Which?
Which? review reply templates
Which? Trusted Trader is one of the UK's most trusted trade-review platforms. Homeowners read Which? replies to judge reliability and accountability. These templates are written for tradespeople and service businesses who need to sound competent under scrutiny.
Which? reply rules
- Which? verifies traders; reviews are from real customers.
- Replies are public and contribute to your Trusted Trader score.
- Keep responses factual and avoid personal or emotional language.
- Do not offer incentives or ask reviewers to change their feedback.
- Disputes follow Which?'s formal process — don't litigate in the reply.
Tone notes
Measured, evidence-based, and trade-professional. Which? readers are researching carefully; replies should demonstrate competence and accountability.
6 templates
1. 5-star, verified trader
Review
"Excellent work, left the house spotless."
Reply
"Thank you — we always clear up before we leave. Glad you're happy with the result. — Marc, director"
2. 3-star, job took longer
Review
"Good finish but took three days instead of two."
Reply
"Hi — the overrun was due to {specific reason}. We should have flagged it earlier. I've reviewed the schedule with the team. Please contact us if you'd like to discuss the impact. — Marc"
3. 1-star, workmanship
Review
"Had to get someone else to redo it."
Reply
"Hi — I'm sorry the work didn't meet the standard we expect. I'd like to inspect what happened and put it right. Please contact us directly through Which? or our website. — Marc, director"
4. Quote dispute
Review
"Final bill was much higher than the quote."
Reply
"Hi — any bill above the agreed quote needs explaining line by line. Please send the invoice number and I'll review it personally today. — Marc"
5. Fake / unverified
Review
"Never used this company."
Reply
"Hi — we can't find a record of work under this name and have raised it with Which? If we did work for you, please contact us with the address and date. — Marc"
6. Follow-up after rectification
Review
"They came back and sorted everything."
Reply
"Thank you for the update — we appreciate the chance to put things right. — Marc, director"
FAQ
- How does Which? verify reviews?
- Which? verifies that reviewers are genuine customers of the trader. This makes the platform high-trust but also means most negative reviews deserve a factual, non-defensive reply.
- Can I ask a Which? reviewer to remove feedback?
- No. Which? forbids incentivising or requesting changes to reviews. Reply professionally and use the formal dispute process if needed.
- Should I sign replies from the company or an individual?
- Sign from a named director or owner. 'The team' reads as impersonal on a platform built around trust.
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