Introduction
Every Google review your business receives is an opportunity—to thank a happy customer, resolve an issue with an unhappy one, or demonstrate to future customers how you handle feedback. Yet many local businesses either ignore reviews entirely or respond with generic, unhelpful replies that waste the opportunity.
Responding to reviews influences both Google’s algorithm and customer purchasing decisions. Research shows that 89% of consumers read business responses to reviews, and businesses that respond to reviews are seen as more trustworthy than those that don’t.
This guide provides ready-to-use templates for responding to every type of review, along with principles for customising them to sound authentic to your business.
Why Review Responses Matter
Impact on Future Customers
When potential customers read your reviews, they’re also reading your responses. A thoughtful response to a negative review can actually win customers—it shows you care about customer satisfaction and handle problems professionally.
Conversely, defensive or dismissive responses to criticism can drive customers away even if you have mostly positive reviews.
Google’s Algorithm
Google has confirmed that responding to reviews is a factor in local search rankings. Actively managing your Google Business Profile, including review responses, signals to Google that you’re engaged with customers.
Response rate and speed also matter. Businesses that consistently respond to reviews tend to receive more reviews overall, creating a positive cycle for local SEO.
Customer Relationships
For positive reviews, responses thank customers and encourage loyalty. For negative reviews, responses can turn dissatisfied customers into advocates when problems are resolved genuinely.
Core Principles for Review Responses
Always Personalise
Templates are starting points, not copy-paste solutions. Every response should include:
- The reviewer’s name (if visible)
- Specific reference to their experience
- Details that show you remember or know their situation
A response that clearly addresses the individual customer is exponentially more effective than a generic reply.
Be Prompt
Aim to respond to reviews within 24-48 hours. Quick responses show you’re attentive to customer feedback. Google also factors response time into local ranking signals.
Set up notifications so you know immediately when new reviews arrive.
Keep It Professional
Never argue or become defensive, even when a review is unfair. Remember that your response is more for future customers than the reviewer. Demonstrate professionalism regardless of provocation.
Move Complex Issues Offline
For negative reviews involving specific complaints, provide a response publicly but move the detailed resolution offline. “Please call us at [number] so we can resolve this” shows you care while avoiding public back-and-forth.
Responding to Positive Reviews (5 Stars)
Template 1: Simple Gratitude
Hi [Name],
Thank you so much for your kind review! We're delighted you had a great experience with [specific service/aspect mentioned]. It was a pleasure working with you, and we hope to see you again.
Best regards,
[Your name], [Business name]Template 2: Highlighting Staff
Hi [Name],
Thank you for this wonderful feedback! I'll be sure to share your comments with [staff member if mentioned] and the team--it means a lot to hear when we've made a difference.
We really appreciate your support and look forward to helping you again in the future.
Warm regards,
[Your name], [Business name]Template 3: Encouraging Return
Hi [Name],
What a lovely review to read--thank you! We're so glad [specific service] met your expectations.
Thanks for choosing [Business name]. We look forward to seeing you again!
Best,
[Your name], [Business name]Template 4: For Repeat Customers
Hi [Name],
Thank you for another fantastic review! We always enjoy seeing you and appreciate your continued support. Customers like you are what make running this business so rewarding.
See you next time!
[Your name], [Business name]Tips for Positive Review Responses
- Keep them concise—a few sentences is sufficient
- Mention something specific from their review when possible
- Invite them to return but avoid heavy sales language
- Vary your responses so they don’t look templated
- Include your business name naturally (helps with SEO)
Responding to Negative Reviews (1-2 Stars)
Template 1: General Dissatisfaction
Hi [Name],
I'm sorry to hear your experience didn't meet your expectations. This isn't the standard we aim for, and I'd like the opportunity to make things right.
Could you please contact me directly at [phone/email] so we can discuss this further? I want to understand what happened and see how we can resolve this for you.
Thank you for bringing this to our attention.
[Your name], [Business name]Template 2: Specific Complaint
Hi [Name],
Thank you for taking the time to share this feedback. I'm genuinely sorry about [specific issue mentioned]--that's not the experience we want any customer to have.
I'd like to look into this personally. Could you please call us on [number] or email [address]? I'd appreciate the chance to discuss this and find a resolution.
[Your name], [Business name]Template 3: Service Delay Issues
Hi [Name],
I apologise for the delay you experienced. I understand how frustrating waiting can be, and we clearly fell short of the timely service you deserved.
We're reviewing our scheduling to prevent this happening to future customers. If you'd like to give us another opportunity to demonstrate our usual service, please reach out to me directly at [contact].
Thank you for your patience and feedback.
[Your name], [Business name]Template 4: Price Complaints
Hi [Name],
Thank you for your feedback. I understand that budget is important, and I'm sorry our pricing didn't work for you on this occasion.
Our prices reflect [brief justification--e.g., "the quality materials we use," "our fully licensed and insured team," "our warranty coverage"]. If you'd like to discuss options for future work, please don't hesitate to contact us.
We wish you all the best.
[Your name], [Business name]Template 5: Staff Behaviour Complaint
Hi [Name],
I'm troubled to read about your experience. The behaviour you've described is not acceptable and doesn't represent our values or training.
I take this very seriously and will be addressing it with the team. I'd really appreciate the opportunity to speak with you directly about what happened. Please contact me at [phone/email] at your convenience.
My sincere apologies for this experience.
