Imagine you’re getting ready for a fun girls' night out and want to get a perm. Would you visit a salon that is trusted and recommended by everyone, or one that no one has ever heard about?

I’m guessing it’s the first option unless you don’t mind risking a bad hair day as you’re out clicking pictures with your girls.

Like you, most potential customers would choose the first option too.

If you want customers to flock through those doors, you need a solid online presence that gives them confidence that your services are the best. How do you do that?

Two words: Google reviews.

A great Google review can be just what you need to attract that new client who’s searching for the perfect spot to relax and treat themselves.

Google reviews might feel intimidating, but they’re important. In this blog, we’ll cover what works, how to get more honest feedback, how to respond simply, and why those gold stars can help bring in new clients. You’ll find straightforward tips you can use right away. Let’s get started!

What are Google Reviews?

Google reviews are public ratings and comments from your customers, posted right on your Google Business Profile for everyone to see. If customers love your services, you have to let the world know! A Google review is like a digital billboard, letting potential customers know, “Hey, this place is awesome for a relaxing facial.”

Think about the last time you tried a new place. Did you check the reviews first? Most of us do, because it’s the quickest way to know what you’re really getting into.

Fun fact: 96% of consumers check online reviews before visiting a business. These quick comments and star ratings give new clients an honest look at what you offer. The more real feedback you have, the better you’re brand’s reputation.

They’re powerful because you have real people vouching for you. Here’s an example of what a Google review looks like for the Red Chair Salon in Seattle:

Let’s be honest, if you saw that photo with those bold colors and read a review about a stylist’s eye for color and extra case, wouldn’t you want to book an appointment too? It’s hard not to get curious when you see a real rave review like that.

Why are Google Reviews Important for Local Businesses?

Google reviews are all about building trust and credibility for your business. When someone sees real people raving about your services, it’s so much easier for them to believe you’re the real deal. That trust is what turns online browsers into actual customers.

Plus, every positive review boosts your credibility, making you stand out from the competition and helping you show up higher when someone searches for a local salon or spa. For example, if someone nearby searches for “best salon for facials” or “top-rated hair salons,” Google’s algorithm will favor businesses with high ratings and the latest reviews. You can see this in action in the screenshot below.

It’s like a popularity contest, but instead of wearing a crown and sash, you win more customers and cash.

Besides, reviews are like a reality check; they tell you what’s working and what’s not, so you can keep improving. Plus, they’re basically free marketing, because when someone sees a bunch of happy customers raving about you, it’s way more convincing than any ad.

More importantly, your reviews can make a potential customer go from “um... maybe” into “okay, I’m booking!”

How to Rank Higher on Google Using Google Reviews

After reviewing data from over 1,000 spas and salons, we found that Google reviews can improve your search rankings. In this competitive industry, a strong online presence is essential. Here’s a step-by-step process to help you see results quickly.

Breaking Myths:

Most Local SEO experts will just tell you to go and get a large number of reviews.

However, simply having a large number of reviews is not enough.

So, where should you start if you want to climb the rankings and stand out?

1. Get Your First 20 Reviews Fast

Our data shows that 20 reviews is the critical threshold where Google starts taking your business seriously. Why? Because it typically means you've served 100-200 real customers. So, if you are a business with fewer than 20 reviews, get out of the “red zone” fast!

Focus on quality, not just quantity. A salon with 100 reviews that mention specific services will often outrank a competitor with 500 generic, one-line reviews. Those personal details make all the difference.

2. Maintain a Steady Review Flow

Google’s algorithm loves to see a steady stream of fresh Google reviews for your salon or spa and not just a one-time spike. Consistent reviews show both Google and your potential clients that your business is active, trusted, and still delivers great experiences.

Here’s a simple guide for keeping your review flow healthy:

• Small salons: Aim for 1-2 quality reviews weekly
• Medium spas: Target 2-4 reviews weekly
• Large establishments: Generate 4+ reviews weekly
• Warning: Avoid sudden review spikes as they trigger Google's authenticity filters!

If remembering to ask for reviews feels overwhelming, tools like Zoca’s Review Automation can help. We’ll reach out to your clients by text or email and help you keep those reviews coming in!

