Steal Our High Converting SEO Proposal

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    Steal Our High Converting SEO Proposal
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Ryan Stewart

Marketing expert

I have an unhealthy obsession with being considered the world's BEST internet marketer. I'm highly active on social media and love a good debate.

UPDATED: 07.10.2017

Are you struggling to close leads?

There’s a good chance your proposals are failing you.

In this post, I’ll cover:

  • Improving proposal acceptance rate through a pre qualification process.
  • Step by step, what to include in your proposals (and why).
  • A link to the proposal template we’ve been using for years.

To get the proposal template please visit our Facebook Group:

CLICK HERE TO DOWNLOAD THE PROPOSAL.

The proposal is pinned to the “Files” section at the top of Group [SEO Proposal Template].

 

prequalifying-seo-leads

Putting together a proposal the right way takes a lot of work. A lot of “leads” are tire kickers – meaning they’re not qualified to be a client.

To save ourselves a ton of time, we need to prequalify leads before sending a proposal. With this process in place, our success rate for outbound proposals has skyrocketed to 70% success rate.

 

1. Research to estimate budget

We don’t want to waste time with proposals if a company can’t afford our services. You can learn a lot about a prospects budget with a few simple checks.

A few things I check:

  • Social profiles. Checking to see size of their audience and fans.
  • LinkedIn company search. Checking how many employees work there.
  • Link check in Ahrefs. Checking to see the quality and quantity of their links. PR links always mean bigger budget.
  • SEMRush traffic check. Checking to see how much traffic they’re getting to get a high level idea of sales.

linked-in-search

 

2. Conversation (phone / in person).

We insist on a phone call and won’t send a proposal unless we’ve connected.

Everyone has a different idea of “SEO”, it’s critically important to get on the same page with prospects. For example, we don’t work with prospects who:

  • Have an unrealistic timeframe for results. SEO takes at least 6 months to start seeing results.
  • Talk only about “rankings”. Some keywords are flat out too competitive. We deliver qualified organic traffic, not “rankings”.
  • Are “SEO experts”. We know what we’re doing – we don’t need any outside input. Working with micro-managers just kills campaigns.

Everything needs to be discussed before moving forward.

how-to-qualify-seo-leads-copy

 

3. A verbal understanding of price.

The conversation needs to end with a pricing estimate. The other party needs to acknowledge they can commit to pay that estimate for 6 months, minimum.

Until you get their consent, don’t send a proposal.

 

breaking-down-the-proposal

Before using this proposal, please make sure to review the following thoroughly!

 

Cover page

The proposal is built in Google Sheets, not Word- this allows us to dress up the proposal with branding. Good design adds a lot of “perceived value” to your service – design is key!

page-1-cover

 

Executive summary

Enter a few paragraphs here about your company morals, beliefs and practices. Use this space to tell the prospect more things about your agency that they don’t already know.

This should a space that you sell yourself, give them good reason to dig further through the proposal and choose you. Write as much as you can but don’t go overboard. Keep it short and to the point. SELL THEM!

slide-2-about-page

 

Pitch specific insights

The key to a good proposal is identifying issues and detailing how you’ll solve them. The first few slides in your proposal should identify issues on their site and how you can help fix them. We generally try and find at least 5 issues on their site to add into our proposals.

slide-3-agency

In my opinion, this is the most important part of the proposal – it shows initiative on your part. Also, it allows you to setup your deliverables.

slide-4-example-webris

 

Campaign goals

It’s incredibly important to let your prospect know what the goal of your efforts are. Use this slide to clearly lay them out and explain them in detail.

WEBRIS example:

Goal: Increase targeted, qualified organic traffic for “bottom of the funnel” keywords.

slide-5-campaign-goals

 

Campaign deliverables

The purpose of the goals slide is to let the prospect know what we’re trying to accomplish. These “deliverable” slides should lay out the work required to achieve those goals.

We generally have between 12 – 18 of these slides, depending on the scope of the pitch. Our proposals focus on the big buckets (i.e. link outreach, technical audit, content creation, etc). Feel free to get granular here and blow it out.

slide-6-deliverables

Below is a sample deliverable that we put into every proposal. You can have slides for items like keyword research, audience profiling, technical audits – everything you do for clients should be added here.

slide-7-analytics

 

Quote slides

slide-8-seo-quote

We like to add supporting information that helps sell the prospect. If you have a team, display them – it’s a huge trust factor when a prospect can associate names and faces.

slide-9-team

Adding client logos is another great way to give a quick sales pitch.

slide-11-clients-helped

Timeline for results is also important here. This generally remains the same for us, but it still communicates (on paper) how long results take. We generally estimate traffic increases on past client history.

slide-10-timeline-results

I’m not going to tell you how to price your agreements, that’s on you.

We work on a per hour basis – each person that is in our agency has an assigned hourly rate.

Total Hours x Hourly Rate = Total Cost

We work on 6 month agreements, so to get the monthly total, I do:

Total Cost / 6 = Monthly Cost

slide-12-how-to-price-seo

Finally, add your contact information at the end.

slide-13-contact-page

 

Got questions?

Feel free to drop them in the comments, I’ll do my best answer them.

About Ryan Stewart

I have an unhealthy obsession with being considered the world's BEST internet marketer. I'm highly active on social media and love a good debate.

65 Comments

  1. Hey Ryan, I’m late to the party here, and it’s no longer pinned to your Facebook group. Is there anywhere else I can download this, pretty please? It looks awesome. Thanks!

