How to respond to Google reviews for better outcomes

Customer reviews on platforms like Google have become the digital equivalent of word-of-mouth. With 81% of consumers relying on Google to evaluate local businesses reviews are shaping brand perception. They can either win over new customers or deter them, all while directly influencing your local SEO rankings.

However, managing these reviews is no easy task. Many businesses face challenges like handling a large volume of feedback and responding to negative comments professionally. On top of that, figuring out how to engage customers in a meaningful, brand-positive way can be overwhelming.

This guide will show you how to respond to positive, neutral, and negative reviews, and how to turn negative feedback into opportunities and build trust with strategic responses. Whether you’re a small business owner, managing multiple franchise locations, or overseeing a large corporation, these actionable tips will help you leverage Google reviews to build a stellar reputation and drive new business. 

Why responding to Google reviews matters

Think of a time when you left a review and the business responded. Whether it was glowing praise or a frustrated complaint, how did you feel your feedback was addressed? Did it make you feel heard, valued, or even more inclined to do business with them again? It does for a lot of customers. This emotional connection is crucial to customer loyalty, and responding to reviews, whether positive or negative, can foster a deeper sense of trust and satisfaction.

Beyond customer sentiment, responding to Google reviews can directly impact your bottom line. It helps boost and validate your brand reputation, increases your visibility online, and even drives improvements to your products or services based on the feedback you receive.

The role of customer feedback in business growth

Customer feedback is more than just opinions — it’s a goldmine of insights that can significantly impact the trajectory of a business. Reading and responding to reviews allows businesses to uncover hidden issues, fine-tune offerings, and elevate their overall customer experience. When you engage with feedback, you demonstrate a commitment to continuous improvement, which can increase customer loyalty and attract new patrons.

Word-of-mouth in the age of social media

Word-of-mouth has taken on new dimensions in the age of social media and public review forums. A single positive review can quickly gain visibility, influencing dozens, if not hundreds or thousands of potential customers. Responding to these reviews amplifies their impact and shows prospective clients that you value your customers' opinions. Whether you’re a small business or a global brand, word-of-mouth in the form of online reviews remains one of the most powerful drivers of growth. 

How reviews impact local SEO

Responding to Google reviews isn’t just good customer service, it’s also good for search engine optimization( SEO). Google’s algorithm favors active and engaged businesses, meaning the more you respond to reviews, the more likely your business is to show up in local search results. And what’s the first thing you do when you need a service? You Google it. This increased visibility can help you rank higher, putting your business in front of more customers. 

How to respond to positive Google reviews

One big mistake business leaders can make is only responding to bad reviews, the positive reviews are just as important to respond to. Responding to happy customers not only expresses appreciation but also amplifies the goodwill that’s been extended. Publicly acknowledging positive feedback demonstrates your commitment to customer satisfaction and can even encourage others to share their own great experiences.

Responding thoughtfully to positive reviews allows you to celebrate these wins while reinforcing your brand’s values and messaging. Each response becomes a chance to build your reputation and inspire ongoing customer loyalty.

Respond graciously

When responding to positive reviews, gratitude should be at the forefront. A simple "thank you" can go a long way in showing customers that their support is truly valued. Whether it’s a one-time customer or a regular, graciously acknowledging their feedback strengthens the bond between them and your business, making them feel appreciated and respected.

Personalize replies

Generic responses can fall flat, so it’s crucial to personalize your replies to make the customer feel unique and special. Mention specific details from the review or acknowledge their experience in a meaningful way. Personalized responses show that you’re paying attention, creating a connection that feels more authentic. 

Reinforce brand messaging and values

Every positive review is an opportunity to subtly reinforce your brand’s messaging and values. While expressing gratitude, you can weave in elements of your core mission or service philosophy. For example, if a customer praises your quick service, you can respond by reiterating your commitment to delivering efficient, high-quality customer experiences.

Encourage repeat business and loyalty

Positive reviews are a perfect chance to gently encourage repeat business. Thank the customer for their patronage and invite them back by mentioning future services, products, or promotions. A little nudge like "We look forward to welcoming you back!" can encourage return visits and help foster loyalty over time.

