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How to Manage and Respond to Online Reviews
December 2023
Online reviews are essential to your business.
The internet has changed the way we do business forever. Today, online reviews give people a public platform and a megaphone to share feedback that can impact your business, and your online reputation largely depends on them. This guide will share insights and tips about how to address online reviews—both good and bad—so you can build trust and influence customers to choose your business again and again.
99%
of shoppers research products online before stepping foot in a store1
94%
of shoppers say a bad review has convinced them to avoid a business2
Why should you respond to reviews?
Build Trust with Shoppers
Reviews provide an opportunity to show potential customers your company’s personality and values.
88% of shoppers say they’re likely to choose a business if it responds to all online reviews, both positive and negative.3
Turn Negative Reviewers into Your Biggest Advocates
Receiving a negative review is never easy. But by responding, you can show customers you value their feedback and win back their trust.
33% of customers who leave a negative review will turn around and post a positive review if the business addresses the issue.4
Boost Search Engine Optimization (SEO)
Responding to reviews not only builds trust with customers—it also builds trust with Google. Reviews appear in the Google search results, which means your responses can influence potential customers before they even visit your website.
Responses improve your search ranking by showing Google your business is active and responsive.
When should you respond to reviews?
The Sooner You Respond, The Better
When it comes to reviews, response time matters—especially to shoppers who need customer service. Respond quickly to stand out from the competition and positively influence shoppers when it matters most.
53% of shoppers expect businesses to respond to negative reviews within a week; one in three people expect a response in three days or fewer.2
Find a System That Works For You
To improve response speed, give yourself a consistent time period to address reviews.
Did you know: Most online review systems, like Yelp, offer automated emails that alert you the moment you receive a new review.
No Response May Be Better Than a Late Response
Responding to a negative review that’s already more than 30 days old is rarely effective and may do more harm than good. Use your best judgment about whether or not a late response will draw more attention to the issue.
How to Respond to Negative Reviews
Start with Empathy
Do your best to understand the customer’s experience. Even if the feedback seems unfounded, try to understand why the customer is frustrated and acknowledge their concerns.
Simple and Concise is Best
Strive to keep responses to three to four sentences. Avoid asking follow-up questions if possible. Long, complex replies may confuse the customer and further frustrate them.
Keep It Professional
Think before you respond. Don’t make negative or defensive statements, and never lash out at the customer. When possible, ask a neutral party to review the issue and your response.
Offer to Talk Directly
Properly resolving a situation sometimes requires moving the conversation offline. For complex issues, provide your contact information and offer to talk with the customer directly.
Listen to Learn
Sometimes a customer brings up a problem you haven’t heard about yet. Take time to investigate the issue, and think of solutions to prevent it from happening in the future.
How to Respond to Positive Reviews
While it may not feel necessary to respond to positive reviews, taking a quick moment to thank a happy customer builds loyalty and shows potential customers you care about their feedback. We recommend replying to all positive reviews—even if it's just with a quick “thank you.”
Thank the Reviewer and Be Specific
Show the customer you value their time by responding to specific elements in the review. For instance, when someone compliments your team, you can thank the customer and let them know you’ve shared their praise with your coworkers.
Example: “Thank you so much for the kind words! I’ve shared your comments with our team!”
Seize the Opportunity for a Little Self-Promotion
Look for opportunities to turn positive feedback into a subtle marketing message.
Example: "Whether it’s insurance for your home, car, or business, [NAME] looks forward to serving you for many
years to come!”
The information we share on our site is intended to serve as a general overview. Please refer to your policy or contact your local independent agent for specific coverage details.
Sources: 1. “From Discovery to Purchase: Key Digital & Physical Influences on the Customer Journey.” Power Reviews | 2. “ Online Reviews Statistics and Trends: A 2022 Report by ReviewTrackers.” Review Trackers | 3. “ Local Consumer Review Survey 2023.” BrightLocal | 4. “ How to Respond to Negative Reviews Online.” BrightLocal
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