For people searching on Google, stars and comments weigh a lot when they choose between two places. And your happy customers hardly ever leave a review on their own: not out of ill will, just because nobody asked.
Ask at the right moment
The best moment is right after a compliment. "So glad you liked it! Would you put that on Google? It really helps a small business." Said like that, almost nobody minds.
Make it as easy as possible
- Keep the direct link for reviewing your profile at hand (Google shows it in your Business Profile, under "Ask for reviews").
- Send the link on WhatsApp after a delivery or a job.
- Put a QR code on the counter or on the packaging.
Answer every review
Thank people for the good ones, by name. For the bad ones, answer calmly, without arguing, and offer to fix things. Whoever reads them later looks closely at your answer.
What not to do
Don't buy reviews, and don't offer a discount in exchange for five stars: it is against Google's rules and can take down reviews you earned for real.
On the sites I make, the "Review us on Google" link sits with your contact details, so customers find it without looking.