{"id":12216,"date":"2025-01-31T15:45:13","date_gmt":"2025-01-31T15:45:13","guid":{"rendered":"https:\/\/craighordlow.com\/index.php\/2025\/01\/31\/how-to-sell-seo-services-in-5-steps-expert-tips-templates\/"},"modified":"2025-01-31T15:45:13","modified_gmt":"2025-01-31T15:45:13","slug":"how-to-sell-seo-services-in-5-steps-expert-tips-templates","status":"publish","type":"post","link":"https:\/\/craighordlow.com\/index.php\/2025\/01\/31\/how-to-sell-seo-services-in-5-steps-expert-tips-templates\/","title":{"rendered":"How to Sell SEO Services in 5 Steps+ Expert Tips &amp; Templates"},"content":{"rendered":"<p>Learning how to sell SEO isn\u2019t easy.<\/p>\n<p>Why?<\/p>\n<p>Your prospects don\u2019t want to buy SEO\u2014they want to buy results.<\/p>\n<p>I learned this the hard way.<\/p>\n<p>After years of trial and error, I found a system. It consistently delivers what people want: more customers, revenue, and growth.<\/p>\n<p>In fact, I\u2019ve maintained a 75% close rate by focusing on one thing: <strong>demonstrating value before asking for the sale<\/strong>.<\/p>\n<p>Think about it:<\/p>\n<p>AI advancements. Nontraditional search results. Constant algorithm shifts.<\/p>\n<p>SEO looks different every year. But these changes have made skilled SEOs more valuable than ever.<\/p>\n<p>In this guide, you\u2019ll learn my exact process for selling SEO services, backed by <strong>insights from industry veterans who\u2019ve closed millions in SEO deals<\/strong>.<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_81 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/01\/31\/how-to-sell-seo-services-in-5-steps-expert-tips-templates\/#1_Prepare_Your_Sales_Toolkit\" >1. Prepare Your Sales Toolkit<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/01\/31\/how-to-sell-seo-services-in-5-steps-expert-tips-templates\/#Build_Trust_with_Case_Studies\" >Build Trust with Case Studies<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/01\/31\/how-to-sell-seo-services-in-5-steps-expert-tips-templates\/#Collect_High-Impact_Testimonials\" >Collect High-Impact Testimonials<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/01\/31\/how-to-sell-seo-services-in-5-steps-expert-tips-templates\/#Create_a_Lead_Qualification_System\" >Create a Lead Qualification System<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/01\/31\/how-to-sell-seo-services-in-5-steps-expert-tips-templates\/#Invest_in_a_CRM\" >Invest in a CRM<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/01\/31\/how-to-sell-seo-services-in-5-steps-expert-tips-templates\/#Decide_on_Your_SEO_Services\" >Decide on Your SEO Services<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/01\/31\/how-to-sell-seo-services-in-5-steps-expert-tips-templates\/#Choose_Your_Pricing_Model\" >Choose Your Pricing Model<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/01\/31\/how-to-sell-seo-services-in-5-steps-expert-tips-templates\/#Optional_Gather_Proof_You_Can_Rank\" >Optional: Gather Proof You Can Rank<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/01\/31\/how-to-sell-seo-services-in-5-steps-expert-tips-templates\/#2_Find_Prospects\" >2. Find Prospects<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/01\/31\/how-to-sell-seo-services-in-5-steps-expert-tips-templates\/#Inbound_Prospects\" >Inbound Prospects<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/01\/31\/how-to-sell-seo-services-in-5-steps-expert-tips-templates\/#Outbound_Prospects\" >Outbound Prospects<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/01\/31\/how-to-sell-seo-services-in-5-steps-expert-tips-templates\/#3_Offer_Strategy_Calls\" >3. Offer Strategy Calls<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/01\/31\/how-to-sell-seo-services-in-5-steps-expert-tips-templates\/#Learn_More_About_Your_Prospect\" >Learn More About Your Prospect<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/01\/31\/how-to-sell-seo-services-in-5-steps-expert-tips-templates\/#Focus_on_Early_Wins\" >Focus on Early Wins<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-15\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/01\/31\/how-to-sell-seo-services-in-5-steps-expert-tips-templates\/#Highlight_What_Their_Competitors_Are_Doing\" >Highlight What Their Competitors Are Doing<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-16\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/01\/31\/how-to-sell-seo-services-in-5-steps-expert-tips-templates\/#4_Schedule_an_SEO_Audit\" >4. Schedule an SEO Audit<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-17\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/01\/31\/how-to-sell-seo-services-in-5-steps-expert-tips-templates\/#Position_the_Audit_as_a_Roadmap_Not_a_Selling_Technique\" >Position the Audit as a Roadmap, Not a Selling Technique<\/a><ul class='ez-toc-list-level-4' ><li class='ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-18\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/01\/31\/how-to-sell-seo-services-in-5-steps-expert-tips-templates\/#Subject_Next_Steps_%E2%80%93_Company_Name_SEO_Strategy\" >Subject: Next Steps \u2013 [Company Name] SEO Strategy<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-19\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/01\/31\/how-to-sell-seo-services-in-5-steps-expert-tips-templates\/#Build_a_Reliable_Stack_for_Conducting_Your_Audits\" >Build a Reliable Stack for Conducting Your Audits<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-20\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/01\/31\/how-to-sell-seo-services-in-5-steps-expert-tips-templates\/#5_Send_a_Proposal_or_SOW\" >5. Send a Proposal or SOW<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-21\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/01\/31\/how-to-sell-seo-services-in-5-steps-expert-tips-templates\/#Include_Audit_Findings\" >Include Audit Findings<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-22\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/01\/31\/how-to-sell-seo-services-in-5-steps-expert-tips-templates\/#Highlight_Your_GoalsStrategyKPIs\" >Highlight Your Goals\/Strategy\/KPIs<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-23\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/01\/31\/how-to-sell-seo-services-in-5-steps-expert-tips-templates\/#Detail_Contract_Terms_Make_Them_Fair_to_the_Prospect\" >Detail Contract Terms (Make Them Fair to the