If you've talked to a marketing company about reviews, there's a good chance you've been pitched a "review funnel". It sounds clever. It can also get your Google reviews deleted and your listing suspended. Here's why, and what to do instead.
What review gating is
Review gating means asking customers how the job went first, then only sending the happy ones to Google. Customers who answer with one, two or three stars get routed to a private feedback form instead of your Google page.
Why it's a problem
Google's policy for reviews says businesses should not "discourage or prohibit negative reviews, or selectively solicit positive reviews from customers." Gating does exactly that. Google can remove reviews it believes were collected this way, and repeated problems can lead to restrictions on the listing. [Google policy]
The penalty lands on your business listing, not on the agency that set it up. They keep their fee. You lose the reviews you spent years collecting.
The honest way to get more reviews
- Ask everyone, the same way. One text, right when the job is done and they're standing in front of it. Everyone gets the same public link.
- Hear about problems first. Every customer is asked how it went. A low answer also sends you a text with their name and number, so you can call that afternoon and fix it. They still get the same Google link.
- Reply to every review. A calm owner reply under a rough review does more for the next reader than the review does against you.
- Never pay for reviews. Discounts, gift cards and prize draws in exchange for reviews break Google's rules too.
This is how the Kinvy review engine works. Built to Google's published policy, with nothing that puts your listing at risk.