How to encourage genuine reviews appropriately

Asking customers for reviews helps new clients understand what to expect from your business, but how you approach it matters. Genuine reviews are more useful to everyone and trusted by potential customers. Encouraging honest feedback, without incentives or selection, is not just good practice—it keeps you within the law and maintains your reputation.

Invite feedback from everyone, not just the satisfied

It can be tempting to only ask customers you think are happy, but reaching out to everyone shows you value all experiences, not just the positive ones. This approach helps your reviews reflect a true picture of your service and avoids any suggestion of cherry-picking.

• Ask every customer, not just those who praise you. If you only request reviews from satisfied clients, your ratings may not reflect the full experience you provide. This can mislead potential customers and risks breaching consumer protection rules.
• Make the request part of your standard process. For example, include a short, neutral invitation after every job or sale, regardless of how it went. This could be a line in your invoice or a follow-up email sent to everyone.
• A fair approach builds trust. Potential clients are more likely to believe a mix of feedback than endless praise. It also helps you learn what people value and where you could improve.

What you can say—and what you must not

The way you ask for reviews matters as much as who you ask. Stick to a neutral invitation that does not steer the customer towards a particular rating or reward.

• You can ask for honest feedback. A simple message such as “We’d appreciate your feedback—please leave a review of your experience” is clear and unbiased.
• Do not offer any incentive. UK consumer protection law treats offering money, discounts, gifts, or any other reward for reviews as an unfair practice. It is also against the rules on most review platforms.
• Never ask for a specific type of review or rating. Avoid phrases like “Leave us a five-star review” or “Let us know what you loved.” These direct or indirect prompts for positive ratings can undermine trust and may be removed by moderators.
• Do not suggest what to say. The whole point is to let the customer speak in their own words. Avoid providing templates, scripts, or suggested comments.
• Keep your request brief and neutral. Over-explaining or pleading for reviews often comes across as pushy and may put customers off.

For more on why fake or incentivised reviews harm trust, see Why fake and incentivised reviews harm everyone.

Choose the right moment and channel

Timing and method can influence whether customers respond and how they feel about the request. Make it as simple as possible for them to leave a review, without pressure.

• After the job is done is the best time. Wait until you have completed the work or delivered the product. A request before this can feel premature and awkward.
• On the invoice: Adding a short, neutral line such as “We value your feedback—leave us a review” is an unobtrusive way to reach all customers.
• By email: A follow-up email is common practice. Keep it short, with a direct link to your Annuvell Local listing if you have claimed it. This saves customers time and effort.
• In person: If you or your staff interact face-to-face, you can mention that you welcome honest reviews, but avoid asking only those who seem pleased. Make it clear that all feedback is welcome.
• Avoid repeated requests: If you have already asked once, do not keep chasing. Multiple reminders can feel pestering and may lead to frustration.

Family, friends and staff must not review

Genuine reviews must come from real customers. It can be tempting to ask those close to you for a boost, but this is not allowed and can have serious consequences.

• Never ask employees, family or friends to write reviews. Even if they have used your service, their close relationship with you means their feedback will not be seen as impartial.
• Do not review your own business. On Annuvell Local, owners are not able to leave reviews of their own business. Attempting to do so elsewhere can lead to removal and damage your reputation.
• Avoid commissioning anyone to write reviews on your behalf. Buying or faking reviews is an unfair practice under UK law and can result in penalties or listings being removed.

For more detail on review integrity and platform rules, see How Annuvell handles review integrity.

Make leaving a review easy for every customer

The simpler it is to leave a review, the more likely customers are to respond. Remove barriers and provide clear instructions, but stop short of doing it for them.

• Provide a direct link. If you have claimed your business on Annuvell Local, share the link to your listing so customers know where to go. Instructions should be short and clear.
• Explain what to expect. Let customers know they will need to sign in with a verified email to leave a review on Annuvell Local. This helps filter out fake reviews and keeps the process transparent.
• Do not ask for screenshots or proof of review. Once a customer has left their feedback, thank them if you wish, but do not require evidence. This can feel intrusive and is unnecessary.
• Avoid technical barriers. Make sure your listing is up to date so customers do not encounter broken links or missing details. On Annuvell Local, listings with checked contact details are easier for customers to trust and use.

You can claim your listing for free so you are ready to direct customers to the correct page.

Responding to and learning from feedback

What you do with customer feedback is as important as collecting it. Honest reviews can show you what to keep doing and where to improve.

• Read every review, positive or negative. Even unfavourable feedback can highlight issues you might not have noticed. Take it as an opportunity to improve.
• Respond through your own channels. Annuvell Local does not currently allow replies to reviews on the platform, but you can address concerns directly with the customer if you recognise them.
• Report rule-breaking reviews. If you see a review on your Annuvell Local listing that you believe breaks platform rules, you can report it. A moderator will review it, and only published reviews count towards your public rating.
• Do not retaliate or try to remove honest negative feedback. Attempting to silence criticism can backfire and may be noticed by potential customers. Instead, focus on what you can do better next time.
• Use feedback to improve your service. Look for patterns in what customers mention. Small changes in response to repeated comments can make a noticeable difference over time.

Next steps

Ask every customer the same neutral way and let the reviews speak for themselves. Claim your Annuvell Local listing if you have not already, include a polite invitation for feedback in your after-sale or job-completion process, and review the feedback you receive for opportunities to improve. For more detail on the rules around reviews, visit How Annuvell handles review integrity. To get ready to share your listing, find and claim your business on Annuvell Local. Let every customer’s voice count.