I learnt this lesson when a client got hit with a fake review.
The review didn’t make sense. Details were wrong. The timing was off. It looked like either a scammer or a competitor.
My client wanted to respond immediately. Politely, professionally, but firmly. Make it clear to anyone reading that this wasn’t legitimate.
The problem? They’d never responded to a single review before.
I had to tell them: if you reply now, you’ll look defensive. Anyone reading your response won’t think “fair point.” They’ll think “why do you only reply when there’s a problem?”
So we did something counterintuitive. We went back and responded to every review first. The good ones. The mediocre ones. All of them.
Then we addressed the fake review.
Suddenly, the context changed. We weren’t scrambling to defend ourselves. We were a business that consistently engages with customer feedback.
The Pattern Matters More Than the Response
Most businesses treat review responses like fire-fighting. They ignore everything until there’s a problem, then rush in with damage control.
But 89% of consumers read your responses. They’re not just reading what you say. They’re reading the pattern of when you say it.
Selective responses signal something you don’t intend: you only care when it affects your reputation.
Consistent responses signal something different: you care about all your customers.
It Takes 30 Seconds
The biggest objection I hear is time. How do you respond to every review without it becoming a full-time job?
You don’t need to write essays. A simple thank you works. Mention one specific detail from their review to show you actually read it.
Google sends you an email notification for each review. Click reply. Type two sentences. Done.
30 seconds per review.
The alternative? Looking like you only engage when forced to defend yourself.
Plus, there’s a bonus: responding creates a feedback loop. You start noticing what customers actually care about. Things you might not have considered.
The One Mistake to Avoid
Don’t cut and paste responses. It’s obvious.
People can tell when you’re using templates. It defeats the entire purpose of showing you care.
You can use AI to help draft responses if you’re managing volume. Just make sure each one references something specific from the review.
The goal isn’t perfection. It’s consistency.
When the Fake Review Comes
Eventually, you’ll get a review that’s clearly wrong. Mistaken identity. A scammer. A competitor.
If you’ve established a pattern of responding to everything, your reply to that problematic review sits in proper context.
You’re not being defensive. You’re being consistent.
That’s the difference between looking like you’re scrambling and looking like you’re in control.
Research shows people spend 49% more at businesses that respond to reviews. But 75% of businesses don’t respond at all.
The opportunity isn’t just about reputation management. It’s about showing potential customers that you’re actually paying attention.
Start with your next review. Thank them. Mention one thing they said. Move on.
Build the pattern before you need it.
