Online reviews are the new word-of-mouth. And no matter how much we try to cushion the blow, negative reviews hurt—and not just the bottom line for home services contractors. They can shake your very perception of the value you provide your customers.
While 10 positive reviews can propel your business to new heights, it seems even 1 negative review can deter prospective customers.
So, it’s vital to learn the best way to handle negative Google reviews, and more importantly, how to turn negative reviews into positive ones—ethically, of course.
Turning Negatives into Positives: 25 Actionable Strategies for Handling Negative Online Reviews
1. Stay Calm
Receiving a negative review feels worse than a hammer to the thumb. You might want to lash out. But that’s not going to help your contracting business succeed. Reacting impulsively can harm your reputation further.
Responding sarcastically, unauthentically, or passively aggressively may seem clever at the time. But it’s not going to help.
With that said, staying calm is easier said than done. The next 3 tips directly address that fact.
2. Don’t Take it Personally
Negative reviews aren’t about you as a human. They’re about a service you or your team provided. People make mistakes. We all have off days. And misunderstandings can happen. Distancing your ego from the review will help you see clearly and respond fairly.
3. Take a Mental Break
Yes. It’s important to respond quickly. But you need a chance to compose yourself. Let the initial shock (and any anger) of a negative review pass, so you can think critically. For some, this can take around 10-15 minutes. Others may need an hour.
4. Do Something Else Before Responding
A break doesn’t mean sitting there fuming about the review. If you can, go for a short walk, spend some time with your pet, or do something that comforts you.
5. Assess the Situation
Determine if the complaint is valid. Is there a recurring issue that needs addressing? Did you overpromise? It’s also possible that you worked for a customer who’s impossible to please.
Either way, if you play your cards right, you can turn a negative review into a positive one.
6. Plan Your Response
Craft a thoughtful reply that addresses the customer’s concerns. If needed, AI-powered reputation management tools can help you get started on a measured and constructive reply.
Remember, you’re laying the foundation for a constructive resolution that may take several more steps.
Don’t burn bridges.
7. Respond Promptly
While we did mention you should give yourself some time, that doesn’t mean procrastinating for a week. When it comes to managing your online reputation, timing matters.
A swift response (within 1-4 hours, most of the time) to a negative review demonstrates your commitment to customer satisfaction and can prevent potential clients from being swayed by unresolved complaints in the meantime.
8. Be Professional
Even if the review feels unjust, respond with professionalism and courtesy. Avoid defensive language and focus on resolving the issue.
The best way to handle negative reviews is strategically with these best practices for responding to negative reviews like the ones in this list.
9. Show Gratitude First
Thank the reviewer for their feedback. Then acknowledge their concerns using language that’s emotionally neutral and unambiguous.
10. Don’t Assume Blame
We’ll put on our lawyer hats for a moment. JK. This is not legal advice.
But seriously, you don’t have to acknowledge fault. This isn’t about who’s to blame. It’s about an unhappy customer and how you can turn that around.
11. Provide a Possible Solution for All to See
When possible, offer a clear and concise plan to address the problem. Whether it’s scheduling a follow-up service or providing a refund for smaller services, actionable steps can help rebuild trust.
12. Reiterate Your Commitment to Quality and Customer Satisfaction
Remind them of your dedication to the craft, the local community, and the people you serve. Remember: this customer isn’t the only one seeing this. You’re speaking to them, townsfolk, and also potential customers.
13. Take it Offline
For more complex issues, it’s okay to ask them to call/email you to discuss resolutions. Express your willingness to work with the customer and desire to offer a more personalized solution after discussing it with them.
Providing your direct phone number or email address here says a lot. This gesture shows your willingness to resolve the issue personally.
14. Reach Out to Them Respectfully
Try to open the doors of communication with a polite call, email, and or letter, depending on what contact information you have. You might want to avoid text or social media for this one, unless that’s your only option.
15. Don’t Be a Stalker
If they seem to ignore two attempts, move on. You don’t want to get into harassment territory when emotions are already raw.
16. Listen Actively
Don’t get on the call and start making promises. Listen to what they’re concerns are and how they’re feeling. Don’t interrupt until they have clearly given you the window. Try paraphrasing what they just told you to show you’re listening.
Put yourself in their shoes and understand their perspective. It can lead to a more effective resolution.
For example, if they paid for a home contractor service and are disappointed, there are two sides to consider.
1. You don’t want to lose money/time if you have to redo something or give a partial refund.
2. They don’t want to lose money by paying for something they don’t like.
Hey, you already agreed on something.
No one wants to lose money. You can often go from there to come up with a solution that doesn’t hurt either party too much.
17. Follow Up
After you provide the agreed-upon solution, check in with them to see how it went. This continued engagement can turn a dissatisfied client into a loyal advocate.
Ask if they’re good with the resolution.
18. Express Gratitude & Ask for a Favor
Thank them for giving you the opportunity to make things right. Politely ask if they would consider updating their review to reflect the resolution. Emphasize that their feedback helps other customers make informed decisions.
If they agree to change the review, then thank them. If they say they’ll think about it, thank them for that consideration.
A maybe isn’t always a no.
The best way to handle negative Google reviews will always be proactively—even if it doesn’t work out sometimes.
This was absolutely worth your while, and with practice, you’ll improve your ability to turn negative reviews into positives.
19. See Your Review Profile Like Potential Customers Do
Future customers don’t expect to see pristine review profiles. They want to know that you’re a solid 4- to 5-star who addresses customer concerns professionally.
And you’ve just demonstrated that!
20. Learn from Feedback
Negative reviews, while challenging, can offer insights into areas where your services might be falling short and highlight opportunities for growth.
Most importantly, they can deliver viable ways to attract and retain customers more efficiently.
Look for patterns in the complaints. Are multiple customers mentioning delays, communication issues, or specific service problems? Identifying recurring themes can help you pinpoint areas that need attention. And often these are low-hanging fruit you can address to delight future customers.
21. Take Action
Use the feedback to make tangible improvements in your services or processes. For instance, if customers frequently mention scheduling issues, consider adopting a more efficient booking system that sends automated SMS reminders and updates about contractor arrival times, potential weather delays, etc.
22. Involve Your Team
A negative review isn’t the time to beat the guilty party over the head with their poor performance. Work to build a culture where reviews—good and bad—represent opportunities to reflect and delight.
Share the feedback with your staff and use it as a training tool. Emphasize the importance of customer service and how each team member plays a role in shaping the company’s perception.
23. Encourage Positive Reviews
While managing negative reviews is crucial, proactively seeking positive feedback can significantly improve your online reputation.
Satisfied customers often remain silent. This can create a negative review profile that doesn’t reflect reality.
So, it’s essential to encourage them to share their positive experiences. You need a clearly defined reputation management plan to get more reviews.
24. Respond to Positive Reviews Too
This communicates that you value your customers. You read all reviews. And people feel it’s worth their time to leave good reviews.
25. Automate the Review Process
A small business reputation management platform can help you streamline the review responses with AI-powered response suggestions that speed up the process.
You can also automate review requests and track your reputation from an all-in-one small business marketing platform.
It’s time to build a review profile that represents the value you bring to your local community. Learn more about the only small business marketing platform built for local contractors like you. Schedule your demo.