Before most people book a new salon, they read what other clients said. Reviews also feed into how prominently your salon appears in local search. The good news is that most happy clients are willing to leave one. The usual problem is that nobody asked at the right moment, in a way that made it easy.
When and how to ask
The best time to ask is while the client is still in the chair or at the desk, looking in the mirror and pleased with the result. A few approaches that work:
- Ask in person, then make it easy. "Would you mind leaving us a review? Here is the link." A request with no link is forgotten on the drive home.
- A card or sign with a QR code at the desk and at each station, which opens your review page directly.
- A short message after the appointment with a direct link, sent the same day.
- Let stylists ask. Clients often feel more connected to their stylist than to the salon, and are glad to help them.
Keep it to one request. Reminding the same client three times turns goodwill into irritation.
What you must not do
This is where salons get into trouble, often without realizing it. Google's page on managing customer reviews and its policy on prohibited and restricted content are clear on the main points.
- Do not pay for reviews or offer anything in return, such as a discount, a free add-on or an entry into a prize draw.
- Do not only ask the clients you expect to be happy. Screening clients first and sending only the satisfied ones to Google, sometimes called review gating, is not allowed.
- Do not review your own salon, or ask staff, friends or family to. That is a conflict of interest under Google's policy.
- Do not discourage or pressure people out of leaving negative reviews.
In the United States there is also the law to consider. The Federal Trade Commission treats fake reviews, and reviews obtained or presented in a misleading way, as deceptive, and in 2024 it finalized a rule that specifically bans fake reviews and testimonials. Its answers to common questions about endorsements and reviews are a readable place to start. If you are unsure about something specific, ask a lawyer rather than guessing.
Replying to reviews
Reply to reviews, and reply to all of them, not only the complaints.
For positive reviews, a short personal thank you is enough. Mention the stylist or the service if you can, so it reads as human rather than automated.
For negative reviews:
- Wait until you are calm. A defensive reply is read by every future client, not only the reviewer.
- Thank them, acknowledge the problem, and offer to talk it through privately, with a phone number or an email address.
- Do not share any details of the client's appointment or history.
- If a review breaks Google's policies, for example it is clearly about a different business, you can report it. Disagreeing with a review is not a reason Google will remove it.
A calm, fair reply to a bad review can reassure future clients more than another five-star review would.
Put reviews on your website too
Reviews on Google help people who find you on Google. Reviews on your own website help people who find you anywhere else, and they stay with you if you ever change platforms. Show real reviews with first names, and never edit a review's words or invent one to fill a gap. A short page of genuine reviews is far better than a long page of doubtful ones.
Video reviews are especially convincing for a salon, because a client showing their hair says more than a sentence can. Salons on Gloss Front can collect written and video reviews from a QR card at the desk and show them on their own website. You can read more about that and the rest of the features on our home page.
Keep the listing right
Reviews work best on a profile that is otherwise complete and accurate. If you have not been through your listing lately, our Google Business Profile checklist for salons covers the rest.