Prospect)<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-24\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/01\/31\/how-to-sell-seo-services-in-5-steps-expert-tips-templates\/#Bonus_Tips_to_Keep_in_Mind_When_Selling_SEO_Services\" >Bonus Tips to Keep in Mind When Selling SEO Services<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-25\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/01\/31\/how-to-sell-seo-services-in-5-steps-expert-tips-templates\/#Master_the_Follow-Up\" >Master the Follow-Up<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-26\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/01\/31\/how-to-sell-seo-services-in-5-steps-expert-tips-templates\/#Use_Traditional_Sales_Psychology\" >Use Traditional Sales Psychology<\/a><ul class='ez-toc-list-level-4' ><li class='ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-27\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/01\/31\/how-to-sell-seo-services-in-5-steps-expert-tips-templates\/#Reciprocity\" >Reciprocity<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-28\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/01\/31\/how-to-sell-seo-services-in-5-steps-expert-tips-templates\/#Social_Proof\" >Social Proof<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-29\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/01\/31\/how-to-sell-seo-services-in-5-steps-expert-tips-templates\/#Authority\" >Authority<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-30\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/01\/31\/how-to-sell-seo-services-in-5-steps-expert-tips-templates\/#Scarcity\" >Scarcity<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-31\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/01\/31\/how-to-sell-seo-services-in-5-steps-expert-tips-templates\/#Keep_Leads_Interested\" >Keep Leads Interested<\/a><ul class='ez-toc-list-level-4' ><li class='ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-32\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/01\/31\/how-to-sell-seo-services-in-5-steps-expert-tips-templates\/#Post_Client_Wins_on_LinkedIn\" >Post Client Wins on LinkedIn<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-33\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/01\/31\/how-to-sell-seo-services-in-5-steps-expert-tips-templates\/#Provide_a_Reference_from_a_Previous_Client\" >Provide a Reference from a Previous Client<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-34\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/01\/31\/how-to-sell-seo-services-in-5-steps-expert-tips-templates\/#Focus_on_the_Relationship_Not_the_Sale\" >Focus on the Relationship, Not the Sale<\/a><\/li><\/ul><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-35\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/01\/31\/how-to-sell-seo-services-in-5-steps-expert-tips-templates\/#Sell_SEO_Services_Like_a_Pro\" >Sell SEO Services Like a Pro<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"1_Prepare_Your_Sales_Toolkit\"><\/span>1. Prepare Your Sales Toolkit<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>As the saying goes, \u201cFailing to prepare is preparing to fail.\u201d<\/p>\n<p>In other words, don\u2019t wing it.<\/p>\n<p>Sure, you can eventually throw stuff at the wall and see what sticks.<\/p>\n<p>But if you want to successfully sell SEO services, you\u2019ll need a few essentials.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Build_Trust_with_Case_Studies\"><\/span>Build Trust with Case Studies<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><a title=\"SEO Case Study: How I Increased My Organic Traffic 652% in 7 Days\" href=\"https:\/\/backlinko.com\/skyscraper-technique-2-0\" target=\"_blank\" rel=\"noopener\">Case studies<\/a> are your bread and butter of selling.<\/p>\n<p>They\u2019re proof you know what you\u2019re doing and an opportunity to show exactly what you can accomplish for your clients.<\/p>\n<p>The key is to be specific.<\/p>\n<p>You didn\u2019t just increase demo requests.<\/p>\n<p>You grew inbound leads by 40% with conversion-focused content marketing.<\/p>\n<p>See the difference?<\/p>\n<p>The more detail you provide, the easier it is for clients to envision these results for themselves.<\/p>\n<p>And the likelier they are to trust you.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Taylor Scher \u2013 Case study\" alt=\"Taylor Scher \u2013 Case study\" data-aspect-ratio=\"0.98\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/01\/taylorscherseo-case-study.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>It\u2019s especially helpful if you have a case study that addresses each client\u2019s specific needs.<\/p>\n<p><a title=\"Kevin Indig - Toast | LinkedIn\" href=\"https:\/\/www.linkedin.com\/in\/kevinindig\/\" target=\"_blank\" rel=\"noopener\">Kevin Indig<\/a>, a growth advisor who has worked with companies like Nextdoor, Dropbox, Hims, and Reddit, believes there\u2019s nothing more powerful than demonstrating real results.<\/p>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-sm-down\">\n            <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/08\/kevin-indig.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">        <\/figure>\n<div class=\"media-body\">\n<blockquote class=\"sc-quote\">\n<p>Build out references and projects you can showcase. Very early on, it\u2019s important to be able to show what the work for a client could look like at the hand of a live example.<\/p>\n<\/blockquote>\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-md-up\">\n                    <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/08\/kevin-indig.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">                <\/figure>\n<p>                                <cite class=\"sc-name media-body media-middle\"><br \/>\n                                    <\/cite>\n            <\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<p>If you\u2019ve done it for someone else, you can do it for them, too.<\/p>\n<p>Another perk?<\/p>\n<p>Case studies are versatile.<\/p>\n<p>Present them during client calls to get buy-in.<\/p>\n<p>And highlight them on your site for prospects to read.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Skale \u2013 Highlighted case studies\" alt=\"Skale \u2013 Highlighted case studies\" data-aspect-ratio=\"0.66142857142857\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/01\/skale-highlighted-case-studies.png\" loading=\"lazy\" \/><\/p><\/figure>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-sm-down\">\n            <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-tip.