How to reply to a long, detailed positive review

When someone takes the time to write a long, detailed review, the best reply is a short one that proves you read it. Pick up one or two specifics they mentioned, say thank you, and stop there. Keep it well under the length of their review, and don’t turn it into an advert.

What to say

• Thank them properly. Say thanks once, plainly, near the start. You don’t need three sentences of gratitude, just one that sounds like you mean it.
• Pick up a specific or two. If they praised how calm you were when plans changed, mention that. It shows a real person read it, and it’s the bit that makes a reply feel like more than a template.
• Pass on thanks to named colleagues. If they name a member of your team, it’s fine to say you’ll pass it on, or to thank that person on their behalf. People like seeing a colleague get a mention.
• Keep it much shorter than theirs. They put in the effort, so let their words be the main event. A few lines is plenty.
• Sound like yourself. Write it the way you’d say it across the counter. Google’s own tips ask for short, polite and professional, and that’s a good guide.

What not to say

• Don’t use it as an advert. No “book now”, no special offers, no listing everything else you do. Google says not to use replies to offer deals or promotions, and it just feels off when someone has been kind.
• Don’t stuff it with keywords. Repeating your service and your town in every sentence reads like a robot wrote it. Nobody is fooled, least of all the customer.
• Don’t reveal what they didn’t mention. Leave out what they paid, where they live, and anything about their health, even if you know it. If they didn’t put it in the review, it stays out of the reply.
• Don’t write an essay back. A long reply to a long review starts to look like you’re competing. Let them have the last word on how much there is to say.
• Don’t promise things you can’t be sure of. “We’ll always be here for you” sounds sweet but commits you to nothing you can check. Stick to what actually happened.

Example replies

Wedding florist, five stars, venue changed at the last minute

Fictional example. The review is a long five-star one praising the bouquets, how calm the florist was when the venue changed at the last minute, and that the flowers lasted for days. The business knows only that the florist is Erin.

Thank you so much for such a lovely, detailed review. I’m really glad the bouquets were what you hoped for, and that they held up for days afterwards. The venue change was a bit of a scramble, but I’m pleased it didn’t spoil anything on the day. Wishing you both all the best. Erin

Driving school, five stars, passed first time

Fictional example. The review is a five-star one saying the customer passed first time, that instructor Raj was patient with their nerves, and that lessons fitted around their shifts. The business has no other facts.

Congratulations on passing first time, that’s brilliant news! Thank you for taking the time to write all this. I’ll pass your kind words on to Raj, I know he’ll be glad to hear he helped with the nerves. I’m pleased the lessons fitted around your shifts too. Safe driving! Sam

Using the review elsewhere

A review like this can make a great testimonial, but ask the customer first. It’s their words, so a quick message asking if you can share them is only polite. Keep the wording and the meaning exactly as they wrote it, and don’t add stars that weren’t in the original. Once you’ve got their permission, the testimonial card maker can turn a real testimonial into an image.

Questions people ask

Do I have to reply to every long positive review?

No, you don't have to reply to any of them. But a short, warm reply to a review someone clearly put effort into is worth doing. Google says to reply in a timely way, and the reviewer is notified when you do, so it lands.

Can I mention the colleague they named?

Yes. Saying you'll pass their thanks on is fine, and so is thanking them on the colleague's behalf. Stick to the first name the customer used, and don't add anything about your colleague that the review didn't say.

Can I use the review on my website?

Ask the customer first, then keep their wording and meaning intact, and don't add stars that weren't in the original. The testimonial card maker can turn a real testimonial into an image, drawn in your browser.

Should I add keywords to help my listing?

No. Stuffing a reply with your service and town reads as if a robot wrote it, and the reply is there for people. Pick up what the customer actually said and keep it short.