Most NZ service businesses are missing out on Google reviews because they're asking for them at the wrong time.
Reviews are one of the highest-impact, lowest-effort things a small business can do. They build trust, they help you get found online, and they do the selling for you. Below is how to set up your Google Business Profile properly, and the timing trick that makes a real difference.
What a Google Business Profile actually is
It's a free service from Google. When someone searches your business name, your profile shows up on the right hand side of the search results with your reviews, opening hours, contact info, photos, and a link to your website.
It also includes a space for people to leave you Google reviews, which is the most valuable bit.
Why Google reviews are so powerful
Three reasons:
1. They're testimonials. Real social proof from real customers, displayed publicly.
2. They're hard to fake. Google has screening that weeds out spam reviews, so the ones that stick carry more weight than testimonials on a website where anything goes.
3. They help you get found. This is the big one. Businesses with more reviews and higher ratings tend to rank higher in local search results. The business with the most genuine 5-star reviews for a service in your area will usually appear first.
Real NZ examples
Treemenders Recently did a big push on Google reviews. Went out to old clients and built it into their process for new clients. Now they've got over 100 reviews and a 4.9 average. When they're tendering for an arborist job, that's a massive sales tool.
Propak Removal Prioritised Google reviews and we've also set up their website to automatically pull through new reviews. So every time they get a new review, it shows up on their site without anyone lifting a finger.
Duncan Floor Auckland flooring company with over 100 5-star reviews, and people are uploading photos of the finished work with their reviews. We display those photos as a mosaic on the website. It looks great and it's basically impossible to fake.
How to set up a Google Business Profile
If you don't have one yet:
Search "Google Business Profile" in Google
Go to business.google.com
Click Start Now and follow the prompts
Verify your business (choose the text option if available - it's the fastest)
That's it. It's free.
How to get more reviews
Once your profile is set up, you'll have a few options for asking for reviews.
In the edit options for your profile, there's an "Ask for reviews" button. Click it and Google generates a direct link that takes someone straight to the review page. Send that link to clients. You can also turn it into a QR code.
For at-home service businesses, the QR code trick is gold. Print the code on a laminated card or sticker. When the technician finishes the job, they ask the client face to face: "If you're happy with the work, would you mind leaving us a quick Google review?" The client scans the code, leaves the review on the spot.
The biggest mistake (and the timing fix)
Most businesses send the review link with the invoice. That's the worst time to ask.
The best time to ask for a review is when the client has just had their biggest win. The moment they say "wow, that's exactly what I needed" or "I can't believe how well that worked out." That's the moment.
When the work is freshly delivered and the client is buzzing about it, they'll happily take 30 seconds to leave a review. Three days later when they're getting an invoice in their inbox? Way less likely.
The bottom line
Set up your Google Business Profile. Make it part of your process to ask for reviews after every job. Ask at the moment of biggest win, not at invoice time. Use QR codes if you're doing at-home work.
If you're not sure how your overall digital presence is stacking up, the link below will give you a 90-second audit with personalised feedback on what's working and what's not.
