Three Steps To A Better SEO Proposal

So you want to sell a potential client on your fabulous Internet Marketing services? Perhaps a potential client has contacted you and asked for a proposal on how you might increase their SEO rankings? It all boils down to writing an SEO proposal that is, quite frankly, the bomb diggity.


What exactly does a superb SEO proposal entail? Well, first of all, it has to be up to your standards. Make sure that you feel like you’re actually providing a service to your potential client, not just trying to make a quick buck off of them. If you don’t feel like you’re providing a service, neither will your potential client.


Second, an A+ proposal has to feel comfortable for the client. They need to be able to read it, understand it, and make a decision on it quickly. If they’re getting stuck on terms like “A/B Split Testing” and “psychographics,” then chances are they won’t bother to keep reading. If they don’t get you, then you don’t get them.


Finally, a proposal that sells needs to actually sell. Sounds simple but you have to remember that this is the one piece of paper that will get passed around to all the decision makers. It not only needs to embody your company’s mission, the goals you believe you can accomplish for the client, and how you plan on accomplishing them, but it needs to make one hell of a case for you, no matter who is reading it.


So without further ado, here are three easy steps to get your SEO proposal to the next level.


Step #1: Leave Out The Jargon

I’ve already mentioned this in the introduction, but it’s so important it requires it’s own section. Leave the jargon out of the proposal! Did you hear me? I said, leave the jargon out of the proposal! Trust me, potential clients will not be impressed by all the fancy words you can throw at them. Their job is to make sure you know what you’re doing – and quoting overly complicated marketing terms isn’t going to do you any favors.


Instead, explain your objectives and processes. Don’t just say “Aggressive link building campaign;” rather, say something along the lines of “Link your website to relevant blogs that will grow your reach and ranking.” All of a sudden, the client gets it.


Step #2: Ask The Potential Client What They Want

If you ever begin writing a proposal without asking what the client is looking for first, you’ve already failed. Forgetting to ask a few simple questions can put you into a bigger hole than you can imagine, and you certainly won’t be able to dig yourself out of this one.


Be sure to ask your client what kind of services they feel would and would not help them, what kinds of strategies they’ve already attempted, and most importantly, who they view as their competitor. Any SEO worth their salt (and that’s you, right?) is already planning on doing their own competitive research, but it’s vital to know whom the potential client views as competition, too.


Use this information to create focused sections throughout your proposal that tells the client, “Hey, I was listening when you were talking!” You’ll come off as approachable and solution-oriented.


Step #3: Emphasize That A Proposal Is Only A Proposal

Proposals change, as they should, and it’s important for your potential client to know that. At my company, the average lead-time for closing a client can be anywhere from one month to six months. This means I might have up to six months to learn more about what the client truly needs, and as a result, the proposal might grow. Of course, the proposal might also shrink, but that only means that you’re getting closer and closer to what the client actually wants – and that’s a good thing!


Include a little disclaimer on your proposal letting the client know that this is only a proposal. The actual game plan might change as new trends emerge, new information is brought to light, and new analysis is reviewed. Usually, this makes clients extremely happy because it means they’re not getting tied down to a strategy that may or may not pay off for them. It shows how flexible you, as a marketer, are, and above all, it shows you’re willing to work alongside the client.


Start revising your proposal template today, because it might be all that’s standing between you and a few new clients to your company’s name. As a general rule of thumb, keep in mind that proposals should be as catered to the potential client as possible, while still selling them on your fantastic services. As long as you can strike the right balance between providing an excellent service and correctly informing a client on how badly they need said excellent services, you really can’t go wrong.


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Jurgita Glodenyte


Jurgita Glodenyte

Jurgita Glodenyte is an online/digital & social media marketer, manager, strategist, consultant, trainer and public speaker. Her goal is to give companies she works with the tools to make them successful in a technology based economy. Jurgita has written a few books on digital marketing & social media.
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