Picture this: a homeowner searches "electrician near me" and two businesses come up. One has 47 reviews averaging 4.8 stars. The other has 3 reviews from 2019. Who are they calling first?
You already know the answer. And yet most electricians have fewer than 10 Google reviews. Not because their work is bad — but because they never ask.
Why Reviews Matter More Than You Think
Google's local search algorithm heavily favours businesses with more recent reviews. It's not just about the star rating — it's about volume and recency. An electrician with 30 reviews from the last six months will almost always rank above someone with 10 reviews from the last two years.
Then there's the trust factor. When someone's letting a stranger into their home to work on their electrics, they want reassurance. Reviews are that reassurance. A detailed review mentioning "rewired our kitchen, very tidy, explained everything" does more for you than any advert.
When to Ask
Timing is everything. Ask too early and they haven't seen the finished result. Ask too late and they've forgotten about you.
The sweet spot is right after the job, while you're still there. You've just tested everything, the lights are working, the certificate is done. The customer is happy. That's your moment.
Something like: "Really glad you're happy with the work. If you've got two minutes, a Google review would really help me out — it's how most of my customers find me."
Don't overthink it. Most people are genuinely happy to help — they just need to be asked.
Make It Stupidly Easy
The biggest reason people don't leave reviews isn't reluctance — it's friction. They mean to do it, then they forget, or they can't find your business on Google, or they get distracted.
Fix this by sending them a direct link. Go to your Google Business Profile, click "Ask for reviews", and copy the link. Shorten it if you want. Then text it to the customer right after the job.
"Cheers for having me out today, Dave. If you've got a minute, here's the link to leave a review: [link]. Really appreciate it!"
That text takes ten seconds to send and it triples your chances of getting a review compared to just asking verbally.
What If They Don't Leave One?
Don't chase people for reviews. One ask is fine. A gentle reminder a few days later is fine. Anything more than that feels desperate and pushy.
If you sent the link and they didn't leave one, leave it. Not everyone will, and that's alright. Focus on asking every customer consistently rather than badgering individual ones.
Tools like Gaffer can automate review requests after every completed job, sending a personalised WhatsApp message on your behalf. That way you never forget to ask, and the customer gets the link without you having to remember.
How to Handle Bad Reviews
It happens. Maybe the customer's expectations were unrealistic. Maybe you had an off day. Maybe they're just difficult. Either way, here's what to do:
Reply publicly, calmly, and professionally. Something like: "Sorry to hear you weren't happy with the work. I'd like to put this right — could you give me a ring on [number] so we can sort it out?"
Never argue. Never get defensive. Other people reading your reviews will see your response, and a calm, professional reply to a bad review actually builds trust. It shows you care and you're not hiding from criticism.
The Numbers Game
Say you do 15 jobs a month. If you ask every single customer for a review and 30% leave one, that's 4-5 new reviews every month. In six months, you've got 25-30 reviews. In a year, you're over 50. That puts you ahead of 90% of electricians in your area.
The key is consistency. Don't just ask when you remember — make it part of your process. Job done, certificate emailed, review link sent. Every single time.
One More Thing: Your Google Business Profile
Before you start collecting reviews, make sure your Google Business Profile is actually filled out properly. Add your service area, opening hours, photos of your work (consumer units, rewires, outdoor lighting — anything that looks professional), and your contact details.
A profile with 30 reviews but no photos and no description is leaving money on the table. Spend twenty minutes filling it out properly and you'll get more out of every review you receive.