Before using a car dealer, mobile mechanic or any type of motor trader, most people will look for reviews to determine the credibility of the business.
This guide covers why reviews matter, how to collect them and how to navigate negative feedback.
Why reviews matter
Trust
Choosing a motor trader is a purchase built on trust, and reviews are often the quickest way for a potential customer to decide whether you’re reliable or not.
In fact, research shows that 97% of consumers rely on reviews to guide their purchase decisions. So you may be great at what you do, but customers ultimately want proof before they part with their hard-earned cash.
Local SEO
Google’s algorithm also factors in reviews when calculating rankings, meaning the more positive reviews you have, the more likely you are to appear in search results.
Feedback
Genuine feedback, positive or negative, will help you understand what you’re doing well how you can improve, which is essential for helping your business grow.
How many reviews do I need?
There’s no magic number, but the more reviews the better, and a steady flow of recent reviews will look better than only having a big batch from a year ago.
BrightLocal’s 2026 survey found that 47% of consumers would not use a business with fewer than 20 reviews, and 74% seek reviews from the last three months.
A good starting point is to research local competitors to see what kind of review volume they have on their Google Business Profiles. From there, you can get a realistic target depending on the size of your business, such as 3-5 new reviews each month, to keep a steady flow of reviews coming in.
How to collect Google reviews
Get your direct review link
You can find it on your Google Business profile. Simply click ‘Get more reviews’ then ‘Copy link’, and when you share it, customers will be taken straight to the review box.
Ask at the right moment
Typically, the best time to ask a customer to leave a review is right after the job is done, for example at handover or when they thank you for your service. People are more likely to share feedback when the memory of their experience is fresh in their mind.
Follow up by text, WhatsApp or email
Sending a polite reminder to leave a review is a great way to encourage an uptick in Google reviews – in fact, research suggests that up to 65% of customers will write a review when asked.
It can be as simple as sending a short message thanking your customers, asking them to share feedback, and including your direct review link.
You could also make it easier for customers to leave a review by creating a QR code with your direct Google review link – you can add it to business cards, posters and signage.
Make asking a habit
If you want a regular flow of reviews coming onto your Google Business Profile, consistency is key.
Ensure that you ask all customers to leave a review and follow-up over text, WhatsApp or email to increase the likelihood of being left reviews.
Responding to negative reviews
Every business will get bad reviews eventually, but before you panic, it’s good to know that a negative review here and there isn’t necessarily a bad thing. Consumers know that negative reviews are inevitable, and 52% of consumers are actually suspicious if there are no negative reviews about a product or service according to Feefo.
When you receive a negative review, the way you reply matters, because future customers will read your response as well as the complaint. 69% of consumers say that they’d continue to make a purchase if they could see that a company had acknowledged or responded to a negative review.
When replying to negative reviews you should aim to:
- Respond quickly – it’s genuinely recommended to respond to a negative review within 24 to 48 hours.
- Acknowledge the issue – apologise sincerely to show that you understand their problem.
- Take it offline – provide your contact details so you can address the problem directly and provide a solution.
If you suspect that a review is fake or goes against Google’s policies, you can flag it for review.
Bottom line
Getting more Google reviews doesn’t have to be complicated. By asking consistently and making it easy for customers to leave feedback, you can create a steady flow of Google reviews that builds credibility around your business.
Reviews help you win customers, but it’s also worth making sure you have the essentials in place, including motor trade insurance. We can offer competitive quotes for any type of motor trade business, comparing quotes from our panel of trusted UK insurance providers to save you the hassle of shopping around.
