There's no universal number. What matters is having more recent reviews than your local competitors. Check the top 3 businesses in your Google Map Pack — if they have 25 reviews, target 30. If they have 80, target 90. Google weights reviews from the last 90 days most heavily, so consistency beats a one-off burst.
"How many reviews do I need?" is one of the first questions we hear from UK trade businesses.
The honest answer isn't a number — it's a method. The number you need depends entirely on your local market, your trade, and what your closest competitors currently have. A gas engineer in a small market town might need 12 reviews to reach the Map Pack. The same trade in central Birmingham might need 60.
Here's how to find your actual target — and the fastest way to hit it.
It's Not About the Number — It's About the Competition
Google's local search algorithm doesn't have a minimum review threshold. What it measures is how your review profile compares to other businesses competing for the same local searches.
How do I find out how many reviews my competitors have on Google?
Search your main service and location in Google. Look at the three businesses in the Map Pack. For each one, note their total review count, their average star rating, and the date of their most recent review. The business with the most recent, highest-volume review profile is your benchmark. Match it, then aim to exceed it by 10–15 reviews.
Why Recency Matters More Than Total Reviews
Google places significantly more weight on reviews received in the last 90 days than on your all-time total. A trade business that collected 8 reviews last month will rank above one that collected 80 reviews over five years and nothing recently.
A one-off push doesn't work long term. If you collect 40 reviews in one week, you'll get an initial boost — but it will fade within 90 days. Consistent monthly activity is what sustains a top Map Pack position.
The target rhythm: 3–5 new reviews per month. In most UK local markets, that level of consistent activity is enough to stay ahead.
The 3-Step Review System That Works Without Begging
Step 1: Ask at the right moment. Within 24 hours of finishing a job — while the customer is still pleased and it's fresh in their mind.
Step 2: Send a direct link by text. "Hi [name], really glad we could help today. If you have 2 minutes, a Google review would mean a lot to us — here's the direct link: [link]. Thanks again."
To get your direct review link, log into Google Business Profile, click "Ask for reviews", and copy the short URL Google generates.
How do I ask a customer for a Google review without it being awkward?
Send a text within 24 hours of finishing the job with a direct link to your Google review page. A text feels low-pressure, can be actioned when they have a moment, and converts at 35–40% compared to around 5–8% for email.
Can I send customers a link to leave a Google review?
Yes. Google generates a short direct link from within your Business Profile dashboard. Customers who click it go straight to the review input — they don't have to search for your business. Removing this friction is the single biggest driver of review conversion rates.
Step 3: Make it a weekly habit. Block 10 minutes every Friday afternoon to text any customers you haven't already messaged that week.
FURIOUS TIPThe text message method consistently gets a 35–40% conversion rate. The email method gets around 5–8%. If you're asking by email and not getting results, switch to text with a direct link this week.
What to Do With Negative Reviews
The first rule: never ignore a negative review. An unanswered bad review tells prospective customers you don't care. A professional response tells them how you handle problems — often more reassuring than the review is damaging.
The response formula: acknowledge the issue, express that this isn't your standard, and offer to resolve it directly with a contact number. Keep it brief. A composed 3-sentence response is far more effective than a detailed defence.
What About Bing and Other Review Platforms?
Google reviews are the priority. But Bing surfaces reviews from Trustpilot and Facebook alongside its own Bing Places ratings. Checkatrade and MyBuilder reviews appear in Google search results as their own listings — often ranking on the first page for tradesperson searches.
The recommended priority order: Google first, then Bing Places, then Checkatrade or MyBuilder depending on your trade, then Trustpilot for higher-value work.
FURIOUS TIPOnce your Google review system is running, adding Checkatrade takes one extra text line: "If you'd also have a minute to leave a review on our Checkatrade profile, here's the link." Two reviews from one customer, two first-page results in Google for your name.
Your Review Targets: A Practical Starting Point
Rural or small-town market: 10–20 reviews, minimum 2–3 new per month.
Medium-sized town or suburban area: 25–50 reviews, minimum 3–5 new per month.
Competitive city market: 50–100+ reviews, minimum 5–8 new per month.
Benchmark your specific local competitors first. But if you're starting from zero, aim for 20. In most UK local markets, 20 recent genuine reviews with an average of 4.8 or above puts you in a strong Map Pack position.
Frequently Asked Questions
We help UK trade businesses get found on Google and turn search traffic into booked jobs.