How to reply to a negative Google review

1. Wait an hour, then reply within a couple of days

Don't reply while you're annoyed. But don't leave it for weeks either. A prompt, calm reply looks professional.

2. Thank them and use their first name

It feels backwards, but thanking someone for feedback takes the heat out straight away. It also shows readers you're not defensive.

3. Acknowledge the problem without arguing the details

"Sorry the job didn't go the way you expected" is not an admission. Avoid a public back-and-forth about who said what. Nobody reading it can check, and you'll look worse for it.

4. Move it offline

Give a phone number or email and ask them to get in touch with the job details. That's where you actually sort it.

5. Sign off with your name

"Dave, owner" reads like a real person who cares. "The Management" doesn't.

• Customer details. No addresses, job prices, invoices or anything personal about them.
• Blame you don't accept. Don't admit fault in writing for something you dispute. Say you'll look into it.
• Sarcasm or "actually..." Even when you're right, it reads badly to the next customer.
• Threats. No talk of solicitors or legal action in the reply.
• Offers to remove the review. Never offer a refund, discount or freebie in return for changing or deleting a review. That breaks Google's rules.

"Too expensive" / price complaint

Thanks for the feedback, [Name]. Sorry the price came as a surprise. We always try to quote clearly up front, so I'd like to understand where that fell short. Please give me a call on [number] and we'll go through it.

Turned up late or job overran

Thanks [Name], and sorry for the delay on the day. That's not how we want to run a job. I've taken it on board for future bookings. If anything's still not right, email me on [email].

Unhappy with the workmanship

Sorry to hear you're not happy with the finished job, [Name]. I'd like to take a look and put it right if it's down to us. Please email [email] with your address and a couple of photos and I'll get back to you within [timeframe].

Left a mess

Thanks for letting us know, [Name], and sorry. Clearing up properly is part of the job and we didn't get it right this time. I've spoken to the team about it.

Review from someone you have no record of

Hi [Name], we can't find a job matching your details, but we take every review seriously. Could you email [email] with the date and address so we can look into it?

Star rating with no comment

Thanks for the rating, [Name]. Sorry we didn't hit the mark. If you're happy to tell us what went wrong, we'd really like to hear it. You can reach me on [number].