Online Reviews for Contractors: The Complete 2026 Guide

Why Reviews Matter More Than Ever

Before a homeowner calls you, they've already Googled you. According to BrightLocal's research, 87% of consumers read online reviews for local businesses, and 79% trust online reviews as much as personal recommendations.

For contractors, this means your Google reviews aren't just nice-to-have—they're often the deciding factor in whether someone calls you or your competitor.

Where to Focus Your Review Efforts

Not all review platforms are created equal for contractors. Prioritize in this order:

1. Google Business Profile (Most Important)

Google reviews appear directly in search results and Google Maps. For local contractors, this is the #1 platform. A contractor with 100+ Google reviews and a 4.8 rating dominates local search.

2. Facebook

If you run Facebook ads (and you should—Facebook Ads outperform Google for most contractors), Facebook reviews add social proof directly to your ads and page.

3. Yelp (Depends on Market)

In some markets, Yelp matters. In others, it's an afterthought. Check if your competitors have active Yelp profiles in your area.

4. Industry-Specific (HomeAdvisor, Angi, Houzz)

If you use these platforms for leads, reviews there help. But don't prioritize them over Google.

The Review Collection System

Great reviews don't happen by accident. You need a system.

Step 1: Identify the Right Moment

Ask for reviews at the moment of maximum satisfaction:

• Right after project completion, when the customer is happy
• When they compliment your work
• After they pay (assuming no issues)

Step 2: Make It Easy

The easier you make it, the more reviews you'll get:

• Send a direct link to your Google review page (not your profile—the review page)
• Text the link, don't just email it
• Include simple instructions: "Click, give us 5 stars, write a sentence or two"

Step 3: Follow Up

If they don't review within 24-48 hours, send a gentle reminder. One reminder is fine—more than that gets pushy.

Step 4: Respond to Every Review

Thank people for positive reviews. It shows you're engaged and encourages others to leave reviews too.

How to Handle Negative Reviews

Every contractor gets a bad review eventually. How you respond matters more than the review itself.

The Response Formula

1. Acknowledge — "Thank you for your feedback. We're sorry you're not satisfied."
2. Take it offline — "Please call us at [number] so we can make this right."
3. Show you care — "Customer satisfaction is our priority."
4. Don't argue — Never get defensive in public.

What Not to Do

• Don't ignore negative reviews
• Don't argue or get defensive
• Don't make excuses
• Don't fake reviews to bury it (Google will penalize you)

A professional response to a negative review can actually help your reputation—it shows future customers you handle problems well.

Review Velocity: Why Recency Matters

Google's algorithm favors businesses with recent reviews. A company with 50 reviews from 2022 will rank below a company with 30 reviews from 2026.

Aim for consistent review generation—not a burst of reviews followed by silence. Build review requests into your post-project process.

Reviews and Your Marketing

Reviews aren't just for SEO—they're marketing assets:

• Use quotes in ads — "Best roofing experience we've ever had!" - John D., Google Review
• Feature reviews on your website — Dedicated testimonials page plus key quotes on service pages
• Include in proposals — "We have 150+ 5-star reviews on Google"
• Share on social — Screenshot positive reviews for Facebook/Instagram content

See how we showcase reviews: Minyona Case Studies

Common Review Mistakes

Mistake #1: Only Asking Happy Customers

If you only ask customers you know are happy, you're not getting enough reviews. Ask everyone—systematically—and you'll get more positive than negative.

Mistake #2: Not Asking at All

Most customers won't leave a review unless asked. The difference between a contractor with 20 reviews and one with 200 is usually just asking.

Mistake #3: Buying Fake Reviews

Google's algorithm detects fake reviews and will penalize your listing. It's not worth the risk.

Mistake #4: Ignoring Negative Reviews

An unaddressed negative review looks worse than the review itself. Always respond professionally.

The Bottom Line

Your online reputation is one of your most valuable business assets. Build it systematically:

1. Ask for reviews at the moment of satisfaction
2. Make it easy with direct links
3. Respond to every review—positive and negative
4. Use reviews in your marketing
5. Focus on Google first, then expand to other platforms

A contractor with strong reviews has a permanent competitive advantage—especially when combined with a solid lead generation strategy.