Replying to reviews properly: examples and rules

Why reply?

The reply is read not only by the reviewer, but by every future customer. It shows how you treat people and is part of a well-kept profile.

Positive review

“Thank you very much, Ms Meier, for the kind words and your trust. We are delighted that the redesign of your website is going down so well. If you have any questions, we are always here for you.”

Critical review

“Dear Mr Schmidt, thank you for your frank feedback. We are sorry that the delivery arrived later than agreed. We would like to sort this out with you personally. Please contact us on … or by email so that we can find a solution.”

Rules

Reply within a few days
Address the person personally; no boilerplate unrelated to the review
Stay calm, do not justify yourself, never insult
Do not publicly mention details about contracts or individuals
Offer a solution and move the conversation out of public view
Report unacceptable reviews to the platform

Middling and unclear reviews

Three stars with a brief comment, or a review with no comment, call for a short, honest reply. Example: “Dear Ms Keller, thank you for your review. We would be glad to hear what we can do better so that next time it earns five stars.” This does not come across as forced; it invites feedback without pushing.

Reviews from people who were never customers

If it is not clear whether the person was a customer, reply factually and without accusation: “We cannot match this review to any job. Please get in touch so that we can clarify the matter.” A review only counts as a breach if it violates the guidelines, for example insults, advertising or false statements of fact. In that case, report it via the profile. Whether and when it is removed is for the platform to decide; where someone is merely dissatisfied, there is no right to deletion.

Typical mistakes

Always the same text: If someone reads the same reply under twenty reviews, they notice the template. At least adapt the greeting and one specific reference.
Replies that are too long: Three to five sentences are enough. The longer the justification, the more defensive it seems.
Arguing in public: Even if you are factually right, onlookers mainly read the tone. A calm offer to clear things up works better than a counter-argument.
Forgetting data protection: Do not mention order values, dates or the names of third parties. Even the fact that someone was a customer should only be confirmed if the person has publicly said so themselves.
Replying only after weeks: With acute criticism, speed counts. Set a fixed weekday for going through the reviews.

Decision aid: when in public, when in private?

Always reply publicly, briefly, to show appreciation or willingness to resolve the matter. Discuss the details privately by phone or email. If you reach an agreement, some businesses ask the person to update the review. That is legitimate as long as it remains voluntary and no benefit is offered for it. Paid or rewarded reviews break the platforms’ guidelines.

Getting reviews

Ask satisfied customers directly after completion, for example with the link to your profile in the invoice email. One request is enough; it is better to avoid pressure. You will find further basics under Optimising your Google Business Profile.

Example of a reply to justified criticism

If the customer is right, admit it without beating about the bush: “Dear Ms Aydin, you are right, the feedback on your draft came too late. It should have been quicker. We have since set a fixed response time and will contact you personally today.” Only promise what you will keep. A reply that announces improvement and is then not followed through does more harm than none at all.

Legal questions, for example about claims for deletion or personality rights, are a matter for legal advice; this article is not a substitute for it. More under Reviews.