There’s a standard feeling people get from reading review responses from local businesses. They’re either generic template phrases (“Thanks for your feedback, we’ll take it on board”), or defensive outbursts on negative reviews (“You’re completely wrong, that’s not how it happened at all”).
Both destroy trust rather than build it.
Good review responses are something else entirely: short, personal, professional. They show the reader that this is a company that cares what customers think and that handles both praise and criticism maturely.
Here are the principles and the examples.
Ground rules
1. Respond to every review. Within 48 hours. Silence is worse than a mediocre response.
2. No template responses. Each response individual. People reading notice immediately if responses are copy-pasted.
3. Short. 3-5 sentences is enough. Long responses look like you’re trying to defend yourself.
4. Personal. Use the reviewer’s name. Write from a specific person, not from “the company”.
5. Professional on negatives. Never argue, accuse or threaten.
Positive reviews (5-star with text)
People who leave positive reviews with text often do so out of genuine appreciation. Acknowledge the specific thing they mentioned.
Example — hairdresser:
Review: “Best haircut I’ve had in years. Erik took the time to understand what I wanted and the result was exactly what I’d hoped for. Definitely booking again.”
Response: “Thanks Anna! Great to hear that the time we took made a difference. Welcome back. /Erik”
Example — restaurant:
Review: “Wonderful meal. The pizza with rocket and prosciutto was fantastic, and the service was quick and friendly.”
Response: “Thanks Mats for the kind words. That pizza is one of our favourites to make. Hope to see you again. /The kitchen”
Example — craftsperson:
Review: “Fast and professional. Came the same day, fixed the leak in an hour, and cleaned up after.”
Response: “Thanks Sara, glad we could sort it quickly. Reach out if anything else comes up. /Anders”
Note: acknowledge the specific thing they mentioned. “Good service” is generic — “that pizza with the rocket” is specific.
4-star reviews
People who give 4 stars are generally satisfied but have one or two details that weren’t perfect. Thank them for the rating and the feedback, and feel free to ask what would have made it a 5.
Example:
Review: “Good haircut but waited a bit too long for my appointment. 4 stars.”
Response: “Thanks Marcus for the rating and the feedback. Sorry about the wait — we had an unexpected delay that day. Hope it doesn’t put you off coming back. /Erik”
Neutral (3 stars)
There’s usually a specific hesitation or a minor disappointment. Acknowledge it, optionally give a short explanation, and show that you take feedback seriously.
Example:
Review: “The food was okay but nothing special. Friendly staff.”
Response: “Thanks for the honest feedback, Lisa. We’ll take with us that some dishes don’t quite land for everyone. If you want to talk more about what specifically could be better — please reach out directly. /The kitchen”
Negative (1-2 stars)
The hardest but most important type to handle well. People reading reviews look especially at the negative ones — to see how the business reacts.
Good responses do four things:
- Acknowledge the specific problem (“I understand the wait time was unacceptable that day”)
- Explain briefly if there’s a reasonable explanation (without making excuses)
- Take responsibility even if it wasn’t entirely your fault
- Offer contact to make it right
Example — legitimate complaint:
Review: “Total disaster. Booked an appointment for 14:00, came in and had to wait 45 minutes. Staff were stressed and my haircut wasn’t at all what I asked for. Never again.”
Response: “Hi Karin. Very sorry to hear that. 45 minutes’ wait is not acceptable and I’m sorry the result wasn’t what you’d hoped for. That’s not how we want to work. Call me on 08-XXX XX XX and let’s see if we can make this right. /Erik, owner”
Example — short and matter-of-fact:
Review: “Expensive for what you get.”
Response: “Thanks for the feedback. We understand our price point isn’t for everyone — our products and treatment times reflect a certain quality level that’s mirrored in the price. Reach out if you have specific thoughts about the value. /Erik”
Fake or suspicious reviews
Sometimes you’ll get reviews that seem strange — maybe from someone who was never a customer, maybe from a competitor, maybe from an upset former employee.
Respond anyway, but neutrally:
“Hi, we haven’t been able to find a visit or booking that matches your description. Reach out at [email protected] with more information about the visit and we’ll sort it out. /Erik”
Then report via Google Business “report violation” if you have reasonable suspicion of fake content.
What you should never do
- Argue publicly. “You’re wrong, that’s not how it was at all.”
- Accuse the reviewer. “You’re probably a competitor.”
- Threaten legal action. “We will be taking this to a lawyer.”
- Reveal personal information. “You were here on the 15th with your boyfriend who said that…”
- Send generic template responses. “Thanks for your feedback, we’ll take it on board.”
- Be passive-aggressive. “It’s a shame you didn’t appreciate our work.”
All of this makes the company look less professional, regardless of how unfair the review was.
Tone of voice in responses
One last point: the tone of your responses should match the tone of the rest of your communication. If your website is formal, your responses should be formal. If your Instagram is casual, your responses can be casual.
Consistency in tone builds recognition and trust — every touchpoint is part of the same whole.
Want to go deeper? Read Reviews and trust for the full pillar guide, or How to get more Google reviews without nagging for how to build review volume.