Your replies are read by every future customer who checks your reviews. Here's how to respond to positive and negative reviews, with copy-ready templates, including safe replies for healthcare practices and law firms.
The short answer
Respond to Google reviews promptly, thank the reviewer, keep it short and specific, and move any complaint offline with a direct way to reach you. Never share private details, argue, or confirm that someone is a patient or client if you work in healthcare or law. Your reply is public, the reviewer is notified, and they can update their review after reading it.
LG
Written by Latisha Gray, founder of Growth Rankers. Former Head of SEO at State Affairs, with SEO roles at CNN and Vox Media. Last updated
Key facts at a glance
Google lists responding to reviews among its tips to improve local ranking, and says helpful, positive replies can show you're responsive to customers.
Replies are public, the reviewer is notified, and customers can change their review after reading your reply (Google).
A dental practice paid $10,000 to settle with HHS after disclosing patient information in replies to online reviews (2019).
The American Bar Association's Formal Opinion 496 (2021) says lawyers can't reveal client information when responding to online criticism.
The 6 rules of a good review reply
Reply promptly. A few business days is reasonable; sooner for complaints.
Thank them. Even for criticism, thank the person for taking the time.
Be specific, not scripted. Mention what they mentioned, without adding private details.
Keep it short. Two to four sentences is usually right.
Take problems offline. Give a name and a direct phone number or email.
Write for future customers. They're the real audience. Calm and helpful beats winning the argument.
Templates for positive reviews
Any business
Thank you, [first name]! We're so glad [the detail they mentioned]
worked out well for you. We appreciate you taking the time to share
this, and we look forward to helping you again.
Healthcare, legal and other confidential services
Thank you for taking the time to leave a review. We appreciate
your kind words and are glad to have you as part of our community.
The second version doesn't confirm the person is a patient or client, and doesn't repeat anything about their care or case. That's deliberate.
Templates for negative reviews
Any business
Hi [first name], thank you for letting us know, and I'm sorry this
wasn't the experience you expected. We'd like to make it right.
Please call me directly at [phone] or email [email] so we can
look into it. – [Your name], [Title]
Healthcare practices
Thank you for your feedback. We take every concern seriously, but
privacy laws prevent us from discussing any details here. Please
call our office manager at [phone] so we can talk directly.
Law firms
Professional obligations prevent us from responding in detail.
If you'd like to discuss your concern, please contact our office
directly at [phone].
ABA Formal Opinion 496 lists inviting the reviewer to contact you privately, or stating that professional considerations prevent a response, as acceptable approaches. It also suggests lawyers consider not responding at all, since a reply can draw more attention to the review. Check your own state bar's rules.
What to do about fake or unfair reviews
Check your records first. Make sure the reviewer truly isn't a customer before calling a review fake.
Report it from your Business Profile if it breaks Google's policies, such as spam, conflicts of interest or off-topic content.
Reply calmly if it stays up: "We can't find a record of your visit, but we'd like to understand what happened. Please contact us at [phone]."
Don't threaten the reviewer. The FTC's 2024 rule prohibits suppressing reviews through intimidation or unfounded legal threats.
Common mistakes
Mistake
Why it hurts
Instead
Arguing or correcting the customer in public
Future customers side with the reviewer
Acknowledge, apologize for the experience, move offline
Sharing details about their visit, case or account
Privacy risk; legal risk in healthcare and law
Keep replies general
Copy-pasting the same reply everywhere
Looks automated and insincere
Personalize the first sentence
Stuffing replies with keywords and sales pitches
Reads as spam to customers
Write naturally for people
Offering rewards for positive reviews
Against Google's policies and the FTC's 2024 rule
Ask every customer the same way, with no conditions
Getting more reviews in the first place
Replies matter, but volume matters too. Google says more reviews and positive ratings can help local ranking. Ask every customer soon after the job, the same way every time, with a direct review link from your Business Profile. Read more in our guide to Google Maps SEO.
Sources
Google Business Profile Help, "Read and reply to reviews": support.google.com
Google Business Profile Help, "Tips to improve your local ranking on Google": support.google.com
HHS Office for Civil Rights, "Dental Practice Pays $10,000 to Settle Social Media Disclosures of Patients' Protected Health Information" (2019): hhs.gov
American Bar Association, Formal Opinion 496, "Responding to Online Criticism" (2021): americanbar.org
FTC, final rule banning fake reviews and testimonials (2024): ftc.gov
FAQ
Responding to Google reviews: common questions
Should I respond to every Google review?
Responding to most reviews is a good habit. Google says helpful, positive replies can show you're responsive to customers, and its local ranking tips include responding to reviews. Short, sincere replies to positive reviews are enough. The main exception is professions with confidentiality rules, where a careful reply or no reply may be wiser.
Can I delete a bad Google review?
No. Businesses can't delete reviews. If a review breaks Google's policies, for example it's spam, off-topic or from someone who was never a customer, you can report it from your Business Profile for Google to review. Otherwise, the best option is a calm, professional reply.
Can I ask a customer to change or remove their review?
You can resolve their concern and let them decide whether to update it. Don't pressure or threaten them: the FTC's 2024 rule on reviews prohibits suppressing reviews through intimidation or unfounded legal threats.
How fast should I respond to a review?
Within a few business days is a reasonable goal, sooner for negative reviews. Google notes the reviewer is notified when you reply, and replies usually appear after a short policy check.
What should I never put in a review response?
Private details about the customer, confirmation that someone is a patient or client in regulated professions, arguments, promotional sales copy, and anything you wouldn't want a future customer to read. Every reply is public.
Turn reviews into a ranking advantage.
The free audit checks your Google Business Profile, review volume and replies against the businesses in the top three spots, and gives you a simple plan to close the gap.