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">        <\/figure>\n<div class=\"media-body\">\n<blockquote class=\"sc-quote\">\n<p><strong>Pro tip:<\/strong> New to SEO? Exchange free or discounted SEO work for case studies and testimonials. For example, offer a free technical audit to a small business. Once they start seeing results, ask if you can document their success story. <\/p>\n<\/blockquote>\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-md-up\">\n                    <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-tip.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">                <\/figure>\n<p>                                <cite class=\"sc-name media-body media-middle\"><br \/>\n                                    <\/cite>\n            <\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<h3><span class=\"ez-toc-section\" id=\"Collect_High-Impact_Testimonials\"><\/span>Collect High-Impact Testimonials<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Case studies are great.<\/p>\n<p>But testimonials hit differently.<\/p>\n<p>Why?<\/p>\n<p>Because they come directly from your happy clients.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Taylor Scher \u2013 Testimonials\" alt=\"Taylor Scher \u2013 Testimonials\" data-aspect-ratio=\"0.87\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/01\/taylorscherseo-testimonials.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>When clients explain the impact you\u2019ve had on their business, it boosts your credibility with prospects.<\/p>\n<p>So, let them be your ambassadors.<\/p>\n<p>Follow these steps to collect testimonials:<\/p>\n<ul>\n<li>Text or email clients a short feedback form<\/li>\n<li>Ask them to share specific results (metrics help)<\/li>\n<li>Keep it simple: \u201cWhat was your biggest win from working with us?\u201d<\/li>\n<li>Offer to draft it for them (just get their approval)<\/li>\n<\/ul>\n<p>Even better: Ask for a video testimonial.<\/p>\n<p>If clients are willing to have their face and brand associated with your business, that\u2019s a ringing endorsement.<\/p>\n<p>It doesn\u2019t get much better than that.<\/p>\n<div class=\"sc-embed-youtube embed-responsive embed-responsive-16by9 w-75-md-up\"><\/div>\n<p>No matter how you collect the testimonial, what matters most is that it comes from a reputable person in the company.<\/p>\n<p>Aim for a VP of marketing or founder for the most significant impact.<\/p>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-sm-down\">\n            <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-tip.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">        <\/figure>\n<div class=\"media-body\">\n<blockquote class=\"sc-quote\">\n<p><strong>Pro tip:<\/strong> Place your best testimonials on high-traffic pages, such as pricing, services, and contact pages. Highlight them in post-discovery call emails and on social media to seal the deal.<\/p>\n<\/blockquote>\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-md-up\">\n                    <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-tip.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">                <\/figure>\n<p>                                <cite class=\"sc-name media-body media-middle\"><br \/>\n                                    <\/cite>\n            <\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<h3><span class=\"ez-toc-section\" id=\"Create_a_Lead_Qualification_System\"><\/span>Create a Lead Qualification System<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Time is money.<\/p>\n<p>Don\u2019t waste it on unqualified leads.<\/p>\n<p>Before you even have a first call with your prospects, ensure they fit your ideal client profile (ICP).<\/p>\n<p>Make sure they:<\/p>\n<ul>\n<li>Are the right type of company you want to work with<\/li>\n<li>Are actually in need of your services<\/li>\n<li>Aren\u2019t looking to just sell you on something (it happens more often than you think)<\/li>\n<\/ul>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-sm-down\">\n            <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-tip.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">        <\/figure>\n<div class=\"media-body\">\n<blockquote class=\"sc-quote\">\n<p><strong>Pro tip:<\/strong> Asking for project details is usually the best way to qualify a lead. It also helps you set expectations for your role and prepare for the initial discovery call. This way, you come to the meeting with a personalized approach that reflects what they actually need and explains how you can help.<\/p>\n<\/blockquote>\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-md-up\">\n                    <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-tip.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">                <\/figure>\n<p>                                <cite class=\"sc-name media-body media-middle\"><br \/>\n                                    <\/cite>\n            <\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<p>So, how do you have a qualifying process before a prospect even reaches out to you?<\/p>\n<p>Your contact form is your best friend here.<\/p>\n<p>Add qualifying questions that will tell you from the get-go if this lead has potential.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Contact form in lead qualification system\" alt=\"Contact form in lead qualification system\" data-aspect-ratio=\"0.83571428571429\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/01\/contact-form-in-lead-qualification-system.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Here\u2019s what your contact form should ask:<\/p>\n<ul>\n<li>Budget range<\/li>\n<li>Services they need<\/li>\n<li>Project details<\/li>\n<li>How they found you<\/li>\n<\/ul>\n<p>In my experience, the responses will tell you whether they\u2019re a legitimate lead 95% of the time.<\/p>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-sm-down\">\n            <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-further-reading.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">        <\/figure>\n<div class=\"media-body\">\n<blockquote class=\"sc-quote\">\n<p><strong>Further reading:<\/strong> <a title=\"What Are Lead Magnets?\" href=\"https:\/\/backlinko.com\/hub\/content\/lead-magnets\" target=\"_blank\" rel=\"noopener\">What Are Lead Magnets?