How to respond to reviews, good and bad
Reply to every review, good or bad, and write for the next reader as much as for the reviewer. Thank them by name, speak to what they actually said, own what was yours, and take any fix to a direct conversation. Keep it short and specific. Never argue, and never ask anyone to change what they wrote.
Who your reply is really for
A reply posts publicly under the review, and on Google the reviewer is notified when you reply. The reviewer reads it once. Everyone deciding whether to choose you can read it after that.
So write every reply for two people: the customer who wrote the review, and the next customer deciding whether to trust you.
The customer experience is your message; the internet is where it's amplified. If you don't influence the narrative, someone else will.
The Reciprocity Method™How to respond to a negative review
Pause before you write
Read it twice. Check the record and what your team remembers. A reply written while you’re angry reads that way to everyone who sees it later.
Thank them, and name the problem in their words
“Thank you for telling us” is a start. Repeating the actual problem shows you read it, and shows the next reader you take it seriously.
Own the impact
Apologize for what happened to them. “We’re sorry we missed the time we promised” names something. “We’re sorry for any inconvenience” names nothing.
Your online reputation is built on what you deliver, not what you intend.
The Reciprocity Method™Take the fix to a direct conversation
Say who will handle it and how to reach them, then keep the details out of public view. Never post private details about the customer or the job.
Fix it, follow up, and leave their review alone
Check that the fix held. Never ask the customer to change or remove what they wrote, even after the problem is solved. Whatever they say afterward belongs to them.
It serves the relationship best when you solve the problem, rather than win the argument.
The Reciprocity Method™
If a review isn’t from a real customer
Report it through the platform’s own process if it breaks that platform’s rules (Google’s are in its content policy), and still reply calmly. The next reader sees your reply either way.
How to respond to positive and mixed reviews
Thank them by name. Say something specific about the work, so the reply couldn’t sit under any other review. Pass the thanks to the team without naming anyone, and close with an open door for next time. Two or three sentences is enough.
When a review is mixed
Thank them, acknowledge what went well, and answer the part that didn’t the way you would a negative review. Say what you changed only if you actually changed it.
Three sample replies
Adapt these to the review in front of you. A reply copied word for word under every review reads like no one wrote it.
[Name], thank you for telling us. You waited two extra days for a return visit we promised for Thursday, and you had to follow up to get it. That’s on us, and we’re sorry.
Our [role] will reach out today to set a time that works for you, or you can write to us at [email].
Thank you, [Name]. We’re glad the work itself met the mark, and you’re right that scheduling took too long. We’ve changed how we confirm appointments so the next booking is simpler.
If anything from this visit still needs attention, write to us at [email].
Thank you, [Name]. It was a pleasure to help with [the specific job], and we’ll pass your words to the team who did the work. We’re here whenever you need us.
What a reply never does
- Argue the facts in public
- Blame the customer or a team member
- Share private details about the customer or the job
- Offer anything in return for changing a review
- Ask the customer to edit or remove a review
- Paste the same reply under every review
- Turn a thank-you into a sales pitch
Questions?
Should you respond to every Google review?
Yes, good and bad. Google’s help page on managing reviews says: “Helpful and positive replies to reviews can show that you’re responsive to your customers.” Replying to every review also keeps you from choosing which customers hear back.
What is a good message to respond to a review?
Keep it short and specific. Use their name, mention what they actually said, own anything that was yours, and give a next step if one is needed. The samples above follow that shape.
What should you do when someone leaves a bad review?
Pause and check the facts. Then reply in public and fix it in private: thank them, name the problem, own the impact, and say who will make it right. Follow up until it’s fixed, and leave their review as they wrote it.
How quickly should you reply to a review?
Soon, once you’ve checked the facts; taking a day to get it right is fine. Google also reviews replies against its content policies before they appear; its help page says that usually takes minutes and can take up to 30 days.
Why can’t I reply to Google reviews?
Google says a business must verify its Business Profile before it can reply to reviews. If a reply isn’t approved, Google asks you to edit it so it follows its content policies. that help page covers the other reasons a reply may not go through.
Should I ask a customer to update their review after I fix the problem?
The Method never does. Fix the problem completely and follow up. If the customer decides to say more, that’s their choice to make, unprompted.
Should I use review response templates?
Keep the structure and write the words fresh. The same pasted reply under every review tells the next reader no one is listening. Start from the shape of the samples above and put in the details of that review.
Where to go next
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One habit inside four moves.
A reply is one habit. The Method is four moves your team runs with every customer, every day.
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How to ask customers for reviews
Ask every customer the same way, right after your team’s best care, without pressure.
Read the guideWhat comes from us, comes to us.™