How to Respond to Google Reviews: Templates for Every Situation
Your reply to a review isn't just read by the person who wrote it, but by everyone who opens your profile later. Here's how replying works, which rules apply — and ten templates, from a quick thank-you to delicate criticism, ready to adapt and use.
In short
Open your Business Profile, select «Read reviews» and «Reply» next to the review. Your profile must be verified. Google checks every reply, usually within ten minutes, occasionally up to 30 days; it then appears publicly below the review, and the reviewer is notified. Good replies are short, personal and matter-of-fact — and give nothing away about the customer.
Why replying is worth it
People who open your Google profile rarely look at the stars alone. They read the reviews — and your replies. A calm response to criticism shows how you handle problems. For many prospects, that says more than the tenth five-star review. On top of that, the reviewer is notified as soon as you reply and can change their review afterwards. A good reply to a disappointed customer is often the only way to improve that review. And rankings? Google lists replying among its tips for improving local ranking — but explains it by the effect on customers: replies show that you value feedback and help you stand out from competitors. Among the things that make up a business's prominence, Google names the number of reviews. And replying is one of Google's tips for getting more of them.
How to reply to a Google review
In a desktop browser, signed in with the account that manages your profile. Your Business Profile must be verified.
- 1
Open your Business Profile
Search Google for your business name or open business.google.com.
- 2
Select «Read reviews»
The list of your reviews opens, each with the option to reply.
- 3
Select «Reply» next to the review
Type your reply in the dialogue box and confirm with «Reply».
- 4
Wait for the check
Google checks that the reply complies with its content policies. This usually takes up to ten minutes, sometimes up to 30 days. After that, it appears below the review — in your business's name, not your personal name.
To edit or delete: under your reply, select «Edit» or «Delete»; confirm an edit with «Update».
Seven rules for every reply
- 1.Keep it short. Three to five sentences are enough. Google itself advises keeping replies short.
- 2.Make it personal. Address the person by name, pick up their specific point and sign off with your first name or initials.
- 3.Be honest. Admit mistakes and apologise where appropriate — without taking responsibility for something that wasn't your fault.
- 4.Give nothing away about the customer. No details about the job, appointment, address or invoice that they haven't made public themselves.
- 5.Don't attack. No irony, no insinuations, no threats of legal action.
- 6.Take the conversation offline. When there's criticism, offer a phone call or email. Problems rarely get solved in public.
- 7.Reply promptly. Criticism within one or two working days, praise within a week.
Ten templates to adapt
Each template is a framework, not a finished reply. Replace the parts in square brackets and add a detail from the review — otherwise it reads like a stock phrase.
Positive reviews
Quick thank-you
Fits five stars with a short comment
Thank you so much, [Name]! We're glad you were happy with [service]. We look forward to next time. [First name], [Company]
Thank-you with a detail
Fits detailed praise
Hello [Name], Many thanks for your detailed feedback. The whole team is delighted that [detail from the review] stood out for you. We'll gladly pass your kind words on to [first name, if mentioned in the review]. Kind regards, [First name], [Company]
Stars only, no text
Fits a review without a comment
Thank you for the five stars, [Name]! We're glad you were satisfied. [First name], [Company]
Neutral reviews
Mixed experience
Fits three stars with praise and criticism
Hello [Name], Thank you for your candid feedback. We're pleased [positive point] worked for you. We take [point of criticism] seriously: [what you're changing or checking]. If you'd like, tell us more at [phone/email]. Kind regards, [First name], [Company]
Negative reviews
Justified criticism
Fits a mistake that really happened
Hello [Name], You're right: [mistake, described in general terms] shouldn't have happened. We're sorry. We have [concrete measure] and would like to put things right with you. Please contact me directly at [phone/email]. [First name Last name], [Role], [Company]
Clearing up a misunderstanding
Fits a review that misrepresents the facts
Hello [Name], Thank you for your feedback. We're sorry that [expectation] turned out differently for you. For context, for other readers: [general information, e.g. «Our quotes always list travel costs as a separate item.»]. We'd be happy to discuss your case personally: [phone/email]. Kind regards, [First name], [Company]
Reviewer not known as a customer
Fits a review you can't match to any job
Hello [Name], We take all feedback seriously, but we can't match your review to any job on our records. Please get in touch at [phone/email] so we can look into it. Kind regards, [First name], [Company]
Insults instead of criticism
Fits abuse and personal attacks
Hello [Name], Factual criticism is always welcome — you can reach us at [phone/email]. We won't respond to personal attacks here. Kind regards, [Company]
Special cases
Review in German
Fits guests who write in another national language
Guten Tag [Name] Vielen Dank für Ihre Bewertung! Schön, dass Ihnen [Detail] gefallen hat. Wir freuen uns auf Ihren nächsten Besuch. [Vorname], [Firma]
Medical practice, therapy, law firm
Fits professions bound by professional secrecy
Hello, Thank you for your feedback. Because of professional secrecy, we don't comment publicly on individual [treatments/cases] — not even on whether someone is our [patient/client]. We take criticism seriously and are available for a personal conversation at [phone]. Kind regards, [Practice/Firm]
Negative review: four steps to your reply
1. Don't reply straight away. Sleeping on it prevents the reply you regret the next day. 2. Check the case internally. Who was involved, what happened, are there records? Only then do you know which template fits. 3. Reply briefly in public. Thanks, acknowledgement of the point, an apology if needed and an offer to talk — without details of the job. 4. Sort it out directly. Once the problem is solved, the customer can update their review themselves. You may point this out, but you can't offer anything for it: Google explicitly prohibits incentives for revising or removing a review. If a review breaks Google's rules — fake, a competitor, abuse — reply briefly and report it as well. How that works and when Google removes reviews is covered in the guide How to delete a Google review.