<\/a> <\/p>\n<\/blockquote>\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-md-up\">\n                    <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-further-reading.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">                <\/figure>\n<p>                                <cite class=\"sc-name media-body media-middle\"><br \/>\n                                    <\/cite>\n            <\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<h3><span class=\"ez-toc-section\" id=\"Invest_in_a_CRM\"><\/span>Invest in a CRM<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>I won\u2019t lie\u2014not having customer relationship management (CRM) software was probably the worst mistake I\u2019ve made as a consultant.<\/p>\n<p>It took me around six months to finally realize this.<\/p>\n<p>That\u2019s six months of lost revenue, wasted time, and unnecessary stress.<\/p>\n<p>If I ever had more than five leads contact me at once, it was just pure chaos managing them with a spreadsheet.<\/p>\n<p>If you\u2019re a solo <a title=\"How to Become an SEO Expert\" href=\"https:\/\/backlinko.com\/seo-expert\" target=\"_blank\" rel=\"noopener\">SEO consultant<\/a> or freelancer, I can\u2019t recommend using a CRM enough.<\/p>\n<p>You\u2019ll be able to:<\/p>\n<ul>\n<li>Manage and track your prospects<\/li>\n<li>See which leads are hot, warm, or cold<\/li>\n<li>See how long it\u2019s been since a lead contacted you<\/li>\n<li>Qualify that lead by seeing which company they\u2019re from<\/li>\n<\/ul>\n<p>I would personally recommend <a title=\"HubSpot User and Revenue Stats\" href=\"https:\/\/backlinko.com\/hubspot-users\" target=\"_blank\" rel=\"noopener\">HubSpot<\/a> as the best all-in-one CRM\u2013especially if you\u2019re a new SEO.<\/p>\n<p>It can manage all your sales data and give you access to a full range of marketing tools.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"HubSpot \u2013 CRM for Small Business\" alt=\"HubSpot \u2013 CRM for Small Business\" data-aspect-ratio=\"0.58285714285714\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/01\/hubspot-crm-small-business.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>But a few other CRMs worth looking into would be:<\/p>\n<ul>\n<li><a title=\"Semrush: The Ultimate Guide\" href=\"https:\/\/backlinko.com\/hub\/seo\/semrush\" target=\"_blank\" rel=\"noopener\">Semrush<\/a><\/li>\n<li>Apollo.io<\/li>\n<li>Salesforce<\/li>\n<li>ClickUp<\/li>\n<\/ul>\n<h3><span class=\"ez-toc-section\" id=\"Decide_on_Your_SEO_Services\"><\/span>Decide on Your SEO Services<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Want to know why many SEOs struggle to close deals?<\/p>\n<p>They\u2019re not specific enough about the <a title=\"13 SEO Services to Consider (+ What to Avoid)\" href=\"https:\/\/backlinko.com\/seo-services\" target=\"_blank\" rel=\"noopener\">SEO services<\/a> they offer.<\/p>\n<p>Here\u2019s what I mean:<\/p>\n<p>Don\u2019t just say you \u201cdo SEO.\u201d<\/p>\n<p>Instead, decide what services you\u2019ll offer and be specific when you describe them:<\/p>\n<ul>\n<li>Technical SEO for enterprise companies<\/li>\n<li>Content creation for <a title=\"SaaS SEO: How to Build a Winning Strategy\" href=\"https:\/\/backlinko.com\/saas-seo\" target=\"_blank\" rel=\"noopener\">B2B SaaS<\/a><\/li>\n<li>Link building for ecommerce sites<\/li>\n<\/ul>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Skale \u2013 Specific services\" alt=\"Skale \u2013 Specific services\" data-aspect-ratio=\"0.64857142857143\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/01\/skale-specific-services.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Niche down whenever possible.<\/p>\n<p>Once you control a niche, whether B2B SaaS, home care, or <a title=\"Law Firm SEO: A 5-Step Guide to Getting More Leads and Clients\" href=\"https:\/\/backlinko.com\/law-firm-seo\" target=\"_blank\" rel=\"noopener\">legal SEO<\/a>, it will be much easier to grow from there.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Rankings \u2013 Control your niche\" alt=\"Rankings \u2013 Control your niche\" data-aspect-ratio=\"0.82428571428571\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/01\/rankings-control-your-niche.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>I learned that the hard way when I first started posting on LinkedIn.<\/p>\n<p>My niche and SEO posts were too broad.<\/p>\n<p>The posts helped grow my followers quickly but not my revenue.<\/p>\n<p>The majority of my followers were SEOs, not my actual ideal client profile.<\/p>\n<p>So, I wasn\u2019t generating leads.<\/p>\n<p>That changed pretty quickly after I nailed down my niche.<\/p>\n<p>After focusing my posts on B2B SaaS to help target my ICP\u2014marketing VPs\u2014I saw better results.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"LinkedIn \u2013 Taylor Scher \u2013 B2B SaaS\" alt=\"LinkedIn \u2013 Taylor Scher \u2013 B2B SaaS\" data-aspect-ratio=\"1.0328571428571\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/01\/linkedin-taylor-scher-b2b-saas.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Instead of competing with every SEO agency out there, I have an easier time being seen by my ICP.<\/p>\n<p>Plus, they know my services are designed specifically for them.<\/p>\n<p>Another important decision will be how you want to structure your services.<\/p>\n<p>Kevin recommends creating a clear distinction between freelancer and consultant work.<\/p>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-sm-down\">\n            <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/08\/kevin-indig.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">        <\/figure>\n<div class=\"media-body\">\n<blockquote class=\"sc-quote\">\n<p>You need to know very clearly whether you want to do the work (freelancer) or guide\/advise (advisor). Early on, I did a lot of the leg work because that\u2019s where I felt most comfortable, but that didn\u2019t match the advisor prices I charged and wasn\u2019t what I actually wanted to do.<\/p>\n<p>So, it\u2019s important to know what work you want to do and where you can provide the biggest impact. If you want to advise, don\u2019t agree to do any busy work. Focus on the strategy.<\/p>\n<\/blockquote>\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-md-up\">\n                    <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/08\/kevin-indig.