Reply to every Google review within 48 hours, with a short, personal answer: thank the customer, pick up a specific detail from the review and, for a negative one, acknowledge the problem and offer to talk directly. To save time, prepare a few templates by type of review and personalize them, or have an AI agent draft the replies while you keep the final say.
Should you reply to every Google review?
Yes. Replying to every review, including five-star ones with no comment, shows future customers that the business is active and listening. A reply to a negative review is often read by more people than the review itself: it shows how you handle a problem.
Google’s own advice says the same: be polite and professional, keep it short, and be conversational, not promotional. Your reply is public, under your business name, and the reviewer is notified.
How do you reply to a positive review?
Thank the customer by name, pick up a detail from the review and invite them back.
Thank you, Julie! So glad you enjoyed the praline tart. See you soon at the shop.
How do you reply to a negative review?
- Thank the customer for the feedback.
- Acknowledge the problem without blaming the customer.
- Say in one sentence what you’re doing to fix it.
- Offer a direct contact (phone, email).
Hi Marc, thank you for taking the time to write. We’re sorry about the wait on Saturday: we were short-staffed, and that’s not the service we want to give. Call us at [number], we’d like to talk it through with you.
What should you avoid?
- Pasting the same reply everywhere: customers notice.
- Replying in the heat of the moment.
- Writing fake reviews, buying them or rewarding only positive ones. Since October 21, 2024, the FTC’s rule on consumer reviews bans fake reviews and incentives tied to a positive (or negative) review, with civil penalties of up to $53,088 per violation. Google goes further: it bans any reward for a review, and asking only your happy customers for one.
- Sharing the customer’s personal details in the reply.
How do you save time on Google reviews?
| Method | What you do | Personalization |
|---|---|---|
| Reply by hand | Everything | Full |
| Templates to adapt | Pick and adjust a template | Good |
| AI agent, you approve | Read and approve | Good, in your voice |
Kelly, Extra’s reviews agent, sees your Google reviews as soon as they come in, suggests a reply in your voice and publishes it on Google once you approve. She also tracks your Trustpilot reviews and, for an unhappy customer, prepares a message to reconnect.
