The template

A reply to Google review template needs only four parts. The same structure works for a five-star rave and a one-star complaint; what changes is what you put in each part.

  1. Thank: one line, matched to the tone of the review.
  2. Respond: name the specific thing the customer mentioned.
  3. Add: one useful detail, explanation, change or next step.
  4. Sign: a first name and role, or the store team.
[Thank you / Thank you for telling us / We're sorry], [name if given]. [Restate the specific praise or problem]. [One useful detail, explanation, change or next step, with a role-based contact if needed]. – [First name], [Role]
The template

Filled in: praise

Thank you, Priya! We're so glad Meena helped you find the right size first time. She'll be delighted to hear it. See you again soon. – Karan, Store Manager

Filled in: mixed

Thank you for the honest review. We're glad you liked the new range, and you're right that the trial room queue on Sunday was too long. We've opened two more trial rooms at weekends. – Aditi, Store Manager

Filled in: negative

We're sorry. Being charged twice is frustrating, and it shouldn't have happened. Please write to [store email] with the date of your visit and we'll check it and get back to you within two working days. – Rahul, Store Manager
More negative templates

Negative review response templates by issue.

Negative review response templates

Lines to choose from

  • Thanks for praise: "Thank you!" "What a lovely review, thank you." "Thank you for coming back to us."
  • Thanks for criticism: "Thank you for telling us." "Thank you for the honest feedback."
  • Apology: "We're sorry." "That's not good enough, and we're sorry."
  • Next step: "Please write to [store email] so I can look into it." "Please contact us at [number] and mention this review."
  • Close: "See you again soon." "We hope you'll give us another chance."

Rotate the lines; never use the same full reply twice in a row.

Checks before posting

  1. Does it mention something specific from this review?
  2. Is every statement true, including any change you mention?
  3. Is it free of the customer's private details?
  4. Is it free of offers and promotion?
  5. Does it avoid promising compensation in public?
  6. Would you be comfortable if it were quoted back to you?

Google checks replies against its content policies before they appear, usually within minutes, and posts them publicly under the review.

Free review snapshot

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Using the template across a team

For brands with many stores, give every store the same structure and a short list of approved lines, plus the rules on what needs approval. Then read a sample of replies each month to keep them specific.

Brand voice

One brand voice across hundreds of stores.

One brand voice across hundreds of stores
Playbooks

Review response guidelines, approvals and escalation.

Review reply playbooks approvals and escalation

Common questions

Is it allowed to use templates?

Yes. What matters to readers is that each reply addresses its review. Templates that produce identical replies undermine that.

Should I include a phone number?

A store or care line is fine. Do not include anyone's personal number, and never ask customers to post theirs.

Should I ask the customer to update their review?

No. Never link help or compensation to changing a review; Google treats incentives to revise reviews as fake engagement.

What about reviews I think are fake?

Use a short, neutral reply and report the review if it breaks policy.

Doing this with Falcon

Falcon's CRM is where a team handles replies across stores. For each review it suggests an owner from your taxonomy, drafts a reply from the playbook for the review's theme and sentiment, and checks the draft before it is saved: is it long enough to sound personal, does it contain a phone number or email, does it promise compensation that needs a manager's approval, and does it fit the channel's length. Reviews can be assigned, escalated and tracked to done. The reply itself is posted in Google Business Profile.