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">                <\/figure>\n<p>                                <cite class=\"sc-name media-body media-middle\"><br \/>\n                                    <\/cite>\n            <\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<p>You\u2019ll likely have to learn your preferences by trial and error at first.<\/p>\n<p>But don\u2019t be afraid to adjust if you have to.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Choose_Your_Pricing_Model\"><\/span>Choose Your Pricing Model<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Like your services, you\u2019ll want to have your pricing figured out upfront, too.<\/p>\n<p>This works well for a few reasons:<\/p>\n<ul>\n<li>You understand your worth before going into a client call<\/li>\n<li>You can use it to qualify leads before they reach out<\/li>\n<li>You avoid being lowballed during calls<\/li>\n<\/ul>\n<p>Let me break down the four main ways to <a title=\"The SEO Services Report\" href=\"https:\/\/backlinko.com\/seo-services-statistics\" target=\"_blank\" rel=\"noopener\">price SEO services<\/a>:<\/p>\n<p>First, there\u2019s retainer pricing.<\/p>\n<p>Clients pay a fixed monthly fee for ongoing SEO work. You commit to a set number of hours each month.<\/p>\n<p>Next, there\u2019s package pricing.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Taylor Scher \u2013 SEO Pricing\" alt=\"Taylor Scher \u2013 SEO Pricing\" data-aspect-ratio=\"0.98714285714286\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/01\/taylor-scher-seo-pricing.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>This is what I use. Clients can choose from different packages that best suit their needs for SEO.<\/p>\n<p>Here\u2019s how I structure it:<\/p>\n<ul>\n<li><strong>SEO audit:<\/strong> $1,500<\/li>\n<li><strong>SEO consulting:<\/strong> $2,000<\/li>\n<li><strong>Fractional SEO:<\/strong> $3,500<\/li>\n<li><strong>Full management SEO:<\/strong> $6,000<\/li>\n<\/ul>\n<p>Your third option is value-based pricing.<\/p>\n<p>It\u2019s riskier but can pay off big. You set goal targets with clients and get bonus compensation when you hit them.<\/p>\n<p>Finally, there\u2019s hourly pricing.<\/p>\n<p>You bill based on actual time spent on SEO tasks. This is great for one-off projects.<\/p>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-sm-down\">\n            <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-tip.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">        <\/figure>\n<div class=\"media-body\">\n<blockquote class=\"sc-quote\">\n<p><strong>Pro tip:<\/strong> Price your services based on value. Low rates might seem like a path to more clients, but they can attract lower-quality clients. My highest-paying clients are always my best clients\u2014they pay on time, are pleasant to work with, and trust my expertise.<\/p>\n<\/blockquote>\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-md-up\">\n                    <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-tip.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">                <\/figure>\n<p>                                <cite class=\"sc-name media-body media-middle\"><br \/>\n                                    <\/cite>\n            <\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<p>Keep in mind that every model is dependent on what works for you.<\/p>\n<p>I\u2019m personally a big fan of package pricing.<\/p>\n<p>But that\u2019s because I want my work to prioritize value over output.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Optional_Gather_Proof_You_Can_Rank\"><\/span>Optional: Gather Proof You Can Rank<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Want to know one of my best-selling tools?<\/p>\n<p>My own <a title=\"How to Measure SEO Performance &amp; Results\" href=\"https:\/\/backlinko.com\/hub\/seo\/seo-results\" target=\"_blank\" rel=\"noopener\">SEO results<\/a>.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"SEO results \u2013 Top pages\" alt=\"SEO results \u2013 Top pages\" data-aspect-ratio=\"0.72857142857143\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/01\/seo-results.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Think about it:<\/p>\n<p>What better way to prove your <a title=\"7 SEO Courses (&amp; Certifications) That Actually Deliver Results\" href=\"https:\/\/backlinko.com\/seo-certification-guide\" target=\"_blank\" rel=\"noopener\">SEO skills<\/a> than having prospects find your website through Google?<\/p>\n<p>It\u2019s an instant trust signal.<\/p>\n<p>In fact, organic search is one of my most consistent channels for new leads.<\/p>\n<p>But here\u2019s the catch:<\/p>\n<p>Don\u2019t just rank for random topics.<\/p>\n<p>Rank for topics related to your services:<\/p>\n<ul>\n<li>Best SEO agencies for lawyers<\/li>\n<li><a title=\"Technical SEO: The Ultimate Guide\" href=\"https:\/\/backlinko.com\/technical-seo-guide\" target=\"_blank\" rel=\"noopener\">Technical SEO<\/a> for Shopify websites<\/li>\n<li>B2B SaaS SEO consultant<\/li>\n<\/ul>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Google SERP \u2013 B2B SaaS SEO Consultant\" alt=\"Google SERP \u2013 B2B SaaS SEO Consultant\" data-aspect-ratio=\"0.80714285714286\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/01\/google-serp-b2b-saas-seo-consultant.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>There\u2019s no denying that building <a title=\"7 Proven Ways to Increase Your Domain Authority\" href=\"https:\/\/backlinko.com\/increase-domain-authority\" target=\"_blank\" rel=\"noopener\">SEO authority<\/a> from scratch is tough.<\/p>\n<p>I learned this firsthand when launching my site.<\/p>\n<p>Competing against established SEO websites with zero website authority? Not easy.<\/p>\n<p>Here\u2019s my best advice: Run PPC campaigns while your SEO compounds.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"PPC campaign\" alt=\"PPC campaign\" data-aspect-ratio=\"0.28428571428571\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/01\/ppc-campaign.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>This keeps your lead pipeline full while you build organic visibility.<\/p>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-sm-down\">\n            <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-further-reading.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">        <\/figure>\n<div class=\"media-body\">\n<blockquote class=\"sc-quote\">\n<p><strong>Further reading:<\/strong> <a title=\"SEO vs. SEM: What&#039;s The Difference?