Online client reviews can make or break your business, so it’s always wise to stay on the good side of your clients. After all, interested leads are quick to see what others are saying—and a proven track record of happy customers can tip the scales in your favor.

So, what happens when a photography client leaves a negative client review based on a situation beyond your control? Or worse, a fake review from someone you’ve never met? Many photographers are familiar with the gut punch that comes with poor feedback, especially when it’s unwarranted.

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But here’s the thing: Online reviews aren’t supposed to be one-sided complaints (or praises, for that matter!). Instead, think of them as a channel for a two-way conversation about a client’s experience. Review platforms offer a chance to show appreciation, remedy misunderstandings, and clear the air—not just with the reviewers but with potential clients who are researching your brand.

No matter where you collect reviews, these tips will help you to navigate the good, the bad, and the ugly feedback with tact and poise.

Client Reviews: The Good

Receiving a positive review is rewarding and deserves a pat on the back. But don’t stop there! It’s common practice to respond to negative reviews while letting the good ones speak for themselves, but this approach puts a focus on the not-so-nice feedback. A kind note of thanks goes a long way in showing past clients you care, while also highlighting meaningful relationships that won’t go unnoticed by prospective customers.

The Bad

Nobody likes getting a bad review, and it’s easy to take others’ words to heart. In such a creative industry, your work is like art—it’s subjective to opinions and it can really sting when you learn that someone was unsatisfied with your service. But in many cases, a negative review opens the door for resolution so don’t let it close without giving it a shot.

While your first reaction may involve a colorful vocabulary, take a step back to process your feelings before responding. An emotional reply can come across as heated and unprofessional, which will only damage your brand further. Give yourself time to cool down before crafting a polite and thoughtful response. If there is merit to their criticisms, accept responsibility and offer a solution that fits the situation. If not, respectfully explain your position and try to move the conversation to email to handle the matter privately.

[Read: How to Serve Your Photography Clients Before They Book]

The Ugly

The ugliest of reviews are often the ones that leave you thinking, “Who is this, and why are they accusing me of this?” False reviews can leave you feeling confused and angry, so again, take some time to calm down and approach your response rationally.

Be clear that you’ve never associated with the reviewer and have no record of them in your system. Feel free to ask them to remove the false review—even if your request goes unanswered, others will know it’s an untrustworthy source and look past it.

It’s also a good idea to reach out to the review site and file a dispute claim to have the false review removed. Although it can be a time-consuming process, it’s worth ensuring your online reviews are authentic and protecting your brand reputation.

Reviews are part of doing business, so don’t let bad feedback bring you down. Instead, listen closely and learn from them. How can you improve your business processes to avoid the criticisms you’ve received? Then, focus on a counter-attack. The best way to address negative reviews is by crowding them out with positive ones!

Make sure to ask for testimonials and reviews from past and current clients to help drown out the negativity. Consider implementing this request into your offboarding procedure to streamline your feedback loop and collect social proof for your website.

The key to handling client reviews is to remove the emotional element and keep your rational head on while responding. Bad reviews don’t signify failure; instead, look at them as an opportunity to grow and improve as a business and service provider. 

Nora Sheils is the co-founder of Rock Paper Coin, the first software platform to bring together wedding planners, couples, and vendors into one system for managing and paying contracts and invoices. Nora is also the founder of award-winning firm Bridal Bliss, where she manages the Seattle team. In addition to recognition by Special Events in its Top 25 Event Pros to Watch series, she also earned a spot in The BizBash 500 for 2021.