How to reply to Google reviews: rules and examples

Reply to every review, within a few days, in a calm tone and without revealing customer data. On positive reviews, thank the customer with something specific. On negative ones, acknowledge, explain in a few lines and move the conversation to a private channel.

Before you write

• Read calmly and do not reply in the heat of the moment.
• Write for whoever will read the reply next, not only for the reviewer.
• Never reveal personal data. At a clinic, do not even confirm that the person was a patient.
• Do not argue and do not accuse the customer of lying.

A positive review

Say thank you, mention something concrete the customer said and invite them back. Avoid pasting the same reply on every review.

Example for a holiday rental

Thank you for your review and for your kind words about the view and the cleanliness. We were delighted that you enjoyed your stay. You will always be welcome.

A negative review

1. Acknowledge what the customer felt, without agreeing with everything or denying everything.
2. Explain the facts in one or two sentences, without long justifications.
3. Offer a direct contact to solve the issue.
4. Do not ask for or offer anything in exchange for changing or deleting the review. Google does not allow it.

Example for a holiday rental

We are sorry that your arrival did not go as you expected. We checked our records and will review our check-in process. We would like to speak with you to understand better what happened. You can contact us by email or on the property's WhatsApp.

Example for a clinic

Thank you for your comment. Out of respect for the privacy of all our clients, we cannot discuss individual cases here. We are available to talk with you in private, by phone or on the clinic's WhatsApp.

A fake or unfair review

If the review does not correspond to a real experience, for example from a competitor or from someone who was never a customer, you can report it from your profile, stating the rule it breaks. Removal is neither guaranteed nor immediate, so also reply calmly and factually.

How long should you take?

The sooner the better. A good target is to reply within a day or two. If your team has no time, choose one responsible person and one day a week for it.

A four-step model

1. Thank them for their time.
2. Acknowledge what the customer felt.
3. Explain the facts in a few sentences.
4. Invite them to continue the conversation in private.

Mistakes to avoid

• Pasting the same reply on every review.
• Replying with sarcasm or defending yourself aggressively.
• Asking the customer to delete or change the review.
• Exposing details of the service or personal data.
• Ignoring negative reviews.

Free guide: download the Google profile checklist (PDF) and see how many points your business scores.