\" href=\"https:\/\/backlinko.com\/hub\/seo\/seo-vs-sem\" target=\"_blank\" rel=\"noopener\">SEO vs. SEM: What\u2019s the Difference?<\/a> <\/p>\n<\/blockquote>\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-md-up\">\n                    <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-further-reading.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">                <\/figure>\n<p>                                <cite class=\"sc-name media-body media-middle\"><br \/>\n                                    <\/cite>\n            <\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<h2><span class=\"ez-toc-section\" id=\"2_Find_Prospects\"><\/span>2. Find Prospects<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Successful SEO sales require a reliable lead-generation system.<\/p>\n<p>Here\u2019s how I use both inbound and outbound marketing to build a steady stream of qualified prospects.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Inbound_Prospects\"><\/span>Inbound Prospects<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><a title=\"Inbound Marketing: Benefits, Strategies, and Examples\" href=\"https:\/\/backlinko.com\/inbound-marketing\" target=\"_blank\" rel=\"noopener\">Inbound marketing<\/a> is the process of creating valuable content that attracts potential customers to your site when they\u2019re actively looking for solutions.<\/p>\n<p>This is the channel I\u2019m most familiar with.<\/p>\n<p>And the one that provides the most long-term value.<\/p>\n<p>With inbound, you can build a long-term community that\u2019s invested in your brand and create a stronger pipeline for leads at a much lower acquisition cost.<\/p>\n<p>So, how do you find high-quality leads? It depends on your services and industry.<\/p>\n<p>Personally, I\u2019ve found the most success with:<\/p>\n<ul>\n<li><strong><a title=\"17 Advanced SEO Techniques\" href=\"https:\/\/backlinko.com\/advanced-seo\" target=\"_blank\" rel=\"noopener\">SEO<\/a>:<\/strong> Targeting high-intent searches coming directly from my audience<\/li>\n<li><strong>Reddit:<\/strong> Answering questions on subreddits where my ICP is<\/li>\n<li><strong><a title=\"YouTube SEO: How to Rank YouTube Videos\" href=\"https:\/\/backlinko.com\/how-to-rank-youtube-videos\" target=\"_blank\" rel=\"noopener\">YouTube<\/a>:<\/strong> Creating videos that help my audience overcome industry challenges. Works great for repurposing content, too.<\/li>\n<li><strong><a title=\"Email Marketing: The Definitive Guide\" href=\"https:\/\/backlinko.com\/email-marketing-guide\" target=\"_blank\" rel=\"noopener\">Email marketing<\/a>:<\/strong> Nurturing my email audience by sending them highly valuable content directly to their inbox<\/li>\n<li><strong>LinkedIn:<\/strong> Posting thought leadership content that establishes me as an expert within my field<\/li>\n<\/ul>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"LinkedIn \u2013Taylor Scher establishes as expert\" alt=\"LinkedIn \u2013Taylor Scher establishes as expert\" data-aspect-ratio=\"0.92\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/01\/linkedin-taylorj-scher-establishes-as-expert.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>As you can see, organic search and social are among my top traffic sources:<\/p>\n<p>[missing ss]<\/p>\n<p>When you\u2019re starting out, I recommend playing around with each channel.<\/p>\n<p>Once you find the channel that works, double down on it.<\/p>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-sm-down\">\n            <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-tip.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">        <\/figure>\n<div class=\"media-body\">\n<blockquote class=\"sc-quote\">\n<p><strong>Pro tip:<\/strong> Don\u2019t stretch yourself too thin. If you\u2019re solo, it\u2019s better to comfortably handle one or two channels than struggle with five. The goal is to build a community interested in your brand through quality content\u2014not spam your audience.<\/p>\n<\/blockquote>\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-md-up\">\n                    <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-tip.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">                <\/figure>\n<p>                                <cite class=\"sc-name media-body media-middle\"><br \/>\n                                    <\/cite>\n            <\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<h3><span class=\"ez-toc-section\" id=\"Outbound_Prospects\"><\/span>Outbound Prospects<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Outbound marketing is when you reach out to prospects through various methods rather than waiting for them to find you.<\/p>\n<p>While I\u2019m pro inbound marketing, it can be inconsistent.<\/p>\n<p>Outbound can make up for that.<\/p>\n<p>There are a few different ways you can target outbound prospects.<\/p>\n<p>But the ones that work the best for me are:<\/p>\n<ul>\n<li><a title=\"How to Send Effective Outreach Emails\" href=\"https:\/\/backlinko.com\/hub\/content\/email-outreach\" target=\"_blank\" rel=\"noopener\">Cold outreach<\/a><\/li>\n<li>Social ads<\/li>\n<li>PPC<\/li>\n<\/ul>\n<p>For example, I use a template similar to this to reach out to potential prospects through email:<\/p>\n<div class=\"sc-email-script-grey\">\n<p>Hi <strong>[Name]<\/strong>,I noticed <strong>[company name]<\/strong>\u2018s content showing up for <strong>[specific keyword]<\/strong> but ranking on page 2. Looking at your competitors <strong>[(Competitor 1)]<\/strong> and <strong>[(Competitor 2)]<\/strong>, there\u2019s a clear opportunity to capture more organic traffic with some technical improvements.<\/p>\n<p>I\u2019ve helped other <strong>[industry]<\/strong> companies like <strong>[reference company]<\/strong> improve their search visibility and recently published a case study breaking down the exact process we used to increase their organic traffic by <strong>[X]<\/strong>%.<\/p>\n<p>Would you be interested in seeing the case study? It includes specific tactics you could implement, whether you work with us or not.<\/p>\n<p>Either way, I\u2019ve also spotted a few quick SEO wins for your site that I\u2019m happy to share.<\/p>\n<p>Best,<br \/>\n<strong>[Your name]<\/strong><\/p>\n<\/div>\n<p>You can also use LinkedIn for outreach, but don\u2019t expect to take the same approach as email.<\/p>\n<p>Focus on social selling.