How to set up Google reviews for your business from scratch

Before you start: check whether the business already has a profile

Search Google Maps for the exact business name, address and phone number before creating anything. Many businesses already have an unclaimed profile created from public information or customer activity. Claiming the existing profile preserves its reviews and history; creating a second profile can divide customers between duplicate listings.

Confirm that you are authorised to manage the business and use a company-controlled Google account where possible. Avoid tying a permanent business asset only to a departing employee or outside contractor. Add other trusted owners or managers after access is secure.

How to set up Google reviews for your business in seven steps

1. Search for the business and claim the existing profile, or add one if none exists.
2. Use the real-world business name and choose the most specific primary category.
3. Add the address customers visit, or define a service area when the business travels to customers.
4. Enter a monitored phone number, website and accurate opening hours.
5. Complete the verification method Google presents.
6. Open Get more reviews and copy the direct review link.
7. Test the link while signed out, then build it into a consistent customer follow-up.

1. Claim or add the right Google Business Profile

Use Google's official Business Profile flow. If the listing says someone else manages it, request access rather than working around the ownership process. A business should normally have one profile per eligible location, not separate profiles for services, departments or marketing campaigns that do not qualify independently.

2. Complete the details customers rely on

Treat the profile as a public operating record. Keep the business name consistent with real signage and branding, following Google's business name guidelines. Choose the closest category, enter accurate hours, and use the right address or service-area model. Add services, products and photos only when they represent what customers can genuinely buy or visit.

3. Complete verification

Google decides which verification methods are available. Depending on the profile, that may involve video, phone, text, email, live video or mail. Follow the option shown in the profile. Do not assume another business will receive the same method, and do not create a replacement listing because verification takes longer than expected.

4. Find and test the direct review link

After you can manage the profile, select Get more reviews or the equivalent review-request option and copy the link. If you need help identifying a listing, the free Google Place ID finder can locate its public Place ID, while the Google review link generator creates a shareable destination from that ID.

Open the link in a private browser and on a second phone. It should identify the correct branch and lead towards the review form. Keep one approved version in your customer communication system so staff do not share general Maps links or links for the wrong location. The detailed guide to finding and sharing your Google review link covers SMS, email and QR use.

Build a repeatable review-request process

The setup is not complete when the link exists. Decide which genuine customer milestone triggers a neutral request: completed payment, successful handover, delivered order or resolved support case. Ask consistently instead of letting individual staff decide who appears happy enough to receive the link.

The broader guide to getting more Google reviews without breaking the rules covers request timing and wording. Use the review audit checklist to find gaps in the full collection and response process.

Keep the setup compliant from day one

Google requires reviews to reflect genuine experiences. Do not buy reviews, reward customers for posting or changing one, ask employees to pose as customers, or route only satisfied customers to Google. In Australia, fake or misleading reviews can also raise Australian Consumer Law concerns.

• Ask for an honest review, not a positive or five-star review.
• Invite customers consistently rather than screening by sentiment.
• Never supply text for the customer to paste as their own experience.
• Do not offer discounts, gifts or competition entries for reviews.
• Do not suppress genuine criticism merely because it is unfavourable.

Monitor reviews and use what customers tell you

Turn on notifications, assign responsibility for replies and track recurring themes. A short, specific response shows future customers that the business is present. When a review appears to violate policy, document the reason and use Google's reporting process; disagreement alone is not a policy violation.

Review performance should be measured as more than an average rating. Track review volume, recency, response coverage and recurring operational themes. The guide to how Google ranks local businesses explains how profile relevance, distance and prominence fit together without treating reviews as a guaranteed ranking switch.

Bring credible reviews back to your website

Google hosts the public review destination, but your website is where many visitors decide whether to enquire or buy. Display recent, relevant reviews beside service, product and contact decisions. Preserve the reviewer’s meaning, identify the source and keep the visible review data current.

Follow the step-by-step guide to embedding Google reviews on your website after the profile and collection process are working.

Google reviews launch checklist

• The correct existing profile was claimed rather than duplicated.
• Ownership is held by a business-controlled account with trusted backup access.
• Name, category, location or service area, phone, website and hours are accurate.
• Verification is complete through the method Google supplied.
• The direct review link opens the correct location on more than one device.
• The request asks for honest feedback and offers no incentive.
• All genuine customers can enter the same request process.
• A team member owns notifications, replies and monthly review analysis.