Learn to reply to Google reviews with expert tips, templates, and examples. Build trust, improve visibility, and manage your reputation with confidence.
Learn to reply to Google reviews with expert tips, templates, and examples. Build trust, improve visibility, and manage your reputation with confidence.
If you’re a small or medium-sized business owner, you’ve probably heard this before: your reviews matter. But it isn’t just the star rating that shapes how people view your brand—it’s how you respond.
Every review—whether it’s a glowing five-star shoutout or a frustrated two-star complaint—is a public opportunity to make a first impression with a prospective customer. And that makes your response just as important as the review itself.
We’ll break down why reviews and review responses matter, how to respond effectively, and when to call in expert help.
Reviews are often the first thing customers check when evaluating your business. A consistent pattern of thoughtful, timely responses can show readers that you care, listen, and take action.
Beyond the public perception, here are a couple of other reasons you should respond:
In short, if someone takes the time to leave a review, your business should take the time to respond.
Ok, so you should respond to GBP reviews. But… How often should you respond to your customer reviews? Generally, we recommend responding to reviews every business day (Monday through Friday). This helps ensure you don’t wind up with an unmanageable backlog of reviews and that your business stays visible, engaged, and proactive. A timely response shows customers—and Google—that you’re paying attention.
Another reason it’s a good idea to check your reviews on the daily? If a customer shares a poor experience, you’re likely within the window of opportunity to make things right and work toward a positive outcome for you both!
New to the world of Google Business Profile? Once you’ve claimed your business, you can log in and respond to reviews.
Here’s the step-by-step:
It’s that simple, but your response needs to do more than merely exist. It should reflect your brand voice, reinforce your values, move the conversation forward, and make a statement to those browsing your reviews who are deciding whether to do business with you.
Responding to positive feedback can be a great way to jumpstart your day with your morning cup of coffee. As you knock out your review responses, here’s what to remember.
Always start with a simple thank you. It might seem small, but acknowledging someone who took the time to leave you feedback shows respect and appreciation. A warm “thank you” also sets the tone for a positive brand experience, even after the transaction is over.
If the reviewer mentioned a staff member, product, or specific aspect of their visit, bring that up again in your reply. This shows that you’re not just copying and pasting responses—you actually read and value what they had to say. It also gives your response a personal, human touch.
Let the reviewer know they made the right decision by choosing your business. A quick note about your team’s goals or your company’s values can help confirm their trust and encourage future visits or referrals.
Whether your brand tone is buttoned-up and professional or relaxed and friendly, your review responses should always reflect that identity. Consistency builds trust and helps reinforce your business’s voice across every touchpoint, including review responses.
If it fits naturally, include a keyword or two related to your business—think “family law attorney in Austin” or “doodle pet groomer in Nashville.”
This reinforces relevance for readers and can help boost visibility in local search. Including your NAP (Name, Address, Phone number) details, or at least a mention of your business name and city, can help Google connect your reviews to your local business listing.
We’ve done the tell, now it’s time to do the show! Here are some “template style” responses you can take back and make your own. But remember, don’t just copy and paste. Edit these responses to include those personal anecdotes!
Customer: Jim Bob: ⭐️⭐️⭐️⭐️⭐️
Response: Hi, Jim Bob! Thank you for the five-star rating! We’re so glad you had a positive experience at Erika’s Cat Cafe in Nashville, TN. We’re proud to be your local rescue cat cafe and are so glad you stopped by to snuggle our feline friends and enjoy a cup of our local coffee! If there’s anything else we can do for you, don’t hesitate to reach out–we’re here to ensure everything is purr-fection. We look forward to your next visit!
Customer: Sage Smith ⭐️⭐️⭐️⭐️⭐️ ” The staff was friendly and welcoming. The best dog grooming experience I’ve ever had! Loved the seasonal bandana!”
Response: Thank you, Sage! We’re thrilled to hear that our professional pet groomers made your visit so positive–it’s always a pleasure to have Duke in for a wash, blow dry, and nail trim; he’s the sweetest boy!
Delivering a smooth, friendly experience is what Stella’s Grooming Company and Supply strives for every day. We’re so glad to hear you loved the spring seasonal bandana!
Thank you again, we truly appreciate your kind words and look forward to helping you again in the future!
Thank you, [Reviewer Name], for your thoughtful review! We’re so glad to hear that [specific comment] made your experience memorable. We hope to see you again soon! Thank you again for choosing us to be your local [business type] in [City, ST]!
Reviews can make your day… or break your heart. Bad reviews are trickier to respond to but just as–if not more– important.
