Google Reviews are the stealthy weapon in high ranking. If you’re a painting contractor looking to grow your business, mastering the art of Google Reviews can be a gamechanger. This article provides best practices, tips, and tricks to help you leverage Google Reviews to their fullest potential.

Local Map Pack

For local service businesses like painting contractors, Google relies on proximity to help qualified leads find you. The map pack (also known as the local pack or snack pack) showcases the top three businesses that a Google search displays at the very top of the page. This is created from the most relevant Google Business Profile (GBP) listings. Businesses in the Local 3-Pack receive a significant share of clicks from users searching on mobile devices.

To get started, ensure your GBP is complete and accurate. Fill out your business details, including hours, website, holiday hours, photos, and service details. Show your leads what your business is all about by including photos of projects, staff, and your business location. Avoid including house numbers or addresses in photos to prevent Google from suspending your listing.

Google reviews are a valuable tool for painting contractors to provide detailed, authentic content that helps you stand out. Leads on Google are able to filter based on highest reviews, lowest reviews, and most relevant reviews. So respond to both high and low reviews to show future customers that you care about their feedback. This allows customers to see your responses no matter how they filter looking at your reviews.

Proximity to Searcher

The map pack is also heavily influenced by your proximity to the searcher, so if you’re operating as a service area business without a physical address, ensure your service area is accurately reflected. Then, as customers leave you reviews, they are tagged by location, and Google will recommend you to more people in the areas where you have a high density of reviews.

Regularly asking for feedback is crucial to maintain a steady flow of reviews. A consistent approach to gathering reviews is more effective than a one-time campaign.

This is also important because, if you get an unusual spike in activity on your GBP, reviews are often hidden or your listing can be suspended for suspicious activity.

Keywords in Reviews

Encourage customers to mention specific services and projects in their reviews, as this helps align your business with search terms that potential customers might use. This is another update to the Google algorithm. Customer reviews are indexed, and you can be found based on search terms within the review, not just what you say about your own business in your listing or website.

Ask in Person

One of the most effective ways to gather Google reviews is by asking on the spot, every time. When you complete a job, have your crew leader or another team member ask the customer for a review before leaving.

This personal request can make a big difference, as it shows that you value their feedback and are confident in the quality of your work. To make this process even smoother, you can provide customers with a business card or flyer that includes a direct link or QR code to your Google Business Profile. This way, they can easily leave a review without having to search for your business online.

Even if you have an automated way to send the customer a link, you should still ask on site before you leave. That will prime the customer to receive that request from you, and increase conversion.

Using links or QR codes to make it easier for customers to find your GBP is another excellent strategy. The easier you make it for customers to leave a review, the more likely they are to do so.

Automate Follow-up

Sending automated follow-ups to your initial request is also a powerful tool. Use your job management software to automate the process of sending review requests after a job is completed.

An automated email or text message can serve as a gentle reminder for customers to leave a review, and it ensures that no opportunity is missed. Make sure the message is personalized and includes a direct link to your review page. You can also include suggestions for what customers might mention in their review, such as specific services or team members who worked on their project.

As a former marketing director in a painting business, I understand the unique challenges and opportunities in this industry. Tailor your Google Review strategy to highlight the specific services you offer, such as cabinet staining or exterior siding painting. By focusing on detailed, project-specific reviews, you can significantly enhance your searchability and attract more qualified leads.

In conclusion, investing in a robust process for gathering and leveraging Google reviews can drive more leads and close more sales than traditional SEO efforts. Make it a priority to collect detailed, authentic reviews that showcase your expertise and the quality of your work. This is the most valuable way to use happy customer experiences to grow your painting business. By consistently asking for reviews on the spot, using links or QR codes to simplify the process, and sending automated follow-ups, you can build a strong online reputation that sets you apart from the competition.

Chris Kiefer is an automation, data, and analytics entrepreneur. He is cofounder of Boolean Automation, a company that consults with painting companies to implement time-saving automation solutions.