How to respond to a negative Google review as a contractor

Google's Business Profile help page says to reply, and to keep the reply professional, polite, short, and specific to that review. Do not use the reply to offer a deal or a promotion. On a negative review, do not share the reviewer's private information or attack them. If the situation is complicated, ask them to call or email so you can resolve it privately. The same page says that if you believe a review violates Google's content policies, you can flag it. It also says a constructive reply and a follow-up on the concern can show that you care and may encourage the customer to update the review. That is Google's guidance, not a promise that the rating will change.

The FTC's Q&A on the 2024 rule says you can respond publicly to a negative review, and that you should watch what you say. Section 465.7 prohibits a false accusation about the reviewer if you know the accusation is false or make it with reckless disregard for the truth. It also prohibits physical threats, intimidation, and unfounded legal threats used to get a review removed or changed. The Q&A says the rule does not prohibit contacting the customer to resolve the issue.

Google's tips for getting more reviews say that offering incentives, such as free or discounted goods or services, in exchange for posting a review, changing a review, or removing a negative review is prohibited. The same page says to value all reviews. A mix of positive and negative feedback is normal, and the recommended response is to reply.

Google's Maps user-content policy says merchants may not discourage negative reviews or selectively solicit positive reviews. They also may not offer payment, discounts, or free goods or services for a review, pressure someone to review on the premises, or ask for specific wording. Asking "Were you happy?" and sending the Google link only when the answer is yes is selective solicitation. So is sending 4- and 5-star customers to Google while keeping everyone else off Google.

The FTC's 2024 Consumer Reviews and Testimonials Rule is explained in the FTC's Q&A on that rule. The Q&A says a business can be liable under Section 465.2 for writing or selling a fake review, under Section 465.4 for compensation or other incentives conditioned on a review expressing a particular sentiment, and under Section 465.7 for review suppression. The same Q&A says an incentive is not banned by Section 465.4 when it does not require a particular sentiment, and that failing to disclose an incentive can still violate the FTC Act. It also says Section 465.7 does not itself prohibit offering an incentive to take a negative review down, but that practice can still violate the FTC Act. Google's rule for a Business Profile is stricter: do not offer the incentive at all.

This is general information from those pages, not legal advice.

Pro is $597 a month and includes AI replies to every Google review. You still approve what goes out in your name. Advanced, at $297 a month, includes the review request and does not include those drafted replies. The request flow is on the review requests feature page. Drafted replies are on AI replies to Google reviews. No contracts on monthly or quarterly plans.