How to reply to Google reviews, with templates for good and bad ones

Replying to your Google reviews is one of the easiest ways to look trustworthy to the next customer, and it's free. Here's how to do it well, with templates you can adapt.

People read your replies as much as your reviews. A thoughtful reply to a good review shows you're grateful and real. A calm reply to a bad one shows the next customer how you handle problems, which often matters more than the complaint itself. Google also encourages businesses to respond to reviews.

Keep it short, warm and specific. Mention something they said, so it doesn't read like a copy-and-paste.

"Thanks so much, Sarah. Really glad Dave could sort your reel out so quickly. See you on the bank soon!"

A simple template:

"Thanks, [name]. Really glad you enjoyed [the specific thing they mentioned]. [A short personal line.] Hope to see you again soon."

Take a breath before you reply. Then:

1. Thank them for taking the time to tell you.
2. Acknowledge what went wrong, without arguing over the details in public.
3. Take it offline: invite them to call, email or pop in so you can put it right.
4. Keep it short. Long, defensive replies look worse than the review.

"Hi Gary, thank you for letting us know. A long wait and a poor welcome isn't the standard we want for anyone, and I'm sorry that was your experience. Please give us a ring on [number] and ask for [name], so we can look into it properly and put it right."

• Don't argue, blame the customer, or share their personal details.
• Don't offer refunds or compensation in public; handle that privately.
• Never post fake reviews or pay for them. It breaks Google's rules and UK consumer law, and it's easier to spot than people think.

Set ten minutes aside each week to reply to new reviews. If you're stuck for words, Content Hub's review replies tool writes a reply in your voice for good and bad reviews, free.

Reviews are one part of getting found locally. For the rest, from your Google profile to your website, read wirral.ai's guide to local SEO or book a free call.