Do people really pick an accountant by star rating?
Would anyone choose their CPA the way they choose a pizza place? Probably not entirely. But do they look? Almost certainly.
BrightLocal's Local Consumer Review Survey 2026 polled 1,002 U.S. adults about local businesses in general. It found:
- 97% of consumers read reviews for local businesses.
- 74% look for reviews written in the last three months.
- 47% won't use a business with fewer than 20 reviews.
- 31% will only use a business rated 4.5 stars or higher, up from 17% the year before.
- 80% are more likely to use a business that responds to all its reviews, and 50% are put off by generic, templated replies.
That's not an accounting-specific survey, so treat it as direction, not gospel. A business owner picking a CPA will weigh referrals, expertise, and fit more heavily than a diner picking lunch. Still, reviews are often the first impression before anyone talks to you.
Why accounting firms fall behind on reviews
Most firms aren't against reviews. They're just quiet about them.
- Asking feels awkward. Partners worry it looks unprofessional.
- Nobody owns the profile. It was set up years ago and hasn't been touched.
- Confidentiality makes responses feel risky. That concern is legitimate, and it's manageable.
The good news is the asking part works. BrightLocal found 78% of consumers were asked to leave a review in the past year, and 83% of those asked went on to leave one.
How to build a steady, honest review habit
- Complete your Google Business Profile. Correct categories, services, hours (including tax-season hours), real team photos, and a booking link.
- Ask at consistent service milestones. After a return is filed or a planning meeting is completed, invite an honest review regardless of whether you expect it to be positive or negative.
- Send a direct link. One tap from an email or text makes it easy.
- Ask steadily, not in bursts. Recency matters to most readers, so a few reviews every month beat fifty in one week.
- Never offer incentives or write fake reviews. The FTC's rule prohibits businesses from creating or buying fake reviews and from conditioning review incentives on positive or negative sentiment. Google's policies prohibit review incentives and selectively soliciting positive reviews, and the AICPA Code prohibits misleading advertising.
How to respond without breaching confidentiality
You have confidentiality obligations to clients, and they don't disappear on a review site. A careful approach:
- Positive review: Thank them in general terms. "Thank you for the kind words. We're glad the process was helpful." Don't mention their return, their business, or anything specific.
- Negative review: Stay calm. Don't confirm whether the person is a client or discuss any details. Invite them to contact the office directly.
- Personalize the tone, not the facts. A templated reply reads as indifference. A warm reply with zero client details reads as care.
If you're unsure, have your firm's ethics or risk contact approve a short response guideline. Then follow it every time.
The takeaway
Reviews won't replace expertise or referrals. They do shape whether a stranger, or a referred prospect, takes the next step. Ask steadily, respond carefully, and keep it honest.
If you'd like help setting up a review process that fits your firm's confidentiality rules, book a free 30-minute strategy session with Ascend Media.
FAQ
Is it ethical for a CPA firm to ask for reviews?
Ask clients consistently for honest reviews, without screening by satisfaction. Do not offer incentives, request only positive reviews, or post fake reviews.
How should a CPA respond to a negative review?
Calmly, without confirming the person is a client or discussing details, and with an invitation to contact the firm directly.
How many reviews does an accounting firm need?
There's no fixed number. BrightLocal found 47% of consumers won't use a local business with fewer than 20 reviews, and recency matters to most.
Do Google reviews affect AI search?
They can. BrightLocal found 45% of consumers now use ChatGPT or similar tools for local recommendations, and those tools draw on public information like reviews.