If you run a spa, you already know the feeling: you pour your heart into creating a relaxing experience… then you check your Google Business Profile and see just a handful of reviews that don’t reflect the love your clients have for you. Or worse, one unfair negative review sitting on top of everything.

Here’s the reality: spa Google reviews can make or break how many new clients walk through your door. This guide will show you, step by step, how to earn more genuine reviews, respond like a pro, and turn your online reputation into a steady stream of bookings—without feeling salesy, awkward, or desperate.

Why Spa Google Reviews Matter More Than You Think

For most people searching “spa near me”, Google reviews are the new word-of-mouth. They influence who gets booked, what clients expect, and how much they’re willing to pay.

How reviews affect bookings and revenue

When someone searches on Google Maps or Google Search, they instantly see your star rating, review count, and a few highlighted comments. That tiny block of information can decide whether they click your spa—or scroll past.

To put this into perspective, imagine two spas on the same street:

• Spa A: 4.8 stars, 187 Google reviews, recent comments talking about “the best massage I’ve had in years” and “spotless, peaceful environment”.
• Spa B: 4.2 stars, 21 Google reviews, last review from 10 months ago.

Even if Spa B is technically better, most people will choose Spa A. More reviews and a higher rating feel safer. In a service as personal as spa treatments, people don’t want to gamble.

Google also uses reviews as one of the signals to rank local businesses in “local pack” and map results. While they don’t publish every detail, Google’s own documentation confirms that “prominence” (which includes reviews) affects visibility in local search results. You can read more in Google’s guide to local ranking factors here: Google Business Profile Help.

What spa Google reviews tell potential clients

When prospective clients read your reviews, they’re not just looking at star ratings. They’re silently asking:

• “Will I feel comfortable and safe here?”
• “Is the staff kind and professional?”
• “Is it actually relaxing, or noisy and rushed?”
• “Do they respect my time and privacy?”

If your reviews consistently mention warmth, cleanliness, professionalism, and results (“my back pain disappeared,” “my skin has never looked better”), that builds powerful trust before they ever speak to you.

Quick example: A day spa in a busy city noticed that many clients were hesitant to try their higher-priced signature packages. Once they started asking happy clients to mention specific treatments in their reviews (“hot stone massage”, “aromatherapy facial”), new clients began booking those premium services directly—because they’d seen them praised repeatedly in reviews.

Setting Up Your Spa Google Reviews for Success

Before you start asking for more reviews, you need to make sure your foundation is solid. That means your Google Business Profile is complete, accurate, and easy for clients to find.

Claim and optimize your Google Business Profile

If you haven’t already, claim your spa on Google Business Profile (GBP). This is the dashboard that controls your listing in Google Maps and local search.

Once claimed, take the time to optimize key areas:

• Business name: Use your real spa name, not keyword-stuffed variations.
• Categories: Choose a primary category like “Day spa,” “Medical spa,” or “Massage spa,” then add relevant secondary categories.
• Address & service area: Make sure they match your website and other listings.
• Hours: Keep them accurate and update for holidays.
• Phone & website: These should be easy to click and correct.
• Business description: Write a short, benefit-focused description—who you serve, what you’re known for, and what makes you different.

Most spa owners skip or rush this setup and then wonder why reviews don’t move the needle. A clear, consistent profile makes every review more impactful.

Create and share your Google review link

Let’s simplify this: if clients have to search your business name, find your listing, and figure out where to leave a review, most will never do it.

Instead, create a direct review link from your Google Business Profile. It usually looks like a short URL you can copy and share (e.g., https://g.page/r/XXXXXX/review).

Use this link everywhere your clients naturally interact with you:

• In follow-up emails or SMS after appointments
• On printed cards or mini “care cards” at the front desk
• In your email signature
• On your website’s “Reviews” or “Testimonials” page

Insert image: Front desk staff handing a small review request card to a smiling client, with alt text: “spa receptionist giving client a review card to encourage more spa Google reviews”.

How to Get More Spa Google Reviews (Without Being Pushy)

Most spa owners know they “should” ask for reviews, but feel awkward about it. The goal isn’t to pressure clients—it’s to make it easy for your happiest guests to share an experience they’re already excited about.