<\/p>\n<p>Interact with your ICP and find something in common with them.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"LinkedIn \u2013 Taylor Scher comments post\" alt=\"LinkedIn \u2013 Taylor Scher comments post\" data-aspect-ratio=\"0.97\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/01\/linkedin-taylor-scher-comments-post.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Then, reach out to them.<\/p>\n<p>Don\u2019t treat them as just another automated message.<\/p>\n<p>Focus on building an actual relationship with them.<\/p>\n<p>Then, once the time is right, see if they\u2019d be open to a coffee chat.<\/p>\n<p>Ask if they\u2019re facing any challenges with SEO and offer advice on how to help.<\/p>\n<p>Chances are, they might just be willing to delegate that to you, anyway.<\/p>\n<p>But when you\u2019re deciding which <a title=\"19 Effective Digital Marketing Tactics\" href=\"https:\/\/backlinko.com\/marketing-tactics\" target=\"_blank\" rel=\"noopener\">marketing channels<\/a> to use, I recommend this approach:<\/p>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-sm-down\">\n            <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-tip.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">        <\/figure>\n<div class=\"media-body\">\n<blockquote class=\"sc-quote\">\n<p><strong>Pro tip:<\/strong> Blend one outbound channel with one inbound. Outbound brings quick wins, while inbound builds long-term success. Together, they offer a balance of quick wins and sustainable growth for long-term success.<\/p>\n<\/blockquote>\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-md-up\">\n                    <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-tip.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">                <\/figure>\n<p>                                <cite class=\"sc-name media-body media-middle\"><br \/>\n                                    <\/cite>\n            <\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<h2><span class=\"ez-toc-section\" id=\"3_Offer_Strategy_Calls\"><\/span>3. Offer Strategy Calls<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>This step is often called a \u201cdiscovery call.\u201d<\/p>\n<p>But I recommend using <strong>strategy<\/strong> call instead.<\/p>\n<p>Why?<\/p>\n<p>Well, you want to demonstrate perceived value before prospects even contact you\u2014an additional incentive for them to take that next step.<\/p>\n<p>And \u201cstrategy\u201d implies they\u2019ll get something tangible out of this call.<\/p>\n<p>For example, point out issues they can fix right after the call. It\u2019s an easy way to show you\u2019re invested in them and have done your research.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Taylor Scher \u2013 Book a Strrategy Call\" alt=\"Taylor Scher \u2013 Book a Strrategy Call\" data-aspect-ratio=\"0.47666666666667\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/01\/taylor-scher-book-a-strrategy-call.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Use this call to discuss your services and offer a glimpse into what working with you looks like to see the best conversion rates.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Learn_More_About_Your_Prospect\"><\/span>Learn More About Your Prospect<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Use the first call strictly as a way to understand the company and what\u2019s currently going on with its marketing efforts.<\/p>\n<p>I even recommend using a questionnaire to help you run through the call.<\/p>\n<p>Here\u2019s what I ask every prospect:<\/p>\n<ul>\n<li>What do you hope to achieve with this call?<\/li>\n<li>What are your long-term SEO goals?<\/li>\n<li>What\u2019s your current <a title=\"How to Create an Effective SEO Strategy\" href=\"https:\/\/backlinko.com\/seo-strategy\" target=\"_blank\" rel=\"noopener\">SEO strategy<\/a>?<\/li>\n<li>What makes your product unique?<\/li>\n<li>Who are your decision-makers?<\/li>\n<li>How does your sales process work?<\/li>\n<li>What sets you apart from competitors?<\/li>\n<\/ul>\n<p>I usually ask these questions to help prepare myself for the SEO audit in the next step.<\/p>\n<figure class=\"backlinko-image__visual-chart backlinko-image\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Customer Insights Template\" alt=\"Customer Insights Template\" data-aspect-ratio=\"1.0942857142857\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/01\/custome-insights-template.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>But prospects also appreciate that you seem invested in their company.<\/p>\n<p>You\u2019re obviously not just pitching yourself and are actively looking to learn more about them\u2014something that\u2019s often rare during the discovery phase.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Focus_on_Early_Wins\"><\/span>Focus on Early Wins<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Here\u2019s a persuasive tactic: Give prospects actionable tips during the call.<\/p>\n<p>Point out easy fixes they\u2019ve missed to highlight your expertise and prove your worth.<\/p>\n<p>For example:<\/p>\n<p><em>\u201cI noticed your product pages aren\u2019t targeting money keywords. Here\u2019s a quick fix that could boost your traffic\u2026\u201d<\/em><\/p>\n<p>Or<\/p>\n<p><em>\u201cI researched some easy keywords you\u2019d be able to rank for quickly. This includes\u2026\u201d<\/em><\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Keyword Magic Tool \u2013 How to grow tomatoes \u2013 Keywords\" alt=\"Keyword Magic Tool \u2013 How to grow tomatoes \u2013 Keywords\" data-aspect-ratio=\"0.85142857142857\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/01\/keyword-magic-tool-how-to-grow-tomatoes-keywords.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>This gives prospects a reason to develop early trust with you.<\/p>\n<p>This is something my friend <a title=\"Jacob Statler - Stat Digital | LinkedIn\" href=\"https:\/\/www.linkedin.com\/in\/jacob-statler\/\" target=\"_blank\" rel=\"noopener\">Jacob Statler<\/a>, founder of Stat Digital, highly recommends doing:<\/p>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-sm-down\">\n            <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/01\/jacob-statler.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">        <\/figure>\n<div class=\"media-body\">\n<blockquote class=\"sc-quote\">\n<p>Show your prospects how you can get them quick wins that tie back to revenue. If possible, get them a win before working together during the sales process.