Author:
Nick Petty
Running a business can feel like spinning plates. Accounts, marketing, recruiting, inventory, prospecting – the to-do list goes on and on (and on…).
And then on top of it all, another problem lands in your lap; a one-star rating on your Google Business Profile.
Big or small, national or local, every business owner hates receiving a bad online review. Not only is it upsetting to receive negative feedback – it’s bad for business, too.
But here’s the truth; bad reviews aren’t the end of the world. In fact, they’re all part and parcel of running a successful business. How you respond to them can matter more than the review itself.
In this blog post, we explain why Google Business Reviews matter and how to respond to them appropriately.
Reviews on Google aren’t just public commentary. They’re the modern-day equivalent of word-of-mouth, amplified and archived for the whole internet to see. One frustrated customer’s review doesn’t just reach a neighbour – it can influence dozens, maybe hundreds of people deciding whether to check you out in person or scroll to your competitor.
Not only that, but the number and average rating of your Google Business Reviews also determine (among other factors) the order in which Google displays profiles to users. You probably know by now that in the realms of local SEO, being top of the pile boosts engagement.
So, the more five-star reviews, the better, right? Well, up to a point. Studies show that people actually expect to see a mix of positive and negative reviews. A perfect 5.0 average with 10 glowing reviews? That looks suspicious. A few bad reviews, handled gracefully, can actually make your business look more authentic.
So yes, bad reviews matter. But your reply matters just as much.
It’s tempting. You see a review that feels unfair or wrong, and you want to stridently defend every point. Resist that urge. Step away from the keyboard. Step away from the desk,
Anything said in the heat of the moment is likely to be charged with emotion, and when it comes to responding professionally, emotions can lead you astray.
Take a deep breath. Hundreds of potential customers might read your response. It shows what it’s like to deal with your business. Humility and stability go a long way, and they are rarely the instinctive reaction to a bad rap.
Take a walk and come back to it.
So how do you actually write a reply that turns a bad moment into an opportunity for building trust?
A strong response usually has three parts:
Here’s a simple example:
This response is calm, short, and focused on a solution. It’s not cold or argumentative. Other customers reading it will take away three key points: you genuinely care; a poor experience is not the norm; and when things do go wrong, you’re ready and willing to rectify the situation.
While some bad reviews might be justified, others can be totally out of the blue.
Maybe the person never visited your business. Maybe they’re venting about something outside of your control, like the parking ticket they received while visiting your premises. More cynically, they might be a competitor trying to badmouth you or someone who holds a personal grudge.
Here’s where the tone really matters. You can still set the record straight without getting into a fight. For instance:
This kind of response is professional; it also signals to others that maybe this review isn’t the whole story.
And remember, you can flag reviews to Google if they’re spammy, inappropriate, or not connected to your business. Google moderation isn’t always perfect, but it’s worth using the feature when necessary.
It’s easy to focus on the negatives – but don’t ignore the positives! When someone takes time to leave a glowing review, that’s a marketing win. Acknowledging it strengthens loyalty and is an opportunity to show the personality of your business.
The best responses to good reviews are warm and, moreover, specific. Where possible, try something that feels personal:
Responding to positive reviews creates a rhythm on your profile. Readers see a pattern of engagement, not just replies when something goes wrong. Make sure you don’t overdo it (“That’s why we’re without a doubt the best in the county.”) as prospective customers might find it gratuitous and self-promoting.
Alongside frequent posts and up-to-date profile information, regular responses signal to Google that your profile, and therefore your business, is active, which is good for ranking purposes
There’s no avoiding it; bad reviews sting. But they’re also an opportunity to show what kind of business you run – one that listens, takes responsibility when things don’t go perfectly and is keen to right their wrongs.
Responding with empathy and professionalism builds trust. It shows future customers that you’re not only great when things go smoothly, but also dependable when they don’t.
And that’s what people want when choosing a business.
You’ve invested time and money into your website, and you’ve dabbled in SEO. The homepage looks good and appears to be ranking okay for the right keywords. But you still have a nagging concern: Is the website generating enough leads?
It’s 9 am on a Tuesday. You’ve barely touched your morning coffee, and already your inbox has three new messages….
At times, a Google Business Profile (GBP) can feel like a website in its own right. It appears when someone searches your business, it displays your hours, phone number, directions, reviews and photos.
Between managing your fleet, sorting permits, handling logistics and juggling customer service, marketing can easily slip to the bottom of a skip hire company’s to-do list.
Changing agency wasn’t supposed to be this difficult. Really, it wasn’t. But your incumbents have decided to drag their feet because – well, just because, and it’s all turned into a bit of a nightmare.
They flood your inbox. They clutter your browser. They ring you up when you’ve finally – finally – found a moment of peace.
That’s right, we’re talking about companies offering ‘cheap’ digital marketing.
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