Who you are really replying to
A reply to a bad review is only partly addressed to its author. It is read by everyone who later looks at your business on Google. Those readers know that things can go wrong anywhere. They want to see how you deal with it.
A calm reply under a one-star review can therefore build more trust than ten unanswered five-star reviews. Google itself writes that a mix of positive and negative reviews often looks more trustworthy.
Replying in five steps
- Check first, then write. Find out what happened that day. Do not reply while you are still angry.
- Say thank you. For criticism too. The customer took the time.
- Name the specific problem. “The wait on Saturday” shows that you read the review. “Any inconvenience” shows the opposite.
- Say what you are doing. An apology where one is due, and a sentence on what will change. Promise nothing you cannot keep.
- Take the conversation elsewhere. Offer a phone number or an email address. Sort out the details there and not in public.
Three to five sentences are enough. Long justifications look as though you have something to hide.
Three examples to adapt
Justified criticism
Review: “Good food, but a 40-minute wait and nobody apologised.”
Thank you for your frank feedback. We are sorry that you waited so long on Saturday and that nobody said anything about it. We have talked it through as a team and now have more people in the kitchen on busy evenings. If you visit us again, feel free to call ahead on 069 000000.
One star with no text
Review: one star, no comment
Thank you for your review. We would like to understand what went wrong during your visit. Write to us at info@your-business.com and we will look into it.
Criticism you believe is wrong
Review: “Outrageous prices, a rip-off.”
Thank you for your feedback. Our prices are shown on the menu and in the window before you order. We are sorry if your visit did not meet your expectations. Please call us if there is anything we can clear up.
The phone number and email address in the examples are placeholders. Do not copy the texts word for word: readers notice identical replies under several reviews at once.
What to avoid
- Arguing. You will not win a public discussion with a customer. Correct a fact once, calmly, and leave it there.
- Mentioning personal details. Write nothing about the customer that they did not write themselves: no names, no invoice amounts, no details of the treatment or order. Google and data protection law both require this.
- Offering something in return. A voucher for changing or deleting a review breaches Google's policies.
- Staying silent. Unanswered criticism stands as the last word.
When Google removes a review
Google removes reviews that breach its policies. That includes fake reviews, spam, abuse, content unrelated to the business and reviews by competitors or your own staff. You can report such cases in your Business Profile.
A review you dislike or consider unfair is no reason for Google to remove it. If it contains demonstrably false statements of fact, there may be a legal route. A lawyer can tell you.
How Spotstar handles it
Spotstar drafts a reply to every new Google review in the tone of your business. Praise is answered right away. By default, replies to criticism only appear after you have approved them. The analysis also shows whether one complaint keeps coming up. More on the homepage.
Common questions
- How quickly should I reply to a negative review?
- As soon as you can while the matter is fresh, but not while you are still angry. There is no fixed deadline. Take the time to check what happened.
- Should I reply to positive reviews too?
- Yes. A short thank-you shows that you read your reviews, and Google recommends it. Pick up a detail from the review so the reply does not sound like a template.
- Can a customer change their review afterwards?
- Yes, authors can edit or delete their review at any time. Once you have solved a problem, you may politely point that out. You may not offer anything in return.