How to Respond to Negative Reviews (With Templates That Work)

You got a negative review.

Now you're staring at your screen, trying to figure out what to say.

Do you defend yourself? Apologize? Ignore it?

Here's exactly what to say—with templates you can copy and customize.

The Golden Rule of Responding

Your response isn't for the reviewer. It's for everyone else reading.

Future customers will see this negative review. More importantly, they'll see how you handled it.

A calm, professional response says: "This business cares and handles problems well."

An angry, defensive response says: "Stay away."

And businesses that respond to reviews earn 35% more revenue than those that don't.

The Universal Template

This works for almost any negative review:

That's it. Short, professional, and moves the conversation offline.

Let's break down why this works:

• "I'm sorry to hear about your experience" — Acknowledges their feelings without admitting fault
• "This isn't the standard we hold ourselves to" — Shows you have standards
• "I'd like to make this right" — Shows you care about fixing problems
• "Please reach out to me at..." — Moves it offline where you can actually resolve it

Templates for Specific Situations

Template 1: Legitimate Complaint

When they had a real bad experience and they're right to be upset:

Template 2: Misunderstanding

When there's been a miscommunication:

Template 3: Unreasonable Customer

When they expected something unrealistic (but you still need to respond professionally):

Template 4: Suspected Fake Review

When you think it might be fake or from a competitor:

(Then flag the review for Google to investigate.)

Template 5: Service Delay or Wait Time Complaint

Template 6: Price Complaint

Template 7: Rude Staff Complaint

What NOT to Say

These responses will make things worse:

❌ Don't argue the facts

"Actually, you were only waiting for 15 minutes, not 45 like you claim."

Even if you're right, you look petty.

❌ Don't get defensive

"We've been in business for 20 years and no one has ever complained about this before."

This dismisses their experience and makes you look arrogant.

❌ Don't blame them

"Maybe if you had communicated better, we wouldn't have this problem."

Even if true, this kills any chance of resolution.

❌ Don't be sarcastic

"So sorry our perfect 5.0 rating offended you."

This goes viral for all the wrong reasons.

❌ Don't write a novel

Long, detailed responses explaining your side make you look defensive. Keep it short.

❌ Don't ignore it

No response says "we don't care about customers." Always respond.

The Wait Rule

Don't respond immediately.

When you first read a negative review, you're emotional. That's normal. But emotional responses are almost always bad responses.

Wait 24 hours. Let the initial reaction pass. Then craft a calm, professional response.

The review isn't going anywhere. But a bad response lives forever.

After You Respond: What Happens Next

Sometimes the reviewer will reach out. When they do:

1. Listen first. Let them explain fully before responding.
2. Apologize sincerely. Even if you disagree, acknowledge their frustration.
3. Offer a solution. Refund, discount, redo the service—whatever's appropriate.
4. Follow through. Do exactly what you promised.
5. Ask if they'd update their review. After you've resolved it: "If we've made this right, would you consider updating your review?"

Not everyone will update their review. But some will—and even if they don't, you've handled it the right way.

The Prevention Strategy

The best negative review response is one you never have to write.

Most unhappy customers don't want to trash you publicly. They want to be heard. They want their problem fixed.

If you give them a private way to share feedback first, most will take it instead of going to Google.

Smart review systems ask customers to rate their experience first:

• 5 stars → Send them to Google
• Less than 5 stars → Send them to a private feedback form

You get the positive reviews publicly and the negative feedback privately—where you can actually fix it.

The Bottom Line

Responding to negative reviews is simple:

1. Wait 24 hours before responding
2. Keep it short — 2-3 sentences max
3. Acknowledge their experience without arguing
4. Offer to make it right offline
5. Never get defensive, sarcastic, or blame them

Your response shows future customers who you are. Make it count.

Frequently Asked Questions