Keep in mind that your response isn’t just for the reviewer. It’s for every potential customer reading it. Here are some best practices:
Not every review calls for a detailed response–especially if the issue could escalate into a legal matter.
If a review references potential lawsuits, safety incidents, or accusations that could have legal implications, avoid discussing specifics in a public reply. Instead, offer to move the conversation offline.
If you’re unsure how to proceed with a specific review, it’s best to consult an attorney before posting a response that could leave you liable.
Begin by validating the reviewer’s feelings. Even if the review feels exaggerated or one-sided, a respectful acknowledgment like “we’re sorry to hear this” goes a long way. It shows that you’re listening and open to feedback.
Be transparent about how you’re addressing the issue. Whether it’s already resolved or you’re working on a solution, give readers a clear sense that you’re taking action. You can also invite the reviewer to contact you directly to continue the conversation offline. This approach can keep the resolution moving without airing sensitive details publicly.
Demonstrating how feedback leads to improvement is a powerful trust-builder. Mention any internal steps your business is taking to prevent the same issue from happening again. Even small process changes or team reminders can be worth highlighting. This is particularly important for prospective customers who may go through old negative reviews later.
No matter how harsh the review, maintain a composed and thoughtful tone. Responding with professionalism shows readers that your business values respect and accountability.
Keep your response’s language aligned with your brand voice—whether warm and conversational or more formal and polished.
Did you spot a bad review and resolve the issue with your customer? You can ask a reviewer to update their post after you’ve resolved the issue. Many are happy to do so if they feel heard and helped.
Review: “Taylor Flay: Had to wait over an hour past my appointment time. No one offered an explanation. Would give zero stars if I could. Never coming back.”
Response: Hi, Taylor; we’re truly sorry to hear about the delay during your visit and that you weren’t given a clear update. That’s not the level of communication we aim to provide. We’re reviewing our scheduling process to help ensure this doesn’t happen again, and we’ve reached out to you directly to make things right. We appreciate your feedback and the opportunity to improve.
Review:
Elsa Styles: “Worst customer service I’ve ever had. I’m never coming back because I don’t like these people. Mary Jane was rude and wouldn’t accept a return on my shredded curtains.”
Response
Elsa, thank you for your review.
We’re sorry to hear your experience didn’t meet your expectations. While this isn’t the type of feedback we hope to receive, we take it seriously.
I’ll contact you directly to learn more about your interaction with Mary Jane and our crew at Blade’s Custom Curtains. We look forward to working with you to address your concerns and process your return.
We’re also re-evaluating our customer service training to ensure better experiences. We appreciate your feedback and look forward to assisting you.
Sincerely,
Erika DeVerter
Manager of Blade’s Custom Curtains.
Thank you for your feedback, [Reviewer Name]. We’re sorry to hear about your experience and appreciate you bringing this to our attention. Our team is reviewing what happened and will contact you directly. We’re committed to improving and hope to earn back your trust.
Not all reviews require a reply—some need to be removed entirely. While transparency and engagement are key to good reputation management, there are certain scenarios where the content of a review crosses a line. You can and should flag it for removal through your Google Business Profile in those cases.
If a review includes profanity, slurs, or any kind of discriminatory or abusive language, it violates Google’s content policies. These reviews can damage your brand unfairly and make your review section feel unsafe for other users. Always flag these immediately.
Reviews that include threats toward your staff, management, or other customers should never be tolerated. Even if the reviewer had a legitimate concern, threatening language is grounds for removal. Google does not permit reviews that cross into harassment or intimidation.
Some reviews are simply spam—either posted by bots, fake accounts, or individuals without connection to your business. Others might contain irrelevant rants or links to unrelated websites. If the content doesn’t relate to your business or the reviewer clearly didn’t interact with your services, it’s worth flagging.
Google’s policies require that reviews be based on real, first-hand experiences. If a review comes from someone who admits they never visited your business, or you’re confident it’s a case of mistaken identity, you can flag it. This includes reviews posted by competitors or individuals seeking to harm your reputation without valid cause.
If you suspect a review violates any of these standards, log into your Google Business Profile, locate the review, click the three-dot menu, and select “Report Review.” Be patient—removal can take a few days, and Google may not always agree, but it’s worth pursuing when the content crosses a clear line—they deserve removal.
Managing your online reputation is crucial, and responding to reviews—both positive and negative—can significantly impact customer trust. If you’re unsure how to craft the perfect response or simply don’t have time to keep up with reviews, GPO can help.
Our listings management and review response services ensure your business maintains a strong, accurate, and positive online presence. Contact us today to learn how we can help manage your reputation effectively.
Learn to reply to Google reviews with expert tips, templates, and examples. Build trust, improve visibility, and manage your reputation with confidence.
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