3. Make Every Review Count with Keywords

Don’t just ask for any review; ask for detailed feedback that mentions the specific service your client received. Instead of saying, "Please leave a review," try "Tell others about your microneedling experience!" Reviews mentioning specific services, such as "balayage" or "deep tissue massage," rank better than generic 5-star ratings.

Zoca's Secret Sauce: Competing with Bigger Salons? Here's a Smart Trick!

Let’s say you are an expert at ‘Microneedling,’ but the big med spa chain down the road is attracting all the clients.

Here’s what you can do: Get your customers to leave reviews specifically mentioning the word ‘Microneedling.’

Big Med Spa: 1000 reviews with 10 mentioning Microneedling Vs You: 100 reviews with 20 mentioning Microneedling

Guess who's more likely to show up when someone searches "Microneedling near me"? You!

4. Respond Fast to Every Review

Don’t leave your Google reviews hanging! Businesses that respond to >80% of reviews see 6% higher conversion rates. That’s a lot of new bookings for just staying engaged.

• Positive reviews: Respond within 24 hours
• Negative reviews: Respond within 4 hours to show you care and quickly address any concerns.
• No matter what, keep your responses personal. Mention your location or the specific service they used to make your reply feel genuine and boost your local SEO.

5. Add Visual Proof (Photos and Videos)

Don’t underestimate the power of visuals! Adding photos or videos to your Google reviews makes a huge difference for salons and spas. Here’s what we’ve seen:

• Reviews with photos get 35% more engagement.
• Before/after photos drive 55% more engagement.
• Video reviews receive 300% more views.

6. Mix Up Your Review Platforms

If you have already established a presence on Google, mixing up your platforms is a good idea to get that additional boost. Try these platforms:

1. Yelp
2. Facebook
3. Industry platforms (StyleSeat, Vagaro, etc.)
4. Local directories

Pro Tips for Higher-Converting Reviews

Want reviews that actually convince new clients to give you a try? Here’s what works:

• Ideal length: 50-200 words
• Must-haves: Make sure reviews mention the specific service, the results, and your location. These details help your SEO and build trust.
• Review mix: Aim for 60–70% about your core services, 20–30% about extras, and 10–20% about your unique specialties. This showcases your range and helps you appear in more search results.

Our analysis of over 1,000 businesses shows that consistent, keyword-rich reviews with photos attract the most new clients. Focusing on these basics can help your Google ranking improve over time.

Using Keywords in Reviews for Better Local SEO Rankings

65% of consumers will likely leave a review if the business asks.

Encouraging clients to subtly use specific keywords in their reviews can improve your local SEO rankings. For instance, if your business is well-known for “keratin treatments,” “Swedish massages,” or “acne facial treatment,” using these keywords can help. A few ways to encourage this naturally include:

• In-store Signage: Have friendly prompts or signs in your spa or salon that encourage clients to leave a Google review and mention the service they enjoyed.

• Personalized Follow-ups: Doesn’t “We’d love to know what you think of your haircut!” sound way better than “Leave us a review, please.” Make it personal to keep it authentic. Thanks to Zoca, you can segment customer data and create highly personalized, targeted campaigns to build real relationships with your customers and keep them coming back for more!
• Loyalty Programs: Consider giving a discount on their next service when they leave a review, encouraging them to mention specific services they enjoyed.

Strategies for Generating More Google Reviews

Many customers don’t leave a Google review unless you ask them to. By making feedback a part of your business culture and offering easy ways for clients to review, you’ll notice that your Google review count will climb organically.

Here’s how you can make the review process smooth and natural for clients while boosting your visibility and reputation:

1. Create a Culture of Feedback

When clients feel comfortable sharing their thoughts, they are more likely to leave a review. You can train your team to ask clients about their experience. A simple “Is there anything we could have done better?” or “Do you have any feedback for our service today?” This gives people the chance to share their genuine opinions about your services.

“If you’ve newly launched your salon or spa, you can offer free services in exchange for Google reviews. Remember to get high-quality, detailed reviews instead of generic ones that say “great service” and nothing more.” – Apurvaa Biswa, ___ at Zoca.

