Google just made it easier than ever for customers to leave reviews, and that’s a big deal.
In a recent update, Google Business Profiles now allow business owners to generate a QR code that links directly to their review page. This might seem like a small convenience at first glance, but it’s actually a powerful shift in how businesses can encourage and collect customer feedback.
Think about it: a customer can now scan a QR code at your checkout counter, on your packaging, or even from your business card and be taken directly to the review form. No more hunting for your business name or scrolling through search results.
As Google has rolled out this update to make leaving reviews easier, it is important that business owners understand why reviews are so important and ensure there is a clear strategy in place to collect and respond to them.
Why Are Reviews So Crucial in the First Place?
From a digital marketing and SEO perspective, reviews are one of the most powerful forms of social proof, and they play a direct role in your online visibility and customer trust. Here’s how:
1. Local SEO: Reviews Can Help Improve Rankings
Google has confirmed that review signals, such as quantity, quality, recency, and relevance, are a key part of its local search algorithm. That means more (and better) reviews can help your business rank higher in the "Local Pack" (the map section of search results), which is prime real estate for any local business.
As AI-generated content becomes increasingly prevalent, standing out from the competition requires a strong focus on building brand awareness (as well as other factors, such as leveraging diverse content formats). Businesses who focus on their reviews (in regards to collecting and responding) will see the benefits over those who do not consider these within their digital strategy.
2. Click-Through Rates (CTR) Improve with Reviews
When people see a business with a high star rating and recent glowing feedback, they are more likely to click. A higher CTR can indirectly boost your rankings over time by signaling to Google that your listing is relevant and valuable.
3. Trust & Conversion
Reviews are a very key part of building trust within your target audience. Online reviews boost user trust by providing social proof, showcasing real experiences, and reducing perceived risk. From a Google perspective, reviews support E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) by demonstrating firsthand user experience, validating business credibility, and signaling quality through consistent positive feedback, which can enhance search visibility.
4. Feedback Loop for Improvement
Beyond SEO, reviews give you real-world insights into your business performance. This feedback can help you refine your services, respond to pain points, and ultimately improve customer satisfaction and retention.
How to Use Google’s QR Code Update Across Your Business
This update is a goldmine for digital marketers and business owners looking to simplify the review process. How you integrate this tool into your daily operations will vary depending on your industry, but the opportunity to boost customer feedback is universal.
For example, if you are in the professional services industry - such as legal or financial - you might want to add QR codes to printed materials such as business cards, thank-you notes or feedback forms. If you are a law firm, you might add it to their closing folder: “Thanks for trusting us with your case – we’d love your feedback!”
If you are in the e-commerce industry, you could include QR codes on packaging or shipping inserts. A simple message like: "Love your order? Tell us (and others) with a quick review – just scan this QR code!" makes it easy for customers to take action right as they’re unboxing your product and feeling that positive first impression.
No matter what industry you are in, whether it's professional services, hospitality, healthcare, education, or retail, if you have a physical location where clients or customers visit, placing QR codes on in-premise signage is one of the most effective and passive ways to collect Google reviews. When customers are onsite, they’re already engaged with your brand and likely to be in a positive mindset, making it the perfect time to prompt a review.
If your business attends or run events, then you can also include QR codes on pop-up banners used at events. This is an easy way to capture feedback while your brand is front and centre and top of mind.
Regardless of your industry, the key to collecting more Google reviews is making the process as effortless as possible. By strategically integrating QR codes into your customer journey, you remove friction and increase the chances of receiving valuable feedback.
Final Thoughts
In today’s digital landscape, reviews aren’t just nice to have—they’re a vital component of your SEO and online growth strategy. With tools like Google’s new QR code feature, businesses now have a faster, more effective way to gather valuable customer reviews and amplify their digital presence.
If you haven’t optimised your review collection process yet, now’s the perfect time. Start by generating your QR code through your Google Business Profile, and make it easy for happy customers to tell the world just how great you are.
If you have questions about online review strategies or management of reviews, get in touch with us today on 0161 402 3170, or fill out our online contact form.
