On this week’s Dear Katie, we’re talking about something that still gives many firm owners pits in their stomachs: negative reviews. Someone who has been following me for quite some time, asked, “You shared last week how to handle reviews – how about negative reviews? I currently have one on Google, and it still haunts me even though it’s a few years old!“

And it really is a problem because 93% of people are swayed by reviews.

(I personally think this number might be even higher, so negative reviews may not sway potential clients in the direction you want.)

Negative reviews are discouraging, but they’re an opportunity to show your commitment, too. Ideally, you’ll reply within seven days and should address reviews to:

• Rebuild trust
• Repair relationships
• Encourage a reviewer to update their feedback

Clients want to know that you’re a real person who cares for the success of your clients. 

Replying to reviews the right way (I’ll cover a lot of tips below) can help you build a strong brand.

But before going any further, I do want to mention fake reviews. If you receive a fake review on Google, you can submit a request to Google to remove it. The request form can be found here.

While there’s no guarantee Google will remove the review, it’s worth trying. 

Supply as much evidence as you can when requesting removal to strengthen your case. If you’re lucky, Google will remove the review.

In the meantime, the steps below can help you respond professionally and tactfully to negative reviews.

1. Act Fast, But Don’t Be Rash

I know this will sound like a contradiction, but act fast while still giving yourself time to cool down. A lot of firms work hard to get more Google reviews, but when a review is negative, they quickly get defensive.

And trust me, I get it. You work hard to make clients happy, and a negative review hurts. Take a moment to understand the issue the client had and any details relating to the comment before replying.

An example of a response that works well for most negative reviews is:

“Thank you for sharing your feedback. We take these matters seriously and want to address your concerns. We’ll be contacting you for more details and to look into this further.”

2. Address Publicly, Resolve Privately

Public reviews, like on Google, are client- and prospect-facing. You want to maintain your image at all costs, and it’s best to resolve the problem privately to avoid further escalation. 

The catch?

Address the issue publicly with a response that goes something like this:

“Hi [Client’s Name], thank you for sharing your experience. We’re very sorry to hear that you had a frustrating experience with our firm. Could you please email us at [contact email] or call us directly at [phone number] so we can discuss this further and address your concerns promptly?”

Important: Make sure you also reach out after posting this. Don’t wait for them to email or call you.

3. Show Empathy and Ownership

Empathy shows that you care for your clients. You want to:

• Acknowledge the client’s frustration
• Take ownership of the problem if it’s valid
• Remain transparent about the corrective steps you’ll take

An example response may be something like this, “We’re sorry to hear that your experience didn’t meet expectations. We strive to provide the best service, and your feedback helps us improve. Let’s connect directly so we can make this right.”

If you made a mistake, don’t shy away from it. Own it.

“We made a mistake and will do everything in our power to fix it” is a lot more powerful than making excuses. You’ll also learn a lot from this experience.

4. View It As a Learning Opportunity

Valid, negative feedback is a good thing. Hear me out. If someone leaves a negative review, it’s one of the most powerful internal growth experiences you’ll have as a firm owner. You’ll want to use this experience to:

• Conduct internal reviews
• Identify what went wrong
• Address underlying issues
• Share feedback with team members
• Reinforce your client-centric culture

If you learn and adapt due to the feedback you’ve received, you’ll strengthen your business and client relationships going forward.

5. Ask the Client if They Would Consider Updating Their Review

Businesses make mistakes. At the end of the day, we’re only human, and most clients can understand that. Being empathetic and apologetic and then taking steps to resolve the issue can go a long way in shifting the client’s perspective about your firm.

Once you resolve the issue, don’t hesitate to reach out and ask the client if they’d consider updating their review. In many cases, they’ll be happy to reflect on the positive steps you’ve taken and change their feedback. 

6. Transform Negative Feedback into Better Processes

Remember how I talked about viewing negative feedback as a learning opportunity? Let’s take it one step further and transform that feedback into better processes.

Once you’ve resolved the issue, sit down and analyze the situation with your team. Then, make meaningful changes to help prevent the issue from resurfacing. Here’s what that process may look like: 

1. Identify the Root Cause: Was it a gap in your processes, a communication breakdown or a resource issue that caused the problem?
2. Document and Implement Changes: Once you’ve identified the root cause, you can use that negative feedback to create or refine your processes to make meaningful, effective changes that prevent future mistakes.
3. Communicate Updates: Share any changes internally with your team to make sure everyone is on the same page and understands the new processes. If appropriate, let your clients know how their feedback has driven improvements – doing so will show that you’re proactive and client-focused.

One final, important note: Negative reviews aren’t the end of the world. 

Just remember that responding to negative feedback shouldn’t just be about protecting your reputation or your average review score on Google. 

It should be about showing clients that you take their feedback seriously and will improve your processes to deliver the best possible experience and service. 

If you take this feedback seriously and transform it into actionable change, you demonstrate to your clients and your team that you’re committed to excellence. 

Mistakes can and will happen in business. It’s how you handle them that defines your firm’s reputation and long-term success.

And, that’s a wrap on this Dear Katie question.

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Now I want to hear from you. Do you have a question? 

Submit it here

Until next time, cheers to your success!

Katie