Is your agency struggling to close SEO leads?
There’s a good chance your SEO proposals are failing you.
In this post, I’ll cover:
Putting together a proposal for search optimization services 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.
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:
We insist on a phone call with all leads and won’t send a proposal unless we’ve done so.
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:
Everything needs to be discussed before moving forward.
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.
Before using this proposal, please make sure to review the following thoroughly!
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!
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!
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.
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.
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.
Goal: Increase targeted, qualified organic traffic for “bottom of the funnel” keywords.
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.
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.
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.
Adding client logos is another great way to give a quick sales pitch.
Timeline for results is also important here. You can use a timeline maker for communicating (on paper) how long the results will take. We generally estimate traffic increases on past client history.
I’m not going to tell you how to price your agreements, that’s on you.
Read our detailed post on how to price your SEO services.
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
Finally, add your contact information at the end.
Feel free to drop them in the comments, I’ll do my best answer them.