A good review can bring you more clients than any advertisement. Potential clients want to know what others think before they book with you. That makes reviews one of your most valuable marketing tools – and the best part: they're free.
In this article, you'll learn why reviews matter so much, how to ask for them, and what to do when you get a negative one.
Why are reviews so important?
Trust – 9 out of 10 people read reviews before trying a new business. A handful of positive reviews can make the difference between someone booking with you or going to the competitor.
Visibility – Google loves reviews. Businesses with more (and better) reviews rank higher in local search results. When someone searches for "nail salon near me," your review score matters.
Social proof – Seeing that others are satisfied reassures new clients. It's like a recommendation from a friend they don't have yet.
Feedback – Reviews also tell you what you're doing well and where you can improve. Free market research.
Where should you collect reviews?
Not all platforms are equally important. Focus on the channels that matter most:
Google Business Profile – This is number one. Your Google reviews appear directly in search results and on Google Maps. If you don't have a Google Business Profile yet, create one today.
Facebook – Still relevant, especially if your clients are active there. Facebook reviews are called "Recommendations" now.
Your booking page – Some booking systems allow clients to leave reviews that show on your profile. This builds trust right where people book.
Instagram – Not traditional reviews, but screenshots of DMs, story mentions, and tagged posts serve a similar purpose. Save these and share them in your highlights.
How do you ask for reviews?
Most satisfied clients don't think to leave a review on their own. You need to ask – but there's an art to it.
Ask at the right moment – The best time is right after a treatment, when the client is happy with the result. "I'm so glad you like it! Would you mind leaving me a quick review? It really helps."
Make it easy – Send a direct link to your Google review page. Every extra click you require reduces the chance they'll actually do it.
Follow up later – Send a message the next day: "Hope you're still loving your nails! If you have a moment, I'd really appreciate a review." Include the link again.
Automate it – Some booking systems can automatically send a review request after an appointment. This ensures you never forget and keeps the requests coming consistently.
What makes a good review request?
Keep it personal and low-pressure. Here's an example:
"Hi [name], thanks again for your visit today! I loved doing your [treatment]. If you're happy with the result, would you mind leaving me a short review on Google? It helps other people find me and means a lot. Here's the link: [link]. Thanks so much! 💕"
Notice: it's friendly, specific (mentions their treatment), explains why it matters, and includes the direct link.
Can you offer something in return?
This is a gray area. Technically, offering incentives for reviews (especially on Google) goes against most platforms' guidelines. Google wants authentic reviews, not paid ones.
What you can do:
Thank clients who leave reviews – A personal message or small gesture next time they visit.
Enter reviewers in a draw – "Everyone who leaves a review this month has a chance to win a free treatment." This encourages reviews without directly paying for them.
Just ask genuinely – Honestly, most clients are happy to help if you just ask nicely. You don't need to bribe them.
How do you handle negative reviews?
A negative review feels like a punch to the gut. But how you respond matters more than the review itself.
Don't react emotionally – Take a breath. Write a response, then wait an hour before posting it.
Acknowledge the problem – Even if you disagree, start by showing you take their feedback seriously. "I'm sorry to hear you weren't happy with your visit."
Take it offline – Offer to discuss it privately. "I'd love to understand what went wrong. Could you send me a message so we can talk about this?"
Stay professional – Never attack the client or get defensive. Other potential clients will read your response and judge you by it.
Learn from it – Sometimes negative reviews contain valid feedback. Is there something you could improve?
A thoughtful response to a negative review can actually build trust. It shows you care and handle problems professionally.
What if someone leaves a fake or unfair review?
It happens. Sometimes someone who was never even a client leaves a fake review. Or a competitor plays dirty.
Report it – Google, Facebook, and other platforms have options to report reviews that violate their policies (fake reviews, spam, harassment). It can take time, but unfair reviews sometimes get removed.
Respond anyway – Even if you're reporting it, leave a calm response. "I don't have any record of this visit. Please contact me directly so I can look into this." This signals to others that the review might be fake.
Building a review culture
The best salons don't just occasionally ask for reviews – they build it into their process:
- A sign at the checkout: "Loved your visit? Leave us a review!"
- A card with a QR code linking to your Google page
- Automatic follow-up messages after appointments
- Regularly sharing reviews on social media (with permission)
Over time, this creates a steady stream of fresh reviews that keeps your online presence strong.
Conclusion
Reviews are one of the most powerful tools you have to attract new clients. Ask for them consistently, make it easy, and always respond professionally – whether the review is good or bad.
The key is to be genuine. Happy clients want to help you succeed. You just need to ask.
Want to automatically follow up with clients after their appointment? Try Bookura for free and build your review collection on autopilot.