Unclaimed #7: I've Audited 290 Accounting Firms. Here's What the Best Ones Do Differently
I've audited 290 accounting firms in the past few months.
Most have the same problems. Empty profiles. Unanswered reviews. Missing descriptions. Unclaimed listings.
But a handful are exceptional.
Here's what they do differently — and what every accounting firm can learn from them.
Before I talk about the exceptions, let me describe the rule.
When I audit an accounting firm's Google Business Profile, I typically find: zero to two reviews, no business description, services not listed, photos missing or non-existent, reviews unanswered (or the profile unclaimed so they can't respond), and no posts or updates. The profile looks abandoned — even when the firm behind it has 30 years of history, ACCA accreditation, and hundreds of happy clients.
I've written about these firms extensively. The 27-year ghost. The 22 people who were never thanked. The franchise network where 35 out of 35 profiles were empty.
But not every firm is like this.
The exception
I found a firm recently that stopped me cold — not because it was broken, but because it was exceptional.
159 Google reviews. 4.9 rating. Active owner responses to recent reviews. Professional photos of the team and office. A complete business description. Services listed. An engaged, active presence on Google that actually reflects the firm behind it.
I dug deeper. Here's what I found.
What exceptional looks like
1. They collect reviews consistently — and have for years
159 reviews. Not 2. Not 5. One hundred and fifty-nine.
These aren't solicited in a burst. They're accumulated over years. Clients of 10, 15, 20 years have left detailed, personal testimonials. "I have been a client for over a decade and my experience has been faultless." "We have been with them for over 20 years." "The best move we made."
The reviews mention the partners and team members by name. Clients describe being supported through the pandemic, through business sales, through company formations. These are not generic "great service" reviews. These are relationship testimonials.
The lesson: Reviews are not a campaign. They're a habit. One happy client at a time. Over years. That's how you get to 159.
2. They respond to reviews
This firm doesn't respond to every single review. But they respond to recent ones — and they do it warmly. "Thank you very much for your review it is much appreciated and your kind words mean a lot to our hard working team."
It's consistent. It's grateful. It's human.
Most firms I audit have never responded to a single review. This firm has made responding part of their process.
The lesson: You don't need to respond to every review. Start with the recent ones. A simple thank you. It shows prospects you're listening.
3. They have photos — real ones
Their profile has photos of the team. The office. The building. Not stock images. Not Google Street View. Real photos that show a real business with real people.
Businesses with photos get 42% more direction requests and 35% more website clicks. Google's data, not mine. This firm has photos. Most don't.
The lesson: Upload 10 photos. Your team. Your office. Your building. It takes 15 minutes. It transforms how prospects see you.
4. They're active on multiple platforms
This firm doesn't just have a good GBP. They're active on social media — thousands of posts sharing tax tips, business advice, regulatory updates. They have a blog. They send newsletters. They're present and engaged wherever their clients might look.
Their Google profile is not an isolated asset. It's part of a broader commitment to being visible and helpful.
The lesson: Your GBP doesn't exist in isolation. It's the front door to a house that should be well-furnished on every floor.
5. They have a clear value proposition
"We embrace technology." "Our goal is to reduce your tax bill and make you as wealthy as possible." "Transparent reviews — we open up all of our customer reviews, good or otherwise."
This isn't generic accounting-speak. It's specific. It's honest. It tells prospects exactly what to expect.
The lesson: Your GBP description should say something real about who you are. Not "we provide accounting services." Something that sounds like you.
What even the best firms miss
Here's the interesting part. Even this exceptional firm has gaps.
Their services aren't fully listed on their GBP. Their description, while present, could be stronger. They could post Google updates more regularly — they're active on social media but that content doesn't reach their GBP.
No profile is perfect. The difference between good and great is attention. The best firms pay more attention than the rest. But everyone has room to improve.
The habits that separate the best from the rest
After 290 audits, here's what the exceptional firms have in common:
They ask for reviews. Not aggressively. Not with incentives. Just consistently, over years, one happy client at a time. 159 reviews don't happen by accident.
They respond. Not to every review. But to enough that prospects can see there's a human behind the profile. A thank you. An acknowledgment. Evidence of care.
They show their faces. Real photos. Real people. Real offices. Not stock photography. Not street view. Their profile looks lived-in.
They're active somewhere. Social media. Blog. Newsletter. Google Posts. Somewhere. Anywhere. Their profile doesn't look abandoned because they haven't abandoned it.
They have something to say. Their description isn't generic. Their posts aren't filler. They communicate like a real business with a real point of view.
What this means for your firm
You don't need 159 reviews to be exceptional. You need to start.
Ask one client this week for a review. Respond to the reviews you already have. Upload 10 photos. Write a description that sounds like you. Post one update.
The gap between the average firm and the exceptional one isn't budget. It's not expertise. It's not technology. It's attention. The best firms pay attention to their Google presence. The rest don't.
After 290 audits, I can tell you which group you're in within 30 seconds of opening your profile.
The question
If I opened your profile right now, which group would you be in?
This is Unclaimed #7.
I find what professional services firms leave on the table — and occasionally, what the best ones do right. No names. Just patterns.
Unclaimed is written by the founder of VindMyBusiness. I help accounting and bookkeeping firms fix their Google Business Profiles.
Trying to find your business on Google? Get a free scorecard — I'll personally review your profile and show you exactly what's missing. No cost. No pitch. No obligation.