Fence Marketing Pros

How Fence Companies Should Address Negative Reviews

negative reviews

Even when you work hard to perform top-quality work and give your customers the best possible experience, you always face a chance that an unhappy customer will leave a less-than-glowing review of your fence company. As a business owner, negative reviews, whether they refer to the quality of the workmanship, the service they received, or their interactions with the workers, are concerning, and you might be unsure of the best way to respond. 

While your immediate response to a bad review might be defensiveness or even anger, especially when you think the customer has exaggerated or misrepresented the situation, responding as such can harm your online reputation and your business. Instead, following this advice from Fence Marketing Pros, a leading fence advertising and marketing company, can help you use customer complaints and unfavorable reviews to your advantage. 

How Negative Reviews Can Help Your Fence Company  

When a customer has a bad experience with your company and takes to the internet to share it, resist the temptation to request that a review site remove it. The only time you should remove (or attempt to remove) feedback is when the reviewer posts a false review (for example, they never worked with you) or for defamatory or abusive feedback that is contrary to the site’s standards. 

Leaving all reviews on your site, even when they contain customer complaints, demonstrates transparency and gives potential customers a realistic picture of what they can expect when working with you. Some customers deliberately seek out bad reviews when making a buying decision, and keeping them available can help them make the right buying decisions. 

Negative reviews can help you improve your business and address any customer service weaknesses. When you keep an open mind and look at customer feedback as an opportunity to identify areas that need improvement, you can make changes to your business approach to avoid similar issues in the future. 

Responding to Negative Reviews and Strengthening Customer Relationships

Once you accept that your business will receive the occasional poor review, you need a response strategy. Never ignore bad customer feedback. When someone has a bad experience and takes the time to share it online, you have a responsibility to acknowledge what happened and try to make things right. 

Responding to customer feedback accomplishes several things:

  • Shows the customer that you care about their experience
  • Shows other customers that you value their business and don’t dismiss problems 
  • Preserves your online reputation

With that in mind, the best way to address bad reviews begins with crafting a personal response to the reviewer. Avoid using canned responses that don’t really address the issue, as that doesn’t show the reviewer that you care or want to fix the problem. 

Instead, write a response that includes the following: 

Gratitude and Apology 

Begin the response by thanking the customer for sharing their thoughts and apologizing for the problems that spurred their review. Even if you believe that the reviewer is 100% wrong in their assessment, apologizing and showing empathy by acknowledging their issues and your responsibility for them ensures they feel heard and understood. 

An Explanation 

Sometimes, a negative review highlights issues with a fencing project that were out of your control (bad weather, manufacturer delays, etc.), and you can respond to those with an explanation. Take care not to make excuses, but reiterating any mitigating circumstances that affected the project can help keep your reputation intact. 

If the problem was the direct result of something your team did (or didn’t do), then acknowledge that and move on to a solution. 


Show anyone who reads the review that you want to make things right by offering a solution. If it’s not apparent how you can resolve the problem, give the reviewer your contact information and invite them to reach out to you directly to discuss the situation and find a way to solve it. 

Positive Highlights  

A review response makes a good opportunity to remind customers of your core values and what sets you apart from the competition. Acknowledging that the situation that led to the negative review is not the norm and that your company strives to provide the best customer service and workmanship in the area can help your local SEO efforts and reinforce the reasons to call your business. 

Keep in mind that the sooner you respond to reviews, the better. Ideally, you should respond and engage with the customer within 24 hours. 

Improving Your Online Reputation 

In a perfect world, every customer would give your business a five-star rating. But when they don’t, responding appropriately can help shield you from the fallout. 

Reputation management involves more than just responding to customer feedback, though. You can also counteract the impact of negative reviews through digital marketing efforts like:

  • Monitoring social media and engaging with customers in a timely manner 
  • Developing and maintaining an attractive company website 
  • Making your contact information readily available so customers can reach out privately before posting a public review
  • Encouraging customers to share their experiences and feedback on business review sites and social media 
  • Establishing yourself as a thought leader and expert in your field by sharing successful fencing projects, insightful blogs, and other content

Turn Negative Reviews Into Something Positive for Your Company 

No one likes receiving negative feedback, but that doesn’t mean you have to let it affect your business. Promptly responding to unhappy customers with empathy and a willingness to make things right can go a long way toward reducing the impact of the review while also preserving your relationship. Approaching negative reviews as a learning tool can also change your perspective; after all, they are a clear window into your customers’ opinions and experiences that can reveal areas that need improvement. 

While you can’t underestimate the value of the 5-star rating effect on SEO and your company’s reputation, your company’s overall digital marketing efforts determine its online reputation. If you need help developing an effective strategy, turn to Fence Marketing Pros for expert insights and proven techniques.

Fence Marketing Pros is proud to be a Google Partner. We’ve been certified in search, display, and video advertising.