Most fire and security contractors I speak to don’t ask for Google reviews at all. For domestic work that is a costly mistake. For commercial work it is a harder conversation, but it still matters. This guide walks through a simple system for getting Google reviews for fire and security companies, whether your work is domestic, commercial or a mix of both.
When someone is deciding who to trust with their alarms, CCTV, access control or fire safety, they cannot inspect your work first. Reviews are the shortcut. A prospect who has never heard of you will check your Google Business Profile, see what past customers say and compare it with the two or three other contractors who cover the same area.
If you are one of a handful of competitors able to service the same patch, a stronger review profile is often the tie-breaker. It also supports your visibility in local search, which is why reviews sit alongside your website and Google Business Profile in any local SEO for fire and security companies plan.
The honest answer is that it depends on your relationship with the person paying the bill.
Even in commercial work, don’t assume nobody will leave one. As long as there is someone with a pulse who was happy with the job, you can get a review.
Timing is everything. Send a short email the day the job finishes, while the work is fresh and the customer is still pleased. Build it into your job sign-off so it happens whether you are busy or not.
Include a direct link to your Google review page. Some customers prefer Trustpilot, particularly if they don’t have a Google account, so offer both links. The fewer steps, the more reviews you get.
You don’t need new work to build your profile. Pick one customer from the last couple of years each day and send a quick note: “Just checking your system is operating fine. If you’ve a minute, we’d really appreciate a Google review.” The easiest person to sell to is someone you have already sold to, and a check-in often turns into a maintenance enquiry or a second site as well.
Thank people by name where you can, mention the type of job, and keep it short. Replying to the occasional negative review calmly and professionally shows prospects how you handle problems, which is exactly what a facilities manager wants to know.
One post a week is enough, for example “Completed fire door upgrade for a local manufacturing site” with a photo from the job. It takes about three minutes and keeps you visible when people search for you by name or by service.
Hi [Name], thanks for choosing us for your [alarm / CCTV / access control / fire safety] work. If you were happy with the job, a short Google review would mean a lot to a small team like ours. It takes less than a minute: [Google link]. If you’d rather use Trustpilot, here’s that link too: [Trustpilot link]. Thanks again, [Your name]
Reviews build trust, but they work best alongside a website that explains your services clearly, regular content, and a process for following up leads. If you want to see how these pieces fit together, read our fire and security marketing strategy guide for installers, or see how we approach social media for fire and security companies to keep your name in front of past and future clients. You can also watch our short take on how much a fire and security company should spend on marketing.
Yes, where you have a direct relationship with the customer, such as maintenance contracts, direct installs and smaller commercial jobs. Where you are subcontracting and have no direct contact with the end client, a case study is often the better proof.
Within 24 hours of completing the job, while the customer is happy and the work is fresh in their mind. You can also revisit past customers with a friendly check-in.
It is worth including both links. Google reviews feed your Business Profile, but some customers prefer Trustpilot if they don’t have a Google account, and a second option means fewer people give up.
Reply promptly, stay calm, acknowledge the issue and offer to resolve it offline. Prospects judge you as much on how you respond as on the complaint itself.
If your engineers are booked solid one week and the diary is quiet the next, a review process is a good first step, but it is only one piece. Get in touch with Aaron for a straight-talking look at where your marketing stands today.
