To reply to a Google review, go to your Business Profile, select Read reviews, then select Reply next to the review. Google says “Before you can reply to reviews, you must verify your business”, and it checks every reply before it goes public.
In our view, a reply is mostly read by people deciding whether to ring you, not by the reviewer. This guide covers what Google does with your reply, which reviews need one, example replies for the reviews trades get most, and what to keep out.
Do this today
- Check your profile is verified. You can’t reply until it is.
- Open Read reviews and find the reviews with no reply.
- Answer the bad ones first, once you’ve checked your job records.
- Take the customer’s surname, address and what they paid out of every draft.
- If a review breaks Google’s rules, report it rather than argue in a reply.
What happens when you reply to a Google review
Google checks your reply against its content policies before anyone sees it. Google’s help page says “Replies usually take up to 10 minutes to review”, but “sometimes a review can take up to 30 days”. If your reply fails the check, Google asks you to edit it.
- It’s public. An approved reply is posted under the customer’s review.
- It shows as the business. Google says “your personal name won’t be shown”.
- The customer is told. “The person who wrote the review is notified when you reply.”
- They can change their review. If they do, the date on the review changes to the latest edit.
How to reply, edit or delete a reply
You reply from your Business Profile once it’s verified. If you haven’t got that far, here’s how to set up a Google Business Profile for your trade.
- Go to your Business Profile.
- Select Read reviews.
- Next to the review, select Reply.
- Type your reply and select Reply.
Edit or delete a reply
Google lets you change or remove your own reply. Go to Read reviews and find your reply under the review. Select Edit, change the text and select Update. To take it down, select Delete.
Which reviews need a reply?
Google doesn’t ask you to reply to every review. Google’s reply tips say “you don’t need to thank every reviewer publicly”. They say to reply when you’ve got new or relevant information to share, and to keep it short because “long ones might overwhelm them”.
In our view, a bad review needs a reply every time. Without one, the customer’s side is the only side. We’d answer every written good review too, because a profile full of replies shows someone reads them. A star rating with no words is the one we’d leave unless you’ve something useful to add.
Example replies for the reviews trades get
These are example replies to adapt, not real customer exchanges. Swap the brackets for your own details. Only keep a line if it’s true for your business. For a basic good and bad reply, see how to get Google reviews as a tradesman.
A five-star review that names the job
Google may ask customers of a service business which job you did. Google says “Customers may be asked to identify what tasks your business performed.” In our view, naming the same job back is fine. Their address isn’t.
Example reply: Thanks [first name]. Glad the [job they named] went smoothly. [your initials]
A review that thanks one of your team
In our view, use a team member’s first name only, and only if they’re happy for you to.
Example reply: Thanks [first name]. I’ve passed this on to [team member]. [your name]
“Too expensive”
In our view, explain how you price and don’t quote what they paid. Google’s policy lists financial information as personal information.
Example reply: Hi [first name]. Thanks for the feedback. We give a written quote before any work starts. If anything on the invoice didn’t match it, ring me on [business number] and we’ll go through it. [your name]
“Turned up late” or “didn’t turn up”
Check your diary first. In our view, if it happened, say sorry and say what’s changed.
Example reply: Hi [first name]. Sorry. You should have had a call before we were late. We now ring every customer if we’re running behind. [your name]
A quote that didn’t go ahead
Example reply: Hi [first name]. Thanks for having us round to quote. Sorry it wasn’t right for you this time. If you’d like to talk it through, I’m on [business number]. [your name]
A job that went wrong and you’ve put right
Example reply: Hi [first name]. Sorry again about the first visit. Thanks for letting us come back and sort it. [your name]
What not to put in a reply
Replies must follow Google’s content policy, and a reply that fails the check isn’t posted. The policy spells out what that means for a reply.
- Their personal details. The policy counts a “full name or surname” as personal information. It also lists “financial information, medical information”. In our view that covers what they paid, so keep the price and their address out, and use their first name or none.
- Accusations. The policy bans “Unsubstantiated allegations of unethical behaviour or criminal wrongdoing.” Don’t call a reviewer a liar or a scammer in public.
- Offers and discounts. Google says “there’s no need to offer deals or promotions” in replies.
- A reward to change the review. Google’s fake engagement rules ban payment, discounts or free work for changing or removing a negative review. More on that in buying Google reviews.
Your business phone number and email are fine. Google’s policy allows “merchants to post contact information related to their business”.
When the review breaks Google’s rules
Replying doesn’t report the review. If a review is fake, from a competitor, abusive or shows someone’s personal details, report it to Google instead. Our guide on how to remove a Google review or fake review covers which reviews qualify, how to report one and how to appeal.
In our view, if you’ve no record of the reviewer, keep any reply neutral while the report is checked.
Example reply: Hi [first name]. We can’t find a job under this name. Please ring us on [business number] so we can look into it. [your name]
Questions about replying to Google reviews
Do you have to reply to every Google review?
No, you don’t have to reply to every Google review. Google says you don’t need to thank every reviewer publicly. In our view, every bad review still needs an answer.
Why isn’t my reply showing on Google?
Your reply may not be showing because Google is still checking it or it didn’t pass the check. Checks usually take up to 10 minutes and can take up to 30 days. If it failed, Google asks you to edit it. If the review itself has gone, see why your Google reviews have disappeared.
Does the customer see my reply?
Yes, the customer sees your reply. Google notifies them when you reply, and they can change their review after reading it.
Can I put my phone number in a reply?
Yes, you can put your business phone number in a reply. Google’s content policy allows business contact details. Never post the customer’s number.
Does replying to reviews help my Google ranking?
Google’s page on improving your local ranking doesn’t say replying to reviews changes your ranking. It does say “Positive reviews and helpful replies can help your business stand out.”
Reviews and local SEO
Reviews are one of the three things our local SEO for trades covers, alongside your Google Business Profile and your website.
Want to see who’s showing up for your work in your towns, and how many reviews they’ve got? Our free local forecast shows you.