Guide

How to respond to Google reviews: the UK guide

Step-by-step: how to reply to positive, negative, 3-star and fake Google reviews, what the UK's new fake-review law means for you, and the four-line structure that stops a bad review getting worse.

By Syed, founder of We Manage ReviewsUpdated 1 October 202616 min read

Short answerTo respond to a Google review, open your Google Business Profile, find the review, tap Reply, write your response and post it. Good replies use the customer's name, mention something specific, and are short. For negative reviews, thank them, acknowledge the specific problem, say what you've changed, and take it offline with a named contact. Reply to every review, ideally within 24 to 48 hours.

Most UK small businesses have the same problem: the reviews come in, and nobody replies. Not because they don't care, but because the owner is on a job, behind a counter or in the chair, and by the time there's a quiet moment there are fifteen of them.

This guide is what we'd tell any owner who wants to do it properly themselves. It covers the mechanics (where to click), the judgement (what to say to a furious one-star), and the UK rules that changed in 2025. We reply to Google reviews for UK businesses every day, so this is the working method, not theory.

Why replying to Google reviews matters

There are three reasons, and only one of them is about Google.

1. Customers read your replies, not just your stars

Someone searching for a plumber, a restaurant or a dentist near them will usually compare two or three businesses on Google before they ring anyone. They read the reviews, and increasingly they read the replies, because replies show what you're like when something goes wrong.

BrightLocal's 2026 Local Consumer Review Survey found that 89% of consumers expect business owners to respond to reviews, and 80% are more likely to use a business that responds to all its reviews. The same survey found 42% are unlikely to use a business that ignores its reviews entirely. It's a US survey of 1,002 consumers, but the behaviour it describes, checking reviews before choosing a local business, is universal.

2. Replies influence the reviews you get next

This is the part most people miss. A peer-reviewed study published in Marketing Science by Davide Proserpio and Georgios Zervas looked at what happened when hotels started replying to reviews. After they began responding, they received about 12% more reviews, and their average rating rose by around 0.12 stars. Negative reviews became less frequent, though the ones that did come in were longer and more detailed.

The explanation is simple. When customers can see that a real person reads and answers reviews, more of them bother to leave one, and fewer leave a lazy one-liner.

3. Google says reviews affect local ranking

Google is unusually direct about this. Its help page on local ranking says results are based on relevance, distance and prominence, and that prominence is partly "based on info like how many websites link to your business and how many reviews you have. More reviews and positive ratings can help your business's local ranking." On replying, Google says: "When you reply to customer reviews, it shows that you value their feedback."

Google doesn't say that replying is a ranking factor on its own, and we won't pretend otherwise. But replying drives more reviews, more reviews help prominence, and a profile full of thoughtful replies converts more of the people who find you. That's the whole case.

How to reply to a Google review, step by step

You need to be an owner or manager of a verified Google Business Profile. Google only lets verified businesses reply.

On a computer

Sign in to the Google account that manages your business.
Search Google for your business name, or search "my business". Your Business Profile controls appear above the results.
Click Read reviews (or Reviews).
Find the review and click Reply.
Write your response and click Reply (or Post) to submit.

On your phone

Open the Google Maps app, or the Google app, signed in as the business manager.
Tap your profile picture, then Your Business Profiles, and choose the business.
Go to Reviews, find the review, tap Reply, write it and post.

What happens next

Google checks your reply. Replies are reviewed against Google's content policies. Google says this usually takes up to 10 minutes but can occasionally take up to 30 days.
The customer is notified. The reviewer gets a notification that you've replied, and they can then update their review. That's why a good reply to a 2-star review sometimes turns it into a 4.
You can edit or delete it later from the same Reviews screen.
It's public and permanent-looking. Your reply shows under the review, attributed to your business, for anyone who reads it. Write it for the next hundred readers, not just the reviewer.

Tip: If you want someone else to reply for you (a manager, a team member or a service like ours), add them as a manager on your Business Profile. Never share your Google password. Managers can reply to reviews, and you can remove their access at any time.

How quickly should you reply?

Aim for within 24 to 48 hours, and never leave one longer than a week.

Expectations are rising fast. In BrightLocal's 2026 survey, 19% of consumers expected a same-day response (up from 6% the year before), and 81% expected a response within a week. For negative reviews, speed matters even more. An unanswered one-star review sitting at the top of your profile over a weekend is read by everyone who searches for you in that time.

The exception: if you're angry, wait. A calm reply tomorrow beats a defensive one tonight. That's why we always speak to the owner before replying to anything under three stars.

What about old reviews? Reply to them too, even years-old ones. It shows anyone scrolling back that you read everything, and a short "Thanks, and sorry we missed this at the time" is better than silence.

How to respond to positive reviews

Positive reviews are the easiest to answer and the most often ignored. The biggest mistake isn't a bad reply. It's the same reply pasted fifty times. Google shows reviews and replies together, so a column of identical "Thanks for your review!" replies looks automated. BrightLocal found half of consumers are put off by generic, templated responses.

