Should you reply to good reviews? Yes, and it takes thirty seconds.

Most contractors who reply to reviews only reply to the bad ones. The five-star reviews sit there unanswered, which feels harmless. It isn't nothing, though. It's a missed chance to show the next customer who you are.

Google recommends replying. Its own help page for business owners lists replying to reviews as a best practice, to show customers their feedback matters. Replies are public, so every one you write is read by future customers, not just the person who left the review.

Think about who actually reads your replies. It's the homeowner comparing you to two other companies. A short, genuine thank-you under each review tells them a real person runs this business and pays attention.

Google's guidance on how to reply is simple. Keep it short. Be conversational, not promotional. Your reviewers are already your customers, so a reply is not the place for a sales pitch or a discount offer.

A good reply has three parts: thank them by name, mention the specific job, and keep it to a sentence or two. For example: "Thanks, Linda. Glad we got the heat back on before the cold front hit. We appreciate you trusting us with it." That's it.

A few things to avoid. Don't paste the same reply under every review, because customers notice. Don't include the customer's address or any private details about the job. Don't ask them to change or add to their review. And never offer anything in exchange for a review, which Google strictly prohibits.

Set aside a few minutes once a week and answer everything new. PorchPrompt keeps the reviews coming in after every job you mark done. The replies are the part that should come from you.