I’m betting you’ve probably got a few Google reviews. Maybe they say “very professional” or “excellent service.” Nice, right?
Except they’re doing almost nothing to win you new clients.
Think about it from a potential client’s perspective. When they’re searching for an accountant, they’re not worried about whether you’re “professional” (they expect that). They’re lying awake wondering if they’re paying too much tax, panicking about a VAT inspection, or trying to work out if they can afford to hire someone.
Your testimonials need to speak to those specific fears and outcomes. Not just tick a box that says “this person is competent.”
Why Most Accountant Google Reviews Fall Flat
The problem usually starts with how you ask. You finish a piece of work, send the invoice, and mention “if you’re happy, we’d love a review.”
Your client thinks “yeah, they did a good job” and either forgets… or writes something generic because they don’t know what you want them to say.
You’re not getting bland testimonials because clients aren’t happy. You’re getting them because you haven’t made it easy for clients to be specific.
How to Request Testimonials That Actually Help
Instead of “we’d love a review,” ask specific questions:
What problem were you trying to solve when you came to us?
How did working with us change that?
What would you tell another business owner in your position?
Specific questions get specific answers. And specific answers are what potential clients need.
Someone reading “Suzie helped me understand my tax position and saved me £8,000 I didn’t know I was overpaying” hits differently than “great accountant, very helpful.”
Here’s the copy for an email to send to your next client:
Dear [client name]
Customer reviews are the best form of marketing and as we’ve recently been working with you, we’d like to hear about the difference we’ve made to your business. We’d really appreciate a Google review. Please answer the following three questions – a sentence for each would be perfect.
What problem did you bring to us?
How did we help solve your problem?
Why would you recommend us to other customers?
Thanks so much for taking the time to write us a Google review. Here’s our review page [add link]
Making Google Reviews Work Harder Across Your Marketing
Don’t just collect testimonials and leave them sitting on your Google Business Profile. Use them everywhere.
Email signature. Website homepage (not buried on a testimonials page nobody visits). LinkedIn posts when discussing a particular service. Screenshot them and make them into social media posts or use them on sales pages.
And here’s what most accountants miss… you can ask the same satisfied client for testimonials in multiple places. One Google review, one LinkedIn recommendation, maybe a website testimonial with more detail. Most happy clients are fine with this if you make it easy by giving them a structure to follow and all the links to your profiles.
Your Google Business Profile: Don’t Just Set and Forget
Having Google reviews is brilliant. But they’re only part of what makes your profile effective.
Keep it updated. Add posts regularly (yes, there’s a posts feature and hardly anyone uses it). Upload photos. Respond to every review. Update your services list.
Think of your Google Business Profile as your digital shopfront. For many potential clients, it’s their first proper look at your practice. If it looks neglected, that says something about how you run things.
Most small business owners set up their Google Business Profile and are so traumatised by the pain of getting verified that they don’t have the energy to keep it maintained. But if they did, they’d soon see how it can help them rank much higher on Google and appear as recommended businesses in LLMs like ChatGPT.
If you can’t stomach the idea of managing it yourself, my GBP management service could be right up your street.
Just £100/m to revamp your profile with descriptions, photos, products and services plus one fresh Google Business post per week to keep you showing up with clients search for your services. Get in touch at michelle@eshkeri.co.uk for more information.
What You Can Do Right Now
Pick three recent clients where you genuinely made a difference. Send them a personal message asking those specific questions about their experience.
Include a direct link to your Google reviews page. Don’t be shy… you’ve done good work, and asking people to acknowledge that isn’t pushy.
Then actually use those testimonials. Not just collect them.
Your potential clients want proof you can help someone like them. Generic reviews don’t provide that. Specific, problem-focused testimonials do.
About the Author
Michelle Eshkeri, founder of Let ME Write is a CIMA-qualified accountant turned copywriter, specialising in helping accountants, mortgage brokers, and financial advisors improve their marketing and client communications. With 23 years in finance including 18 years at GSK plc, she understands both the technical and regulatory challenges finance professionals face when marketing their services.
Frequently Asked Questions
How many Google reviews does an accounting firm need? Aim for at least 10-15 quality reviews to build credibility, but focus on recent, specific reviews rather than just chasing quantity. A handful of detailed, relevant testimonials trump dozens of generic ones. If you really want to get reviews working for you, aim to get at least 40.
Should I respond to every Google review? Yes, absolutely. Responding shows potential clients you’re engaged and care about feedback. Keep responses brief – a simple thank you for positive reviews and a constructive, solution-focused approach for concerns.
What if a client leaves a negative Google review? Respond professionally and privately. Acknowledge publicly with “We’re sorry to hear this. Please contact us at [email] to resolve” and never argue or get defensive. Your professional response reflects better on you than the original complaint.
Can I ask clients to remove or edit their reviews? You can’t edit reviews yourself, and asking clients to remove genuine reviews could violate policies. If a review contains factually incorrect or inappropriate content, flag it to Google. Focus on getting more positive, detailed reviews to outweigh less helpful ones.
How often should I update my Google Business Profile? Treat it like social media – weekly if possible. Add posts about tax deadlines or helpful tips, update photos quarterly, and keep opening hours current. Regular activity signals to Google that your business is active and relevant. If you need help with this, get in touch.