The formula

Use their name.
Mention one specific thing they said, like the dish, the job, the stylist or the problem you fixed.
Keep it to one to three sentences.
Sound like you. If you'd say "cheers" in the shop, say it here.
Don't sell. No "Book again with code SAVE10!" under a thank-you.

Examples

Trades

Thanks, Priya. A Sunday-night boiler is nobody's idea of fun, so glad we got you warm again. Appreciate you taking the time to say so.

Restaurant

Tom, thank you! So glad the lamb shoulder hit the spot. It's chef's favourite too. See you and the family again soon.

Salon

Thank you, Jess! Mia will be made up. That copper suits you perfectly. See you in six weeks.

Rating with no text

Thanks for the five stars, Daniel. Much appreciated, and glad you had a good experience with us.

A note on keywords: some guides tell you to stuff service and town names into every reply "for SEO". Mentioning the actual service naturally ("glad the new consumer unit's working") is fine and reads as genuine. Forcing "best emergency plumber in Ilford" into a thank-you reads as spam to customers, and there's no good evidence it helps.

How to respond to negative reviews

This is where replies earn their keep. A bad review handled well can do more for you than a good review, because it answers the question every new customer has: what happens if it goes wrong?

Before you write anything

Find out what happened. Check the job, booking or order. Talk to whoever was involved.
Decide what you'll offer: a call, a redo, a refund conversation. Do this privately, and never promise it publicly in exchange for changing the review.
Wait until you're calm.

The four-line structure

Almost every good reply to a negative review follows the same shape:

Thank them for telling you, briefly and without sarcasm.
Acknowledge the specific problem in plain words. Not "any inconvenience caused", but "you waited 50 minutes for your mains".
Say what you've done or changed. This is the line future customers care about.
Take it offline with a named person and a direct way to reach them.

Example: late and didn't call

2-star · trades

Gary, you're right on both counts and I'm sorry. An hour and a half late with no call isn't how we work, and the mess on the drive shouldn't have happened. We now text every customer if we're running more than 15 minutes behind. If you're happy to, give me a call on [number]. I'd like to put it right. Dave, owner.

Example: price dispute

1-star · price

Hi Mark, thanks for raising this, and I'm sorry the final bill came as a surprise. The difference was the extra valve we found on the day, but we should have rung you before doing it. I've called to go through it with you. If I've missed you, my direct line is [number].

What never to do

Don't argue the facts in public. Even if you're right, you look defensive. Correct serious factual errors once, calmly, and move on.
Don't share private details: addresses, what they ordered on which date, previous complaints or anything about their health.
Don't copy-paste an apology. "We're sorry for any inconvenience, please contact us" under every complaint tells readers nobody actually read it.
Don't offer anything in exchange for changing or removing the review. It breaches Google's policy and can breach UK consumer law (see below).
Don't ignore it. Silence under a one-star review is itself a reply, and it's the worst one.

How to respond to 3-star and mixed reviews

Three-star reviews are the most useful to reply to, and the most commonly ignored. They're usually fair ("food was lovely but the wait was long"), which means readers trust them. Your reply is a chance to show you listen.

Thank them, agree with the fair part, say what you've changed, and invite them back:

3-star · restaurant

Sophie, thank you for saying the food was lovely, and I'm sorry the wait took the shine off it. Fifty minutes with no update isn't the evening we want anyone to have. We were a chef down that night, but that's our problem, not yours, and someone should have come over. We'd love the chance to put it right.

Want more? We've published free Google review reply templates for every type of review.

Fake, spam or wrong-business reviews

Sometimes a review clearly isn't from a real customer: a competitor, a personal grudge, a review meant for a different business with a similar name, or spam.

Check properly first. Search your records by name, date and details. Many "fake" reviews turn out to be real customers using a nickname.
Report it to Google. From your Business Profile's reviews, use the option to report the review. Google will remove reviews that break its policies, such as spam, fake engagement, off-topic content, harassment or conflicts of interest. It won't remove a review just because it's negative.
Reply anyway, calmly. Reports can take time, and some aren't upheld. A measured public reply protects you in the meantime:

Suspected fake

Thanks for your review. We can't find any record of working with you, and some details don't match our business. It's possible this was meant for another company. If we've got that wrong, please contact us on [number] and we'll look into it straight away.

Never accuse the reviewer of lying or name who you think wrote it. Readers side with whoever sounds calmer.

There's some good news for UK businesses here. In January 2025, after a five-year investigation by the Competition and Markets Authority, Google committed to tougher action on fake reviews in the UK: removing fake reviews, banning people who post them, and showing warnings on the profiles of businesses that boost their ratings with fake reviews, with the ability to receive new reviews temporarily turned off.

Healthcare, legal and other sensitive sectors

If you're a dentist, clinic, physio, optician, vet, solicitor or accountant, the rules change. The main risk is confidentiality. A reply that confirms someone is your patient or client, or mentions their treatment or case, can breach your professional duty of confidentiality, even if they raised it first.

