Every review on your Google profile is read by two people: the customer who wrote it, and every future customer deciding whether to book you. Your reply is mostly for the second one. A short, warm reply to a happy customer shows you care. A calm, fair reply to an unhappy one can win over more new customers than a page of five stars.

I write review replies for businesses as part of my work, and the same few principles come up every time. Below are the rules worth knowing, then examples for salons, therapists, cafes and trades that you can copy and make your own.

How to reply on Google

You need a verified Business Profile before you can reply. Then go to your profile, find the review, select Reply, write your response and post it. Google checks replies against its content policies before they appear. Its help pages say this usually takes up to 10 minutes, but sometimes up to 30 days. The reviewer is notified when you reply, and your reply appears as the business, without your personal name.

The rules that keep replies working for you

Google's own tips for replying are sensible, and they match what I see work:

  • Keep it short and simple. Google notes that long replies might overwhelm people.
  • Be a friend, not a salesperson. Don't add offers or promotions. Your reviewer is already a customer.
  • Personalise it. Google suggests signing with your name or initials, so it feels real.
  • Reply in good time. It shows you value what people say.
  • You don't have to answer everything. Google says you don't need to thank every reviewer publicly, so reply where you have something useful to add. In practice, I reply to most, and to every negative one.

Never reveal private details

This matters most for anyone in health and wellbeing, but it applies to everyone. Google's advice for negative reviews is plain: never share the reviewer's private info, and don't attack them personally.

If you're a therapist, physio, clinic or anyone providing care, be extra careful. The ICO explains that health data under UK GDPR includes personal data about the provision of health care services that reveals information about someone's health status. In practice, that means even confirming someone was your client, or mentioning their treatment, can reveal something about their health. So a safe reply never confirms they came to you, never mentions a condition or treatment, and moves any detail to a private conversation.

Replying to positive reviews

Thank them, mention something specific from their review (not from your records), and keep it brief.

Salon

Example: Thank you so much, Jess! I'm so glad you love the colour, it was a joy to do. See you next time. Amy

Therapist or physio

Example: Thank you for taking the time to write this, it means a lot to the whole team. Sarah

Notice that this one doesn't mention what they came in for, even if they did in their review. Repeating it isn't your call to make.

Cafe

Example: Thank you, Tom! The cinnamon buns will be very pleased to hear it. Lovely to have you in, and see you again soon. Priya, The Corner Cafe

Trades

Example: Thanks very much, Mrs Davies. Glad the new boiler's keeping you warm, and thanks for the tea! Dan

Replying to mixed reviews

A mixed review is a gift: it's specific and it's fair. Thank them, acknowledge the bit that wasn't right without excuses, say what you're doing about it if you can, and keep it short.

Salon

Example: Thank you for the honest feedback, Lauren. I'm glad you're happy with the cut, and you're right that we ran late on Saturday. We've changed how we book our busiest days so that doesn't happen again. Amy

Therapist or physio

Example: Thank you for your feedback. We're always looking at how to make the clinic easier to visit, and we'd really welcome a chance to hear more. Please call us on the clinic number if you're happy to. Sarah

Cafe

Example: Thanks, Mark. Glad the food hit the spot, and sorry about the wait at lunchtime. We've added an extra pair of hands on weekends, so do give us another go. Priya

Trades

Example: Thanks for the review, Mr Shah. Glad the job's done properly, and sorry we didn't call ahead when we were running behind. We should have, and we've sorted that for future jobs. Dan

Replying to negative reviews

Take a breath before you reply, and never reply angry. Google's own advice is to find out why the reviewer had a bad experience, check your records, admit mistakes that were made without taking responsibility for things outside your control, apologise where it's needed, and invite them to get in touch privately. A calm, fair reply followed up properly can show you care and may even lead them to update their review.

Salon

Example: Hi Chloe, I'm really sorry you're not happy with your colour. That's not how we want anyone to leave. I'd love to put it right, so please give me a call on the salon number and we'll find a time. Amy

Therapist or physio

Example: Thank you for your feedback. We take every comment seriously, but to protect everyone's privacy we never discuss anyone's care in public. Please contact the practice manager directly and we'll be glad to talk this through. Sarah

This is the shape I'd always use for health businesses. It doesn't confirm the person was a client, doesn't argue the details and moves the conversation somewhere private.

Cafe

Example: Hi Ben, I'm sorry your visit wasn't what it should have been. We pride ourselves on friendly service and that clearly didn't come across on Sunday. I'd like to hear more, so please email us at the address on our website. Priya

Trades

Example: Mr Clarke, I'm sorry you're unhappy with the finish. I want to get this right, so I'll call you this week to arrange a time to come and look at it. Dan

What if the review is fake or breaks the rules?

If a review is clearly not from a real customer, or breaks Google's content policies (for example abuse, or a competitor posting to damage you), you can flag it for Google to look at. It's still worth posting a short, calm reply in the meantime, such as: We can't find any record of this visit, but we'd like to understand. Please get in touch with us directly.

Don't offer anything in return for a review being changed or removed. Google treats incentives for removing a negative review as fake engagement, and UK law treats incentivised reviews that hide the incentive as a banned practice. If you need more reviews to balance out a bad one, the answer is to ask every customer, honestly. Getting your profile right helps too, and I've written about why a business might not show on Google Maps.

Make replying easy on yourself

  • Set aside ten minutes once or twice a week rather than replying in the moment.
  • Keep a few of the examples above saved on your phone, then personalise them each time.
  • Sign every reply with the same name.
  • Don't copy and paste identical replies. People notice, and it undoes the point.

If replying to reviews is the job that never gets done, it's one I can take off your plate, written in your voice and sent within a couple of days. You can see what else I help with, or book 15 minutes to talk about it:

Book a 15-minute call

Frequently asked questions

Should I reply to every Google review?

You don't have to. Google says you don't need to thank every reviewer publicly. I'd reply to most, keep each one short, and always reply calmly to negative reviews.

How do I respond to a negative Google review?

Stay calm, thank them, apologise for anything that went wrong, don't argue the details or share private information, and invite them to contact you directly so you can put it right.

Can a therapist or clinic reply to Google reviews?

Yes, but never confirm the person was a client or mention any treatment. Health data under UK GDPR includes information about care that reveals someone's health, so keep replies general and move details to a private conversation.

How long does it take for my reply to appear?

Google checks replies before posting them. It says this usually takes up to 10 minutes, but sometimes up to 30 days.

Can I delete a bad Google review?

You can't delete it yourself. If it breaks Google's content policies you can flag it, and Google decides whether it comes down. Otherwise, a calm reply is your best answer.

Sources

Checked on 7 October 2026.