2. Use QR codes to Encourage In-Salon Reviews

QR codes make it easy for customers to leave a review right after their appointment. You can place QR codes in high-visibility spots and add a short note nearby, such as “Scan here to leave us a quick review!”

3. Encourage Reviews with Small Gestures

Offer your clients a simple thank you gift (like a bottle of nail polish or a DIY face mask) or a small discount on their next visit when they leave a review. This not only helps you get more reviews but also encourages repeat visits and shows your appreciation.

4. Ask at the Best Time: Just After Service

The best moment to ask for a review is right after you’ve finished the service, while your client is still excited about their fresh look. Before they leave the salon or spa, simply check in about their experience and invite them to share a review. Clients are much more likely to say yes when the good vibes are still fresh!

5. Automate Your Review Reminders with Email & SMS

Turn happy clients into Google reviews with timely follow-ups. Sending a quick message after their visit, when their great experience is still fresh, makes them more likely to leave a review.

Let Zoca handle this automatically: We'll send perfectly-timed review requests to your clients right after their appointments, so you can focus on what you do best.

Responding to Google Reviews

Every business has a mix of good and bad reviews on its profile. However, that doesn’t mean you only respond to the nice ones and ignore the negatives. Make sure you respond to ALL reviews:

You can easily track your ‘unreplied’ Google reviews through the ‘Read Reviews’ section.

Here’s how you can strategically respond to your reviews:

1. The Importance of Responding to All Reviews

A warm acknowledgment of positive reviews lets clients know you value them, which strengthens loyalty and encourages others to leave reviews.

Responding to negative reviews shows that you care about making things right, turning it into an opportunity to regain trust.

2. Templates, Tips, and Tools for Responding to Positive Reviews

For positive reviews, keep your responses brief, personal, and authentic. Personalizing the response with the client’s name and mentioning specific services they enjoyed can make the thank-you feel genuine and thoughtful.

Google’s built-in reply feature can help you track and respond quickly, ensuring every positive review is acknowledged.

Strategies for Handling Negative Reviews Professionally with Examples

Getting a bad review isn’t the end of the world. How you handle negative reviews is what really counts. Here’s how you can turn things around when tough feedback comes your way:

1. Acknowledge and Apologize

Begin by acknowledging the client’s experience and offering a sincere apology if their expectations are not met.

For example: “Hi Logan, We’re sorry to hear your experience didn’t match your expectations.”

2. Offer a Solution

Show a willingness to resolve the issue, ideally by offering the next steps or inviting further discussions.

For example: “We’d love the opportunity to make things right. Please reach out to us”.

3. Address Specific Concerns

If the review mentions specific issues like “spa session,” acknowledge them directly.

For example: “Hi Jane, we’re sorry to hear this! We strive to create a rejuvenating experience for our clients, and it appears we've fallen short. Please give us a call so we can understand more and ensure your next visit is the relaxing experience you deserve.”

What Not to Do

• Don’t argue or get defensive.
• Don’t ignore the review.
• Avoid generic, copy-paste replies.

Remember: Every review, good or bad, is a chance to show your professionalism and turn a dissatisfied client into a loyal one!

Leveraging Positive Reviews

Who says your reviews have to stay on Google? Use them to boost your brand! Here’s how to make the most of your Google reviews:

1. Use Reviews in Your Marketing Materials

Incorporating positive client feedback into your marketing is an excellent way to build trust and credibility. Consider adding short quotes from positive reviews in your brochures, service menus, email newsletters, or ads.

2. Showcasing Reviews on Your Website and Social Media

If you have a website listing your services, consider adding a review carousel where everyone can see your customers praising you.

You can also take a screenshot and share your best reviews on Instagram or Facebook. Start each month by highlighting a recent customer experience.

Dealing with Fake or Malicious Reviews

Every spa or salon might encounter a fake or malicious review at some point. But as Taylor Swift would say, “Haters gonna hate, shake it off.”

If it appears suspicious, report it to Google immediately. Be ready with proof if necessary. Keep responses factual and calm. Click the three dots next to the review and select “Report review.” Choose the reason that best fits the situation.

This signals to Google and future clients that you’re handling things professionally.