Examples of responses to positive Google reviews

A “good” response to a positive review can look different depending on the industry, the company’s voice, and the nature of the review. However, there are universal best practices that every response should follow: express gratitude, personalize the message, reinforce brand values, and encourage customer loyalty. Below, we’ll explore some real-world examples of well-executed responses to positive Google reviews, breaking down what makes them effective.

Example 1: Moxie Pest Control 

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What makes this response effective:

• Gratitude: The response is warm and welcoming, making Meghan feel valued and seen.
  
  
• Personalization: Addresses the customer by name and responds specifically to praise for Tommy, the frontline worker on the job.
  
  
• Encourages loyalty: By saying “we can’t wait to keep impressing you!”

Example 2: JiffyLube

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What makes this response effective:

• Gratitude: The response opens with sincere thanks, immediately acknowledging the customer’s effort in leaving a review.
  
  
• Personalization: It directly references the customer’s experience and the specific care from the JiffyLube team, adding a personal touch.
  
  
• Reinforces brand values: The response speaks to their value of quality automotive maintenance. 

Example 3: Shine Window Cleaning

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What makes this response effective:

• Gratitude: The response immediately expresses gratitude in a polite and engaging way.
  
  
• Encourages repeat visits: The invitation to return builds anticipation and keeps the customer’s loyalty intact.

How to handle negative Google reviews

Negative reviews can be difficult to read, but they provide invaluable insights into where your business can improve. While it’s natural to feel defensive, responding thoughtfully to criticism shows both the reviewer and potential customers that your business is committed to addressing concerns and ensuring satisfaction. How you handle these reviews reflects your brand’s dedication to customer service, and a professional response can even turn a negative experience into a positive one. Here’s how to approach negative reviews with tact and strategy.

Apologize and defuse

The first step in responding to a negative review is to acknowledge the customer's concerns with a sincere apology. Even if the issue wasn’t directly your fault, expressing empathy can help diffuse tension and demonstrate that you care about their experience. A simple, “We’re sorry to hear you had a disappointing experience,” goes a long way toward calming frustrated customers and setting the stage for resolution.

Respond quickly

Timely responses show that your teams value customer feedback and are proactive in addressing issues. The faster you respond, the more likely you are to prevent the situation from escalating and leaving a lasting negative impression. A prompt reply also reassures future customers that you’re attentive and responsive to all types of feedback, not just positive reviews.

Resolve publicly, follow-up privately

When possible, resolve the main concern publicly to show that you're willing to address issues openly and fairly. Offer a solution or explanation within your initial reply so that others can see how you handle conflict. Afterward, follow up with the customer privately to discuss details further or offer more personalized solutions. This combination shows transparency while maintaining a level of privacy for more complex resolutions. 

Offer tangible solutions

In your response, offer specific solutions or actions that demonstrate your willingness to correct the problem. Whether it’s a refund, a free service, or a commitment to address an internal issue, tangible actions show that you’re serious about making things right. This not only satisfies the unhappy customer but also signals to others that your business is committed to continuous improvement.

Examples of responses to negative Google reviews

Responding to negative reviews can be challenging. It’s hard to hear criticism, and even harder to craft a response that shows empathy, takes responsibility, and offers solutions. However, a well-handled response can turn a frustrated customer into a loyal one. While responses will naturally vary depending on the industry, company values, and the specifics of the review, the examples below follow best practices: showing empathy, acknowledging the issue, and providing a clear path to resolution.

Example 1: Hospitality industry 

Review:
"I stayed here last week and was extremely disappointed. The room was dirty, and the staff was unhelpful when I tried to raise the issue. I won’t be staying here again."

Response:
"We sincerely apologize for your experience during your stay. Cleanliness and customer service are top priorities for us, and it’s clear we fell short in this instance. We appreciate your feedback and are taking steps to address these issues with our housekeeping and front desk teams. We would love the chance to make it right — please reach out to us directly, and we’ll ensure your next stay is up to our usual standards."

What makes this response effective:

• Empathy: Acknowledges the customer’s frustration and apologizes for the poor experience.
  
  
• Accountability: The respondent is sure to take responsibility for the cleanliness and service issues.
  
  
• Tangible solution: Offers the customer an opportunity to resolve the issue with a direct follow-up for future stays.

