Boost your firm’s Google reviews

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People familiar with this column know I like to stress the importance of focusing on your Top 20 clients or your top 10% of clients. But don’t underestimate the value of your smaller clients with simpler returns. Many have been with you for years because you know their situations well. Since their returns tend to be simpler, you can get them done on time, if not early, and they love you for that. Once the returns are completed, why not circle back with them before you get swamped with your complicated returns and extensions and ask for a simple Google review?

As Mahatma Gandhi said, “If you don’t ask, you don’t get it.”

The reason I like Google reviews (rather than website testimonials) for professional service firms is because of their independence and authenticity. Reviewers must post themselves — they can’t ask a third party to do it for them. And businesses must leave all their reviews open to the public. They can’t take down the negative ones.

As I wrote last year in Tax season’s the ideal time to build up your Google reviews, people are increasingly turning to online reviews to evaluate professional service providers, including doctors, attorneys and financial advisors. They’re not just for restaurants, car dealerships, hotels and retailers anymore. In fact, people are starting to trust Google reviews more than they trust their friends, because online, they can see “social proof” of the five, 10, maybe 20 other people talking about the experiences they’ve had with a firm — it’s not just from the perspective of one or two acquaintances. I don’t see this trend fading anytime soon. You need to have a meaningful presence online, and the key to doing that is having independent reviews. I know what you’re thinking: “Many of my clients are older or not all that tech savvy. They’d probably leave us a nice review, but they don’t know how to do Google reviews.” Don’t let that dissuade you.

How to ask clients for a Google review

Here’s a sample email you can use for soliciting a Google review: “Hello [client name]. We really appreciate your survey feedback. Would you be willing to leave us a Google review about your recent experience with us? If so, I’m happy to show you how to set up a Google account online. Would you like that assistance?” The worst thing they can do is say no. Even better, have your client service associate take care of the process.

Google doesn’t distinguish between reviewers with complicated returns and reviewers with simple returns. All reviews carry equal weight on Google. The platform just wants to show real, unvarnished reviews from real people who have used your firm. Again, if a client doesn’t know how to post a Google review, don’t let that dissuade you from requesting one. Ask a staff member to assist them.

Don’t underestimate the value of your simpler returns

Right after closing out a client’s return, tweak your software to send them a brief (one-minute) online survey. Whenever a client gives you positive feedback, ask them if they’d mind leaving a Google review about your firm. Tell them you’ll follow up in a few days to see if they need help creating the review. If the client doesn’t respond within 48 hours, have one of your client service specialists call them directly to see if they need help setting up a Google account. Note: You can’t post a Google review if you don’t have a Google account.

Valentine’s Day just passed. But clients can show you their love any time of year. If you can think of a better way to build client trust, I’d love to hear from you.