How to reply to Google reviews (with templates)

Reviews on Google are often the first thing a new customer reads about you, and your replies are read almost as closely as the reviews themselves. A good reply shows that a real person runs the business, that you listen, and that problems get fixed. A bad reply, or no reply at all, can undo the effect of a dozen five-star ratings.

This guide covers how to reply, what to say for each kind of review, and some ready-to-adapt templates.

Where to reply

You reply from your Google Business Profile. Search for your business name on Google while signed in to the account that manages the profile, or open Google Maps, and you'll see your reviews with a Reply option under each one. The reviewer is notified, and your reply is shown publicly under their review. You can edit or delete your reply later.

You can't delete a customer's review. If a review breaks Google's content policies (spam, fake engagement, off-topic, offensive, or a conflict of interest such as a competitor posing as a customer), you can report it for Google to check. Reporting is for policy breaks, not for reviews you simply disagree with.

Five rules for every reply

1. Reply to every review, good and bad. People notice when only complaints get a response, and they notice when nothing does.
2. Reply reasonably quickly. Within a day or two is a good habit. An unhappy customer who hears back fast is more likely to give you a second chance.
3. Use their name and mention something specific. "Thanks, Sara, glad the birthday cake was a hit" reads as human. "Thank you for your feedback" reads as automatic.
4. Keep private details private. Never post booking numbers, phone numbers, health details or anything the customer didn't make public. Offer to continue the conversation by phone, email or message.
5. Write for the next reader. Your reply is really for the hundreds of people who will read it later. Be calm, factual and kind, even when the review isn't.

What not to do

• Don't argue or blame the customer in public, even if you're sure they're wrong.
• Don't copy and paste the same reply under every review. It looks like nobody's reading.
• Don't offer money, discounts or gifts in exchange for a review, or ask for a review to be changed. Google's policies don't allow incentivised reviews.
• Don't ask only your happiest customers to leave a review while steering unhappy ones away. Ask everyone the same way.
• Don't stuff your reply with keywords. It won't help, and it reads badly.

Templates you can adapt

Treat these as starting points. Change the wording so it sounds like you, and always add at least one detail from the review.

Five stars, with detail

Thank you, [name]! We're so glad [the specific thing they mentioned] made your day. [Staff member] will be happy to hear it too. We hope to see you again soon.

Five stars, no text

A rating with no words still deserves a short, warm reply.

Thanks for the five stars, [name]. It means a lot to our small team. See you next time!

Four stars, with a suggestion

Thanks, [name], we're glad you enjoyed [thing]. You're right about [their suggestion], and we're looking at how to improve it. Thanks for helping us get better.

Only promise a change you're actually going to make.

Three stars, mixed experience

Thanks for the honest review, [name]. We're pleased [the good part] worked for you, and sorry [the bad part] didn't meet your expectations. We'd like to hear more so we can put it right. Could you reach us at [contact method]?

One or two stars, a genuine problem

This is where replies matter most. Acknowledge, apologise for the experience, explain briefly if it helps, and move the conversation somewhere private.

[Name], we're sorry your visit went this way. [Waiting 40 minutes for your pickup] isn't the experience we want anyone to have. We'd like to understand what happened and make it right. Please contact [name or role] at [contact method] and mention this review.

Notice what's missing: excuses, blame and a long defence. If there's a fact that future readers need (for example, a policy that was clearly explained at booking), state it once, briefly and politely.

A review you believe is fake or not a customer

Report it first. If you also reply, stay neutral:

We can't find a booking or visit matching this review, and we'd like to understand what happened. Please get in touch at [contact method] so we can look into it.

A review in another language

Reply in the language the customer used, if you can do it well. A short, correct reply is better than a long one run through a translator without checking.

After you reply

• Fix the problem behind the review. If three people mention slow pickups, the reply isn't the solution; the pickup schedule is.
• Share good reviews with your team. Naming the staff member who was praised is good for morale.
• Keep asking for reviews. A simple card, a line in your follow-up email or a link after a booking helps. Ask every customer, not just the ones you think are happy.

Making it a routine

The hardest part of replying to reviews is remembering to do it. A few habits help:

• Pick one person to own review replies, with a backup when they're away.
• Set a time each day, even ten minutes, to check new reviews.
• Keep a short document of phrases that sound like you, and your key policies, so replies are consistent.
• For negative reviews, agree who can approve the reply before it's posted.

If you'd like help with this, Wirk's inbox brings Google reviews into the same place as your Facebook and Instagram comments and messages. The AI drafts a reply in your brand voice, using what it knows about your business, and a person on your team approves or edits it before it's posted. Nothing goes out on its own unless an admin has set up an automatic reply rule for specific kinds of messages, such as simple thank-yous.

A quick checklist

Before you press Reply, check:

• Did I use their name and mention something specific?
• Is the tone calm and friendly, even if the review isn't?
• Did I keep private details out?
• If there was a problem, did I apologise and offer a private way to fix it?
• Would I be happy for a new customer to read this?

If the answer to all five is yes, post it.