Salon reputation management 101: How to handle negative Google reviews the right way

No salon is immune to the occasional bad review. How you respond, though, can make all the difference. A calm, professional reply shows customers you care, and that matters when nearly everyone reads reviews before booking. In fact, 98% of people check online reviews for local businesses, and 76% say they read them regularly.

Ready to take control of your salon reputation management? Our five-step crisis response framework will help you address negative feedback and protect your salon’s credibility.

Google reviews are today’s version of word-of-mouth marketing, carrying serious weight with potential clients. A single negative review can lower conversion rates by up to 42%, yet effective responses can help recover around 45% of lost prospects.

This goes to show that responding to reviews isn’t just good manners; it’s smart business. Consistent replies signal to clients that you care about their experience and are committed to improving. That same consistency also boosts your visibility, as Google rewards businesses that actively engage with feedback.

So, to help you turn review management into a powerful tool for building trust and long-term growth, here’s a five-step crisis response framework to guide you when negative feedback appears.

When you spot a negative review, take a step back. It’s important not to respond in the heat of the moment with anger or sarcasm, especially when you know the review is unjustified. First off, do some quick research to confirm the following:

Is the review authentic, or is it spam? See if you can find the reviewer’s name in your client database or check their socials to ensure it’s not a bot. 

Next, look for clues in the review itself. Does it include specific details, or is it filled with exaggerated language like “awful” or “pathetic”? Genuine reviews tend to be more balanced and detailed.

Is the review a one-off, or are you looking at a potentially wider PR issue? Carefully analyze the content and the potential for the negative review to be spread widely online. For example, if someone highlights a serious hygiene or health-and-safety issue at your salon. 

While you can’t have legitimate customer reviews removed from platforms like Google, reviewers are required to follow specific content guidelines. If a review violates these guidelines, your salon or spa can request its removal. Common reasons for removal include:

You can read more about Google's guidelines and view more removal reasons here.

If you’ve determined the review is genuine, it’s time to respond. Remember, your reply will be public and long-lasting, so approach it with empathy and professionalism rather than defensiveness.

Try this formula:

For example: 

“We’re sorry your experience wasn’t what it should have been. Thank you for sharing your feedback. Our goal is to make every visit a positive one, so please contact our manager, [insert name], and we’ll do our best to resolve this for you.”

When you respond to every review (even the tough ones), you’re showing clients that their feedback matters. Thoughtful, prompt replies turn criticism into an opportunity to demonstrate professionalism and can even earn trust from future guests.

Pro Tip: Aim to respond within 24–48 hours while the experience is still fresh in the reviewer’s mind. Even if you don’t have an immediate solution, acknowledging the feedback promptly builds trust and credibility.

You’ve already invited the client to continue the conversation offline in step two. Now it’s time to make good on that promise. Aim to connect with the client within 24 hours to discuss what went wrong and how to fix it. 

Where possible, try to offer a clear path to resolution. For example, that could be a complimentary redo, a credit, or a follow-up service. Be sure to document the outcome so you can learn from it later.

Interestingly, research shows that 54%–70% of customers whose complaints are resolved successfully are likely to return. If it’s resolved quickly, that figure can reach 95%.

Don’t let one negative review overshadow all the good work your team does every day. Once you’ve addressed the issue and made things right, turn your attention to the positive experiences happening in your salon right now.

Each new, genuine review adds balance and momentum to your salon's online reputation. It reminds potential guests that one negative experience is the exception, not the rule, and that your salon continues to deliver the same high standard of care clients appreciate every day.

This then raises the question: How do you get more reviews? 

Guests are most likely to leave feedback within 24–48 hours of their visit, so timing matters. Automating requests during that window keeps the process consistent and effortless for your team.

Here’s how to make those follow-ups more effective:

As reviews build up, they begin to reveal more than individual opinions. They show trends that help you see what's working and what needs attention. Using an all-in-one business management platform, you can turn that feedback into clear and actionable insights. Analytics and reports highlight recurring themes so you can make improvements before they impact future guests.

Use these insights to guide staff training and refine salon operations. For instance, addressing:

Proactively acting on feedback prevents small issues from growing into reputation risks. It also shows clients that their input leads to visible improvements.

Even when you manage Google reviews effectively, a negative one can sometimes pick up attention. Perhaps it’s shared widely online or even mentioned in a local blog or news article. While this situation can feel daunting, the same principles of professional reputation management still apply:

Just remember that over time, your continued professionalism and steady communication will demonstrate integrity far more powerfully than any single statement.

A bad review is not a failure. It’s insight that helps you refine your service and demonstrate genuine care for your clients. But to do that effectively, you need the right systems in place to keep you organized and consistent. 

Managing Google reviews can be time-consuming, but following these five steps and using a reputation management solution like Zenoti helps simplify the process. It keeps everything in one place, making it easier to stay consistent and in control of your online presence. Keep a regular watch on your reviews with all-in-one salon reputation management software that lets you monitor, respond to, and learn from every piece of feedback. 

Curious to learn more? Discover how Zenoti can help you protect and elevate your brand reputation.