Strong testimonials build immediate trust with your prospects – either from website traffic OR referrals.
It takes a little extra work to ask for testimonials from your clients, so you might be asking yourself “is it worth it?”
From a marketing and client retention perspective, yes.
And here is why.
When new clients are searching for an accountant, there are a few key things that they look for before making a decision to contact you. Prospective clients will first compare services and pricing, but in order to move them to a confident purchase they want reassurance that they are making the right choice. This is where incorporating client testimonials into your marketing makes the difference between a new client choosing you versus another firm – or software. Client testimonials can be used on your website, regularly on social media, and can be included on any printed marketing materials or proposals.
7 Keys to Successful Trust Building with Accounting Client Prospects
1. Create trust BEFORE the first meeting
In our industry, trust is the biggest factor in client relationships. The information that your clients hand over to you includes valuable and confidential information- you want them to feel at ease knowing they are in trusted hands.
A testimonial from someone else who has already worked with you adds instant credibility.
2. Give prospective accounting and tax clients assurance
When a new client is researching tax accountants, the options can feel overwhelming.
Reading your client’s stories with similar situations helps prospects relate and helps to remove uncertainty.
When these stories are specific to the unique services you provide – whether that’s tax planning, bookkeeping, payroll, or business growth – this helps future clients to trust you sooner.
When your leads recognize themselves in your clients’ stories, this makes it easy for them to see how you can take care of their needs, too.
3. Stand out from other accounting and tax firms
To be honest, there are thousands of accounting firms that offer similar services as yours. But the difference between your firm and the firm down the street can be in your clients’ stories.
How you went above and beyond in helping them to get their business taxes organized and how you always had quick response times to their questions.
How you guided them through a new season of life like marriage, a new baby, retirement or divorce with professionalism and care.
Testimonials like these can show prospective clients what makes your firm unique.
4. Improving your website’s effectiveness
Testimonials can increase the effectiveness of nearly every page on your website. Your website is your storefront, and you want it to move people to take action.
Add testimonials near “calls-to-action” on your website to remove a lingering concern and to help reassure visitors to make a move when deciding to schedule a consultation or contact your office.
A short testimonial can be added to your websites:
- Home page
- About Us page
- Service pages
- Tax preparation pages
- Business accounting pages
- Contact page
But do not go overboard. Too many testimonials can come off as forced and insincere. So once applied, step back and see your information as a new prospect might. If it seems real, it probably is.
5. Work to become the trusted authority online
New prospective clients more often say ‘yes’ to your services quicker, and long term clients stay longer, when you position yourself as the trusted authority in your field.
This is done first on your website. Then positive reviews and testimonials help your firm gain a stronger reputation across your digital presence.
The more reviews you can gain, the stronger your reputation becomes.
The more positive client stories that future prospects can find across your brand’s marketing, the more comfortable they’ll be to reach out and inquire about your services.
6. Create the foundation with content marketing
Creating an environment that makes feedback a natural phenomena is part of the mix to building testimonials that work. So remember to build effective frequency through your client communications. The more you stay in touch with useful information, the better your relationship with each client. The better your relationships, the easier it is to get feedback. It is a model that works!
So leverage your Practice Panda, weekly tax tips and monthly newsletters. Remember each allows you to customize the content as they are sent to you four days before they are automatically sent out to your email list of prospects and clients and posted on your website and social accounts.
You can even copy and paste a client’s testimonial into the bottom of the newsletter or tax tip.
7. Strengthens your accounting and tax client relationships
Asking your current clients for feedback also shows your clients that you value their opinion. And if you’ve served these clients well, they are happy to share their story.
Think of this client information as a positive opportunity to learn what your clients appreciate most about your services, giving you valuable insights into what your firm does exceptionally well – and what you might need to improve on.
The best way to collect testimonials from your accounting clients
Which testimonial FEELS STRONGER when you read it?
“John was great! I’d recommend him for tax services.”
Or,
“John helped us through a complicated tax season with our new business. He answered all of our questions and even kept us updated through the year with helpful weekly tax tips. ”
Specifics in a testimonial is what makes the review strong and relatable.
Instead of simply asking for a genetic testimonial, ask specific questions like:
- What challenge were you facing before working with us?
- How did our team help you?
- What results did you experience in working with us?
- What would you tell someone considering our firm?
These questions make it easy for your clients to share meaningful stories that will resonate with new prospects.
Your best clients will become your best marketers – Help them do it!
You work hard to serve your clients with excellence, so make sure your client’s stories are heard. Your client’s positive experiences and stories are one of your firm’s greatest assets.
Practice Panda has made it easy to ask your clients for reviews and referrals, too. Subscribers have the option to send an automated three-email campaign to ask clients for referrals and reviews or send a single request using one of our review or referral templates. These can be scheduled to be sent to a group of clients or an individual client, making it easy to gain helpful testimonials.
With these tools, asking for testimonials can easily become a routine part of your client experience. The rest of your firm’s marketing, Practice Panda can automate for you! Not yet a subscriber? Book a demo to learn more.
FAQ – Accounting Client Trust Building Tips
Why are client testimonials important for accounting firms?
Client testimonials build trust and give prospective clients confidence that your firm delivers excellent service. They provide real-life proof that can influence someone to choose your firm.
Where should I use client testimonials?
Share testimonials on your website, social media, newsletters, proposals, and other marketing materials. They are especially effective near calls-to-action.
What makes a strong client testimonial?
The best testimonials include specific details about the client’s challenge, how your firm helped, and the results they experienced. Real stories are more impactful than general praise.
How can I encourage clients to leave better testimonials?
Keep it a natural part of your service process. Habitually ask simple questions about their experience instead of requesting a general review. This helps clients provide thoughtful, detailed feedback.
Do client testimonials really help attract new clients?
Yes. Positive testimonials build credibility, strengthen your online reputation, and make prospective clients more likely to contact your firm.
