Online reviews have become an essential part of doing business in today’s digital world.
Prospective clients now routinely check review sites like Google, Facebook, and Yelp to learn about a company’s reputation and customer satisfaction levels before deciding whether to hire them.
Positive reviews can help convince new customers that an accounting firm provides excellent service and cares about its clients. However, many accounting professionals may not realize just how much online reviews impact a business’ search engine rankings and ability to attract new business.
According to a BrightLocal study, 92% of consumers read online reviews for local businesses. Another Google study found that a single additional star in a business’ Google rating can increase clicks by 5-9%. Clearly, online reviews have become an important factor for customers scoping out accounting firms.
Positive reviews signal that clients are satisfied, which gives prospective customers the confidence to hire a reviewed firm over a competitor with fewer or lower ratings.
Strategies for Earning Positive Reviews
The best way to encourage positive reviews is by delivering excellent client service every step of the way. Here are some additional tips accounting firms can use to proactively solicit reviews:
- Send review requests. After completing a tax return, audit, or other major project, send the client a polite email asking them to leave a review on Google, Facebook, or elsewhere if they were satisfied with your work. Include a direct link to make it easy.
- Respond to all reviews. Thank clients for any positive reviews and address any negative ones professionally. Responding shows future customers you care about feedback.
- Ask for testimonials. Get written quotes you can use on your website from delighted clients talking about their experience working with your firm.
- Promote reviews on social media. Share and celebrate positive reviews your firm receives on platforms like Facebook, Twitter and LinkedIn to spread the word even further.
How to Send Review Requests
Here’s a step-by-step guide on sending review requests to past clients, tailored for accounting firms:
Step 1: Choose the Right Platform(s)
- Google Business Profile: Essential for local visibility and appearing in Google Maps results.
- Yelp: Important for service-based businesses, though less common for specialized accounting.
- Industry-Specific Platforms: Consider niche directories like Clutch, Expertise.com, or those focused on your client base (e.g., software integrations).
- Your Website: Testimonials are valuable, but don’t replace third-party credibility.
Don’t spread yourself too thin. Focus on 1-2 platforms where your target clients are most active.
Step 2: Identify the Right Timing
- After a Success: Project completion, positive tax outcome, financial milestone achieved.
- During Natural Check-Ins: Annual reviews, quarterly reports, etc. Weave it into existing communication.
- Avoid Tax Season: Both you and clients are swamped, making it less likely they’ll take action.
Step 3: Personalize Your Request
- Direct Contact: Email is most common, but a phone call for key clients strengthens the relationship.
- Mention Specifics: “Loved how you handled [Project X]” shows you value their individual experience.
- Be Genuine & Concise: Express gratitude, briefly explain the importance of reviews, and provide a clear link.
Example Email:
Subject: Sharing Your Experience with [Your Firm Name]
Dear [Client Name],
It was a pleasure working with you on [Project/Service]. We’re always striving to deliver exceptional service, and your feedback is invaluable.
Would you be willing to share your experience by leaving a quick review on [Platform]? It takes just a minute and helps others find the right accounting partner.
[Direct Link to Review Page]
Thank you for your time and continued trust!
Sincerely,
[Your Name]
Step 4: Make It Easy
- Direct Link: Don’t make them search. The review page should be one click away.
- Instructions (If Needed): For less familiar platforms, a simple “How to leave a review” can help.
- Mobile-Friendly: Many people check email on their phones, so ensure the process is seamless.
Step 5: Say Thank You (Regardless of the Review)
- Positive Review: A personal thank you shows you value their time and strengthens the relationship.
- Neutral/Negative Review: Respond professionally (if appropriate) and use it as an opportunity to improve.
Additional Tips:
- Don’t Incentivize Reviews: Offering gifts or discounts can be seen as manipulative and against platform rules.
- Be Patient & Consistent: Not everyone will respond immediately. Make it a regular part of your process.
- Showcase Positive Reviews: Feature them on your website and social media to build trust with potential clients.
