Google Reviews: Dos and Don’ts of Online Reputation Management

Overlooking online customer reviews can have significant consequences for businesses of any size, especially local businesses that rely on word-of-mouth and search visibility. According to recent studies, 88% of consumers would use a business that replies to all of its reviews. Properly managing your Google reviews is no longer optional – it’s essential.

Conversely, leveraging effective strategies to manage online reviews can propel your business forward, increase customer trust, and improve your ranking in local search results. Knowing how to respond to various types of feedback is crucial for every business owner, regardless of your area of focus or size of operation.

In this article, we will explore the key do’s and don’ts for managing reviews on your Google business page, along with best practices that can be implemented immediately to enhance your future responses. While each review is unique and exceptions may arise, our extensive experience in local search has highlighted the most common scenarios for both positive and negative feedback. Below, we provide guidance and examples on how to handle them.

Best Practices for Handling Reviews

Let’s begin by exploring some of the most common scenarios, along with examples of best practices for effectively managing user feedback.

1. Responding to a Positive Rating (Without Textual Feedback)

When handling a large volume of reviews, you may be tempted to offer brief responses and move on. However, each review presents an opportunity to engage with your customers. A thoughtful response to a positive rating can build meaningful relationships and encourage repeat business.

User Review:
Rating: 5 stars

Owner’s Response:
Dear [User Name],

Thank you so much for your 5-star rating! We’re delighted to see you had a positive experience with us. If there’s anything specific you enjoyed or any feedback you’d like to share, we’d love to hear from you. We hope to welcome you back soon!

Best regards,
[Owner Name]

2. Responding to a Negative Rating (Without Textual Feedback)

Even when a negative rating lacks a comment, it is important to provide a thoughtful response. Express regret for their unsatisfactory experience and encourage them to share additional details privately. This approach not only demonstrates your commitment to addressing their concerns but also reassures potential customers that all feedback is taken seriously, regardless of whether specifics are provided.

User Review:
Rating: 1 star

Owner’s Response:
Dear [User Name],

I’m truly sorry to see that your experience didn’t meet expectations. We would appreciate the opportunity to learn more about what went wrong and how we can improve. Please feel free to reach out to us at [contact info], as your feedback is important to us.

Sincerely,
[Owner Name]

3. Responding to Detailed Positive Feedback

When responding to positive feedback with detailed comments, personalise your message by acknowledging specific points mentioned in the review. This demonstrates genuine appreciation and attentiveness, fostering loyalty and enhancing your customer relationships.

User Review:
Rating: 5 stars
“I had a wonderful stay! The staff was friendly, the room was clean, and the location was perfect. I’ll definitely be back.”

Owner’s Response:
Dear [User Name],

Thank you for your glowing review! We’re thrilled to hear that you enjoyed your stay, particularly the service from our staff and the cleanliness of your room. It’s great to know our location was ideal for your visit. We can’t wait to welcome you back on your next trip!

Warm regards,
[Owner Name]

4. Responding to Detailed Negative Feedback 

Addressing detailed negative feedback requires a careful balance of acknowledgment, apology, and solutions. Outline the steps you’ll take to rectify the issues and invite further discussion if necessary. This approach shows potential customers that you are proactive and dedicated to improving your services.

User Review:
Rating: 2 stars
“The service was slow, and the food was just okay. I expected more given the price.”

Owner’s Response:
Dear [User Name],

Thank you for taking the time to provide your feedback. I’m sorry to hear that we didn’t meet your expectations, especially regarding the service and the quality of the food. We take comments like yours seriously and will review your experience with our team to ensure improvements are made. Please don’t hesitate to reach out directly at [contact info] if you would like to discuss further.

Best regards,
[Owner Name]

Common Mistakes to Avoid When Responding to Reviews

Over the years, we’ve unfortunately come across reviews that were not managed in the most professional manner. Here are some key examples of what to avoid when responding to customer feedback.

1. Overlooking Feedback and/or Only Caring About Major Complaints

Ignoring negative comments might seem like a strategy to minimise their visibility, however, this can backfire. By concentrating exclusively on positive reviews, negative feedback can become more pronounced. This may create the impression that your business prioritises satisfied customers while neglecting those who voice concerns or complaints. Responding to all feedback, positive and negative, signifies your dedication to improvement and customer satisfaction.

User Review:
Rating: 4 stars
I had a great time overall, but the check-in process was a bit slow.

Owner’s Response:
Glad you enjoyed your stay! Only major issues are really a concern for us, but we hope to see you again soon.

2. Using Your Response as an Opportunity to Advertise

Review responses should reflect genuine appreciation for customer feedback and your commitment to understanding their needs. It is important to avoid using these replies as a platform for irrelevantly promoting new offers or elaborating on your company’s mission. Doing so can make your responses seem insincere, which may turn off potential customers who are reading the reviews to gauge your customer service.

User Review:
Rating: 5 stars
I loved the atmosphere and the service. Great experience!

Owner’s Response:
Thanks for your review! Did you know we have a special discount going on this month for new customers? Visit us again for 20% off your next meal!

3. Responding Defensively or Arguing About Details

While it’s natural to want to defend your business, responding to negative feedback in a confrontational manner can escalate the situation and harm your reputation. It’s essential to listen to the customer’s concerns, acknowledge the issue, and focus on finding a resolution. Avoid delving into overly specific or personal details, even if the reviewer has mentioned them. Keep your response professional, concise, and appropriate for public view.

User Review:
Rating: 2 stars
The room wasn’t very clean, and the staff seemed disinterested in helping us.

Owner’s Response:
That’s not possible. Our rooms are cleaned thoroughly every day, and we have a well-trained staff. Perhaps you had unrealistic expectations, but we run a professional establishment.

4. Leaving the Customer Without a Solution

While some issues may need to be handled offline, never leave the customer unsure about what to expect. Your response should focus on offering a solution and outlining how the problem will be resolved. Keep in mind that customers cannot reply directly to your response, so ensure your message communicates a clear resolution path and reassures them that their concerns are being addressed.

User Review:
Rating: 1 star
The food was cold, and the waiter ignored our table for most of the night.

Owner’s Response:
Sorry about your experience.

5. Using Generic, Canned Responses

Avoid relying on pre-written, generic responses for every review. While templates can help streamline the process, personalised responses convey genuine engagement and show that you’re actively reading and responding to customer feedback, rather than automating the process.

User Review:
Rating: 3 stars
Nice place, but the service could’ve been better. We waited too long for our drinks.

Owner’s Response:
Thank you for your feedback. We appreciate your comments and hope you’ll visit us again soon.

Final Thoughts

With online engagement at the forefront of customer interactions, managing your reputation on platforms like Google is more important than ever. The way businesses respond to reviews can significantly influence customer perceptions and their likelihood of engaging with your brand. By following the do’s of responding to both positive and negative feedback, you can build trust, foster a sense of community, and encourage customer loyalty. On the other hand, avoiding the common pitfalls outlined in the don’ts will prevent you from unintentionally damaging your reputation. 

Each review represents an opportunity to engage with your audience, demonstrate your commitment to customer satisfaction, and showcase your brand’s personality. By carefully crafting your responses, you not only address the concerns of individual customers but also send a message to potential clients about your dedication to service excellence.