Reviews on Google shape whether a business owner or family picks up the phone. For a CPA or accounting firm, that decision carries weight, because clients are handing you their financial life. The firms that show up with a steady stream of recent, genuine reviews win more of that trust before the first call.
This guide gives you seven review request templates you can copy, adapt, and send by email, text, or in person. Each one includes a note on when to send it, plus the compliance lines every accounting firm has to respect so a good habit does not turn into a rules problem.
By Christoph Olivier
Why review requests work differently for accounting firms
Most review advice is written for restaurants and online shops. Accounting is different for three reasons.
First, confidentiality. Some clients would rather not have it known publicly that they use your firm, and you are bound to protect their information either way. That shapes how you ask and how you reply.
Second, timing. Your clients are busy, and during filing season they are stretched thin. A request sent at the wrong moment gets ignored or resented.
Third, rules. The FTC, the AICPA Code, and in some cases your state board all set limits on how you promote the firm and use client feedback. A review program that ignores those limits can create real exposure.
The good news: a simple, honest ask sent at the right time works. You do not need gimmicks, and gimmicks are exactly what gets firms in trouble.
One more habit matters. Make the review link easy to reach. Create your short Google review URL from your Business Profile, save it inside every template, and add it to your email signature and thank-you page so clients never have to hunt for the review box.
Seven review request templates you can copy
Swap the bracketed fields for your own details. Keep the language plain and the ask small. Always point clients to your direct Google review link so they land on the review box in one tap.
1. Email after you deliver finished work
Subject: A quick favor, [First name]?
Hi [First name], it was a pleasure helping you wrap up your [2025 return / year-end books] this year. If you were happy with how it went, would you be willing to share a short review on Google? It helps other business owners and families find our team. Here is the direct link: [Google review link]. It takes about a minute, and whatever you write is entirely up to you. Thank you either way. [Your name]
When to send: within three to five business days after you deliver the completed work, while the experience is fresh.
2. Short text message
Hi [First name], it is [Your name] at [Firm]. Thanks again for trusting us with your [taxes / books] this year. If you have a minute, a quick Google review would mean a lot: [link]. No pressure at all.
When to send: after a client thanks you or replies warmly. Only text clients who have already opted in to text contact with your firm.
3. In-person or phone ask at the wrap-up
Before you go, I want to ask one small thing. Reviews on Google are how a lot of people decide who to trust with their finances. If you feel good about the work we did, I would be grateful if you left an honest review when you have a moment. I will email you the link so it is easy to find.
When to send: at the close of a wrap-up meeting or call, then follow up with the link by email the same day.
4. One gentle follow-up
Subject: Following up
Hi [First name], I know things get busy. If you did not get a chance to leave that Google review, here is the link again: [link]. If now is not a good time, no problem at all. Thanks for being a client.
When to send: seven to ten days after the first ask, and only once. Do not keep chasing a review.
5. After you resolve a problem
Subject: Glad we got that sorted
Hi [First name], I am relieved we got your [IRS notice / amended return] resolved. Moments like these are exactly why honest reviews help other people find a firm they can rely on. If you are open to sharing your experience on Google, here is the link: [link].
When to send: shortly after the issue is fully closed and the client has expressed relief or thanks.
6. Annual ask inside your newsletter
We grow mostly through word of mouth. If [Firm] made your finances less stressful this year, a short Google review helps other business owners and families find us. Here is the link: [link]. Thank you for your trust.
When to send: once a year, in a slow stretch well outside peak filing weeks, to your general client list.
7. Business client on a monthly engagement
Subject: One quick ask
Hi [First name], now that we are a few months into working together on your monthly books, I wanted to ask a small favor. If you are happy with how things are running, a Google review would help other business owners find us: [link]. Always glad to have you as a client.
When to send: after two or three successful monthly closes, once the relationship feels settled.
Here is a quick view of which template fits which moment.
| Template | Channel | Best moment to send |
|---|---|---|
| Delivered work | 3 to 5 days after final delivery | |
| Short thank-you | Text | Right after a warm reply, opt-in only |
| Wrap-up ask | In person or phone | End of a closing meeting |
| Gentle nudge | 7 to 10 days later, once | |
| Problem solved | After the issue is fully closed | |
| Annual ask | Newsletter | Off-season, once a year |
| Monthly client | After 2 to 3 monthly closes |
Staying inside the rules
This is general marketing guidance, not legal advice. Confirm anything specific with your own counsel or your state board. Three sources set the guardrails.
The FTC. Federal rules ban fake reviews and reviews written by people who never used your service. They also ban incentives that are tied to the review being positive. You can remind clients and make the link easy. You cannot pay for a review, offer a discount or gift card in exchange for one, or give anything of value on the condition that the review is favorable. You also cannot suppress or hide honest negative reviews.
The AICPA Code. Rule 1.600 prohibits false or misleading promotion, so never fabricate feedback or dress up a review to sound better than it is. Rule 1.700 on confidentiality means you protect client information at every step. Do not publish client names as a list, do not screenshot anything that identifies a client, and keep your public replies generic.
Your state board. Some boards restrict or limit testimonials, endorsements, and self-laudatory or comparative claims by licensed CPAs. Check your board before you launch a review push, because the rules vary by state.
The common mistakes that get accounting firms in trouble:
- Offering a discount, gift card, or entry into a drawing in exchange for a review. This crosses FTC lines and may violate your board.
- Asking only the clients you expect to be happy, or filtering out likely critics. This kind of review gating is an FTC concern.
- Replying to a review with client-specific detail. Confirming what you filed or how much someone owed breaks confidentiality under 1.700.
- Blasting review texts to clients who never agreed to text contact.
- Sending the ask during the busiest weeks of filing season, or nagging the same person again and again.
Where review requests fit your wider plan
Reviews are one trust signal, and they work best alongside a strong website, clear service pages, and a referral habit that all point in the same direction. A steady review flow feeds your local search visibility and gives prospects proof before they ever call. For the full picture, see the marketing plan for CPA and accounting firms, which shows how reviews, content, and referrals fit together.
Pick two or three of these templates, build them into your delivery process, and ask consistently. If you want help turning a handful of scattered reviews into a repeatable growth engine, book a call or start with the hub above.
Frequently asked questions
When is the best time to ask a client for a Google review?
Ask within a few days of delivering finished work, while the experience is fresh, or right after you resolve a problem for them. Avoid the busiest weeks of filing season, when the request is likely to be ignored.
Can I offer a discount or gift card for leaving a review?
No. FTC rules ban incentives tied to reviews, and you cannot condition anything of value on the review being positive. Offering a discount or gift card can also run afoul of your state board. Keep the ask a simple, honest favor.
Is it okay to ask only my happy clients?
Filtering out clients you expect to be critical is a form of review gating that the FTC treats as deceptive. Ask broadly and let clients decide what to write. Honest negative reviews should never be blocked or hidden.
How do I reply to a Google review without breaking confidentiality?
Keep replies short and generic. Thank the reviewer and invite them to reach out privately with any concern. Never confirm the work you did, amounts, filings, or any detail that would identify or expose a client under AICPA Rule 1.700.
Do state boards restrict CPA testimonials?
Some do. A number of state boards limit testimonials, endorsements, or self-laudatory and comparative claims by licensed CPAs, and the rules vary. Check your own board before you launch a review program. This is general guidance, not legal advice.
How many times should I follow up on a review request?
Once. Send the initial ask, then a single gentle reminder about a week later if needed. If the client still does not respond, let it go and ask the next client instead.