seo proposal

High-quality SEO work can be tough. But getting new clients for your SEO services is equally difficult, if not more so.

An SEO proposal is the first document that your potential clients will see from you.

A good proposal can highlight your offer and how you propose to solve a client’s problem. This can help convince them of the value you provide and turn them into customers.

After putting in the work of attracting a lead and pitching your services, you want to ensure that your proposal seals the deal. 

What you will learn

  • What an SEO proposal is
  • Why SEO proposals matter in the sales process
  • How to create an effective SEO proposal, step-by-step
  • A free SEO proposal template
  • A checklist of items you should include in your next proposal
  • A list of tools to help you create, manage and send SEO proposals

What is an SEO proposal?

An SEO proposal is a sales document that SEO agencies, freelancers, and consultants use to convince clients to purchase their SEO services. An SEO proposal contains your proposed solution to a client’s problem, the methods you plan to use to solve it, timelines, case studies, and other details a client may need to make a decision.

The purpose of an SEO proposal is to show a prospect that the provider can deliver a positive outcome for the prospect. 

An SEO proposal also serves as a legal contract, protecting both the service provider and the client should things go wrong.

An SEO proposal can be a standalone document or part of a marketing proposal, depending on whether the provider is providing SEO as an extension of digital marketing services or as an independent service.

Why are SEO proposals important?

An SEO proposal is important because it is the last deciding factor in whether a client picks you for their business.

After all the work that you have put into generating SEO leads and pitching your services, an SEO proposal is the last hurdle to overcome before you can start working with a client.

Here are some reasons why an SEO proposal is important:

It convinces potential clients that you have the proper SEO expertise

An SEO proposal contains your proposed solution to a client’s problem, which further shows that you understand their situation and pain points.

Every good SEO proposal should include a case study section that highlights work that you’ve done for similar clients before.

The client can immediately see what it would be like if you solved their problem too.

It differentiates you from the competition

A high-quality SEO proposal lets you truly shine a light on what makes you a great choice as an SEO expert.

You can showcase specific clients you worked for in the past, your SEO strategy and research process, unique results you’ve achieved before, and anything else that will make you stand out in a packed crowd of SEO specialists.

An SEO proposal template can come in handy as a starting point, but every proposal should be unique and focused on your strengths concerning the problem you’re attempting to solve.

It helps communicate a good SEO strategy

Selling SEO services can be a bit like selling smoke and mirrors, especially if you’re talking to clients who do not understand how SEO works.

An SEO proposal walks the client through your strategy, explaining what you do, how you do it, and what the expected results are in terms of online visibility, external links, keyword rankings, and more.

It establishes a blueprint for SEO efforts

There is a major difference between communicating something vaguely like

“We’ll do SEO work on your website.”

and a more detailed explanation,

“We’ll optimize your existing content, deliver five new content pieces a month based on keyword research, and run a technical audit of your website monthly.”

An SEO proposal gives your clients a blueprint that they can follow and more importantly, understand.

Most clients don’t speak in terms that an SEO expert would understand and are primarily interested in results.

It gives you opportunities for upselling and cross-selling

An SEO proposal is not just for new clients. You can use one to show existing clients what you were able to achieve with their website and potentially offer them more SEO services.

Perhaps adding link building to a content mix or offering regular technical audits for an additional fee.

How to create an SEO proposal 

Now that you know the true value of a great SEO proposal, let’s show you how to create one for your marketing agency. Most SEO consultants and agencies make the mistake of bundling together their services into a template for a prospective client.

Instead, you should invest time and creative thinking into proposing your SEO services. 

Here are 9 steps for building an effective SEO proposal.

Start with an in-depth client analysis and preliminary audit

The best way to show a client that your SEO agency has what it takes is by conducting an SEO audit and pinpointing what needs to be fixed.

The first part of your SEO proposal should be to do an audit of the client’s website and show them places for improvement.

For example, if you have a client who is struggling with rankings and online visibility, do the following:

  1. Use a tool like Surfer Audit or Screaming Frog to analyze their content.
  2. Give the client a list of their current best-performing pages and opportunities for quick wins.
  3. Suggest a list of technical SEO fixes that must be done as soon as possible.
  4. Show a quick competitor gap analysis with the lowest-hanging fruit that the client could go for.
  5. Show an analysis of the potential client’s backlink portfolio with a high-level overview.

