Field notes

Writing about review routing — for operators.

What the FTC actually said. Where to put your QR code. How to respond when a 1-star lands. The work, not the listicles.

SMS vs email for review requests: which one actually converts (and when)

SMS open rates beat email by 5x; completion rates are closer than you'd think and for some business types they invert. The real funnel data, the 10DLC + TCPA picture, and the best-of-both pattern.

May 19, 20267 min read

Read: SMS vs email for review requests: which one actually converts (and when)

How-toGoogleTools

How to get your Google review link in 60 seconds (with screenshots — well, soon)

Three different links a business owner might mean by 'my Google review link' — two of them bad. The deep review URL is the only one worth using. Three ways to get yours, ranked by speed.

May 15, 20266 min read

Read: How to get your Google review link in 60 seconds (with screenshots — well, soon)

HVACBuyer's guideTrades

Best review management software for HVAC contractors in 2026

Five tools ranked for the 1-to-10 truck HVAC shop, not the 50-location franchise. SignalRoute, Podium, NiceJob, Customer Lobby, and BrightLocal — when each is the right pick and when it isn't.

May 12, 20267 min read

Read: Best review management software for HVAC contractors in 2026

PricingBirdeyeBuyer's guide

How much does Birdeye actually cost in 2026? Real pricing analysis

Standard ~$299/mo, Pro ~$449/mo, Growth ~$1,995/mo for five locations — plus an 8% Innovation Fee that compounds at every renewal. The pricing detail Birdeye's sales motion is structured to defer.

May 8, 20267 min read

Read: How much does Birdeye actually cost in 2026? Real pricing analysis

Google reviewsTacticsHow-to

10 of the 101 ways to get more Google reviews — field-tested by operators

If you only do 10 things to lift your Google review count, do these. Each one is field-tested, free or near-free, and FTC + Google compliant. Linked to the full 101-tactic guide for the rest.

May 6, 20266 min read

Read: 10 of the 101 ways to get more Google reviews — field-tested by operators

ComparisonPricingBuyer's guide

Birdeye vs Podium: which one actually fits your business in 2026

Both pitch the same buyer, both hide pricing behind a discovery call, both routinely land at $500–$800/mo bills. Real pricing, what each is actually selling, and when the honest answer is neither.

May 5, 20267 min read

Read: Birdeye vs Podium: which one actually fits your business in 2026

ComplianceGoogle policyStrategy

How to get more Google reviews in 2026 without breaking Google's TOS

Three things tightened in 2024-2025: the FTC rule, Google's ML detection, and profile-suspension enforcement. The compliance-first guide for operators who want a system that holds up under scrutiny.

May 2, 20267 min read

Read: How to get more Google reviews in 2026 without breaking Google's TOS

TimingSMSConversion

The 30-minute rule: why timing decides whether your review request converts

Conversion rates of 30-50% are normal at the right moment and roughly nothing at the wrong one. The window between service end and roughly 30 minutes after is the only interval that consistently works.

Apr 29, 20266 min read

Read: The 30-minute rule: why timing decides whether your review request converts

QR codesPlacementConversion

12 places to put your Google review QR code (ranked by what actually works)

The customer needs their phone in their hand, and the request needs to feel related to the moment. Twelve placements ranked by what consistently converts across industries — lift the ones that fit.

Apr 25, 20266 min read

Read: 12 places to put your Google review QR code (ranked by what actually works)

ReputationResponse templatesOperations

How to respond to a 1-star Google review (and prevent the next one)

Future customers don't weigh the 1-star in isolation — they read it, then your reply, then form an opinion of the whole exchange. The template that works, the failure modes that don't, and the system that prevents the next one.

Apr 19, 20266 min read

Read: How to respond to a 1-star Google review (and prevent the next one)

ComplianceFTCReview policy

Review gating vs. review routing: what changed in 2024 (and why it matters)

The FTC's October 2024 rule made selective review solicitation an enforcement target with civil penalties. The mechanic looks similar to routing from the outside; the legal posture is completely different.

Apr 12, 20266 min read

Read: Review gating vs. review routing: what changed in 2024 (and why it matters)

Try the system the writing is about

7-day free trial. No credit card required to start. Set up in under 5 minutes.

Start free trial