caveman‑to‑modern‑human journey — each step forward makes the review more valuable, both for Google and for your future customers.
Stage 1 — Caveman Review
“Great job!”
✔ Counts as a review.
❌ Adds no value.
It’s the online equivalent of a teenage grunt — technically communication, but not very engaging.
Stage 2 — Service Mention
“Great job with my clutch repair.”
✔ Now Google knows what you did.
Stage 3 — Service + Location
“Great job with my clutch repair in Brisbane.”
✔ Google knows what + where. This is local SEO gold.
Stage 4 — Staff Shout-Out
“Dean at XYZ did a great job with my clutch repair in Brisbane.”
✔ Adds authenticity, motivates staff, reassures new customers — and Google sees it too.
Stage 5 — The Descriptor
“Dean at XYZ did a great job with my clutch repair in Brisbane. And he did it overnight, so I was back on the road the next day — that meant a lot to me cos I didn't lose a days work.”
✔ Shares why it mattered personally. Emotional proof convinces the next customer. And Google loves it.
Stage 6 — Selfie Photo Review
Same text as above, but with a selfie-style photo. Customer in the foreground, your business or product in the background — like home buyers posing with a SOLD sign.
✔ Huge credibility boost. People believe what they can see.
Stage 7 — Video Review (Gold Standard)
Same text, but as a short video with the customer giving the review in person.
✔ Ultimate trust. A living testimonial. Google sees it, customers believe it instantly.
Your Response: The Other Half of the Equation
Well done! You managed to get a Gold Standard Review.
It's awesome, but that’s not the end of your job.
Every review has two parts: the review itself, and your response. Google reads both, and customers read both. A warm, timely, personalised response doubles the impact of the review.
The Anatomy of a Great Response
Just like reviews, not all responses are created equal. A quick “Thanks for your review” doesn’t move the needle. Here’s what does:
Timeliness. Aim to reply within a few hours. If you’re busy, make sure it’s done inside of 48 hours.
Personalisation. Mention the customer’s name, service, or details from their review so it feels authentic.
Gratitude. Thank them sincerely for taking the time to leave feedback.
Value add. Where relevant, reinforce something useful: “We’re glad the quick turnaround got you back on the road.”
Professional tone. Friendly, but professional. Future customers are reading too.
Handled this way, your responses strengthen trust, feed Google more relevant keywords, and show prospects you genuinely care about your customers.
Helping Customers Do It Right
Here’s the real-world challenge: most customers don’t naturally leave Stage 5, 6, or 7 reviews. But many will if you ask and guide them. That’s where the "personal touch" and your "approach" comes in.
Here’s how to get high quality reviews that will move the needle. Let’s look at two common scenarios.
1. On-The-Spot (for Sole Operators)
This works best for trades, consultants, or anyone that works face-to-face with customers when the job is done.
Step 1. Ask: “Are you happy with the job?”
Step 2. If yes: “Would you be open to giving me some feedback and a quick review?”
Step 3. Once they agree, show them your NFC card (or QR code on your phone or a printed card), and say: “Great, it only takes a minute. Grab your phone and tap/scan this to open my review page.”
Step 4. Guide them: “Click on ‘Write a review’, choose how many stars you think I’m worth…”
Step 5. Coach them: “You might say something like ‘John trimmed our hedges today and they look better than ever. Great to have a contractor in St Kilda that does a neat job. Will definitely have him back.’ Try to mention the service, the location, and what you liked best.”
Step 6. Suggest a quick selfie or short video if they’re comfortable — this adds huge credibility.
Step 7. Thank them warmly, and make sure you respond to their post (ideally inside 4 hours, but max 48 hours).
This quick, guided approach removes the guesswork for the customer, makes them feel appreciated, and gives you a strong, keyword-rich review on the spot.
Here's a tip: practice this with a friend or co-worker so you get comfortable with the script and your QR device. Don't try it out for the first time on an unsuspecting customer.
Some people might look at this and think it's a little pushy. Understand this script is illustrative. If you’re not comfortable, you can tone it down to something you're more happy with. The main thing is to follow the process. You'll find yourself getting as much as 6 to 8 out of 10!
2. When On-The-Spot Isn’t Appropriate
For clinics, practices, studios, or larger businesses, asking immediately isn’t always practical. That’s where our Hybrid Review System comes in. Where possible, we still want to have a human touch to kick it off.
Step 1: The Human Trigger. At the right moment (after a good appointment, purchase, or service), you or a team member thanks the customer, checks they’re happy, and confirms they’d be open to giving feedback. Then let them know they’ll get a quick message with a link to the feedback page.
Step 2: Smart Landing Page. The customer clicks the link and is asked to rate their experience. High ratings (4–5 stars) go straight to Google, and a a thank-you message is sent to the customer for posting the review. Plus a professional but personalised response is posted with Google- responding to their post in a timely manner. Lower ratings (1–3 stars) get captured privately so you can resolve issues before they go public.
To make this easier, the landing page also coaches them. For example, we include a short form: What product/service did you have? What suburb are you in? Who helped you? What did you like best?
Their answers can then be combined into a draft review they can copy and paste (or edit) directly into Google. This saves them time, reduces friction, and produces detailed, keyword-rich reviews for you. Now you're getting high quality reviews that really will move the needle.Step 3: Gentle Reminders. If they don’t respond, the system follows up politely to give them a nudge.
Step 4: Close the Loop. Positive reviewers get a thank-you SMS and can be invited to refer friends or claim a loyalty perk.
This hybrid approach blends the warmth of a human ask with the consistency and scalability of automation. It ensures reviews keep coming in, they’re detailed and useful, and your reputation is protected.
Case Study: From Invisible to Map Pack Star
A Brisbane Bayside bookkeeper had a solid business but a very low review profile and a website that wasn’t working as hard as it might. She was doing great work for her clients, but online she was practically invisible.
We helped her put a simple review system in place and fine‑tuned her website so Google could understand and trust her business. Within weeks, she not only had a steady stream of strong new reviews coming in, but she was also featuring in the Map Pack for her area.
That visibility meant more calls, more enquiries, and new clients who felt confident choosing her — all because her online presence finally reflected the quality of service she was already delivering.
Grab the Free Review Cheat Sheet
If you’re thinking, “Okay, but what do I actually say to customers?” — we’ve got you covered.
Download our free Review Cheat Sheet. Inside, you’ll get the exact scripts, timing tips, and motivators that double your review success rates.
Wrap-Up
As we’ve seen, not all Google reviews are equal.
Weak ones barely help you, while strong ones fuel growth. The powerful reviews — detailed, local, personal, with photos or video — are the rocket fuel that helps your business:
Get found in Google.
Get trusted by new customers.
Stay protected when bad reviews happen.
The higher up the “evolution ladder” your reviews climb, the more they move the needle.
So start asking smarter. Start guiding your customers. And start building a bank of reviews that actually work for you.
👉 Grab the Review Cheat Sheet to make it easy.
👉 And if you’d like us to set up the full Hybrid Review System for you, get in touch.
That’s it for now. Cheers!
