How to get more Google reviews for your accounting firm (without breaking the rules)
When to ask, what to say, how to reply, and the FTC and Google rules every CPA, tax and bookkeeping firm should know before asking clients for reviews.
Key takeaways
- 85% of consumers are more likely to use a business after reading positive reviews, and 74% look for reviews from the past three months.
- The best moment to ask is right after a win: the return is filed, the refund arrives or a problem is solved.
- Ask every client the same way. Google doesn't allow selectively soliciting positive reviews, and the FTC's 2024 rule bans fake and paid-for-sentiment reviews.
- Reply to every review without confirming client details. Professional confidentiality still applies online.
In this article
Reviews are the new word of mouth. Even when someone is referred to your firm by a friend, they usually look you up first, and your star rating, the number of reviews and how recent they are shape that first impression.
The numbers are clear. In BrightLocal’s 2026 survey, 85% of consumers said they’re more likely to use a business after reading positive reviews, 74% look for reviews from the last three months, and 31% will only use businesses rated 4.5 stars or higher (BrightLocal). For financial services the bar is even higher: 83% of people choosing a financial advisor want to read online reviews first (Wealthtender).
Here’s how to build a steady flow of genuine reviews, legally and without making clients uncomfortable.
Know the rules before you ask
Two sets of rules matter most:
Google’s policies. Google doesn’t allow “discouraging or prohibiting negative reviews, or selectively soliciting positive reviews” (Search Engine Land). That rules out “review gating,” where you ask clients how they feel first and only send happy ones to Google. Google also prohibits offering incentives for reviews and posting fake engagement (Google).
The FTC’s consumer reviews rule. Since October 2024, the FTC’s rule bans fake reviews, reviews conditioned on positive sentiment in exchange for incentives, undisclosed reviews from insiders, and suppressing negative reviews through threats (FTC). Civil penalties can reach tens of thousands of dollars per violation (DWT).
If you’re a registered investment adviser, testimonials also fall under the SEC Marketing Rule, which has its own disclosure requirements. Check with your compliance team first.
When to ask: the moments that work
Timing is everything. Ask when the client has just felt the value of your work:
| Firm type | Best moment to ask |
|---|---|
| Tax preparer | Right after filing, or when the refund arrives |
| CPA firm | After year-end work is delivered, or a tax problem is resolved |
| Bookkeeping | After the first clean set of monthly reports, or a successful year-end |
| Advisory | After a planning meeting that produced a clear decision |
Avoid asking during stressful moments, such as when a client has just learned they owe money.
How to ask: a simple three-step system
1. Make it part of your process
Add the review request to your engagement checklist so it happens every time, for every client. Consistency is what produces a steady flow instead of occasional bursts.
2. Ask in person, then send the link
A short personal ask works best: “We’d be grateful if you’d share your experience on Google. It helps other people find a firm they can trust.” Then send a message with a direct link within the hour.
3. Send one reminder
If they haven’t left a review after three or four days, send a single friendly reminder. Then stop.
Templates you can use
Email or text after filing:
Hi Maria, your return has been filed. Thank you for trusting us with it. If you have a moment, would you share your experience on Google? It helps other people find a firm they can trust. [link] — Thanks, James
Reminder:
Hi Maria, just a gentle reminder in case it slipped through. Here’s the link if you’d like to leave a quick review: [link]. Thank you either way.
Send texts only where you have the right consent to text that client.
How to reply to reviews
Reply to every review, positive and negative. In BrightLocal’s survey, 80% of consumers were more likely to use a business that responds to all its reviews (BrightLocal).
Rules for replies in a finance firm:
- Never confirm that the reviewer is a client, and never mention their tax situation, amounts or documents.
- Keep it short and human. Thank them and mention something general about how you work.
- For negative reviews, acknowledge the concern, avoid arguing and invite them to contact you directly.
Example reply to a negative review:
Thank you for your feedback. We take every concern seriously and would like to understand what happened. Please call our office and ask for the practice manager so we can look into it.
What makes a review useful to prospects
The most persuasive reviews mention a specific service and outcome: “They sorted out my self-employment taxes and explained everything clearly.” You can’t tell clients what to write, but you can make it easier by mentioning what you helped with in your request (“…share your experience with your business return”).
Common mistakes
- Asking only once a year, so all reviews look old.
- Sending only happy clients to Google (review gating).
- Offering discounts or gift cards in exchange for reviews.
- Asking staff or relatives to post reviews.
- Replying defensively, or sharing client details in replies.
What to do this week
- Check your rating, review count and the date of your latest review.
- Add a review request step to your engagement checklist.
- Create a short direct link to your review form.
- Send a request to every client you completed work for in the last 30 days.
- Reply to every review you haven’t answered.
Sources
- BrightLocal Local Consumer Review Survey 2026
- FTC, final rule banning fake reviews and testimonials (2024)
- Davis Wright Tremaine, summary of the FTC consumer reviews rule
- Search Engine Land, Google review guidelines on selectively soliciting reviews
- Google, prohibited and restricted content policy for user contributions
- Wealthtender 2025 study of households seeking financial advice
How we write our insights
Written by the InventaxAI Editorial Team, the people who build websites, run lead follow-up and plan retention campaigns for finance and tax firms. Every number links to its original source, and we don’t invent statistics, case studies or reviews. Last reviewed .
This article is general information, not legal, tax or financial advice. Marketing and contact rules differ by country and profession, so check the rules that apply to your firm.