Tip: If you must respond publicly, keep it professional and brief, simply stating you have no record of their visit and have reported the review.

Google Review Management Tools

Automate Your Google reviews With Zoca

Maintaining your online presence can be hard. Luckily, Zoca simplifies Google review management by automating key tasks.

You can set up automatic responses for reviews, saving time while ensuring each client feels acknowledged and valued.

Zoca also tracks review trends, helping you identify patterns in feedback over time. This makes it easier to address common client concerns or highlight specific services your clients love.

Use Sentiment Analysis and Review Insights

You can use sentiment analysis tools, such as Repustate and RightResponse, to gauge how reviewers feel about your services overall. Instead of manually scrolling through all reviews, you get a clear picture of whether your customers like your services or if you need to step up your game.

Use Google Business Profile Performance to Get Insights

Google Business Profile Performance is a powerful tool for tracking whether your online visibility is improving over time.

It provides detailed metrics on how customers interact with your profile, helping you understand how reviews drive visibility and attract new clients. Here are a few ways to leverage it effectively:

• Customer Actions: GBP tracks the actions clients take after reading your reviews, such as visiting your website, requesting directions, or clicking to call. This shows how reviews translate into client interest and possible bookings.
• Search Visibility: Insights show how often your business appears in search results. Reviews can boost visibility by signaling relevance and quality to Google’s algorithms.
• Review Metrics: GBP compiles data on your review volume, recency, and average rating, making it easy to see trends in client sentiment.
• Audience Demographics: GBP provides data on the locations and demographics of clients engaging with your profile. This helps you understand who your reviews are attracting and which group to target through tailored marketing.

Clever Hacks to Track Customer Attraction

Want to know exactly how your Google reviews are bringing in new clients to your salon or spa? Try these simple, smart strategies:

• Use Unique Links in Your Review Replies: Include a unique link in review responses to offer discounts or incentives for new clients. This will help you track clients directly from reviews.
• Create a Google-Only Promo Code: Make a unique promo code for clients who find you through Google. Encourage usage with a CTA like 'Use code" WELCOME10"for 10% off.’
• Ask “How Did You Hear About Us?”: When registering new clients, include a field asking how they found you, with “Google Reviews “as an option.
• Encourage Storytelling in Reviews: Ask clients who found you through Google to leave a review about what initially drew them to your business.

Take Your Google Visibility to the Next Level with Zoca

Google reviews are a treasure trove of insights, opportunities, and positivity for your spa or salon. You can build a strong online reputation by understanding its impact on local SEO, setting measurable goals, encouraging client feedback, and actively responding to reviews.

Let Zoca do the heavy lifting for you. Zoca automatically manages your Google reviews, sends friendly reminders via email or text, and shares your latest offers with clients. With built-in Google Business Profile insights, you’ll easily see how customers are finding and interacting with your salon or spa, no guesswork needed. With Zoca, you get more reviews, a stronger local reputation, higher Google rankings, and the trust of new clients without extra effort on your part.

Ready to boost your business? Start using Zoca and watch your Google ranking and client trust grow.

Frequently Asked Questions

1. How can I encourage more clients to leave reviews?

You can encourage reviews by creating a culture of feedback, asking for reviews after a service, using QR codes, and offering incentives like promo codes.

2. What should we do if we receive a negative review?

Respond professionally to the concerns raised by offering solutions and showing willingness to improve.

3. Can we remove a fake review?

You can report suspicious reviews to Google for potential removal if they violate Google’s review policies.

4. How often should we respond to reviews?

Responding to reviews regularly is best, ideally within a day or two. Engaging with all positive or negative reviews shows clients that you value them.

5. What are some common mistakes to avoid with Google Reviews?

Avoid ignoring reviews, responding defensively to criticism, or failing to update your review strategy based on client feedback.

6. Can I turn off Google reviews for my business?

Unfortunately, that is not the case because Google doesn’t allow businesses to turn off reviews for business profiles.

7. How long does it take for Google reviews to show up?

Once the review is posted, it usually only takes a few minutes to show up, with a maximum of 24 hours to analyse whether the review is spam or violates Google policies.