Should accountants share client testimonials on social media? Yes, sparingly, and only with written permission

The short answer

Yes, but sparingly, and only with the client's clear written permission. A testimonial is proof from someone other than you, so it carries more weight than anything the firm says about itself.

One believable, specific testimonial beats a wall of vague praise. "Great service, highly recommend" tells a reader nothing. A client describing the problem they had and what changed tells them whether you can help with theirs.

What the rules say

The rule that matters most is consent. ICAEW's marketing helpsheetsays it is in order to use a client's testimonial if the client has consented to their comments being used in this way. It also reminds firms that the relationship between a firm and a client is confidential, so without consent a testimonial would be inappropriate. The same helpsheet says firms shall not make exaggerated claims.

The UK advertising code also has rules on testimonials. Section 3 of the CAP Code, which the Advertising Standards Authority applies, says marketing must not contain fake consumer reviews, must make clear where a review has been incentivised, and must not normally feature a testimonial without permission. It also says you must hold evidence that a testimonial is genuine, along with contact details for the person who gave it.

What makes a testimonial believable

A believable testimonial is specific, in the client's own words, and about something a reader recognises from their own business.

• A real problem and a real outcome."I was a year behind with my books and dreading the tax return" followed by what changed. Readers trust detail they recognise.
• The client's own words.People can tell when a quote has been written by a marketing team. Keep the client's phrasing, even if it is plain.
• First name and business type only, unless the client agrees to more. "Sarah, who runs a dog grooming business" is enough for most readers and protects the client.
• No invented wording. Never write a testimonial for a client, and never edit one in a way that changes what they meant or makes the praise stronger. That turns it into a claim the client did not make.

That example is ours, written to show the shape: the problem, what changed, and who said it. Your testimonial must come from a real client, in their own words.

What never to post

A testimonial must never give away more than the client agreed to. Check every one against this list before it goes out.

• Anything that identifies a client without permission, including a photo, a business name or a story others would recognise.
• Client figures, such as tax saved, turnover or a refund amount, even if the client mentions them in their own words.
• Tax details or HMRC correspondence, even blurred or partly covered.
• Anything about a live client matter, such as an open HMRC enquiry or a dispute still being dealt with.
• A testimonial from someone who was paid or rewarded, unless you say so clearly. A discount for a kind word counts as a reward.

Who in the firm may post as the firm, and who checks posts first, belongs in your wider rules. Our guide on whether accountants should have a social media policy covers both.

How to ask a client

Ask soon after a good outcome, make it easy, and accept a no without fuss. Most clients are happy to help when the request is small and clear.

Ask at the right moment

The best time is just after something has gone well: a return filed early, a messy year sorted out, a client who says thank you. Their words are freshest then.

Give them one prompt

A blank page is hard. Ask one question, such as "What was the problem when you came to us, and what is different now?" Two or three sentences in reply is plenty.

Offer to draft from their words

If a client has already said something kind in an email or a meeting, offer to shape it into a short quote for their approval. Use only what they actually said, and send them the final version to agree.

Accept a no gracefully

Some clients prefer to keep their affairs private, and that is their right. Thank them anyway, and make sure the request has no effect on how you treat them.

Getting Google reviews is a different request with its own rules. Our guide to Google reviews for accountants covers how to ask for those.

Getting permission in practice

Get permission in writing, and make it specific. An email reply is fine, as long as it says what the client has agreed to. Keep it on file with their contact details.

• What it covers. The exact wording, and how the client will be named: first name, business type, full name or company name.
• Where it will appear. Your website, LinkedIn, Facebook, Instagram, printed material. Name each one. Agreeing to the website is not agreeing to social media.
• For how long. Agree a period, or agree that you will check again after a year or two. A quote from a client who left years ago does not help anyone.
• How to take it down. Tell the client they can ask for it to be removed at any time, and tell them who to ask. Then do it promptly when they do.

If a client leaves, or the relationship ends badly, take their testimonial down even if they have not asked. If an unhappy comment appears under a testimonial post, our guide on how accountants handle negative comments covers what to do.

Where testimonials work best

Testimonials work best where someone is already deciding whether to contact you. That is usually your website and your LinkedIn profile, not a social feed full of praise.

• Your website. A short quote next to the service it is about, or near the contact button, reaches people who are already weighing you up.
• LinkedIn. If referrers and business owners look you up there before they get in touch, it is worth having proof in view. An occasional testimonial post, framed around the problem it solved, sits well among useful advice.
• Facebook and Instagram. They can work for firms with local clients, as long as the testimonial is one post among many. A feed that is mostly praise reads like an advert.

One strong quote reused well beats a new one every week. Put it on the website, post it once, and bring it back months later when it fits a topic you are writing about.

This is where a tool can save time. Pillrdrafts a month of LinkedIn, Facebook and Instagram posts from your firm's website, in your firm's voice. If your website has a testimonials page with quotes clients have agreed to, those quotes can feed the occasional post, and nothing is scheduled until a partner approves it. Pillr does not post to other channels, and it does not get the client's permission for you. That stays with the firm.

How to tell if it is working

A testimonial is working when it helps the right people decide to get in touch. Likes alone tell you very little.

• Enquiries that mention it. Ask every new client how they found you and what made them get in touch, and write the answer down.
• Questions from referrers. A solicitor or banker who asks about the kind of work in a testimonial is a good sign it is reaching the right people.
• Enquiries that match the story. If a testimonial is about catching up on overdue books and you start hearing from owners in the same position, it is doing its job.

For turning that attention into paying clients, read our guide on how accountants turn followers into clients.

When to skip testimonials

Skip testimonials for now if you have no client who has agreed, or only vague praise to work with. A weak testimonial does less than none.

Put the time into Google reviews, which clients post themselves, or into helpful explainers that answer the questions your clients actually ask. Both build trust without asking anything of a client. Come back to testimonials once a client offers a specific, kind word you can ask to use. To see a month of advice posts drafted from your own website, paste your firm's address on the home page.

Questions accountants ask about testimonials