Example 2: Retail store

Review:
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"I ordered a jacket online and was sent the wrong size. When I contacted customer service, they didn’t help me at all. Very disappointed!"

Response:

"We’re sorry to hear about the issue with your order and the lack of assistance you received from our team. This is not the level of service we strive to provide. We’ve forwarded your feedback to our customer service team and will be retraining on handling these situations better in the future. In the meantime, we’d love to resolve this for you — please send us a direct message, and we’ll make sure you get the correct size as quickly as possible."

What makes this response effective:

• Empathy and responsibility: In this review response, the business apologizes for both the order mistake and the poor customer service experience.
  
  
• Practical solution: It offers a clear and immediate way to rectify the issue with the order.
  
  
• Proactive steps: Mentions internal retraining, signaling that the company is committed to improving future interactions.

Example 3: Dental Practice 

Review:
"I had an appointment here last week, and the staff seemed rushed and inattentive. I felt like I wasn’t listened to, and the overall experience was very stressful."

Response:
"We’re truly sorry that your recent visit didn’t meet your expectations. Our team aims to provide attentive and compassionate care, and we’re sorry this wasn’t your experience. We’ve shared your feedback with the staff to ensure we’re addressing these concerns. We would be happy to discuss this further and ensure your next visit is more comfortable. Please reach out to our office manager directly at [phone number]."

What makes this response effective:

• Empathy: Recognizes the customer's feelings of stress and disappointment, apologizing sincerely.
  
  
• Takes responsibility: Acknowledges that the staff's behavior was not up to standard.
  
  
• Actionable follow-up: Provides a direct contact for resolution, making the next visit smoother.

Dealing with fake or malicious reviews

Handling fake or malicious reviews is critical for protecting your business's reputation. These false reviews can damage brand trust and lead potential customers astray. Knowing how to spot them and effectively address them will help maintain the integrity of your online presence.

Tell-tale signs of a fake review

Fake reviews often follow patterns that make them easy to identify. Here’s a list of common red flags to watch out for:

• Vague or overly general descriptions: Reviews that lack details about the actual product or service experience may be fabricated.
  
  
• Extreme, polarizing language: Be cautious of reviews that are either overly negative or excessively positive without any balance or context.
  
  
• Lack of specific details: Genuine reviews typically mention specific aspects of the customer experience, such as interaction with staff, product names, or visit dates.
  
  
• Similar phrasing or wording across multiple reviews: If several reviews contain the same phrases or structure, they may be coming from the same source.
  
  
• Reviewer has no history or profile picture: Fake reviewers often don’t have a legitimate profile with other reviews, pictures, or a verifiable presence.
  
  
• Multiple reviews posted in a short time frame: A sudden influx of similar reviews is a common sign of review manipulation.
  
  
• Identical reviews for different businesses: Watch out for reviewers who copy and paste the same review across various companies.
  
  
• Reviewer is not a verified customer: Google marks some reviews as “Verified,” confirming a purchase or visit. If a review comes from an unverified customer, investigate further.
  
  
• Excessive use of technical or unnatural language: Genuine reviews usually flow naturally, while fake ones often sound robotic or overly formal.
  
  
• Review left without any context: Reviews that only say "Terrible!" or "Amazing!" without further explanation tend to lack credibility.

How to report and remove malicious reviews

If you suspect a review is fake or malicious, here’s how to report it:

1. Sign in to your Google My Business account and navigate to the “Reviews” section.
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2. Find the business review you want to report, click the three vertical dots next to it, and select "Flag as inappropriate."
   
   
3. Complete the report form by selecting the reason for flagging the review (e.g., spam, conflict of interest, inappropriate content).
   
   
4. Submit the form and wait for Google’s response. This can take several days, as Google manually reviews flagged content.
   
   
5. If Google doesn’t take action, consider escalating the issue by contacting Google My Business support directly.
   
   
6. Pursue legal action in cases of defamatory reviews that are harming your business’s reputation.

This can all be done in your Google Business profile. By proactively reporting fake or malicious reviews, you can help maintain a fair and trustworthy online reputation for your business.

Common mistakes to avoid when replying to Google reviews

While the strategies outlined above set a strong foundation for responding to reviews, it's also important to avoid common pitfalls. Below is a recap of mistakes businesses often make and why they should be avoided:

• Being defensive or argumentative: Responding defensively can escalate the situation and create a negative public image. It’s essential to remain calm, professional, and solution-focused.
  
