Quick Answer
Reply publicly within 24 to 48 hours. Thank the reviewer, acknowledge the specific issue, apologize briefly, explain what you will do differently, and invite them to continue the conversation off-platform. Do not argue, do not blame the customer, and do not offer refunds or discounts inside the public reply.
Why Responding Matters
Google's own engagement guidance encourages business owners to respond to reviews. Prospective customers read your replies as much as they read the reviews themselves. A calm, specific response to a negative review often does more for your reputation than the negative review does to hurt it.
The Five-Part Reply Framework
- Open with the reviewer's name. It signals a real person is replying.
- Thank them for the feedback, even when it stings.
- Acknowledge the specific issue. Vague replies feel scripted.
- State what you will do about it. One sentence is enough.
- Move it offline. Provide a direct email or phone number.
Templates You Can Adapt
One-Star Review About a Missed Appointment
Hi [Name], thank you for letting us know. Missing your appointment is not the experience we want any customer to have, and I am sorry we let you down. We have already reviewed our scheduling process with the team. If you are open to it, please reach me directly at owner@yourbusiness.com so we can make it right.
Two-Star Review About Pricing
Hi [Name], I appreciate you taking the time to share this. Pricing on that job reflected [specific factor], but I understand it did not feel that way from your side. I would like to walk you through the estimate line by line. Please email me at owner@yourbusiness.com and I will follow up today.
One-Star Review With No Detail
Hi [Name], I see we have a one-star review from you but I cannot find the details of your visit. I would genuinely like to understand what happened and fix it. Could you email me at owner@yourbusiness.com with the date of service? Thank you.
Things Not to Do
- Do not argue the facts publicly, even when you are right.
- Do not use the customer's full contact info in the reply.
- Do not offer refunds or discounts in public. Handle that in the private channel.
- Do not copy and paste the same reply on every negative review. Google shoppers notice.
When to Flag a Review
If a review violates Google's prohibited and restricted content policy (fake, off-topic, containing personal attacks or hate speech), you can request removal from your Business Profile. Otherwise, respond and move on.
Related Reading
Ask every customer for a review—without review gating.
SoTrustworthy sends a compliant, perfectly-timed review request to every customer after the job — no filtering, no gating, just more honest 5-star reviews on Google.
