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Guide for UK trades

How to reply to a Google review about your prices: a UK trades guide

"Too expensive" is one of the most common complaints trades get. Here's a calm four-part reply, what to avoid, and eight short examples you can adapt.

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Why price complaints deserve a reply

People checking you out want to know you're fair. A calm reply that explains how you price, without arguing, often reassures them more than the review worries them.

A four-part reply to a price complaint

Reply within a couple of days. Three or four sentences is plenty.

1. Thank them, briefly

Thank them for the feedback. Keep it calm, even if you think the price was fair.

2. Acknowledge the surprise

Say sorry the cost wasn't what they expected. That's different from saying the price was wrong.

3. Explain how you price, in general

One line on what goes into a quote: materials, time, certification, guarantees. No figures from their job.

4. Offer to go through it privately

Give your name and a direct number or email so you can talk through the costs properly.

What to avoid

  • Posting their quote or invoice. Never share the customer's price, address or job details in public.
  • Arguing about value. A long defence of your rates reads worse than the review.
  • Comparing yourself to cheaper firms. It sounds bitter and invites more debate.
  • Trading a discount for an edit. Fix genuine billing mistakes, but never make anything conditional on changing or removing the review.

Eight example replies to price complaints

Swap the [brackets] for real details. Only say what's true for your job.

1. Final bill higher than the quote

Thanks for the feedback, [Name]. Sorry the final bill was more than you expected. I'd like to go through what changed on the job, so please call me on [number]. [Your name]

2. Just says "too expensive"

Thanks [Name]. Sorry you felt the price was high. Our quotes cover [materials, labour and our guarantee]. Happy to talk it through if you call me on [number]. [Your name]

3. Good work, but pricey

Thanks for the review, [Name]. Glad you're pleased with the [job]. Sorry the cost felt steep. If you'd like a breakdown, email me at [email]. [Your name]

4. Call-out charge complaint

Thanks [Name]. Sorry the call-out charge came as a surprise. We should have made it clearer up front, and I've taken that on board. Please call me on [number]. [Your name]

5. Didn't go ahead after the quote

Thanks for taking the time, [Name]. Sorry our quote wasn't right for you this time. If you'd like to know what it included, I'm on [number]. [Your name]

6. Extras added during the job

Thanks [Name]. Sorry the extra work wasn't explained clearly enough as it came up. I'd like to put that right in how we communicate, so please get in touch on [phone or email]. [Your name]

7. Compared to another firm

Thanks for the feedback, [Name]. Every firm prices differently, and I'm sorry ours wasn't what you hoped. Happy to explain what our price covers if you call me on [number]. [Your name]

8. Mistake on the invoice (genuine)

Thanks for flagging this, [Name], and sorry for the mistake on your invoice. I'll be in touch directly to sort it, or you can reach me on [number]. [Your name]

More help

Free guides for the other review situations.

Reply templates

Eight ready-to-adapt starters for praise, mixed feedback, timing, price and workmanship.

4-star reviews

A three-part reply and eight examples for happy customers who held one star back.

1-star reviews

Five calm steps and eight examples for the worst reviews.

Star-only reviews

What to say when there's a rating but no written comment, at every star level.

Want 50 replies ready to paste, price complaints included?

The 50 Google Review Replies for UK Trades pack covers praise, mixed feedback, angry reviews, no-shows and price complaints, plus a one-page note on what never to admit in writing.

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By trade: Plumber · Electrician · Builder · Roofer · Landscaper

General guidance and templates only. Not legal advice. Google decides what it shows and how profiles rank, so results are not guaranteed: no ranking, lead or income guarantees. Follow Google's review policies: no fake reviews, no paid incentives, no review gating.

Common questions

Should I reply to a review saying I was too expensive?

Yes. Other customers read price complaints closely. A short, calm reply that explains how you price, without arguing, shows you're fair and open.

Should I mention the actual price in my reply?

No. Never post the customer's quote, invoice or job details publicly. Talk about how you price in general and offer to go through the costs privately.

Can I offer a discount if they change the review?

No. You can sort out a genuine billing mistake, but never make a refund, discount or freebie conditional on changing or removing a review. That breaks Google's rules.

Will replying to price complaints get me more work?

No guarantees. Google decides how profiles rank and what it shows. A calm reply helps future customers see how you handle problems. It does not promise rankings, leads or income.