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      1. I’m late to both facebook group link AND this dropbox link – any chance you could post again please? Much appreciated!

        Ash

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  2. Hey, thanks a lot for sticking that in a drop box! I just discovered this post and was also looking on facebook for it! cheers!

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  3. Ryan,

    Wanted to thank you for providing a really great resource that packs a wallop for prospective clients. I am going to be using this, modified of course, for my own proposals and will start using it once I have my site re-vamped and focusing on the clients I want to work with.

    Would you mind elaborating on that initial phone call that you have with a prospective client to qualify them?

    The content you have provided is really top-notch, and frankly, it has motivated me to re-vamp my site, processes and strategies for getting my services out there to the many businesses that need them. Keep bringing the great content.

    Patrick

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  4. Ryan,

    Wanted to thank you for providing a really great resource apply own idea that packs a wallop for prospective clients. I am going to be using this Knowledge for my own proposals .

    God Bless you …


    AkDeepakSamanta
    Bhubaneswar
    India

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  5. Very nicely put together presentation! I’ll definately be using selected parts on my own I’m building.
    Thanks for the effort.

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  6. Hi Ryan,

    Nice article. The link is no longer working – can you please send me the seo proposal template? Trying to start my own thing now that I’ve been laid off. Any help appreciated.

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  7. Hi, Nice stuff but i am unable to find file on dropbox link. Please upload it again so that your new viewers can also download it. Thanks in advance..

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  8. First of all, thank you for your openness. You are maintaining the fading tradition of how the web used to be.

    I sincerely hope that my next comment is not taken wrong. Many of us, myself included have stopped using Facebook. For my part, I think I have been contributing to a monster that has intentions of total control. I just can’t participate anymore.

    If you should ever again post your template to DropBox, I hope I learn about it.

    Thank you again for being generous in sharing your work.

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  9. Hey Ryan, awesome stuff man, your content is really top notch. One question for you if you dont mind answering. With the proposal form, do you use it as a contract form where the customer has to sign it before you start your work. Thanks so much!

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  10. This is awesome stuff man. I’m in the early stages of my own seo firm promoting local businesses and I love everything you do – you do it right. Not everybody does, so I appreciate the content you put out there. What is your facebook group – I want to jump in!

    Thanks again for all the free stuff you’re putting out.

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  11. Hello Ryan,
    i recently started to follow you on IG, FB, and snapchat. any other area where i can download the proposal? it would be great! thanks!

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  12. Hi Ryan

    Thanks for the post. It was indeed a great post. I wanted to download the template but the dropbox link to the template seems to be not working. Can you please give me the link to download.

    Thanks
    Rickey

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  13. Hi Ryan, I have just finished reading your proposal which is awesome! I will steal some bits and incorporate them within mine. However, I noticed a small typo on slide 17 – One of our amazing… Thought you would like to fix it.

    Cheers

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  14. Hi Ryan, you have shared an awesome proposal. I will steal some bits and pieces. I was reading through and noticed a small type on slide 17 – One of our amazing staff… Thought you might want to fix it if you still send it to clients.

    Cheers

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  15. Hi Ryan,thanks for the post but ive been to your fbk page and the download link is missing,please tell me where i can have full access to it

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  16. Awesome proposal template! Thank you very much for sharing. I noticed its not pinned to the top of the facebook page, any other place I can download it from?

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  17. Hi Ryan

    i really like your post i also join your group and bookmark your site.

    kindly send me PPT file link coz your dropbox link is not working im waiting your update

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  18. Hi Ryan,
    Just requested to join your FB group and found an amazing community there. I will look for the template/pinned post if I’m accepted. Thanks for making your tools, training and wisdom available!

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  19. Thank you for making this available for everyone. This is surely one of the best proposal template; Please can you upload a ppt version for us.

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  20. Amazing, Well thoughtful, Helpful, Presentable article written for Advertisers, Agencies, Digital Marketing Service Provider, Students and list goes on. Thanks a ton for sharing Mr. Ryan Stewart, It really helps. All the best. Best Regards, Manishsatija.com

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  21. Have you ever considered about including a little bit more than just your articles? I mean, what you say is valuable and everything. However think of if you added some great pictures or videos to give your posts more, “pop”! Your content is excellent but with images and clips, this site could definitely be one of the best in its niche. Great blog!

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  22. May I simply say what a relief to uncover an individual who truly knows what they are talking about over the internet. You definitely realize how to bring an issue to light and make it important. More people should look at this and understand this side of your story. I can’t believe you aren’t more popular because you certainly possess the gift.

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  23. Great information Ryan. I’ve started using Power Point as my client proposal since few months ago and somehow the conversion rate seems to be better even though there are more pages to read (30+ pages). I must admit that my new proposal looks more polished with great design and clients seem to like it and trust it more. Last time, I only used Microsoft Word (10 pages) and a bit wordy.

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  24. Thanks for the great post. I haven’t gotten to the full proposal stage yet, still trying to figure out how to estimate hours for the audit. Any idea how many hours it might take to do a basic SEO/Technical audit?

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  25. Ryan, Nice detailed proposal. I would like to know what should be the starting price for SEO services and for how many months in the start.

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  26. I’m trying to use the link, but when I click it leads to Facebook and tells me “The link you followed may have expired, or the page may only be visible to an audience you’re not in.” I also tried searching “Digital Marketing Help” in Facebook and couldn’t find the group.

    Not sure what the issue is, but I would love to see the proposal.

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