How to respond to negative Google reviews
Every business gets a bad review eventually. Future customers read how you respond more closely than the review itself. A calm, helpful reply can win trust; an angry one can cost you customers for years. Here is how to respond, with examples you can adapt.
Last updated · By the XKey team
Should I reply to every negative review?
Yes. Replying shows you care and lets you add your side for the people reading later. Google also says that replying to reviews shows you value your customers. Aim to reply within a day or two, once you've calmed down.
How should I respond to a negative review?
- Thank them for the feedback and use their name if they gave one.
- Apologise for their experience without arguing about the details in public.
- Give a short, factual explanation only if it helps future customers – what you've changed, for example.
- Take it offline: give a name and a phone number or email to sort it out.
- Keep it short and never share personal or private details.
Example: "Thanks for letting us know, Sarah, and I'm sorry the job ran late. That's not the service we aim for. We've since added a second van to cover busy days. Please ring me at the office so I can put things right. – Dave, owner"
Can I get a negative review removed?
Not just because it's negative or unfair. You can flag a review in your Business Profile if it breaks Google's rules – spam, fake engagement, off-topic, offensive, from a competitor or ex-employee, or about the wrong business. Google decides whether to remove it. Never offer customers money or discounts to change or remove reviews.
What if the review is fake?
Flag it as fake or a conflict of interest, and reply briefly and politely saying you can't find a record of the customer and inviting them to get in touch. Readers see that you've handled it calmly. Since April 2025, UK law bans fake reviews and concealed incentivised reviews, so never post or buy reviews to bury a bad one.
How do reviews affect local SEO?
The number, score and freshness of your reviews are part of how prominent Google judges your business in Maps. One bad review among many good ones does little harm. The best answer is a steady flow of genuine reviews from happy customers – see how to get Google reviews and the Google Business Profile guide.
Frequently asked questions
Should I reply to positive reviews too?
Yes. A short, personal thank-you that mentions the job helps future customers and shows you're active.
Can I take legal action over a review?
Only in rare cases of serious, false and damaging statements. Get legal advice first; a calm reply is usually better.
Can I delete a review myself?
No. Only the reviewer can delete it, or Google if it breaks the rules.
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