CPA Firm Review & Reputation Management RFP Template

Use this template to solicit proposals from reputation management vendors. Customize sections 1-2 with your firm's specific information, then distribute to qualified vendors.

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1. Project Overview & Goals

1.1 Project Summary

[Your firm name] is seeking proposals from qualified reputation management vendors to help us implement a compliance-first review generation and Google Business Profile optimization program.

Current State:

• Google reviews: [X] reviews, [X.X] star rating
• Yelp reviews: [X] reviews, [X.X] star rating
• Facebook recommendations: [X] recommendations
• Other platforms: [list any relevant platforms]

Primary Goals:

1. Increase Google review count by [X]% within 12 months
2. Improve average rating to [X.X] stars or higher
3. Implement automated, compliance-safe review request workflows
4. Optimize Google Business Profile for local search visibility
5. Establish ongoing reputation monitoring and response protocols

1.2 Success Metrics

We will measure success through:

• Review velocity (new reviews per month)
• Average rating trends
• Google Business Profile insights (search views, map views, direction requests, calls)
• Review response time and quality
• Client satisfaction with the review process
• Compliance adherence (zero violations)

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2. Firm Background

2.1 Firm Overview

• Firm name: [Your firm name]
• Year founded: [Year]
• Number of locations: [X]
• Primary service areas: [e.g., tax preparation, bookkeeping, advisory, audit]
• Target client segments: [e.g., individuals, small businesses, specific industries]
• Current website: [URL]
• Social media presence: [list platforms]

2.2 Current Review Generation Efforts

What we've tried:

• Asking clients in person after meetings
• Email requests after engagements
• Generic "review us" emails to all clients
• Review request cards in tax returns
• Other: [describe]

What's working:

• [Describe any successful tactics]

What's not working:

• [Describe pain points, low response rates, compliance concerns]

2.3 Technology Stack

Current systems:

• Practice management: [e.g., Karbon, Canopy, TaxDome]
• CRM: [e.g., HubSpot, Salesforce]
• Email platform: [e.g., Gmail, Outlook]
• Client portal: [e.g., existing portal, none]
• Website CMS: [e.g., WordPress, custom]

Integration requirements:

• Must integrate with [practice management system]
• Must integrate with [CRM system]
• API access required: [Yes/No]

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3. Scope of Work

Vendors should propose solutions addressing the following areas:

3.1 Review Generation Strategy

Requirements:

• Ethical solicitation workflows that comply with FTC guidelines and platform ToS
• Multi-channel approach (email, SMS, in-portal, in-person)
• Timing optimization based on client engagement lifecycle
• Personalization by client segment and service type
• Automated follow-up sequences for non-responders
• Opt-out and suppression list management

Deliverables:

• Review request workflow design and implementation
• Email and SMS templates (compliance-reviewed)
• Automation rules and triggers
• A/B testing framework for message optimization
• Monthly reporting on review generation performance

3.2 Google Business Profile Optimization

Requirements:

• Primary and secondary category optimization
• Business description optimization (750 character limit)
• Service area configuration
• Post strategy (updates, events, offers)
• Q&A management (seeding and monitoring)
• Photo optimization (exterior, interior, team, work)
• Attributes and features completion
• Products/services section setup

Deliverables:

• GBP audit and optimization plan
• Category research and selection
• Content calendar for posts (minimum 12 months)
• Q&A seeding strategy (minimum 20 FAQs)
• Photo guidelines and optimization
• Monthly GBP insights reporting

3.3 Review Monitoring & Alerts

Requirements:

• Real-time notifications for new reviews across all platforms
• Sentiment analysis and trend tracking
• Competitive monitoring (top 3-5 local competitors)
• Review response templates and approval workflows
• Escalation procedures for negative reviews

Deliverables:

• Monitoring dashboard setup
• Alert configuration (email, SMS, Slack, etc.)
• Response template library
• Escalation matrix
• Monthly reputation analytics report

3.4 Review Response Management

Requirements:

• Response templates for positive, neutral, and negative reviews
• Tone guidelines aligned with firm brand
• Response time SLAs (e.g., 24 hours for all reviews)
• Approval workflows for sensitive responses
• Legal review process for defamatory or fake reviews

