How dental practices get more Google reviews

They help people choose a dentist and help you appear when people search nearby. Google says more reviews and positive ratings can help your local ranking, alongside relevance and distance, and there's no way to pay for a better local position.

Reviews also answer the questions an anxious patient won't ask on the phone: whether the dentist is gentle, whether they explain things and whether the practice runs on time. A recent review from a nervous patient who had a good experience is often what gets the next nervous patient to book.

A spotless record isn't the aim. Google says a mix of positive and negative feedback often feels more trustworthy. A steady flow of honest reviews, with calm replies, does more than a handful of perfect ones.

From your Google Business Profile. Google provides a direct review link and a QR code for free.

1. 1Sign in to the Google Account you use for your Business Profile and open your profile.
2. 2Select Read reviews, then Get more reviews.
3. 3Copy the link to share it, or save the QR code image.
4. 4Add the link to the text or email your practice software sends after an appointment, so it goes out without anyone having to remember.

Google says the QR code can only be made in a browser on a computer. A small card at reception works for patients who prefer to scan on the way out. Reviewers need to be signed in to a Google Account, which they can create with a non-Gmail email address.

After the appointment, in writing, with the link, and the same way for every patient.

• Ask after a check-up, a hygiene visit or the final appointment of a course of treatment.
• Send the link the same day by text or email, from the practice.
• Ask for an honest review, not a five-star one, and don't suggest what to write. Google says businesses shouldn't ask customers to include specific content.
• Don't ask in the chair, or while the patient is still numb. That can feel like pressure.
• Ask once, and perhaps remind once. No more.

Use the same rule for everyone. A practice might reasonably decide not to send requests after some appointments, such as extractions or emergency visits, as a rule by appointment type. It isn't fine to pick and choose by how happy each patient seems, which is the cherry-picking Google's policy and CMA guidance both prohibit.

Keep review requests separate from offers. The ICO's guidance on identifying direct marketing treats appointment messages as service messages, but adding a promotion, such as an offer on whitening, makes a message direct marketing. Our guide to dental practice marketing covers recalls and the electronic marketing rules.

Example message to adapt

"Hi Sam, thanks for coming in today. If you have a minute, we'd be grateful for an honest review on Google: [your link]. It helps other people find a dentist they feel comfortable with. Best wishes, the team at [practice name]"

For service businesses, Google may ask reviewers which services you provided, drawn from your service list, your website or a standard list. Add each treatment you want to be found for, such as check-ups, hygiene, emergency appointments, implants, clear aligners or whitening.

A review that names the treatment is more useful to the next person reading it. Keep the list accurate, and make sure it matches what your website says you offer and whether you're taking new NHS patients.

Fake reviews, incentives, selective asking and putting people off leaving negative reviews. Since April 2025, fake reviews and paid-for reviews that aren't clearly marked as incentivised have been banned practices under the Digital Markets, Competition and Consumers Act 2024. Google's content policy goes further in places.

The CMA's fake reviews guidance also covers testimonials you show on your website or social media. If Google finds fake reviews, it can restrict your profile: stop new reviews, remove existing ones or show a warning.

Briefly, kindly and without confirming anything about the patient or their care. Your duty of confidentiality doesn't end because a patient has posted in public.

The GDC's guidance on using social media repeats Standard 4.2.3 of the Standards for the Dental Team: you must not post any information or comments about patients on social networking or blogging sites. It also says you must not publish anything that could identify a patient without their explicit consent. A reply to a Google review is public, so treat it the same way.

• Thank people for positive reviews in general terms, without mentioning their treatment.
• For a negative review, reply once, calmly, and invite the person to contact the practice manager directly.
• Don't confirm they're a patient, correct their account or mention anything about their care.
• Don't argue. Future patients read your reply as closely as the review.

Example reply to a negative review

"Thank you for taking the time to leave feedback. We can't discuss anyone's care in a public forum, but we take every concern seriously and would welcome the chance to talk. Please contact our practice manager directly on our usual number."

That reply works whether or not the reviewer is a patient, and it shows other readers how you deal with problems. If the review is really a complaint, handle it through your practice's complaints procedure as well. Google's own tips on replying also suggest keeping replies short and never sharing private details.

Only if it breaks Google's policies, for example if it's fake, offensive or about a different business. Google says not to report a review just because you disagree with it.

1. 1Open your Business Profile and select Read reviews.
2. 2Find the review and select Report.
3. 3Choose the reason it breaks policy and send the report.
4. 4Wait for the outcome. Google says checks usually take several days, and you can appeal once.

If an honest bad review stays up, a calm reply and a steady flow of new reviews from other patients is the best answer. If you're considering anything more, speak to your indemnity provider or a solicitor first.

Because a patient who never books never becomes someone you can ask. Reviews come from patients, and new patients usually start as a phone call. A caller who can't get through books the next practice, and that practice gets the review.

Our guides to handling new-patient enquiries and what missed calls cost a dental practice cover that side.