The Hidden Danger of Review Gating for Contractors

By Dipa Gandhi

 

 

Read it to me! Click the video below.

 

Every business loves a good review. A 5-star rating can help you stand out, win more jobs, and build instant trust with new customers. But when contractors start filtering who gets to leave reviews, only inviting happy customers to share their feedback, they’re stepping into dangerous territory known as review gating.

Review gating is when a business asks customers to first share their feedback privately, then only directs satisfied customers to leave public reviews. It might sound harmless, even smart. After all, why risk a bad review? But the truth is, review gating violates Google’s policies and can seriously backfire on your reputation.

The Real Damage It Can Do

When you gate reviews, you’re essentially silencing part of your customer base. This not only breaks Google’s guidelines but also erodes credibility in ways you might not notice right away.

Here’s what can happen:

• Google may remove your reviews or suspend your profile. If caught, you could lose dozens of legitimate reviews overnight.

• Customers lose trust. Savvy consumers can sense when feedback seems “too perfect.” A 5.0 rating with no negative comments often looks suspicious.

• You lose valuable insights. Negative feedback—when handled well—helps you improve. By filtering it out, you lose opportunities to fix real problems.

• You limit organic SEO benefits. Authentic reviews with varied language and tone help your listing rank better. Gated feedback limits that diversity.

Consider this: In 2023, Google removed over 115 million fake or policy-violating reviews from its platform. Many of these were tied to businesses that filtered customer feedback or incentivized positive reviews.

A Cautionary Tale from the Field

A local plumbing company in Texas learned this the hard way. For months, they sent “satisfaction check” emails before asking customers to leave a Google review. If the customer said they were happy, they got the link. If not, the email ended there.

At first, their Google rating soared to 4.9 stars. But one upset customer reported the practice. Within weeks, Google flagged their account, removed 42 reviews, and temporarily suspended their Business Profile. Their call volume dropped by 30% in just two weeks.

When they returned to collecting feedback openly, their reviews started growing again—slower, but stronger. They now respond to every review, good or bad, and their credibility has never been higher.

The Better Way to Build Real Trust

Contractors who earn authentic reviews stand out not because they avoid criticism—but because they handle it professionally. Here’s how to do it right:

• Ask every customer for feedback. Whether they’re thrilled or disappointed, let everyone have a voice.

• Make it easy to review. Provide a simple link to your Google Business Profile, no pre-screening necessary.

• Respond thoughtfully to negative reviews. A calm, professional reply shows future customers you care about service quality.

• Learn from patterns. If you see repeat complaints about communication or scheduling, use that insight to improve operations.

According to BrightLocal’s 2024 Consumer Review Survey, 76% of consumers trust online reviews as much as personal recommendations—but only if they believe the reviews are genuine.

At 99 Calls, we’ve seen contractors grow faster when they embrace transparency. Customers can forgive a mistake; they won’t forgive manipulation.

The Takeaway

Review gating might seem like a shortcut to a spotless reputation, but it’s a trap. Real growth comes from honesty, accountability, and steady improvement. A mix of positive and constructive reviews builds trust—and trust is what turns leads into loyal customers.

If you want to strengthen your online presence the right way, focus on earning genuine feedback, not controlling it. Your reputation will thank you.