Never confirm the reviewer is a patient or client.
Never mention treatment, dates, clinicians, case details or complaints history.
Keep replies general, polite and short, and invite contact through a named role such as the practice manager.

Healthcare-safe reply

Thank you for taking the time to share this. We're sorry to hear about this experience. We can't discuss individual circumstances here, but our practice manager would welcome the chance to talk. Please call reception and ask for them directly.

Check your own regulator's guidance too (for example the GDC for dentists, the GMC for doctors, or the SRA for solicitors), as expectations differ by profession. We cover this in more detail on our page for dentists and clinics.

UK rules: the DMCC Act and Google's policies

Since 6 April 2025, the Digital Markets, Competition and Consumers Act 2024 has made fake reviews a specific breach of UK consumer law. Under it, businesses must not commission or publish fake reviews, conceal incentivised reviews, or present reviews in a misleading way, including by suppressing negative reviews or cherry-picking positive ones. The CMA can now fine businesses directly, up to 10% of global turnover, without going to court. It swept more than 100 review publishers in 2025 and opened new investigations into how firms treat negative and incentivised reviews.

Google's own policies go further. Businesses must not:

Offer incentives (payment, discounts, free goods or services) in exchange for posting any review. That includes positive ones and "honest" ones.
Discourage or prohibit negative reviews.
Selectively ask only happy customers for reviews (often called "review gating").
Ask staff to post reviews, or to collect a set number of reviews with specific content.

What you can do is ask every customer for a genuine review, without incentives. That's the whole legal playbook, and it works.

This isn't legal advice. If you're unsure about a specific practice, check the CMA's fake reviews guidance or speak to a solicitor.

Should you use AI to write review replies?

AI is good at drafting and bad at judgement. It'll happily write a warm reply to a sarcastic review, apologise for something that didn't happen, or confirm to the whole internet that someone is your patient.

Our view, and how we work: use AI to draft quickly if you like, but have a person read, edit and approve every reply before it goes live, and never auto-publish replies to negative reviews. With half of consumers put off by templated responses, the time saved isn't worth a profile full of replies that sound like nobody's home.

How to get more Google reviews (legally)

Replying well is half the job. The other half is making sure a steady stream of recent reviews keeps coming. BrightLocal found 74% of consumers look for reviews from the last three months, so a great rating from 2023 does less than you'd think.

Ask everyone, every time. Not just the happy ones. That's the law and Google's policy, and it also makes your reviews look real.
Ask at the moment of relief: when the boiler fires up, the bill is paid, or the client sees their hair in the mirror.
Make it one tap. Use your Business Profile's "Ask for reviews" share link, or put it in a QR code on the counter, the invoice or the van.
Send a short follow-up by WhatsApp or text the same day. For example: "Thanks again for today, [Name]. If you've got 30 seconds, a Google review really helps a small business like ours: [link]."
Never offer anything in return, not even a prize-draw entry.

The review reply checklist

Every reply	Negative reviews, also
Uses the customer's name	Written when calm, after checking what happened
Mentions one specific detail	Names the specific problem, without excuses
Sounds like you, not a template	Says what you've changed
Is short (1 to 3 sentences for positive reviews)	Gives a named person and direct contact
Sent within 24 to 48 hours	No private details, no arguing, no incentives

If that's more than you have time for, that's what we do. We Manage Reviews replies to every Google review for UK businesses in your voice, within 24 hours, and rings you before replying to anything under three stars. Your first week is free.

FAQs

Should I respond to every Google review?

Yes, positive, negative and rating-only. BrightLocal's 2026 survey found 80% of consumers are more likely to use a business that responds to all its reviews, and replying consistently tends to bring in more reviews over time.

How long should a reply to a Google review be?

For positive reviews, one to three sentences. For negative reviews, usually three to five sentences: thank them, name the problem, say what you've changed, and give a direct contact. Longer replies to complaints tend to read as defensive.

Can I delete a bad Google review?

No. Businesses can't delete reviews. You can report a review that breaks Google's policies (spam, fake, off-topic, harassment, conflict of interest), and Google decides whether to remove it. Google won't remove a review just because it's negative.

Does responding to reviews improve SEO?

Google says more reviews and positive ratings can help local ranking, and that replying shows you value feedback. Replying is linked to receiving more reviews, and a well-answered profile turns more searchers into customers.

Is it illegal to pay for Google reviews in the UK?

Buying or commissioning fake reviews is banned under the DMCC Act 2024 (in force since April 2025), and incentivised reviews must not be concealed. Google's policies also prohibit offering any incentive for a review. Fines can reach 10% of global turnover.

Can someone else reply to Google reviews for my business?

Yes. Add them as a manager on your Google Business Profile, and never share your password. Managers can reply to reviews, and you can remove them at any time.

About the author

Syed is the founder of We Manage Reviews and SAL Digital in East London. He holds an MBA and is a CPD-certified digital marketer. His team replies to Google reviews for UK businesses every day.