How to Promote Reviews on Social Media
Here’s a step-by-step guide on promoting reviews for accounting firms on social media, while maintaining professionalism:
1. Choose the Right Platforms:
- Where are your ideal clients? LinkedIn is key for B2B, while Facebook/Instagram might suit local or niche firms.
- Platform’s Style: LinkedIn is formal, others allow more personality, but ALWAYS stay professional.
2. Don’t Just Share, Strategize Posts:
- Variety is Key:
- Screenshot & Celebrate: New 5-star review? Share it as an image, thanking the client (tag them if appropriate).
- “Behind the Review” Story: What challenge did you solve for that happy client? People connect with narratives.
- Question Prompt: “What’s important to YOU in an accountant?” Starts a conversation, subtly reminding folks of reviews.
- Visual Appeal Matters:
- High-Quality Images: No blurry screenshots. Use Canva or similar for clean, on-brand graphics.
- Text Overlay on Images: Make the point clear even without reading the caption (e.g., “We love our clients!” over a review).
3. Craft Compelling Captions:
- Short & Sweet: Attention spans are short. Get to the point quickly.
- Benefit-Oriented: Don’t just say “We got a review!” Explain why it MATTERS (e.g., “Client trust is paramount…”).
- Call to Action (CTA): Don’t assume people know what to do.
- “See what others say: [Link to review profile]”
- “Have we helped you? Share your experience: [Link]”
4. Leverage Social Proof Psychology:
- Client Spotlights: Feature a satisfied client (with permission), their success story ties into your services.
- “Behind the Scenes” Content: Humanizes your firm. Share team photos, office events (tax season pizza party, anyone?).
- Community Engagement: Respond to comments, participate in industry discussions. Shows you’re invested, builds trust.
5. Track, Analyze, Adjust:
- Most platforms have analytics: See which posts get the most engagement. What resonates with your audience?
- Don’t be afraid to experiment: Different approaches work for different firms. Find YOUR style.
- Consistency is key: One-off posts won’t cut it. Make it a regular part of your social media strategy.
Important Notes:
- Never buy reviews: Unethical and easily spotted as fake.
- Respond to negative reviews professionally: Shows you care, may even turn the situation around.
- Check platform guidelines: Some have rules about soliciting reviews directly. Stay compliant.
By following these steps, you can effectively leverage social media to promote reviews, build trust, and attract new clients to your accounting firm.
FAQ about Online Reviews
Q: How often should I ask clients to leave a review?
A: It’s best not to ask too frequently as it can come across as pushy. A good rule of thumb is to request a review after completing a major project or at the end of tax season once a year.
Q: What if a client leaves a negative review?
A: Respond to all reviews, even negative ones, in a polite, solution-oriented manner. Thank the client for the feedback and explain how you plan to improve. Avoid defensiveness.
Q: How many reviews do I need for an impact?
A: More reviews are always better, but studies show even just a handful of reviews can significantly boost trust and search rankings. Aim for collecting 10-20 reviews over time for maximum impact.
Q: Can I ask past clients for reviews too?
A: Yes, it’s fine to reach out to clients from previous years as long as it has been at least 6 months since you provided the service. The memory will still be fresh.
Q: What if a client refuses to leave a review?
A: That’s okay – you can’t force anyone. Simply thank them for considering it and move on. Focus your energy on clients who are open to sharing feedback to help your business.
Q: How else can I promote positive reviews of my firm?
A: In addition to requesting reviews directly, you can feature reviews prominently on your website and social media. Ask for testimonials to use in ads or on your about page. Promote any exceptional reviews you receive to spread the word even further about your great client service.
Conclusion
Online reviews have become a critical factor in customers’ hiring decisions.
By proactively and politely soliciting feedback from happy clients, offering incentives, and strategically promoting positive reviews, accounting firms can significantly boost their online presence and reputation. This helps attract more qualified prospects and grow their business in today’s digital landscape.
With the right review solicitation approach, even a handful of glowing reviews can go a long way.