Ask at the right moment in the client journey

Timing matters. The best moment to request a review is when the client is most relaxed and satisfied—right after their treatment, or in a thoughtful follow-up soon after.

Here are a few natural, non-pushy touchpoints:

• At checkout: After they say they enjoyed the treatment, your receptionist can say: “We’re so glad you enjoyed it. If you ever have a moment, we’d be grateful for a quick Google review—it really helps other clients find us.”
• Post-visit SMS: A short message like: “Hi [Name], thank you for visiting [Spa Name] today. We hope you’re feeling relaxed and refreshed. If you’d like to share your experience, here’s our Google review link: [link]. Your feedback means a lot to our team.”
• Follow-up email: Especially for facials or skin treatments, send a 24–48 hour check-in with care tips and a gentle review request.

Quick example: A boutique spa in a tourist area added a simple line to their post-treatment text: “Travelers often find us through Google—if we made your stay more relaxing, would you mind leaving a quick review?” Their review volume doubled in three months, with no discounts or incentives.

Train your team to ask with confidence (and respect)

Your therapists and front desk staff are the face of your spa. In my experience working with service businesses, the biggest shift comes when the whole team sees reviews as part of client care—not as “begging for favors.”

Hold a short training session and cover:

• Why reviews matter: Explain how they drive bookings and job stability.
• Who to ask: Focus on clients who naturally express satisfaction (“That was amazing”).
• What to say: Provide 1–2 simple, optional scripts.
• What not to do: Never pressure, never ask for “5 stars,” and always respect a “no.”

Give them language that feels natural, such as:

“I’m so glad you enjoyed your massage. If you ever feel like sharing your experience, a quick Google review really helps small spas like ours be found by new clients.”

Use gentle automation—without losing the human touch

Automated messages can help you ask consistently, but they must still feel human. Many booking platforms allow you to send post-appointment messages with your review link.

Key principles:

• Keep it short, warm, and personal (use their first name).
• Don’t send multiple reminders for the same visit.
• Combine value + ask: share aftercare tips or a thank-you first, then the review request.

Example SMS template:

“Hi Sarah, thanks again for visiting Tranquil Waters Spa today. We hope you’re enjoying that post-massage calm. If you’d like to share your experience to help others find us, here’s our Google review link: [link]. We read every review personally.”

Comparison: Passive vs. Proactive Spa Google Review Strategies

To put the impact into perspective, here’s a simple comparison of two common approaches spa owners take.

The goal is not to manipulate reviews—it’s to build a simple, respectful system that lets happy clients speak for you.

How to Respond to Spa Google Reviews (Good and Bad)

Your responses are just as important as the reviews themselves. They show prospective clients how you handle praise, mistakes, and difficult situations.

Responding to positive reviews: amplify what’s working

When a client leaves a glowing review, it’s tempting to respond with a quick “Thank you!” and move on. But you can do much more with a slightly more thoughtful reply.

Effective positive review responses usually:

• Use the client’s name (if visible).
• Reference specific details from their review.
• Reinforce what you want your spa to be known for.
• Invite them back naturally, without hard selling.

Example:

“Thank you so much, Emma! We’re thrilled to hear you enjoyed your hot stone massage and felt relaxed from the moment you walked in. Creating a calm, welcoming space is really important to us. We’d love to see you again whenever you need another reset.”

This type of response not only makes the reviewer feel appreciated, it also signals to future readers: “This spa pays attention. They care.”

Responding to negative reviews: protect trust, don’t get defensive

Every spa—no matter how good—will eventually get a negative or unfair review. The key is not to panic or argue publicly. Handle it with maturity and clarity.

When responding to a negative review:

• Acknowledge their experience: Even if you disagree with every detail, you can acknowledge their feelings.
• Stay calm and professional: Never argue, blame, or get personal.
• Apologize where appropriate: If you fell short, say so.
• Take sensitive details offline: Invite them to contact you directly to resolve the issue.

Example:

“Hi Mark, we’re genuinely sorry to hear that your visit didn’t feel as relaxing as you’d hoped. We aim to provide a peaceful space for every guest, and it’s clear we missed the mark for you. If you’re open to it, we’d really appreciate the chance to speak with you directly so we can better understand what happened and make it right. You can reach our spa manager at [phone/email].”

