The average business owner writes their review request message once, probably in 10 minutes, and never changes it. The problem is that those 10 minutes are doing a lot of work. Your review request message is the single most direct lever you have on your review conversion rate.
Here's what makes a request convert, followed by 15 templates across SMS and email that you can use immediately.
What Makes a Review Request Actually Work
Brevity: SMS requests under 50 words convert better than longer ones. Every extra sentence is a reason to put the phone down and deal with it later (which means never).
Personalization: First name minimum, service/product mention if possible. "Hi Sarah" outperforms "Hi there" consistently.
Direct link: The request must include a link that opens directly to the review form, not your website homepage or your Google listing's main page. Each extra click loses 15 to 25% of responders.
No pressure language: Phrases like "only if you have time" and "no obligation" actually increase conversion because they reduce the psychological weight of the ask.
No quid pro quo: Mentioning anything about reciprocity, discounts, or benefits for leaving a review is a policy violation on every major platform.
8 SMS Templates (Shortest to Longest)
SMS 1: Ultra-brief (26 words)
"Hi Name, thanks for visiting Business. Mind leaving us a quick Google review? Here's the link: link"
Why it works: Zero friction. Clear ask, direct link. Best for businesses with very warm post-transaction relationships.
Expected conversion: 10 to 14%
SMS 2: Gratitude-first (33 words)
"Hi Name, it was great having you in today. If you enjoyed your experience, a Google review would mean a lot to us: link"
Why it works: "If you enjoyed" is a natural qualifier that doesn't feel like a mass request.
Expected conversion: 11 to 15%
SMS 3: Personal ask (38 words)
"Name, thanks so much for coming in. Reviews are huge for our small business. Would you take 2 minutes to share your experience on Google? link. No obligation at all!"
Why it works: "Small business" creates a human connection. "No obligation" lowers resistance.
Expected conversion: 12 to 16%
SMS 4: Service-specific (42 words)
"Hi Name, we hope your service hit the mark today! If you have 2 minutes, we'd love a Google review, it really helps customers find us. Here's a direct link: link"
Why it works: Specific service reference signals this isn't a mass blast.
Expected conversion: 13 to 17%
SMS 5: Staff mention (44 words)
"Hi Name, thanks for choosing Business today. I hope Staff Name took great care of you! If you'd like to share your experience on Google, here's a quick link: link. It only takes 2 minutes!"
Why it works: Staff name creates genuine personalization and gives the customer someone to praise.
Expected conversion: 14 to 18%
SMS 6: Follow-up / second ask (40 words)
"Hi Name, just following up from our message earlier. If you have a spare 2 minutes, leaving us a Google review would really help. Here's the link again: link. No worries if not!"
Why it works: Acknowledges it's a follow-up, which feels honest rather than spammy. "No worries if not" disarms resistance.
Expected conversion lift over initial: 35 to 45%
SMS 7: Milestone occasion (46 words)
"Hi Name, thank you for being a Business customer for X years / X visits! Loyal customers like you mean everything to us. If you have a moment, a quick Google review would be so appreciated: link"
Why it works: Recognition of loyalty makes the ask feel like a relationship moment, not a transaction.
Expected conversion: 15 to 20%
SMS 8: Problem-solved (48 words)
"Hi Name, glad we were able to solve/fix/help with X for you today. If we earned it, we'd love to hear from you on Google. It takes about 2 minutes and really helps customers find us: link. Thank you!"
Why it works: Explicitly references the outcome, not just the transaction. Works especially well for service businesses.
Expected conversion: 13 to 18%
7 Email Templates
Email 1: Clean and minimal
Subject: A quick favor, Name?
"Hi Name, thanks for choosing Business. If your experience was worth sharing, a quick Google review would mean a lot to us. CTA button: Leave a review"
Email 2: Personal note tone
Subject: Name, we'd love your feedback
"Hi Name, I wanted to personally follow up on your recent service/visit/order. We hope everything went exactly as expected. If you have 2 minutes, leaving us a Google review helps other people find us and helps us continue doing what we do. CTA button: Share your experience"
Email 3: Story-based
Subject: This is how we keep getting better
"Hi Name, we're a small team and customer feedback is genuinely how we improve. If your experience with Business was a positive one, we'd love to hear from you on Google. Here's a direct link that makes it quick: link"
Email 4: Social proof framing
Subject: Your experience can help someone else choose wisely
"Hi Name, when people are looking for service category in city, reviews from real customers like you are what guides their decision. If you'd be willing to share your experience with Business on Google, here's a link: link"
Email 5: The simple thank-you + ask
Subject: Thank you, Name
"Hi Name, thank you so much for your recent visit. We genuinely appreciate your business and hope we exceeded your expectations. If you have a moment, a Google review helps us reach more customers just like you: link"
Email 6: Team recognition angle
Subject: Our team would love to hear from you
"Hi Name, our team at Business works hard every day to provide a great experience. If Staff Name or our team made your visit worthwhile, a quick Google review would mean a lot to them and to us: link"
Email 7: The follow-up email
Subject: Still thinking about leaving us a review?
"Hi Name, I sent a note last week about leaving us a review on Google. If now is a better time, here's the link: link. It takes about 2 minutes and we genuinely appreciate it."
A/B Testing Your Own Templates
Pick two templates from this list and run each one for 3 weeks. Track reviews received per requests sent for each. The winner becomes your control. Then write a variation on the winner and test again.
One variable at a time. Three weeks minimum. This discipline compounds into a meaningfully higher conversion rate over 6 months.
Laudy lets you run A/B tests on review request messages natively, with conversion tracking built in. Try it free at /signup.