Guide
How to respond to a negative Google review, with 10 examples
Valsamis Tavlikos · Founder of Asteraki ·
Reply within a day or two, calmly and briefly: thank the reviewer, name the exact problem, apologise without a "but", say what you're changing and offer to continue the conversation away from Google. You're not only writing for the customer who got upset. You're writing for everyone who reads that review tomorrow.
Why reply to a negative review?
A bad review with no reply tells one side of the story. A calm reply shows anyone reading it that there's a person behind the business who listens. Google says the same in its tips to improve your local ranking: replying to reviews shows that you value your customers' feedback.
The reviewer can also change their review after reading your reply.
How quickly should you reply?
A day or two is a good target. If the review made you angry, write the reply, leave it for a few hours and read it again. Check with your staff first if you need to. A reply that comes a day later beats one that gets the facts wrong.
How do you write a good reply?
- Say thank you. Yes, even for a bad review. If the reviewer's name shows, use it.
- Name what went wrong. Write the specific issue, such as "the wait for your main course" or "the room wasn't ready". It shows you read the review.
- Apologise without a "but". "Sorry, but we were very busy" sounds like an excuse. If there's an explanation, it fits in one sentence. Google advises acknowledging your mistakes without taking responsibility for things outside your control.
- Say what you're changing, only if you are. A promise you don't keep comes back in the next review.
- Offer to talk away from Google. Give a phone number or email address and sign with your name. The details belong in a private conversation.
What should you never write?
- Counter-attacks or sarcasm. Even when you're right, the next reader remembers the tone.
- Personal details. What the customer ordered, when they came in, their phone number. For a medical or dental practice, not even that they were a patient.
- Discounts or gifts in exchange for changing or removing the review. Google's policies forbid it outright.
- The same text for everyone. Customers notice straight away.
10 example replies to negative reviews
Change the names and details to fit your business.
1. Restaurant: a long wait
The review
«Good food, but we waited almost an hour for our mains.»
The reply
Thank you for letting us know. An hour for your mains is far too long, and we're sorry. The kitchen fell behind that evening, so we now take fewer bookings per sitting. We hope to see you again.
Nick, owner
2. Delivery: the food arrived cold
The review
«It arrived cold and 50 minutes late.»
The reply
We're very sorry: cold food after a 50-minute wait isn't what we want anyone to get. Email us your order number and we'll look into it straight away.
Helen
3. Café: rude staff
The review
«They were really short with us at the till.»
The reply
Thank you for telling us. We want everyone to feel welcome here, and we're sorry that didn't happen this time. We've talked it through with our team. If you'd like to tell us more, please call the shop.
George
The reply doesn't name or blame anyone on the staff.
4. Hair salon: the colour wasn't what was asked for
The review
«I asked for honey blonde and it came out orange.»
The reply
We're sorry the result wasn't what you asked for. Your colour should be something you love every day. Please call us to book a time so we can put it right.
Maria
5. Medical practice: waiting past the appointment time
The review
«My appointment was at 6 and I waited until 7.»
The reply
Thank you for your feedback. We know how tiring a wait can be, and we try to keep to appointment times, which isn't always possible when an emergency comes up. For anything you'd like to discuss, please call our reception.
The reception team
The reply doesn't confirm that the reviewer was a patient.
6. Hotel: the bathroom wasn't clean
The review
«The bathroom wasn't clean when we arrived.»
The reply
Thank you for your review, and our apologies. A bathroom that isn't clean when guests arrive is not acceptable. We've added a final check of every room before check-in.
Anna, front desk
7. Gym: charged after cancelling
The review
«I cancelled my membership and got charged again.»
The reply
We're sorry for the hassle. A charge after a cancellation needs checking right away. Send us a message or drop by reception so we can look at it together and put it right.
Costas
8. Shop: "too expensive"
The review
«Very pricey for what it is.»
The reply
Thank you for your opinion. We work with small producers and in small batches, which is why we cost a little more. Next time, we'd be glad to show you our more affordable options too.
Demi
9. One star, no text
The review
A rating with no text
The reply
We're sorry your experience wasn't what you expected. We'd really like to know what happened so we can fix it. Write to us or call us whenever suits you.
Stavros
10. A review that's probably about another business
The review
«The pizza was cold and tasteless.»
The reply
Thank you for writing. We're a bakery and don't make pizza, so this review may be about another shop. If we've got that wrong, please call us so we can sort it out.
Lefteris
After replying, you can report it to Google. If bad reviews arrive in a wave, followed by a demand for money to remove them, don't pay: use Google's form for reporting extortion.
To get more good reviews coming in, see how to get more Google reviews.
Common questions
Can I delete a negative review?
Not because you disagree with it. If it breaks Google's policies, for example if it's fake or about another business, you can report it from your Business Profile, next to the review. Google's check usually takes a few days.
When does my reply appear on Google?
Google checks every reply before publishing it, usually within 10 minutes, though sometimes it takes up to 30 days. The reviewer is notified once it's live.