Marketing & Growth

Collecting Reviews and References

Updated: 2026-05-27 Holdwise editorial team Reviews References Marketing

Ask for a review right after a successful job, and send the client a direct link. New clients believe other customers more than they believe you. For the time it takes, collecting reviews and references is one of the most profitable things a small business can do. Most owners still forget to ask. At Holdwise, we updated this answer on 27 May 2026 and change it when the rules change.

Why reviews help you win clients

Most buyers read reviews before they speak to you. A buyer who sees good reviews feels less risk. With reviews, your business also appears more often in search results. Your marketing becomes more convincing too, and your customers do the writing.

Ask at the right moment

Ask right after a successful result, when the client is most satisfied and still remembers the work well. If you wait too long, the client is less likely to write a review. A short message to thank the client and ask for a review takes a minute.

Make it easy

Send a direct link to the place where the review should go, such as Google Business Profile, LinkedIn or your website. If you need a written reference, offer to write a draft that the client can edit and approve. This saves the client time.

Ask specific questions for richer testimonials

If you ask "Please leave a review", clients usually write general praise. If you ask "What changed for you after working with us? What surprised you?", clients write specific testimonials that convince new buyers.

Show them everywhere

Publish reviews on your website and social media profiles, and in your proposals and quotes. Each time a buyer sees the same testimonial again, the buyer believes it more. Where appropriate, add a photo or the person's role. Readers believe a testimonial more easily when they see a real name and a face.

Handle negative reviews with care

At some point, a client will complain in public. Respond calmly, accept that there is a problem and offer to solve it privately. Future readers are often more impressed by a thoughtful response than by the complaint itself. If you reply in a defensive or aggressive way, you damage your reputation.

Important: paying for reviews or offering rewards for them is against the rules of most platforms. It is also dishonest, and platforms detect it more and more often.

You can also read Advertising on Google and Meta for Starters, SEO for Starters and Optimising Your Google Business Profile.

Free advice

Want our team to have a look?

We help entrepreneurs and international companies with their company in the Netherlands and Europe. Tell us where you stand or what you are planning. You get free advice on your next step.

Part of Doing Business in the Netherlands, the complete 2026 guide.

Frequently asked questions

How do I ask for a review in a way that feels comfortable? +

Ask right after a successful result. Send a short, warm message in which you thank the client and give a direct link. Most satisfied clients are glad to help if you ask clearly.

Can I edit a testimonial a client gives me? +

Yes, if the client agrees, you can make small edits so that it reads better. Use only real quotes, and keep what the client meant. Readers and platforms often notice this.

What if I get a bad review? +

Respond calmly and professionally, accept the concern and offer to solve the problem privately. Future readers are often more impressed by a thoughtful response than by the complaint itself.

Sources Belastingdienst · KVK · wetten.overheid.nl Last updated: 2026-05-27