To get more Google reviews, claim and complete your Google Business Profile, generate your direct review link, ask satisfied clients individually at win-moments, and respond to every review you receive. Six steps, no shortcuts. The firms that build strong review profiles do this consistently rather than in bursts.

Why Google reviews matter more than other platforms

Google reviews appear directly in local search results, in the Business Profile panel, on Google Maps and in the knowledge panel that shows when someone searches your firm name. Star rating shows next to your business listing. None of that requires the prospect to click through to a third-party site.

Trustpilot and VouchedFor have their place, but Google sits one click closer to the searcher. For a local accounting firm, no other platform comes close on visibility per review. And it's free.

Step 1 — claim your Google Business Profile

If you haven't already, this is the single highest-leverage thing you can do. Go to business.google.com and search for your firm. If a profile exists (Google often creates one automatically from public data), claim it. If not, create one.

Verification options vary by location. Most UK firms can verify by:

  • Postcard to your registered address (5 to 14 days)
  • Video call with a Google reviewer (faster, increasingly common)
  • Phone or email for some pre-verified businesses
  • Instant verification if your firm has a Google Search Console account on the same domain

Pick Accountant as your primary category, with Tax preparation service and Bookkeeping service as secondary categories. Categories drive the searches you appear in, so getting these right matters more than most fields.

Once verified, generate your direct review link from your profile. The URL looks like g.page/r/... and takes anyone who clicks it straight to the review form for your firm.

Two practical moves:

  • Shorten it with bit.ly or your own domain redirect so it's tidy in emails and SMS.
  • Save it as a contact in your phone (e.g. "Review link") so you can paste it in seconds during a call or meeting.

If you can't easily share a one-click link, your conversion rate halves.

Step 3 — pick the right moment to ask

Timing beats wording. The five highest-converting moments:

  • Self assessment filed and refund confirmed
  • Year-end accounts approved
  • HMRC issue resolved
  • End of onboarding (first 90 days)
  • Anniversary of working together

The wrong moments are after a fee dispute, after a complaint (even resolved), or in the depths of January when everyone is overwhelmed.

For the full ask script and follow-up rhythm, see our ask for reviews guide.

Step 4 — ask in a way Google won't filter

Google's review filter is more aggressive than most accountants realise. Three rules to avoid having your reviews quietly disappear.

Ask one client at a time, not in bulk. A burst of five or more reviews on the same day, or fifty in a week, looks artificial. Spread them out — no more than two or three asks per working day.

Don't use office Wi-Fi for staff to leave reviews. Same-IP review patterns get filtered. If a staff member is going to leave a review (as a genuine former client), they should do it from their own device on their own network.

Don't offer incentives. Google's policies treat any goods, discounts or services in exchange for reviews as fake content. Profile suspensions are real.

Step 5 — respond to every review

Reply to every review within 48 hours. Yes, the five-star ones too.

For positive reviews: short, named, references something specific. "Thanks Sarah, glad we got the EIS claim through cleanly. Looking forward to working with you on the year-end."

For negative reviews: calm, four-sentence acknowledgement, take detail offline. The full template is in our respond to negative reviews guide.

Why bother with positive replies? Two reasons. It signals to prospects that you're attentive. And it encourages the next reviewer — people are more likely to leave a review when they see existing reviews acknowledged.

Step 6 — automate without spamming

Two automation patterns work well for accounting firms.

Calendar-driven asks. Recurring reminder in your practice management system: when an SA is filed, trigger a review-ask reminder seven days later. Manual send, automated prompt.

Drip-style request tools. Tools like Customer Flows, NiceJob or BirdEye send a short series of review-ask messages over 14 days, with one reminder. They keep the volume staggered and the tone personal. Useful if you're sending more than 20 asks per month.

What doesn't work: mass-email tools (Mailchimp campaigns, bulk newsletters) sending 100 review requests in one go. Google's filter strips most of the resulting reviews.

Realistic targets

A reasonable benchmark for the first 12 months of active asking:

  • 25 to 50 Google reviews
  • 4.7 to 4.9 star average
  • A new review every two to four weeks (the velocity matters as much as the count)

Don't chase 100 reviews in your first quarter. Steady is better than fast.

For the full reputation system across platforms, see our reputation management hub.

Key Takeaways

  • Google Business Profile is the single highest-leverage reputation channel
  • Generate a direct review link and save it as a quick-share contact
  • Ask one client at a time — bulk asks get filtered
  • Reply to every review within 48 hours, positive or negative
  • 25 to 50 reviews in year one with a 4.7 to 4.9 average is a realistic target
  • Never offer incentives — Google may suspend your profile

Frequently Asked Questions

Can I incentivise Google reviews?

No. Google explicitly prohibits offering goods, discounts or services in exchange for reviews. Profile suspensions are real and recoverable only with effort.

Why aren't my reviews showing up?

Google's filter strips reviews from the same IP, brand-new accounts, or coordinated bursts. Spread out your asks (no more than two to three per day) and have clients leave reviews from their own devices.

How many Google reviews should an accountant have?

25 or more within the first year of active asking is a strong baseline. Most established firms with consistent asking sit between 50 and 150 over three years.

Should I respond to 5-star reviews too?

Yes — every review. It signals attentiveness and encourages future reviewers. Two sentences is enough.

Can I ask clients to leave reviews on my office computer?

No. Same-IP reviews get filtered. Send the link, let them leave it from their own device on their own network.

Useful Resources

Google Business Profile Help — Tips to get more reviews https://support.google.com/business/answer/3474122

Build Your Firm — Google reviews for accountants https://www.buildyourfirm.com/blog/google-reviews-for-accountants-why-your-firm-needs-more

QuickBooks — 7 tips for accountants to get clients to write reviews https://quickbooks.intuit.com/global/resources/accountants/get-clients-to-write-reviews/