Online reviews for salons often decide the outcome before the first phone call ever happens. They determine whether a new client reaches out or keeps scrolling.
This article builds on the article Client Consultation in the Salon, which focuses on the consultation conversation itself. Here, the focus is instead on handling public reviews and the relevant legal framework.
Why online reviews for salons determine new client decisions
Before a prospective client even calls, they usually check the star rating on Google first. Alongside the average rating, the number of reviews also matters. A handful of five-star reviews looks less credible than many mixed ones instead. The article Optimizing the Google Business Profile for Hair Salons shows how to strengthen the entire profile beyond reviews.
Recency matters just as much. A profile with regular, fresh reviews signals that the salon is active and reliable. Outdated reviews, however, tend to raise doubts instead.
Requesting reviews actively: what is allowed and what is not
In general, salons may ask clients for a review. The request should stay general and should not promise anything in return. A simple note at reception or a friendly follow-up after the appointment is usually enough.
Incentives are a different matter. A discount offered only for positive reviews is not allowed, because it deliberately steers the outcome in one direction. A benefit granted regardless of the review’s content is allowed instead, provided it is clearly disclosed as such.
The method of the request matters too. Salons that ask clients electronically, for example by email or text message, generally need prior consent to do so. A spoken request made in person is not affected by this rule.
Legal framework: the disclosure duty under German law
The EU Omnibus Directive took effect in 2022. Since then, German law under § 5b UWG has governed how businesses must handle customer reviews. Companies that actively embed reviews on their own website, for example through a widget, must disclose this. They need to state whether and how authenticity is verified.
This duty does not apply to a plain Google Business Profile, however. Google itself already runs its own verification system for reviews published there. As soon as reviews are actively displayed on the salon’s own site, though, the disclosure duty applies in full. The German Federal Ministry of Justice publishes the exact wording of the provision at gesetze-im-internet.de.
Responding to negative reviews professionally
A negative review feels uncomfortable at first, yet it also offers an opportunity. A calm, factual reply shows other readers how the salon handles criticism, often more convincingly than ten positive reviews alone.
The approach that works best follows three steps. Briefly acknowledge the concern, address the specific point factually, and then offer a conversation away from the public eye. Names, colour formulas or health details, however, do not belong in a public reply.
Online reviews for salons: templates for confident replies
Even justified criticism benefits from a clear structure. The salon first thanks the reviewer for the feedback, briefly outlines the next steps, and finally invites a direct conversation.
One example: “Thank you for your feedback. We are sorry your visit did not meet your expectations. We would be glad to discuss this with you directly, so please call us.” A reply like this stays neutral without giving up the salon’s position.
Spotting and reporting fake or unfair reviews
Some reviews do not come from real clients at all, but from competitors or former employees instead. Reviews like these can be reported directly through Google’s built-in reporting function on the review itself.
Google then checks the report against its own policies and removes the review if a violation is confirmed. The process can take several days, though, so some patience is needed.
Putting reviews to active use in marketing
With a client’s consent, positive reviews can also be used actively. One option is a quote on the website or in social media posts. Only a first name or initial should be used, however, in order to protect privacy.
A regular look back at recurring themes in reviews is helpful too. It shows which services clients value most and where improvement is genuinely needed.
Checklist: managing reviews in daily salon operations
- Ask clients for a review in general terms, without offering anything in return
- Send electronic review requests only with prior consent
- Respond to every review factually within a few days
- Never mention names, colour formulas or health details in public replies
- Have suspicious or unfair reviews checked through the reporting function
- Reuse positive reviews in marketing only with the client’s consent
Online reviews for salons: avoiding common mistakes
A common mistake is ignoring negative reviews, hoping they will simply be forgotten. In reality, though, unanswered reviews stay visible indefinitely and tend to look neglectful instead.
An emotional or irritated reply is just as risky. It usually damages the salon’s reputation more than the original review did. It remains publicly visible and reinforces an impression of unprofessionalism instead.
Conclusion: online reviews for salons as part of client loyalty
Online reviews for salons cannot be fully controlled, but they can be actively managed. Salons that request reviews lawfully, respond to them with confidence, and evaluate them in a structured way benefit most. Over time, this approach turns reviews into an effective tool for client loyalty.
Salons that want to build professional reputation management can request a consultation with TerraNova at any time.
This article provides general information and does not replace individual legal, tax or financial advice.