Future clients don’t expect perfection—they expect accountability. A calm, thoughtful response to a bad review can actually increase trust.

For deeper guidance on tone and best practices, HubSpot has a useful breakdown of how to respond to customer reviews of all types: HubSpot: How to Respond to Customer Reviews.

What to do about fake or malicious reviews

Sometimes you’ll encounter reviews that don’t seem to be from real clients at all—spam, competitors, or unrelated complaints. While you can’t delete them yourself, you can flag them for Google to review.

Steps to handle suspicious reviews:

• Check your booking system to confirm whether the person is a client.
• If clearly fake or violating Google’s policies (hate speech, off-topic, spam), use the “Flag as inappropriate” option.
• Consider a brief, factual response for transparency, such as: “We’re unable to find any record of your visit. If you did visit our spa, we’d appreciate it if you could contact us directly so we can look into this further.”

While not every flagged review will be removed, consistent documentation and calm responses help protect your reputation.

What Makes a “Conversion-Driving” Spa Review?

Not all spa Google reviews are equal. A short “Great spa!” is nice, but it doesn’t do much to answer the questions a hesitant new visitor has. The most powerful reviews are specific, descriptive, and aligned with what you want to be known for.

Key elements of a high-impact review

Think about the last time you booked a spa in a new city. The reviews that likely convinced you probably included:

• Context: Why they came (“birthday treat”, “back pain”, “self-care day after burnout”).
• Specific treatment: Which service they had and with whom.
• Sensory details: Cleanliness, ambience, noise level, scent, music.
• Outcome: How they felt afterward, or a problem that improved.
• Staff interaction: Friendly, respectful, non-judgmental, professional.

Quick example of a strong review (from a client’s perspective):

“I booked a 90-minute deep tissue massage with Carla after months of working at a desk and constant shoulder pain. From the moment I walked in, the space felt calm and smelled amazing (love the lavender). Carla listened carefully and focused exactly where I needed. I walked out feeling lighter, and the next day my usual stiffness was almost gone. The staff were friendly but never pushy. I’ll definitely be back.”

If many of your reviews sound like this, prospective clients get a detailed, believable preview of their own potential experience.

How to gently guide clients toward more useful reviews

You can’t script or control what clients write, and you shouldn’t try. But you can plant simple ideas that help them be more specific if they’re willing.

When asking for a review, you might add:

• “…It’s especially helpful if you can mention the treatment you had and anything that stood out to you.”
• “…Other guests love reading about how you felt during or after your visit.”

Most clients will still write in their own words, but these prompts help them focus on details that matter to future guests.

Insert image: Screenshot-style mockup of a Google review window with a detailed spa review being typed, with alt text: “detailed customer feedback example for improving spa Google reviews”.

Turning Spa Google Reviews into a Marketing Asset

Reviews shouldn’t live only on Google. When used thoughtfully, they become some of your most persuasive and authentic marketing content.

Feature reviews on your website and booking pages

Prospects often visit your website before booking. If you bury your social proof, you make their decision harder. Instead:

• Add a “What our clients say” section on your homepage with 3–6 curated Google reviews.
• Include service-specific reviews on corresponding pages (massage reviews on massage page, facial reviews on facial page).
• Link to your full Google reviews page so visitors can verify authenticity.

Make sure you follow Google’s branding and usage guidelines if you’re embedding their content or using screenshots. Many spas also combine Google reviews with testimonials collected through their own website.

Use reviews in email and social content

Now here’s a smarter way to handle “I don’t know what to post” on social media: let your clients write some of your content.

Ideas:

• Turn a glowing review into a branded quote graphic and share it on Instagram or Facebook.
• Pair a review with a behind-the-scenes photo of your treatment room (protecting client privacy, of course).
• Use snippets in your newsletter to highlight a “Client of the Month” story (with permission).

Each time you share a review, you’re reinforcing trust and reminding followers that real people love what you do.

Monitor trends to improve services

In my experience, the most successful spas don’t see reviews only as marketing—they treat them as a feedback loop.

Every quarter, scan your reviews and look for patterns:

• What do people praise most? (Specific therapists, ambience, particular treatments?)
• What recurring complaints appear? (Noise level, booking confusion, wait times?)
• Are there any consistent mentions you weren’t aware of? (Temperature, music, privacy?)

