Google Business reviews have become a cornerstone of local marketing, especially for service professionals like accountants. When potential clients search for an accountant online, they often base their decisions on the reviews they see. Positive reviews build trust, improve your visibility in search results, and help you stand out from the competition.
But how exactly do you get more of those valuable Google Business reviews? How do you encourage clients to share their experiences without sounding pushy or desperate?
Why Google Business Reviews Matter More Than Ever for Accountants
As an accountant, your business thrives on trust. Clients want to know that you’re reliable, knowledgeable, and professional. Reviews on Google act as social proof, real feedback from real clients that shows your credibility.
Here’s why you should make getting Google Business reviews a priority:
1. Reviews Influence Search Rankings
Google uses the quantity, quality, and frequency of reviews as a signal to rank local businesses. The more positive reviews you have, the better chance you have of showing up on the first page of search results when someone searches for “accountant near me” or “tax services in [city].”
2. They Help Potential Clients Choose You
Most people trust online reviews as much as personal recommendations. When your profile displays a 4.5-star rating with glowing comments, prospects feel more confident booking a consultation.
3. Reviews Offer Free, Ongoing Marketing
Every time a client leaves a review, it acts as a mini testimonial that new visitors can see. Over time, your collection of reviews becomes a powerful marketing asset that costs you nothing but time to nurture.
Deliver Exceptional Service That Makes Clients Want to Share
It all starts with your work. You can’t expect glowing reviews if you don’t deliver a great experience. Go beyond simply crunching numbers, be proactive, communicative, and personable.
Communicate clearly: Set expectations upfront about what you’ll deliver and when.
Be available: Return calls and emails promptly.
Educate clients: Explain complex tax rules or financial reports in easy terms.
Add personal touches: Remember important dates or follow up with helpful reminders.
When clients feel cared for and understood, they naturally want to share that positive experience.
Ask for Reviews at the Perfect Moment
Timing is everything. Asking too early or too late can result in fewer reviews or negative ones. The ideal time is right after you’ve delivered a key service or solved a pressing problem, when clients feel relief or satisfaction.
Examples:
Right after completing their tax return.
After helping set up their bookkeeping system.
Once you’ve delivered a financial report that helped them make smart decisions.
Ask in person if possible, or send a personalized email or text shortly afterward. Keep it simple and sincere:
“Hi [Name], I’m glad we could help with your tax return this year. If you have a minute, would you mind sharing your experience with us on Google? Here’s the link, thank you so much!”
Make It Easy for Clients to Leave Reviews
Don’t make clients search for your review page. Provide a direct link that takes them exactly where they need to go.
Here’s how to get your Google review link:
Log into your Google Business Profile.
Click on “Home” in the menu.
Look for the “Get more reviews” card.
Copy the provided link.
Include this link in every review request, emails, text messages, even printed materials.
Use Multiple Channels to Request Reviews Without Being Pushy
Different clients prefer different communication methods. Mix it up to reach everyone effectively:
Email: Send a follow-up email after service completion.
SMS: If you have phone numbers and permission, send a short, polite text with the review link.
Printed cards: Include a QR code linking to your review page on invoices or brochures.
Social media: Share occasional reminders asking happy clients to leave feedback.
Keep your tone friendly and conversational. The goal is to remind, not nag.
Respond to Every Review, Especially Negative Ones
Show clients you care by responding to reviews promptly.
Thank reviewers: A simple “Thank you for your kind words!” goes a long way.
Address concerns: If a client leaves a negative review, respond calmly and offer to fix the issue offline.
Use reviews to improve: Look for patterns in feedback to identify areas you can improve.
When people see you actively engage, they trust your business more.
Leverage Your Website and Email Signature
Add a “Leave Us a Review” button or banner on your website’s homepage, contact page, or after a client logs into their portal. This keeps the idea fresh in their minds.
Also, include a link and a short request in your email signature. Every email you send becomes a soft reminder for clients to share their experiences.
Run Periodic Review Campaigns to Boost Momentum
Sometimes you need a push. Plan occasional campaigns where you reach out to past clients with a personalized message asking for reviews.
Make it clear you want honest feedback to help improve your services. Consider including a small token of appreciation, like a thank-you card or newsletter mention (but avoid offering anything in exchange for reviews, as that violates Google’s policies).
Train Your Team on the Importance of Reviews
If you work with staff or partners, make sure everyone understands how crucial reviews are. Encourage them to mention the review process during client interactions.
A consistent, company-wide approach maximizes your chances of getting reviews.
Use Technology to Automate and Track Review Requests
There are plenty of tools designed to automate review requests and track results. Platforms like Birdeye, Podium, or Reputation.com can send review invitations after appointments and remind clients who haven’t responded.
Using software takes the pressure off you and ensures no clients slip through the cracks.
Showcase Your Reviews Everywhere
Don’t let those reviews sit quietly on Google. Feature them on your website, social media, newsletters, and even printed marketing materials. This reinforces trust and encourages others to leave feedback.
Common Mistakes to Avoid When Asking for Reviews
Don’t buy fake reviews. Google penalizes businesses caught faking reviews, and it ruins your reputation.
Don’t pressure clients. A respectful, gentle request works better than being pushy.
Don’t offer incentives for reviews. This goes against Google’s guidelines and can backfire.
Don’t ignore negative reviews. Responding professionally shows you care and can turn unhappy clients around.
Don’t spam clients. Repeatedly asking for reviews annoys people and harms your image.
What to Do If You Get Negative or Fake Reviews
Negative reviews can sting, but they don’t have to hurt your business. Handle them like this:
Stay calm and polite. Don’t respond emotionally.
Thank the reviewer for their feedback. It shows professionalism.
Offer to resolve the issue offline. Invite them to contact you directly.
Learn from the criticism. Sometimes negative feedback points out real problems you can fix.
For fake or inappropriate reviews, you can report them to Google and request removal.
How Google Business Reviews Help You Win More Clients
Imagine someone searching “accountant near me.” They see your firm with a 4.7-star rating and dozens of recent, detailed reviews. They compare that to a competitor with just a handful of generic reviews or no reviews at all. Who do you think they’ll call?
Positive Google Business reviews help:
Build trust quickly with prospects.
Improve your local search ranking.
Provide real social proof to overcome buyer hesitation.
Generate more inquiries and appointments.
Increase client loyalty and referrals.
Reviews become a powerful marketing tool that works 24/7, even when you’re not actively promoting.
Tips to Get Even More Reviews
Create a review landing page: A dedicated page on your website explains how clients can leave a review and why it matters.
Share client success stories: When clients see others sharing their positive stories, they’re inspired to do the same.
Host client appreciation events: Follow up events with a review request while clients are feeling great about your service.
Offer multiple review platforms: While Google is king, don’t ignore other sites like Yelp, LinkedIn, or industry-specific directories.
Use video testimonials: Sometimes clients prefer recording a quick video, feature these on your site and social media.
Getting more Google Business reviews as an accountant takes effort, but it’s one of the smartest investments you can make for your practice. It’s about delivering excellent service, timing your requests well, making it simple for clients to leave feedback, and showing you genuinely care.
