How to reply to negative and positive reviews: Why engaging is key to building trust online

Engaging with customer reviews isn’t just about damage control—it’s an opportunity to build a strong reputation and foster lasting customer relationships.  

Knowing how to respond to positive and negative reviews effectively can help turn criticism into a powerful tool for customer engagement and brand growth. 

Why responding to reviews matters

Responding to reviews—both positive and negative— can have a direct impact on how your business is seen by others.  

According to a 2025 Consumer Review Survey by BrightLocal, 89% of consumers expect businesses to respond to all types of reviews.  

Here’s why taking control of your online reputation is crucial: 

You show customers that you care 

Engaging with reviews signals that you value your customers’ opinions. Whether the feedback is glowing or critical, taking the time to respond demonstrates a commitment to customer satisfaction. This builds trust and encourages repeat business. 

You get actionable insights

Any feedback helps you identify areas for improvement. Reviews can highlight strengths to build on and weaknesses to address, allowing you to fine-tune your products or services based on real customer experiences. 

You stand out from your competitors 

Many businesses still neglect customer reviews, so actively responding gives you an edge. When potential customers see that you engage with feedback, they’re more likely to trust your business over one that ignores reviews. 

You strengthen customer relationships 

Addressing concerns, thanking customers for their praise, and resolving issues professionally can turn even dissatisfied customers into loyal advocates. Building these connections fosters long-term customer loyalty. 

How to respond to negative reviews the right way

Let’s face it—negative reviews happen. But how you respond to negative reviews can make all the difference.  

According to BrightLocal, 46% of consumers say a business owner’s response to reviews influences their perception.  

Here’s a step-by-step guide to responding effectively: 

1. Acknowledge and apologise

Start by acknowledging the customer’s concern and, if necessary, offering a genuine apology. This shows that you’re listening and care about their experience. A simple “We’re sorry you had this experience” can go a long way. 

2. Offer a solution (without excuses)

Rather than getting defensive, focus on how you can make things right. If a mistake was made, own it and explain what you’re doing to prevent it from happening again. Offering a resolution—like a refund, replacement, or future discount—can help turn the situation around. 

3. Keep it professional and courteous

Even if the review feels unfair or harsh, always respond with professionalism. A respectful tone reassures potential customers that you handle issues with care and integrity. 

4. Take the conversation private if possible

For more complex issues, why not invite the customer to contact you directly? A message like “We’d love to make this right – please reach out to us directly so we can discuss this further” can help de-escalate the situation.

For Checkatrade members, that could mean using the opportunity to recommend switching to the chat function in the app.

Responding to positive reviews: Don’t miss the opportunity

While it’s crucial to understand how to respond to negative reviews, don’t forget about the good ones! A simple “Thank you” can strengthen customer relationships and encourage more people to leave feedback. 

1. Show gratitude

A heartfelt thank-you makes customers feel valued. Instead of a generic response, why not personalise it? For example, “Thank you, [name]! We’re thrilled you enjoyed our service and look forward to seeing you again!” 

2. Highlight the positive

If a reviewer mentions something specific that they loved, why not reinforce it? This not only makes the customer feel heard but also helps attract new customers by emphasising your strengths. 

3. Encourage loyalty

Use positive reviews as an opportunity to build long-term relationships. It’s a good time to let happy customers know you appreciate them and look forward to helping them again.

Manage negative reviews with Checkatrade

As a Checkatrade member, you can manage and respond to reviews directly on our platform. Plus, our review mediation service is available to help resolve disputes fairly. It is there to ensure both businesses and customers are treated with transparency and respect. 

By learning how to respond to positive and negative reviews effectively and engaging with all feedback—you create a more approachable, trustworthy, and customer-focused brand online.  

Every interaction is an opportunity to strengthen your reputation and grow your business.