Why replies matter
Your replies are public. A homeowner comparing three contractors reads your reviews, and your replies, before they call. A page of five-star reviews with no replies says nobody’s home. A short, specific reply under each one says you pay attention.
Two more things Google points out:
- The reviewer is notified when you reply.
- Customers can change their review after reading your reply. A good reply to a three-star review can turn it into a five.
Before you can reply, your business needs to be verified on Google.
What Google recommends
Google’s Business Profile help pages give a short list of tips. In plain terms:
- Reply promptly. Google says a prompt response shows you value your customers’ feedback.
- Keep it short. If a reply runs long, people stop reading before the point.
- Make it personal. Use their name and mention what they actually said.
- Sign it with your name or initials.
- Don’t send everyone the same thank-you. Google suggests putting your effort where you can add something useful.
- Never offer anything in return for a review. Google treats incentivized reviews as fake and misleading content.
Replying to a five-star review
Three parts: their name, the job, and one real line.
“Thanks, Sarah. Glad the new water heater is in before the cold weather. Call us anytime. Dave, Ridgeline Plumbing”
Mentioning the job (“water heater”) tells the next reader what you do. Keep it natural. Don’t cram in keywords or a sales pitch.
Replying to a bad review
A one-star review stings, and the first reply you write in your head is usually the wrong one. Wait an hour, then:
- Thank them and stay calm. Every future customer reads this.
- Own what’s yours. If you were late, say so.
- Give your side in one line, without arguing.
- Take it offline. Ask them to call you, and give a name and number.
- Never share their private details, the job price or anything personal.
“Hi Mark, sorry we were late on Tuesday. That’s on us. I’d like to make it right. Please call me directly on (555) 014-2290. Dave”
Google notes that a constructive reply and a real follow-up can show you care, and may encourage the customer to update their review.
Fix 01: Reply within a couple of days
Set one time a week, or better, a few minutes each morning, to check for new reviews. A reply that lands two months later reads like nobody was watching.
Fix 02: Write one line that only fits this customer
The test: could this reply sit under any other review? If yes, rewrite it. Their name and the job are enough to make it theirs.
Fix 03: Sign it
“Dave, Ridgeline Plumbing” reads like a person. “The Management” reads like a call center. Google suggests signing with your name or initials for exactly this reason.
This week’s checklist
- Open your Business Profile and reply to every review from the last three months that has no reply.
- For any negative review, write the reply, wait an hour, then post it.
- Pick a time each week to check for new reviews.
Common questions
Should I reply to every Google review?Google recommends replying as a best practice, but not with the same copy-and-paste thank-you each time. A short, personal reply to each one is better than a template under all of them.
How fast should I reply to a Google review?Google’s guidance is to respond promptly. Within a day or two is a good habit.
Can I ask a customer to change a bad review?You can fix the problem and ask them to contact you. Google notes that customers can update their review after reading your reply. Never offer money, discounts or freebies for a review.
Can I delete a bad Google review?No. You can flag a review that breaks Google’s content policies, such as one from someone who was never a customer. A review you simply disagree with stays up, so reply to it well.
How Goanna Digital handles this
On every Goanna Digital plan, every paying customer is asked for a review, and every review gets a reply written for you. The clean four- and five-star replies go out automatically. Anything negative, mixed or sensitive waits for your OK before it’s posted.
Want this handled for you? Goanna Digital runs your website, your Google presence, your lead inbox, quoting and invoicing from one app on your phone. Book a free 15-minute call and we’ll show you how it would work for your business.
Want this handled for you?
Goanna Digital runs your website, your Google presence, your lead inbox, estimates and invoicing from one app on your phone.
Sources
- Google Business Profile Help, “Tips to get more reviews on Google”: https://support.google.com/business/answer/3474122
- Google Business Profile Help, “Manage customer reviews”: https://support.google.com/business/answer/3474050