Deliverables:

• Response template library (minimum 30 templates)
• Tone and voice guidelines
• Response workflow documentation
• Training materials for staff
• Monthly response quality audit

3.5 Reputation Analytics & Reporting

Requirements:

• Review velocity tracking (by platform, by location)
• Rating trend analysis
• Sentiment analysis (positive, neutral, negative themes)
• Competitor benchmarking
• ROI measurement (review impact on lead generation)
• Compliance audit trail

Deliverables:

• Monthly reputation report (executive summary + detailed analytics)
• Quarterly strategic review and recommendations
• Annual reputation benchmark report
• Custom dashboards for leadership team

3.6 Negative Review Management

Requirements:

• Response strategy for 1-3 star reviews
• Resolution workflow (internal investigation, client outreach, response)
• Platform-specific removal request procedures
• Legal escalation criteria and process
• Documentation for compliance defense

Deliverables:

• Negative review response playbook
• Removal request templates and procedures
• Legal escalation criteria
• Case study library (anonymized examples)
• Quarterly negative review trend analysis

3.7 Social Proof Integration

Requirements:

• Review widget for website (Google, Yelp, Facebook)
• Testimonial page design and content strategy
• Schema markup implementation (Review, LocalBusiness)
• Review feed for social media
• Case study development from positive reviews

Deliverables:

• Review widget implementation
• Testimonial page content and design
• Schema markup code and validation
• Social media review graphics (templates)
• Quarterly case study development

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4. Platform Coverage

Vendors must demonstrate expertise across the following platforms:

Primary platforms:

• Google Business Profile (required)
• Yelp (required)
• Facebook Recommendations (required)

Secondary platforms:

• BBB (Better Business Bureau)
• Apple Maps
• Bing Places
• Industry-specific: CPAFeed, AccountingToday, Clutch, G2

For each platform, vendors should specify:

• Monitoring capabilities
• Response capabilities
• Review generation tactics (if applicable)
• Platform-specific compliance considerations

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5. Compliance & Ethics Requirements

This is non-negotiable. Vendors must demonstrate full compliance with:

5.1 FTC Endorsement Guidelines

• No incentivized reviews (gift cards, discounts, free services)
• No review gating (filtering clients before requesting reviews)
• No fake reviews or astroturfing
• Clear disclosure of material connections

5.2 Platform Terms of Service

• Google: No review gating, no incentivization, no fake reviews
• Yelp: No solicitation through Yelp's platform, no review gating
• Facebook: No incentivization, no fake recommendations

5.3 TCPA Compliance (SMS)

• Prior express written consent for all SMS messages
• Clear opt-out mechanism (STOP keyword)
• Message frequency disclosure
• Record retention for consent documentation

5.4 CAN-SPAM Compliance (Email)

• Clear sender identification
• Accurate subject lines
• Physical address inclusion
• Opt-out mechanism in every email
• Honor opt-out requests within 10 business days

5.5 State Accountancy Board Rules

• Compliance with state-specific solicitation rules
• Documentation of all review requests
• Avoidance of false or misleading claims

Vendors must provide:

• Written compliance policy
• Staff training documentation
• Audit trail for all review requests
• Legal review of all templates and workflows
• Quarterly compliance certification

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6. Technical Requirements

6.1 Integration Requirements

• Practice management system integration ([specify system])
• CRM integration ([specify system])
• Email platform integration ([specify platform])
• API access for custom workflows
• Webhook support for real-time events

6.2 Data Requirements

• Data ownership: All data belongs to [Your firm name]
• Data portability: Full export capability at any time
• Data security: SOC 2 Type II compliance required
• Data retention: [specify retention period]
• Data deletion: Complete deletion upon request

6.3 User Experience

• Admin dashboard for firm staff
• Client-facing review request experience (mobile-responsive)
• Multi-location support (if applicable)
• White-labeling options (firm branding)
• Role-based access controls

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7. Timeline & Milestones

Proposed timeline:

