In the world of Brisbane small business, your Google Business Profile is often your storefront's digital handshake. Whether you're a plumber in Chermside or a boutique café in West End, how you respond to your reviews tells potential customers exactly what kind of service they can expect from you.
Responding to reviews isn't just about being polite; it’s a powerful signal to Google’s algorithm that you are an active, trustworthy business. In fact, businesses that regularly respond to reviews are often rewarded with better local search rankings. This guide will walk you through the process, from the technical clicks to the delicate art of turning a one-star complaint into a five-star win.
Prerequisites: What You’ll Need
Before we dive in, make sure you have the following ready:- Owner or Manager Access: You must be a verified owner or manager of your Google Business Profile.
- A Google Account: The login details (email and password) associated with your business profile.
- A Calm Mindset: Never respond to a negative review while you're still feeling the sting of the comment. Take a breath first!
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Step 1: Accessing Your Business Profile
First things first, we need to get you into the dashboard. Google has moved away from the old 'Google My Business' app, so now everything happens directly in Google Search or Maps.
- Go to Google.com and ensure you are logged in with the correct account (look at the little circle in the top right corner).
- In the search bar, type your exact business name or simply type "my business".
- What you should see: A box will appear at the top of the search results labeled "Your business on Google." It will show icons like 'Edit profile', 'Read reviews', and 'Messages'.
Pro Tip: If you don't see this box, you might be logged into your personal Gmail instead of your business one. It happens to the best of us—just click the profile icon and switch accounts.
Step 2: Navigating to the Reviews Section
Now that you've found your dashboard, it's time to see what people are saying.
- Click on the 'Read reviews' icon (it usually looks like a gold star).
- A pop-up window will appear showing all your reviews in chronological order.
- You’ll see three tabs: 'All', 'Replied', and 'Haven't replied'.
- Click on 'Haven't replied'. This is your priority list. It keeps things organised so you don't miss anyone.
Step 3: Crafting a Response to a Positive Review
Many business owners make the mistake of only responding to the bad reviews. Big mistake! When someone takes the time to leave a 5-star review, they are your biggest advocate. Don't leave them hanging.
- Find a positive review and click the 'Reply' button.
- Personalise it: Use the customer’s name if they've provided it. "Hi Sarah, thanks so much for the kind words!"
- Be specific: Instead of a generic "Thanks for the review," mention something they highlighted. "We're so glad you enjoyed the sourdough—it's a local favourite here in Brisbane!"
- Add a call to action (subtly): "We look forward to seeing you again soon!"
The "SEO Trick": Try to naturally include a keyword or your location. For example: "We love providing the best emergency plumbing in Indooroopilly."
Step 4: Assessing a Negative Review (The 24-Hour Rule)
Negative reviews happen. Sometimes they are fair, sometimes they are completely unfair. Before you type a single word:
- Stop and breathe. Do not respond immediately if you feel angry.
- Investigate: Talk to your staff. Check your records. Did this person actually visit your business? (We'll cover fake reviews in the troubleshooting section).
- Draft your response elsewhere: Write it in a Word doc or Notepad first. This prevents you from accidentally hitting 'send' before you've polished the tone.
Step 5: Responding to a Negative Review Professionally
When you're ready to respond, follow this proven formula: Acknowledge -> Apologise -> Act -> Move Offline.
- Acknowledge: "Hi [Name], thank you for bringing this to our attention."
- Apologise (even if you aren't wrong): You aren't necessarily admitting guilt; you are apologising for their experience. "We’re sorry to hear that our service didn't meet your expectations on this occasion."
- Act (The Solution): Explain what you're doing to fix it. "We’ve discussed your feedback with our kitchen team to ensure our wait times are improved."
- Move Offline: This is the most important part. Do not argue in the comments. "We’d love to discuss this further and make it right. Please contact our manager at [Phone Number] or [Email]."
Common Mistake: Getting defensive or "snarky." Even if the customer is lying, other people reading your response will judge you by your reaction. Stay the bigger person.
Step 6: Handling Reviews Without Comments (The "Star-Only" Review)
Sometimes people just leave a star rating without any text. These are annoyingly fiddly because you have nothing to go on.
- For 4-5 stars: Keep it short. "Thanks for the 5-star rating! We appreciate the support."
- For 1-2 stars: "Hi [Name], we see you've left a low rating but didn't leave a comment. We'd love to know how we could have improved your experience. Please reach out to us at..."
Step 7: Identifying and Reporting Fake Reviews
Unfortunately, spam and fake reviews are a reality. If you see a review that is clearly for a different business (e.g., they mention a product you don't sell) or is clearly malicious:
- Find the review in your dashboard.
- Click the three vertical dots (the menu) in the top right corner of that specific review.
- Select 'Report review'.
- Choose the reason (e.g., 'Spam', 'Conflict of interest', or 'Off-topic').
- Note: Google is notoriously slow at removing these. Don't hold your breath. The best defense is a strong offense—get more positive reviews to bury the fake one.
Step 8: Updating or Editing Your Responses
Sometimes you might realise you made a typo or you've finally resolved an issue with a customer and want to update your public stance.
- Go back to the 'Replied' tab in your reviews dashboard.
- Find the review and click 'Edit'.
- Make your changes and hit 'Post'.
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Pro Tips for Success
- Speed Matters: Aim to respond within 24–48 hours. It shows customers you are attentive.
- Don't use Templates: People can spot a "Copy-Paste" response from a mile away. It feels cold and corporate. Vary your wording.
- Check your ABN: If you’re having trouble claiming your profile to respond to reviews, Google may ask for your ABN or a utility bill to verify you’re a real Aussie business. Have these handy.
- Use the App: While you can do this on a desktop, having the Google Maps app on your phone allows you to get notifications the moment a review lands.
Common Mistakes to Avoid
- Ignoring the good ones: As mentioned, this is a missed marketing opportunity.
- Over-optimising: Don't cram 50 keywords into a response. "Thanks for visiting our Brisbane CBD plumber drain cleaning service..." sounds like a robot wrote it. Keep it natural.
- Offering bribes: Never offer a discount or freebie in exchange for changing a review. This is against Google’s Terms of Service and can get your profile suspended.
- Getting Personal: Never use a customer's full name if they haven't provided it, and never share private details about their transaction.
Troubleshooting
"I responded, but my reply isn't showing up!" Google sometimes filters responses if they contain links or certain flagged words. Check if you've included a URL; if so, remove it and try again. It can also take up to 24 hours for a response to go live. "Someone left a review for the wrong business." This happens a lot with businesses that have common names (like "Main Street Cafe"). Respond politely: "Hi [Name], we think you might have the wrong business as we don't serve [Product Mentioned]. We are a [Your Business Type] located in [Suburb]." "I can't see the 'Read reviews' button." This usually means your profile isn't verified yet. You'll need to go through the verification process (usually a postcard to your Australian business address or a video verification) before you can interact with reviews.Next Steps
Great job! You're now equipped to manage your online reputation like a pro. Once you've caught up on your existing reviews, why not look at ways to get more of them?
Check out our guide on How to Create a Google Review Link for Your Customers to make it easier for your happy clients to spread the word.
Need help managing your local SEO or dealing with a particularly tricky reputation issue? The team at Local Marketing Group is here to help Brisbane businesses shine online. Contact us today for a chat over a coffee!