[Your name], Owner, [Business name]Tips for Negative Review Responses
- Respond within 24 hours—delays suggest you don’t care
- Acknowledge the problem without being defensive
- Apologise for their experience (not necessarily admitting fault)
- Offer to continue the conversation privately
- Never argue or make excuses publicly
- Keep emotion out of your response
- Thank them for feedback, even when it’s painful
Responding to Mixed Reviews (3 Stars)
Template 1: Good But Not Great
Hi [Name],
Thank you for sharing your honest feedback. We're glad [positive aspect mentioned] worked well for you, and I appreciate you letting us know about [area for improvement].
We're always looking to improve, and feedback like yours helps us do that. If there's anything we can do to earn that fifth star next time, we'd love the opportunity.
Thanks again for choosing [Business name].
[Your name], [Business name]Template 2: Specific Improvement Area
Hi [Name],
Thanks for taking the time to leave this review. I'm glad [positive element], but I'm sorry we fell short with [negative element].
We've noted your feedback about [specific issue] and will be working on improving in this area. We'd welcome the chance to provide a better experience if you visit us again.
Best regards,
[Your name], [Business name]Responding to Reviews Without Comments
Sometimes reviewers leave star ratings without text.
Template for Stars-Only Positive
Hi [Name],
Thank you for the 5-star rating! We're glad you had a positive experience with [Business name]. If you have a moment to share what you enjoyed, we'd love to hear it--but either way, we appreciate your support!
Best,
[Your name], [Business name]Template for Stars-Only Negative
Hi [Name],
We noticed you left us a [X]-star rating and we're sorry your experience wasn't better. We'd genuinely like to understand what went wrong so we can improve.
If you're willing to share, please contact us at [phone/email]. We'd appreciate the opportunity to make things right.
[Your name], [Business name]Responding to Fake or Unfair Reviews
Template: Suspected Fake Review
Hi [Name],
We can't find any record of your visit to our business. If there's been some confusion, we'd like to help clarify the situation.
Please contact us at [phone/email] with details of your experience, including the date and service received, and we'll investigate promptly.
Thank you,
[Your name], [Business name]Template: Factually Incorrect Review
Hi [Name],
Thank you for your feedback, though I believe there may be some misunderstanding about [specific incorrect claim]. [Brief, factual correction without being argumentative].
We'd welcome the chance to discuss this further. Please contact us at [phone/email] so we can address your concerns directly.
[Your name], [Business name]Important Notes on Fake Reviews
- Google allows you to flag reviews that violate their policies
- Never publicly accuse someone of lying—keep responses professional
- Document suspected fake reviews with evidence
- If a review is from a genuine competitor, report it to Google
- Some unfair reviews need to be accepted gracefully—arguing publicly rarely helps
Response Timing Strategy
Priority Order
- Negative reviews: Respond within hours if possible, definitely within 24 hours
- Mixed reviews: Within 24-48 hours
- Positive reviews: Within 1 week
Setting Up Notifications
Ensure you receive immediate notifications for new reviews:
- Google Business Profile app notifications
- Email notifications from your Google account
- Third-party review monitoring tools
Consider setting a daily time to check and respond to any new reviews.
Customising Templates for Your Business
Match Your Brand Voice
These templates use professional but friendly language. Adjust the tone to match your business:
More casual (cafe, retail): “Hey [Name]! Thanks heaps for the lovely review…”
More formal (professional services): “Dear [Name], Thank you for taking the time to provide this feedback…”
Add Business-Specific Elements
Reference your specific services, location, or team:
- “…and we’re glad the [specific service] exceeded expectations”
- “The team at [suburb location] appreciated your kind words”
- “I’ll pass your thanks on to [team member name]“
Vary Your Responses
Don’t use the same template for every review. Google and customers will notice copy-paste responses. Use templates as starting points, then personalise each response.
Common Mistakes to Avoid
Being Defensive
Never respond defensively to criticism, even when unfair. “That’s not what happened” or “You’re wrong” damages your reputation more than the negative review.
Over-Apologising
Excessive apologies can sound insincere. One clear acknowledgment is sufficient: “I’m sorry this happened” rather than “I’m so, so sorry, we feel terrible, this is awful…”
Making Promises You Can’t Keep
Don’t promise refunds, free services, or specific resolutions in public responses. Move negotiations offline where you can assess and respond appropriately.
Ignoring Reviews
No response sends a message—that you don’t care about customer feedback. Even simple responses show engagement.
Responding When Angry
If a review upsets you, wait before responding. Write a draft, walk away, and review it later with fresh eyes. Emotional responses almost always make situations worse.
Building a Review Response Routine
Daily Habit
Spend 5-10 minutes each morning checking for new reviews across platforms. Respond to urgent items immediately and schedule time for others.
Weekly Review
Once a week, review your overall ratings and recent response patterns:
- Any trending complaints suggesting operational issues?
- Are response times meeting your goals?
- Any unresolved negative reviews needing follow-up?
Monthly Analysis
Monthly, analyse your reviews for insights:
- What are customers praising most?
- What complaints recur?
- How has your average rating changed?
- Which response approaches seem most effective?
Conclusion
Every review response is a small advertisement for your business, seen by every future customer who reads your reviews. Professional, personalised responses demonstrate that you value customer feedback and operate with integrity.
The templates in this guide provide starting points—customise them to sound authentically like your business, and always add personal touches that show each response was written for that specific customer.
Consistent, thoughtful review management builds trust with potential customers and contributes to stronger local search visibility. Start responding to every review, and watch both your reputation and rankings improve.
Need help managing your online reputation or improving your Google Business Profile? Cosmos Web Technologies helps Western Sydney businesses build strong digital presence. Contact us for a consultation.
For executive-level thinking on digital marketing strategy and technology investment, explore Ash Ganda’s blog.
Cosmos Web Tech is the web development division of Ganda Tech Services, specialising in website design, SEO, and e-commerce for Australian businesses.