How can an accounting firm get more Google reviews within the rules?
Reviews influence who prospects call. Asking every client, at the right moment, is easy to automate.
- How do we get more reviews?
- Can we only ask happy clients?
- How do we reply without breaching confidentiality?
Send every client a short request with your direct review link after their engagement completes, for example when the return is filed or the year-end is delivered. Ask everyone, not only happy clients: Google forbids selectively asking for positive reviews and offering incentives. Reply to reviews without confirming that the reviewer is a client or mentioning any details.
Set it up
- Trigger the request when the return is filed or the engagement closes.
- One reminder a few days later, then stop.
- Include the direct review link from your Google Business Profile.
- Send from the partner or staff member the client knows.
Replies and confidentiality
Confidentiality applies in public replies. Thank reviewers generally, and for negative reviews invite them to contact the office, without confirming the relationship or discussing the file. Have a partner approve replies to complaints.
Rules
Google's policy bars incentives, discouraging negative reviews and selectively asking for positive ones. The CPA Code's advertising rule also requires that what you publish isn't misleading. Go deeper in our guide to getting reviews.
How we look at it at ShoutEx
We automate requests and draft replies for partner approval, as part of local marketing.
- Asking only happy clients.
- Discounts for reviews.
- Replies that confirm client details.
- Ignoring negative reviews.
- Every client asked.
- Requests tied to engagement completion.
- Confidential, partner-approved replies.
- Review count tracked monthly.
What accountants and regulators say
Here is what the rule makers and practitioners say.
Businesses must not offer incentives for reviews, discourage negative ones or selectively ask for positive reviews.
Read the policy →Promotion must not be false, misleading or unsubstantiated, which applies to how reviews are used.
Read the guidance →Firm owners discuss asking clients for reviews and replying without breaching confidentiality.
Browse the threads →Community summaries describe recurring themes in public threads, not individual posts. Vendor pages describe vendor claims, so test them on your own calls.
Read next
Go deeper in the ShoutEx guides, or check the sources behind this answer.
We'll automate requests and set up confidential replies.
Book a call →Follow-up questions
Can we use reviews on our website?
Yes, if accurate and with permission where needed. Don't edit them to change meaning.
Should we ask after a difficult year?
Ask everyone consistently. Selective asking breaks Google's policy.
Do US clients need different handling?
In the US, the FTC rule on reviews also bans fake reviews and incentives tied to sentiment.