Why Google reviews matter more than Instagram likes
Instagram is a discovery tool. Google reviews are a trust tool. They work differently and serve different purposes.
When a dog owner searches "pet sitter near me" on Google, they see a map with three businesses listed. The businesses in those spots have claimed profiles, consistent information, and a meaningful number of reviews. If you have five reviews and your competitor has forty-two, most people are clicking on your competitor. Not because their service is better, but because the social proof is stronger.
Reviews also directly affect where you appear in local search results. More reviews, responded to, collected consistently over time, push you higher.
The right moment to ask
Timing is everything with review requests. The best moment is immediately after a walk or a sitting, when you are handing the dog back or sending the end-of-day update message. The client has just seen proof that everything went well. Their dog is happy. They are relieved and grateful. That emotional peak is when asking for a review works.
Wait three days and the moment has passed. They are back in their normal routine and the ask feels random. Ask during the booking or in the first message and it feels premature. The handover moment, or the message right after it, is the window.
The exact message to send
Do not overthink the wording. Short and direct works better than a long message with several sentences explaining why reviews matter.
For WhatsApp or text after a walk: "So glad today went well. If you have a minute, a Google review really helps us out. Here's the link: [your review link]"
For a sit or holiday stay: "It was lovely having Luna. If you'd like to leave us a quick Google review, here's the link: [your review link]. It genuinely makes a difference, thank you."
No asking twice in the same message. No explaining what to write. Just the link and a brief, warm ask.
How to create your Google review link
Log into your Google Business Profile at business.google.com. Find the section called "Get more reviews." Google generates a short link specifically designed for customers to leave a review in as few clicks as possible. Copy that link. Save it in your phone contacts or notes app so it is always one tap away.
The QR code approach for in-person handovers
If you mostly hand dogs back in person, a small printed card with a QR code is extremely effective. Clients can scan it before they get home. Generate a free QR code at qr-code-generator.com, point it at your Google review link, and print a small stack of cards or a single laminated sign for your van or bag.
The card just needs to say: "Enjoyed today? A quick Google review helps us find more clients like you." With the QR code underneath.
Working with Dutch language reviews if you are based in the Netherlands
Most of your Dutch clients will write their review in Dutch. That is a strong five-star review. The challenge is that if you are also trying to attract English-speaking expat clients, that review is less visible to them as social proof.
Here is what to do. When a Dutch client leaves a review, respond in Dutch first, then add a short English translation of the key point in your reply. For example: "Dank je wel voor je mooie beoordeling, dit betekent echt veel voor ons! (Thank you so much, we love hearing that the dogs always come home happy.)"
Your reply becomes the English version of their testimonial. It shows up on your profile. Expat clients who read through your reviews see it. You get the benefit of both audiences without asking anyone to write twice.
What to do if you have mostly older, inactive reviews
If your profile has a handful of reviews from two or three years ago and nothing recent, message your ten most regular current clients directly. Not a group message. Individual messages, written personally, with the review link.
"Hi Sarah, I've been trying to build up my Google reviews this month. If you've been happy with the walks and have a minute, I'd really appreciate it. Here's the direct link."
Most of them will do it within 24 hours. People want to help businesses they like. They just need the prompt. Aim to collect two or three new reviews per month going forward.
Responding to reviews well
Respond to every review within 48 hours. For positive reviews, keep it brief and personal. Mention the dog's name if they included it. "So glad Milo enjoyed his walk in Vondelpark yesterday, we love having him."
For negative reviews, respond calmly and professionally. Do not get defensive. Acknowledge the experience, apologise for the frustration, and offer to speak directly. A measured response to a critical review often builds more trust with potential clients than a hundred glowing ones, because it shows you handle problems like a professional.
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