How Custom URLs Can Help You Get More Customer Reviews

Online reviews are an important part of a business’s reputation. Customers use reviews to decide where to spend their money, so getting plenty of good reviews can help a business grow and rank in searches. But how can a business make sure it gets more reviews from happy customers? One effective way is by using custom URLs to make the review process easier and gather quality reviews from your customers before they even know they did one.

If you’ve ever received a message asking you to rate your experience, followed by a link that takes you (before you realize what it is) landing on the Google review page, you might be curious about how that works. Let’s break it down and explain how businesses can get more reviews.

Here’s a simple step-by-step look at how this process usually goes using a local Supercuts location as an example:

Step 1: A Custom URL (Branded Entry Point) 

The first link a customer might receive looks something like this: “Thanks again for your business. We would love to know how we did.  https://zdirect.xyzcorp.com/greview/?center=81631.

• What it is: This links you to a page created by the business (in this case, XYZ Corporation). It includes a special code that points to the right store or location.
• Why it’s used: This step ensures customers are directed to the correct location’s review page. It also helps the business track which store is getting reviews, which is useful for marketing and feedback purposes.

Step 2: Directing your customer to the Google Business Profile 

The second link (it passes so fast as a result of good coding) might look something like this: https://www.google.com/search?hl=en-US&gl=us&q=xyzCorp,+635+N+Carrollton+Ave,+New+Orleans,+LA+70119&ludocid=2975127684063121204&lsig=AB87z5WTDAme551Gjw8jSf9SOOUw#lrd=0x8620af610bb6f9b3:0x294639602742c134,3.     

(these links are non-functioning for privacy)

• What it is: This links directly to the Google Business Profile for that Supercuts location. 
• Why it’s used: The goal is to ensure customers are on the right page on Google. It reduces the chance of getting lost or confused by taking them straight to the business’s profile.

Step 3: Leaving the Review The final step is when customers are prompted to leave a review directly on the Google page. They’re able to give a star rating and write comments about their experience.

You might wonder why businesses don’t just send customers directly to the review page. Here’s why they go through multiple steps:

1. Tracking and Organization Using a custom URL at the beginning helps the business keep track of which location the review is for. This makes it easier for the business to measure the success of its review campaign and to understand which locations need more attention.
2. Simplifying the Review Process The multi-step process is designed to make sure the client is on the right page, so they don’t waste time looking for the correct business. Each step is meant to guide you toward leaving a review with minimal effort.
3. Better User Experience The goal is to make it as easy as possible to leave a review. Instead of sending customers directly to a generic review page, the steps ensure that customers get to the specific location’s page quickly, without confusion.
4. Increased Review Response When the process is simple and clear, people are more likely to complete it. Businesses are trying to reduce any friction that might stop people from leaving a review, so these extra steps guide customers along.

Here are a few ways businesses can use these custom URLs to make the review process easier for their customers and encourage more feedback:

1. Automated Review Requests
   Many businesses use automated systems to send review requests shortly after a customer’s visit. These messages can be sent via email or text, and they usually include a direct link to the review page. Automated systems like Podium, Birdeye, or Reputation.com allow businesses to send requests without having to do it manually each time. Systems embedded into your website can also be developed by your digital marketing firm.
2. Personalized Requests
   Sending personalized messages (such as addressing the customer by name or mentioning the specific service they received) makes the request feel more genuine and relevant. Personalization increases the likelihood that the customer will take the time to leave a review.
3. Simplified Review Links
   By sending links that go directly to the review page (after passing through a few simple steps), businesses can make it easier for customers to leave feedback. The fewer clicks needed, the more likely people are to follow through.
4. Timing Matters
   Asking for a review at the right time is also important. Sending a request right after a customer has had a good experience—whether it’s after a haircut, a meal, or an appointment—is the best time to ask for a review, as they’re still feeling positive about their visit.
5. Incentives for Reviews
   Some businesses offer small incentives (like a discount or a chance to win a prize) to encourage customers to leave reviews. However, it’s important that businesses follow ethical guidelines when offering incentives, so they don’t appear to be “buying” reviews.

Today’s technology can make it much easier for businesses to get reviews, but it’s important to make the process as simple and user-friendly as possible. By using automated systems, personalized requests, and well-structured review links, businesses can encourage more customers to leave feedback.

Next time you receive a request to leave a review, you’ll understand that the extra steps are there to help both you and the business. With the right tools in place, businesses can increase their review numbers and build a stronger online presence.