Phase	Duration	Key Milestones
Discovery & Audit	2-3 weeks	Current state assessment, competitor analysis, strategy development
Setup & Configuration	2-3 weeks	Platform setup, integration, template creation, workflow design
Launch & Training	1-2 weeks	Staff training, workflow go-live, initial review requests
Optimization	Ongoing	A/B testing, performance monitoring, strategy refinement

Vendors should provide:

• Detailed project plan with weekly milestones
• Resource allocation (who is doing what)
• Risk mitigation plan
• Rollback procedures if issues arise

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8. Budget & Pricing

Vendors should provide detailed pricing for:

8.1 One-Time Costs

• Discovery and audit
• Platform setup and configuration
• Integration development
• Training and onboarding
• Content creation (templates, guides, etc.)

8.2 Recurring Costs

• Monthly platform/license fees
• Monthly service retainer
• Per-location fees (if applicable)
• Per-review request fees (if applicable)
• Overage charges

8.3 Pricing Model

• Flat fee vs. performance-based
• Contract length and renewal terms
• Price increase caps
• Early termination provisions

Total cost of ownership (12 months): $[X]

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9. Vendor Qualifications

Vendors must demonstrate:

9.1 Experience

• Minimum 3 years serving CPA/accounting firms
• Minimum 10 current CPA firm clients
• Case studies with measurable results (review count improvements, rating improvements)
• References from similar-sized firms

9.2 Compliance Expertise

• Dedicated compliance officer or legal counsel
• Written compliance policies and procedures
• Track record of zero violations
• Understanding of FTC, TCPA, CAN-SPAM, and state board rules

9.3 Technical Capability

• Proven integration experience with [practice management system]
• API-first architecture
• SOC 2 Type II certification
• 99.9% uptime SLA

9.4 Team

• Dedicated account manager
• Compliance specialist
• Technical support team
• Content creation team

Vendors should provide:

• Company overview and history
• Team bios and qualifications
• 3-5 CPA firm references (with contact information)
• 2-3 detailed case studies
• Compliance certification documentation

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10. Evaluation Criteria

Proposals will be evaluated using the following weighted criteria:

Criterion	Weight	Description
Compliance & Ethics	25%	FTC awareness, platform ToS adherence, no gating, no incentivization, TCPA/CAN-SPAM compliance
Review Generation Effectiveness	20%	Ethical solicitation workflows, timing optimization, multi-channel capability, conversion rates
Monitoring & Analytics	15%	Real-time alerts, sentiment analysis, competitor tracking, actionable reporting
Google Business Profile Expertise	15%	Category optimization, post strategy, Q&A management, photo strategy, local pack impact
Pricing Model	10%	Total cost, transparency, volume limits, scalability, ROI clarity
Integration Capability	10%	Practice management triggers, CRM sync, API quality, workflow automation
Support Quality	5%	Response times, strategic guidance, compliance updates, training resources

Evaluation process:

1. Initial screening for completeness and compliance
2. Scoring by evaluation committee using scorecard
3. Vendor presentations (top 3 vendors)
4. Reference checks
5. Final selection

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11. Submission Instructions & Deadline

Submission requirements:

• Proposal document (maximum 50 pages)
• Pricing spreadsheet
• 3-5 client references
• 2-3 case studies
• Compliance certification
• SOC 2 Type II report (or equivalent)

Submission deadline: [Date]

Submission format:

• Email to: [email address]
• Subject line: "Reputation Management RFP Response - [Vendor Name]"
• PDF format preferred

Timeline:

• RFP issued: [Date]
• Vendor questions due: [Date]
• Responses to questions: [Date]
• Proposal deadline: [Date]
• Vendor presentations: [Date range]
• Selection decision: [Date]
• Contract execution: [Date]
• Project kickoff: [Date]

Contact information:

• Primary contact: [Name, title, email, phone]
• Technical contact: [Name, title, email, phone]
• Compliance contact: [Name, title, email, phone]

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Questions?

All questions about this RFP should be submitted in writing to [email address] by [date]. Responses will be shared with all prospective vendors.

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This RFP template is provided by PracticeGrowth.Tech as a free resource for CPA firms. Customize it to fit your specific needs. The template is vendor-neutral — PracticeGrowth is not listed as a vendor option.