This should be a good starting point in any SEO proposal template to get the client hooked enough to continue reading.

Identify SEO targets

Your clients may have difficulty reading a data-intensive SEO report.

However, they can understand when you explain why search engines like Google aren’t ranking their website well.

A winning SEO proposal communicates in a language that resonates with the customer. Here are some examples of statements you could present:

  • “The website has too much thin content, and the quality of the content needs to go up quite a bit”
  • “Most pages have no backlinks pointing to them, which is making ranking considerably harder”
  • “The schema markup is not implemented properly”
  • “The internal linking structure is virtually non-existent”
  • “The client has a local business but no Google My Business profile”
  • “The website has too many 404 pages and redirects

And so on.

Identify what needs to be done to improve the website’s performance and explain it to the client in a language they can understand.

For example, show them that you can create high-quality content around a specific keyword that will help them bring in qualified prospects to sell to.

More importantly, define targets that are realistic, attainable, and easy to explain. 

For example, increasing organic traffic by X% or improving their conversion rate.

Explain to the potential buyer that even though you are well experienced, major search engines like Google and Bing continue to evolve every day and this is where your expertise comes in.

Personalize a customized SEO approach tailored to that client

Selling search engine optimization services is not like selling ice cream.

Most people love chocolate ice cream. 

Selling SEO to prospective clients is more like selling a tailored suit. You need to match the offer to their specific needs.

Explain to the client how their SEO project is unique and what you intend to employ to solve their specific pain point.

To make things easier, repeat the words that they use in discovery calls.

So, instead of saying “organic traffic”, you can say “website visits”, for more clarity and speaking in a language they understand.

Here are some examples of statements you can use with your clients:

  • “We’ll help you get into the top 10 for your keyword by making targeted backlinks and improving the quality of your content.”
  • “We’ll clean up all of your technical SEO errors, allowing your website to load faster and lower the bounce rate, increasing not only rankings but also conversions.”
  • “We’ll conduct a thorough competitor analysis and develop a content strategy to help you beat your competitors’ top-ranking keywords by writing better content and promoting it in search results with high-quality backlinks.”

It’s better to personalise the proposal and make the buying decision even easier for the client.

Show past SEO successes and testimonials

Showcase your best SEO wins. 

Don’t be shy about asking for testimonials from clients you have delivered for. They’ll help you acquire new customers. 

Every winning SEO proposal template includes at least one case study because this approach works. Include an SEO case study in your proposal, regardless of who the client is.

Add customer testimonials from a client similar to your prospect’s industry and niche.

Don’t just add graphs and the results you achieved in search engines. Add a testimonial from the previous clients, in their own words. 

Many times, that works better than any keyword rankings or other results you can show them.

Here is an example:

  • “This is a client case study from the SaaS industry. We worked with them for over a year, helping them create content, clean up technical SEO errors on their website, and build over 120 links for them. The result was a 40% increase in organic traffic, followed by a 30% increase in organic traffic conversions.”
  • “We helped this client launch a brand-new website and set up a content strategy that led to 10,000 visits in the first three months.”

Make sure you spend time on building well-detailed case studies and include them in your SEO pitch.

 Specify the scope of work and deliverables

Outline the specific tasks undertaken as part of the SEO project.

This could include tasks like keyword research, on-page and off-page optimization, content creation, link building, and social media marketing. 

Describe each task in detail, including the methods you will use, the expected outcomes, and the completion timeline.

In addition to defining the tasks, the proposal should define the responsibilities of both the SEO agency and the client. 

The SEO agency’s responsibilities typically include conducting SEO activities and making adjustments to the strategy as needed. 

The client’s responsibilities could include giving the agency access to the website and any necessary resources like Google Analytics, reviewing and approving the SEO strategy, and working with the agency on content creation and other tasks.

Key Takeaways 

  • An SEO proposal is a sales document that helps you win new clients by showcasing your agency’s expertise and ability to understand and solve their problems.
  • SEO proposals matter because they convince the client that you have the expertise to solve their pain points, differentiate you from the competition, communicate a clear SEO strategy, and allow you to upsell and cross-sell existing clients.
  • To create an SEO proposal, first start with an in-depth website analysis and site audit, then identify their challenges and targets and illustrate your previous SEO wins and results. 

By admin

Leave a Reply

Your email address will not be published. Required fields are marked *