A review lands on your Google Business Profile after a roof repair or a panel swap, and now there is a box under it waiting for your words. Some reviews are easy to answer. Others make you want to type fast and hit send before you cool off.
This post covers how to respond to Google reviews as a contractor: what Google says replies do, how the reply process works, what we suggest writing for a glowing review and a rough one, and what to stay away from. Where something is our suggestion rather than Google’s or the FTC’s, we say so.
What Google says replies do
Google’s help page for managing reviews opens with this: “Customer reviews can give helpful feedback about your business. When you reply to their reviews, you show them that you value their feedback.”
Its page of local ranking tips has a short section on responding, which reads: “When you reply to customer reviews, it shows that you value their feedback. Positive reviews and helpful replies can help your business stand out.”
The second quote sits on Google’s ranking tips page, but the reason it gives is standing out, not a higher position on the map, and we won’t claim more than that. We don’t promise rankings. Nobody outside Google controls them. We work on what Google says it looks at and report plainly on what changes. What a reply clearly does is give the next homeowner something to read about how you treat people.
How to post a reply, and what happens after
Google lists these steps on its help page:
- “Go to your Business Profile.”
- “Select Read reviews.”
- “Next to the review you want to reply to, select Reply.”
- “In the dialog box, enter your reply.”
- “Select Reply.”
The same page explains what happens next. First: “Google reviews your replies: This makes sure that they follow Google’s content policies. If your reply isn’t approved to be posted, you’ll be asked to edit it.”
Then: “Your reply is publicly posted: If your reply is approved, it will be publicly posted under the customer’s review. It will appear like your business replied, and your personal name won’t be shown.”
And last: “The customer is notified: The person who wrote the review is notified when you reply. Customers can still change their review after reading your reply.”
That final point is worth holding onto. Your reply goes to the reviewer as well as to the public, so write it for both of them.
Replying to a five-star review
Our suggestion: name the kind of job, thank the customer by first name if their review shows it, and stop there. Two or three sentences is plenty. Skip the sales pitch.
Say a customer named Sam gives Example Roofing, a made-up company, five stars for patching a leak before monsoon season. A reply could read:
Thanks, Sam. We’re glad the leak over your patio got sealed up before the storms rolled in, and we appreciate you trusting our crew with it. The Example Roofing team
That reply mentions the work, sounds like a person, and leaves out anything private. You can see how we think about roofing businesses on our roofers page.
Replying to a one-star review
A harsh review is where a reply matters most, because future customers will judge you by your tone. Our suggestion: wait until you’re calm, thank the reviewer for the feedback, own any part that’s fair, and invite them to continue the conversation privately by phone or email. Don’t argue the details in public. Asked whether the FTC’s Consumer Reviews and Testimonials Rule prohibits “contacting customers who post negative reviews to resolve the reported issues,” FTC staff answer: “No.”
Google’s content policy says, “Do not distribute or post personal information without consent.” In practice, our view is that a reply shouldn’t mention the customer’s address, what they paid, or anything else from your job file.
Say a customer named Lee leaves Example Roofing one star because debris was left in the side yard. A reply could read:
Lee, we’re sorry the cleanup didn’t live up to what you expected, and that isn’t how we want any job to end. Please reach out to us using the email or main number on our profile so we can look into what happened. The Example Roofing team
Google’s policy also notes, “We do allow content that describes negative experiences in a respectful manner.” An honest bad review isn’t a policy violation just because it hurts. Answer it with care.
What not to do
Don’t offer anything to change or remove a review. Google’s content policy rules out giving customers money, discounts, or other perks for writing a review or for editing or deleting a negative one. FTC staff were asked whether the rule prohibits a business “from offering compensation to a consumer to remove or change a review.” Their answer: “No, but paying consumers to change or remove truthful negative reviews may violate the FTC Act as an unfair or deceptive act or practice, because it may wind up distorting or otherwise misrepresenting what consumers think about your business or its products.”
Don’t accuse or threaten. The FTC’s questions and answers page takes this up directly. Asked whether a business can respond publicly to a negative review, staff answer: “Yes, you can respond publicly to the review, and yes, you should watch what you say. The rule prohibits making a false accusation about the reviewer if you know that the accusation is false or make it with reckless disregard as to its truth or falsity. Your response also shouldn’t use physical threats or intimidation to get the review (or a portion of it) removed or changed.”
The FTC also says its own guidance has limits: “Our staff guidance isn’t definitive or comprehensive, and it doesn’t provide a safe harbor from potential liability.” Before replying to a review that raises a legal question, talk to a lawyer.
Flagging a review that breaks the rules
Google’s help page says, “If you believe that a review violates Google’s content policies, you can flag it.” Flagging is for reviews that actually break a policy, such as one posted about the wrong business. It isn’t a way to clear away fair criticism. Our suggestion is to post a calm reply while you wait, so readers see you responded.
Make replies a habit
Replies work best as a steady routine rather than a scramble when a bad one shows up. Our suggestion: pick a regular time each week to read new reviews and answer each one. For the other side of reviews, see how many Google reviews a contractor needs.
On our review generation page we put it this way: “We draft replies in your voice and handle the routine ones. For anything sensitive, we check with you first.” And on flagging: “Reviews that break Google’s policies can be reported, and we will help with that.” Our Google Maps visibility work covers the rest of your profile. Everything else we offer sits on one services page.
FAQ
Can the reviewer change their review after I reply?
Yes. Google’s help page says, “The person who wrote the review is notified when you reply. Customers can still change their review after reading your reply.” Whether they do is up to them.
Will my own name show on the reply?
Not according to Google. Its help page says the reply “will appear like your business replied, and your personal name won’t be shown.”
Should I reply to a review that has no written comment?
Our suggestion is yes. A short thank you still shows readers that someone at the business pays attention.
Talk it over with us
Our team is in the East Valley, and we take on trades businesses anywhere in the US. We work by phone, video call, recorded walkthrough, and email. If a review on your profile has you stuck on what to write, send your question to hello@dynamicheightsdigital.com or give us a call at (480) 788-9594 and we can sort out a reply together.