Review request text and email templates for contractors

The rules come first

A template is only useful if the reviews it brings in stay up. Google's prohibited and restricted content policy says merchants may not offer incentives for posting, changing or removing a review, and may not "discourage or prohibit negative reviews, or selectively solicit positive reviews from customers." Incentivized reviews "are not allowed and will be removed." Google's tips to get more reviews call free or discounted goods or services in exchange for reviews "strictly prohibited."

The FTC's Consumer Reviews and Testimonials Rule went into effect on October 21, 2024. It covers fake reviews, buying positive or negative reviews, undisclosed insider reviews, and suppressing reviews through threats, intimidation or false accusations. The FTC says a general request to all your customers to post about their experience is fine. On asking only happy customers, it says the rule has no specific ban, "but this practice could violate the FTC Act."

When to send it

• Service repair: within an hour of the tech marking the job done, after payment is taken.
• Install or replacement: the same day, after the walkthrough where you showed the customer how it works.
• Multi-day job: after the final walkthrough, not on day one.
• Follow-up: one reminder 2 to 3 days later if no review came in. Then stop.

Do not send late in the evening or early in the morning. A review link that buzzes at 10 pm reads as spam. If the tech told the customer a link is coming, send it from the shop's number so the customer knows who it is.

Text templates

Keep texts short, put the shop name first, and put the link on its own line. Replace the brackets.

1. After a repair

Hi Ava, this is Harbor Line Plumbing. Thanks for having Taylor out today to fix the leak under your sink. If you have a minute, an honest Google review helps neighbors find a local shop: [link]

2. After an install

Hi Ava, Harbor Line Plumbing here. Your new water heater is in and Sam has registered the warranty. If you can, we would value an honest review of how the install went: [link] Questions about the new unit? Just reply here.

3. After an emergency call

Hi Ava, Harbor Line Plumbing. Sorry your night started with a burst pipe, and thanks for trusting Jordan with it. When things settle down, an honest Google review would help us a lot: [link]

4. After a maintenance visit

Hi Ava, Harbor Line Plumbing here. Taylor finished your yearly check today and everything looks good. If you have a moment, tell others about the visit in an honest review: [link]

5. The one follow-up

Hi Ava, Harbor Line Plumbing. A quick reminder in case it got buried: if you would like to leave a review of Tuesday's visit, here is the link: [link] Either way, thanks for choosing us.

Note what is missing from all five: no discount, no drawing, no "if you were happy" and no "5 stars please." The word honest is there on purpose.

Email templates

Email is the fallback when you have no mobile number, and it suits installs where you also send warranty papers.

6. Install email

Subject: Your new water heater from Harbor Line Plumbing

Hi Ava,

Thanks for choosing us for your water heater replacement. Attached are your invoice and the warranty details Sam registered today.

If you have two minutes, we would appreciate an honest Google review of how the job went. It is how most of our new customers find us: [link]

If anything is not right with the new unit, reply to this email or call us and we will come back out.

Jordan Lee, Harbor Line Plumbing

7. Repair email

Subject: Thanks from Harbor Line Plumbing

Hi Ava, thanks for having Taylor out today. Your receipt is attached. If you would like to share how the visit went, here is our Google review page: [link]. We read every review.

8. The tech's line at the door

You're all set. You'll get a text from us in a few minutes with a link. If you have a minute tonight, an honest review really helps a local shop.

What not to do

• No happy-customer filter. A survey that sends 5-star answers to Google and the rest to a private form is the selective solicitation Google's policy names.
• No rewards. No discount on the next visit, no gift card drawing, no free filter for a review.
• No reviews from staff or family. Google's policy lists current or former employment and family relationships as conflicts of interest.
• No writing reviews for customers or having them post from the shop's tablet while the tech watches.
• No more than one reminder. Three nudges turn a happy customer into an annoyed one.
• No pressure at the door. Asking is fine. Standing there while they type is not.

Get the link and the habit right

Google suggests asking customers to visit a Google link or scan a QR code. Use the direct review link from your Business Profile, not a link to your listing, so the customer lands on the stars. Put the QR code on the leave-behind card and the invoice. For the full system, including how to keep the habit going across the crew, see how to get more Google reviews as a contractor and Google Business Profile for contractors. When a bad one comes in anyway, see how to respond to negative reviews.

How SWITCHBOARD handles this

In SWITCHBOARD every finished job gets a review request, the same way for every customer, and new Google reviews land in the inbox with a reply drafted for you to approve. Planned messages go through one queue that is checked again at send time for STOP replies, unsubscribes and consent, and customer messages that fall outside quiet hours are moved to the morning instead of going out late. See automatic and scheduled messages.

Sources

• Prohibited & restricted content - Maps User Generated Content Policy Help (checked November 13, 2026)
• Tips to get more reviews - Google Business Profile Help (checked November 13, 2026)
• The Consumer Reviews and Testimonials Rule: Questions and Answers - Federal Trade Commission (checked November 13, 2026)