How to ask clients for a review, and what to do with it afterwards

For accountancy firms, client trust is everything. One of the most powerful ways to build that trust online is through client reviews. Yet many businesses hesitate to ask, worried about sounding pushy or unsure about how to use reviews effectively once they’ve been collected.

In this post, I’ll walk through how to confidently ask clients for reviews, the best tools to collect them (Google Reviews, Feefo etc), and how to leverage those reviews to strengthen your reputation and attract new clients.

Why reviews matter for accountants

• Build trust and credibility: Prospective clients want reassurance from people like them before committing.
• Boost SEO visibility: Google Reviews in particular can improve your local search rankings.
• Differentiate your brand: In competitive markets, glowing client feedback can set you apart.

How to ask clients for a review

1. Choose the right timing

• After a successful project or milestone.
• Following positive feedback given in a meeting or email.
• When you’ve solved a complex problem or delivered measurable results.

2. Make it simple

Provide a direct link to your review platform of choice. For Google Reviews, you can generate a shareable link from your Google Business Profile. For Feefo or Trustpilot, they’ll often provide templates and automations for the reviewer to follow.

3. Personalise the request

Clients respond best when you explain why their review matters. For example: “Your feedback not only helps us improve, but it also helps other businesses looking for trusted accountants find the right partner.”

Tools to collect reviews

• Google Reviews – Ideal for visibility in search results and Google Maps.
• Feefo – Great for verified, trusted reviews, often used in professional and service-based industries.
• Trustpilot – A widely recognised third-party review site with strong SEO benefits.
• LinkedIn Recommendations – Perfect for individual consultants and advisors building personal authority.

What to do with reviews afterwards

Collecting a review is just the start, how you showcase them makes the biggest impact.

• Feature them on your website: Add a testimonials page or sprinkle client quotes throughout your service pages.
• Use them in proposals and pitches: Reviews add credibility when introducing yourself to new clients.
• Share them on social media: Turn a review into a branded graphic or post to celebrate client success.
• Include them in email campaigns: Adding a “what our clients say” section builds trust with your subscribers.
• Boost SEO with structured data: Mark up testimonials with schema to help search engines display star ratings in results.

Final thoughts

Asking clients for reviews doesn’t have to feel awkward, it’s part of building strong, long-term relationships. With the right tools and a clear plan to showcase them, reviews can become one of the most powerful marketing assets for your professional services business.

If you would like some ideas and support on how to put a client review strategy in place so you receive a steady steam of reviews to work with. Then get in touch or you can explore how I can help your firm below.