Use those insights to adjust your operations, training, and even menu. Over time, your reviews become a real-time indicator of whether your changes are working.

If you’re serious about building a review-driven growth strategy but don’t have time to piece it all together, an agency like Ai Flow Media can help you develop systems, templates, and content around your online reputation so it drives measurable bookings, not just “vanity stars.”

Common Mistakes Spas Make With Google Reviews (And How to Avoid Them)

Even well-intentioned spa owners sometimes sabotage their own review strategy. Avoiding a few key mistakes can put you ahead of many local competitors.

Offering incentives for positive reviews

It might be tempting to offer “10% off your next visit for a 5-star review,” but this violates Google’s policies and can undermine your credibility. Incentivized reviews are also often shallow and less trustworthy to readers.

Instead, focus on delivering exceptional experiences and making the review process easy. If you do run a campaign, keep it ethical: you can sometimes reward feedback in general (e.g., surveys) without tying it directly to public reviews or specific star ratings.

Only asking occasional “favorite” clients

Relying on a tiny group of loyal clients to drive your reviews is risky. If one stops visiting, your review flow dries up. Aim for a broad, consistent review system that gently invites most clients—not just your “regulars.”

That said, long-term clients are often happy to leave deeper, more detailed reviews, so don’t forget to ask them too.

Ignoring reviews for months at a time

When a potential client sees unanswered reviews from months ago, it can feel like nobody is home. Even if you’re busy, try to respond to at least most new reviews within a week or two.

Set a simple routine:

• Once a week, log into Google Business Profile.
• Reply to new reviews (positive and negative).
• Note any recurring themes you see.

Using the same canned reply for every review

Copy-pasting “Thank you for your review!” to every single comment looks robotic and insincere. You don’t need to write essays, but adding a personalized detail or phrase makes a big difference.

Consider creating 3–4 varied, customizable templates your team can adapt quickly. For example:

• “Thank you, [Name]! We’re so happy you enjoyed your [treatment] with [therapist]. We’ll be sure to share your kind words with the team.”
• “We really appreciate you taking the time to share this, [Name]. Knowing that you felt [emotion they mentioned, e.g., ‘truly relaxed’] means a lot to us.”

Frequently Asked Questions

How can my spa get more Google reviews without annoying clients?

Focus on timing and tone. Ask right after a positive experience, keep the request short and respectful, and always make it optional. Using a simple follow-up text or email with your review link usually feels helpful, not pushy, especially if you pair it with a genuine thank-you or aftercare tip.

Is it okay to offer discounts or gifts for spa Google reviews?

Offering incentives in exchange for reviews, especially positive ones, can violate Google’s policies and damage trust if clients sense they’re “buying” feedback. Instead of rewards tied to reviews, put your energy into delivering great experiences and building an easy, consistent review process. That way, your reputation grows organically and sustainably.

How should my spa respond to a bad Google review?

Stay calm, acknowledge their experience, and avoid arguing. A brief, professional reply that apologizes where appropriate and invites the person to contact you directly shows maturity and care. Potential clients reading your response will judge your professionalism more than the complaint itself.

How many Google reviews does a spa need to be competitive?

There’s no magic number, but generally you want both a strong average rating (ideally 4.5+ stars) and a steady flow of recent reviews. In many markets, having 50–200 genuine reviews with consistent new ones coming in puts a spa in a strong competitive position, especially if nearby competitors have fewer or older reviews.

Can I delete negative or fake Google reviews for my spa?

You can’t directly delete reviews from your profile. However, if a review is clearly fake, spammy, or violates Google’s content policies, you can flag it for review. Google may remove it if it clearly breaks the rules. In the meantime, respond professionally so future clients see your side of the story.

Final Thoughts

Building a strong foundation of spa Google reviews isn’t about gaming the system—it’s about giving your happy clients an easy way to speak for you. When you combine great service, thoughtful follow-up, and professional responses, your online reputation becomes one of your strongest growth engines.

If you’d like help turning your reviews, content, and local SEO into a clear, consistent flow of new bookings, the team at Ai Flow Media specializes in building reputation-driven growth systems for service brands. No gimmicks, just practical strategies you can actually implement—and sustain.