  
• Using generic or copy-paste responses: Customers can spot impersonal replies, which may make them feel undervalued. Tailor each response to the specific review and situation to show you’re genuinely engaged.
  
  
• Ignoring negative reviews: Failing to address negative feedback sends a message that you don’t care about customer concerns. Acknowledge every review, especially the critical ones, to demonstrate a commitment to improvement.
  
  
• Taking too long to respond: Speed matters when it comes to customer feedback. Delayed responses can frustrate customers further. Aim to reply within 24-48 hours.
  
  
• Focusing only on negative reviews: While addressing negative reviews is crucial, don’t overlook the positive ones. Responding to positive feedback shows appreciation and reinforces a positive brand image.
  
  
• Over-promising solutions: It’s easy to want to resolve issues quickly, but offering more than you can deliver can lead to disappointment. Stick to realistic, actionable solutions and follow through.
  
  
• Failing to follow up: A good response doesn’t end with a single reply. If you promised to resolve something or offered a solution, check in with the customer afterward to ensure they’re satisfied with the outcome.

By avoiding these common mistakes, your responses to Google reviews will be more effective and foster stronger customer relationships.

How to encourage more customers to leave Google reviews

While some customers will leave reviews spontaneously, it's more common for those who had a negative experience to voice their feedback unprompted. To balance this, businesses should actively encourage happy customers to share their positive experiences as well. Here’s how you can increase the number of Google reviews you receive:

Ask at the right time

Timing is everything when requesting a review. The best moments are immediately after a positive interaction or when a customer has expressed satisfaction with your product or service. Whether it's after a successful service call or following a purchase, catching customers when they’re happy, and in a timely manner, increases the likelihood that they’ll take the time to leave a review filed with kind words.

Make it easy

The simpler the process, the more likely your customers are to leave a review. Provide direct links to your Google review page via email, text, or a follow-up message. You can generate custom review links using this page for desktop and mobile, making it quick and convenient for customers to submit their feedback.

Offer incentives

Offering incentives, such as a discount on their next purchase or entry into a prize draw, can motivate customers to leave a review. Just be sure that the incentive doesn’t compromise the authenticity of the feedback, let customers know their honest opinions are valued.

Target loyal customers

Your most loyal customers are often your best advocates. They’re likely to have had multiple positive experiences with your business, making them ideal candidates to leave glowing reviews. Don’t hesitate to ask them directly, as they’re usually more than happy to help spread the word about businesses they support. 

Use AskNicely Review Request 

With the Review Request feature, you can automatically leverage positive customer feedback in real time, ensuring your happy customers share their positive experiences with the world. 

How can AskNicely help?

AskNicely is a comprehensive customer experience platform that empowers businesses to collect, manage, and respond to customer feedback across multiple channels, including Google. Whether you’re a small business or a large corporation, AskNicely provides the tools to streamline your review management process and build stronger customer relationships. 

Automated workflows for review management

Responding to reviews in real time can be challenging, especially when feedback comes in across various channels. AskNicely’s Respond feature allows businesses to automate the prioritization and response process, ensuring that both positive and negative Google reviews are addressed quickly and efficiently. This means you can stay on top of your feedback, improving customer engagement and satisfaction. For step-by-step instructions, check out this guide on configuring workflows with Google reviews.

Encouraging reviews

Getting more reviews from happy customers is easier with AskNicely’s Review Request feature. It simplifies the process by automatically engaging satisfied customers and encouraging them to leave Google reviews. By turning happy customers into advocates, you can boost your online presence and attract new business.

Turning feedback into action

Collecting feedback is only the first step. AskNicely’s Coaching Playbooks turns feedback into actionable insights by identifying patterns and areas for improvement. Teams can then use these insights to coach frontline staff, improving the overall customer experience and increasing the likelihood of receiving positive reviews.

For example, Schweiger Dermatology leverages AskNicely’s CX platform to monitor patient feedback and coach their teams. Since adopting AskNicely, they’ve seen a 3x increase in positive Google reviews — a testament to how timely, thoughtful responses can drive business growth.

Learn more: Free eBook - How to turn feedback into action.