How you respond to reviews tells prospective customers more about your business than the reviews themselves. A business with a 4.2 rating that responds thoughtfully to every review — including the bad ones — often converts more customers than a 4.8-star business that ignores them all.
Here's how to do it right, with copy-paste templates for every situation.
Why Responding to Reviews Matters
- 89% of consumers read business responses to reviews
- Responding to negative reviews reduces customer churn by up to 26%
- Google rewards active businesses — review responses are a local SEO ranking signal
- Your response is read by every future customer who sees that review
When you respond to a review, you're not really talking to that customer. You're talking to every potential customer who reads it.
The Core Principles
1. Respond to every review — Positive and negative. No exceptions.
2. Respond quickly — Within 24 hours ideally. Within 72 hours at the latest.
3. Personalize — Use their name, mention something specific to their visit/project. Don't use the same canned response for everyone.
4. Keep it short — 2–4 sentences for positive reviews. For negative: acknowledge, apologize, offer to make it right, take it offline.
5. Stay professional — Even when you're furious. Especially when you're furious. Read it back before you hit submit.
Responding to Positive Reviews
Don't just say "Thanks!" — it feels lazy and misses an opportunity. A good positive review response:
- Thanks the reviewer by name
- Mentions something specific about their experience
- Reinforces a keyword or service name (natural, not forced)
- Invites them back or expresses you look forward to helping again
Templates for Positive Reviews
Short and warm:
"Thank you so much, [Name]! It was a genuine pleasure working on your [project/service]. Hearing that you're happy makes our day. We look forward to working with you again!"
Reinforcing a service:
"[Name], thank you for the kind words! We're glad the [specific service, e.g., 'roof replacement'] turned out exactly as you hoped. Our team takes real pride in [quality/craftsmanship/customer service]. We'd love to help you again whenever you need us!"
Adding local context:
"Thank you, [Name]! We love serving the [city, e.g., 'Bremerton'] community and hearing that our [service] made a difference for you. Don't hesitate to reach out next time — we're always happy to help."
For 5-star no-text reviews:
"[Name], thank you for the 5 stars! We appreciate your trust and hope to serve you again soon."
Responding to Negative Reviews
This is where most businesses either win or lose the battle for future customers. A bad review handled well often builds more trust than a dozen perfect reviews.
The Formula
- Acknowledge — Show you heard them. Don't be defensive.
- Apologize — Even if you disagree. "I'm sorry you had this experience" is not admitting fault.
- Take it offline — Offer to make it right via phone or email. Never argue in the public thread.
- Follow up — Actually call or email them.
Templates for Negative Reviews
General dissatisfaction:
"[Name], thank you for sharing your experience, and I'm sorry it didn't meet your expectations. This isn't the standard we hold ourselves to. I'd like to make it right — please reach out to me directly at [phone/email] so we can resolve this. — [Your name]"
Specific complaint (e.g., timing/delay):
"[Name], I sincerely apologize for the delay you experienced. I understand how frustrating that is, and I own that we fell short of our commitment. I'd love the chance to discuss this with you — please call or email me at [contact]. I want to make this right."
When you believe the review is unfair:
"[Name], thank you for your feedback. I'm sorry your experience wasn't what you hoped for. I've looked into your visit and I'd welcome the chance to talk through what happened and address your concerns directly. Please reach out to me at [contact] — I want to understand what went wrong."
(Note: Never dispute the facts publicly. Make your case privately.)
For a fake or mistaken review (someone who wasn't a customer):
"Hello [Name], I've looked through our records and I'm unable to find a match for your visit. It's possible this review may be for a different business. We'd love the chance to earn your trust — if you'd like to reach out at [contact], I'm happy to discuss any concerns."
(Then flag the review in Google for removal — but don't count on it being removed quickly.)
What to Never Do When Responding
- ❌ Argue with the reviewer publicly
- ❌ Post personal information about the customer
- ❌ Call them a liar (even if they are)
- ❌ Write defensive essays longer than a paragraph
- ❌ Ignore the review hoping people won't see it
- ❌ Have multiple people post similar-sounding responses — it looks inauthentic
Turning a Negative Review Into a Win
When you respond professionally and offer to make it right — and then actually do — something remarkable often happens: the reviewer updates their review. A 1-star complaint that ends in a 4-star follow-up ("They reached out immediately and resolved the issue — great customer service") is one of the most powerful reputation signals possible.
Building a Review Response System
Set up a Google alert or use your GBP notifications so you're alerted the moment a new review comes in. Response time matters — a week-old unaddressed negative review does more damage than one responded to within the hour.
Our review management service includes response management — we monitor and respond on your behalf, within your brand voice, within 24 hours. Learn more →
Buzz Cue — Kitsap County marketing agency. We help local businesses build reputations that convert. Talk to us →