What never belongs in a reply
• Details of the job: invoice amount, address, appointment, diagnosis — even if they'd prove your point. Publishing such details risks violating the customer's data protection and personality rights. • Counter-attacks and irony. When in doubt, readers side with the customer. • Threats of legal action. If a review is unlawful, report it or get advice — but not in the reply. • The same reply for everyone. Twenty times «Thank you for your review!» reads like a vending machine. • Offers in exchange for a change. A voucher for deleting or improving a review is a prohibited incentive. • Sales copy and strings of keywords. «Your Zurich painter for painting jobs in Zurich» reads like spam. Nothing Google publishes suggests that keywords in replies help rankings.
Special case: professional secrecy in practices, therapy and law firms
Doctors, dentists, physiotherapists, psychologists, pharmacists, lawyers, notaries and other professions in Switzerland are bound by professional secrecy under Art. 321 of the Swiss Criminal Code — and so are their assistants, such as the medical practice assistant at reception. It doesn't only protect what was discussed during treatment. According to the guide from the Basel-Stadt health department, even the mere fact that someone is a patient falls under it. In its recommendations on online reviews, the FMH (the Swiss Medical Association) states that a reply must preserve medical confidentiality and must not be defamatory. A factual rebuttal is usually impossible because it would require details of the treatment — without the patient's consent or a release by the cantonal authority, that would be a breach. In practice: reply in general terms, confirm nothing, offer a conversation (template «Medical practice, therapy, law firm»). If in doubt, your professional association's legal service can help.
As a team: who replies, and how fast
As soon as more than one person keeps an eye on reviews, you need agreements. The FMH recommends a written guideline for medical practices — the principle works for any SME: • One person is responsible and checks for new reviews twice a week. • Three categories: positive or neutral — negative but factual — hurtful or unlawful. • Clear deadlines: factual criticism within one or two working days, praise within a week, hurtful content checked immediately and reported if necessary. • Four-eyes principle: a second person reads replies to criticism before they go out. • Text modules: the templates above, adapted to your business.
Show reviews where decisions are made
Well-answered reviews make your Google profile credible. Yet they're missing from your website — exactly where prospects decide whether to get in touch. SwissTrustWidget brings your Google reviews onto any website via an HTML code, updated automatically. You decide from how many stars a review appears and how many are shown at once; the wording stays unchanged. More on the page Embed Google reviews. To keep new reviews coming in, customers need a direct route to the review form — your Google review link.
Summary
Replies to Google reviews are public: the reviewer is notified and everyone else reads along. Reply briefly, personally and honestly, without details about the customer and without counter-attacks. When there's criticism, move the conversation to phone or email and offer nothing in exchange for a change. Anyone bound by professional secrecy replies only in general terms. With one responsible person, fixed deadlines and the templates above, a good reply takes a few minutes.
Good reviews deserve a bigger audience
SwissTrustWidget displays your Google reviews on your website — always up to date. Try it for free, without branding from CHF 49 one-time.
Create your widget freeSources
- Google, Manage customer reviews — how to reply, review times, notification of the reviewer; checked on 22 September 2026.
- Google, Tips to get more reviews — Google's advice on replying, including to negative reviews.
- Google, Tips to improve your local ranking — Google's local ranking tips, including replying; the number of reviews as part of prominence.
- Google Maps, User-contributed content policy — ban on incentives, including for revising or removing a review.
- FMH, Umgang mit Onlinebewertungen (PDF, in German) — recommendations for doctors, as of 10 October 2019: medical confidentiality, internal guideline, text modules.
- Basel-Stadt health department, guide to professional secrecy (PDF, in German) — as of March 2023: even the mere fact of being a patient is covered by secrecy.
- Art. 321 Swiss Criminal Code, breach of professional confidentiality — legal text listing the professions covered.
About the author
The SwissTrustWidget team — we help Swiss SMEs build trust online with Google reviews. Questions? info@swisstrustwidget.ch