<br \/>\nSEOs often give away high-level audits that they auto-generated with a tool, but these are usually not very actionable. I like to create mini-action plans of easy-to-implement opportunities. This builds trust and shows competency.<\/p>\n<\/blockquote>\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-md-up\">\n                    <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/01\/jacob-statler.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">                <\/figure>\n<p>                                <cite class=\"sc-name media-body media-middle\"><br \/>\n                                    <\/cite>\n            <\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<p>And if that quick win translates to results, all the better for you.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Highlight_What_Their_Competitors_Are_Doing\"><\/span>Highlight What Their Competitors Are Doing<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>This is such an underrated strategy.<\/p>\n<p>If you think I\u2019m joking, try it out for yourself.<\/p>\n<p>I\u2019ve been stumped before getting clients to commit to something.<\/p>\n<p>But the moment I mention a direct competitor doing something they aren\u2019t, they get tunnel vision.<\/p>\n<p>This includes:<\/p>\n<ul>\n<li>Their competitors\u2019 top traffic channels<\/li>\n<li>Articles their competitors have that they don\u2019t<\/li>\n<li>Articles their competitors created against them (this is my go-to if a client is ever opposed to creating alternative or category content)<\/li>\n<\/ul>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Traffic Analytics \u2013 World Wildlife \u2013 Traffic Journey\" alt=\"Traffic Analytics \u2013 World Wildlife \u2013 Traffic Journey\" data-aspect-ratio=\"0.67142857142857\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/01\/traffic-analytics-worldwildlife-traffic-journey.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>It\u2019s almost an immediate way to motivate your prospects, especially if you\u2019re facing early resistance to a tactic you\u2019re recommending.<\/p>\n<p>You can <a title=\"How to Conduct an SEO Competitor Analysis [Comprehensive]\" href=\"https:\/\/backlinko.com\/seo-competitor-analysis\" target=\"_blank\" rel=\"noopener\">conduct competitor research<\/a> in a few ways, but I usually recommend using the following tools:<\/p>\n<ul>\n<li>Semrush competitor analysis tools<\/li>\n<li>SpyFu<\/li>\n<\/ul>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-sm-down\">\n            <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-tip.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">        <\/figure>\n<div class=\"media-body\">\n<blockquote class=\"sc-quote\">\n<p><strong>Pro tip:<\/strong> Offer the SEO audit at the end of your strategy call or follow up with an email to get it scheduled right away.<\/p>\n<\/blockquote>\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-md-up\">\n                    <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-tip.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">                <\/figure>\n<p>                                <cite class=\"sc-name media-body media-middle\"><br \/>\n                                    <\/cite>\n            <\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<h2><span class=\"ez-toc-section\" id=\"4_Schedule_an_SEO_Audit\"><\/span>4. Schedule an SEO Audit<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Think about how many agencies and consultants are pitching your prospects right now. Chances are you aren\u2019t the only one being considered.<\/p>\n<p>If you don\u2019t make an impression, you\u2019ll get lost in the crowd.<\/p>\n<p>The solution?<\/p>\n<p><a title=\"The 18-Step SEO Audit Checklist (+ Free Template)\" href=\"https:\/\/backlinko.com\/seo-site-audit\" target=\"_blank\" rel=\"noopener\">SEO audits<\/a>.<\/p>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-sm-down\">\n            <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-tip.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">        <\/figure>\n<div class=\"media-body\">\n<blockquote class=\"sc-quote\">\n<p><strong>Pro tip:<\/strong> Always lock in the audit with a hard date. Leaving the audit timeline open is a deal-killer. I schedule the audit presentation right after the discovery call. Vague follow-ups kill momentum.<\/p>\n<\/blockquote>\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-md-up\">\n                    <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-tip.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">                <\/figure>\n<p>                                <cite class=\"sc-name media-body media-middle\"><br \/>\n                                    <\/cite>\n            <\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<h3><span class=\"ez-toc-section\" id=\"Position_the_Audit_as_a_Roadmap_Not_a_Selling_Technique\"><\/span>Position the Audit as a Roadmap, Not a Selling Technique<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Audits are my secret sauce for selling SEO services.<\/p>\n<p>Why do they work so well?<\/p>\n<p>I go above and beyond. While others send automated reports, I tailor each audit to my client.<\/p>\n<p>This means I:<\/p>\n<ul>\n<li>Never use a template; I always start fresh<\/li>\n<li>Look at their product\/offering\/industry\/ICP to put together my recommendations<\/li>\n<li>Focus on specific tactics that drive value and have an expected outcome<\/li>\n<\/ul>\n<p>I\u2019ve found it not only gets additional buy-in but also keeps leads moving through the pipeline.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Taylor Scher \u2013 Audit as a roadmap\" alt=\"Taylor Scher \u2013 Audit as a roadmap\" data-aspect-ratio=\"0.51857142857143\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/01\/taylor-scher-audit-as-a-roadmap.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Once prospects see the issues affecting their site, they\u2019re way more motivated to get started with services.<\/p>\n<p>But this isn\u2019t a selling technique.<\/p>\n<p>If clients see the audit as a pitch, then you\u2019re just another company pitching them.<\/p>\n<p>When you position your audit as a roadmap, it\u2019s much easier to present a legitimate vision for the client.<\/p>\n<p><a title=\"Ben Goodey - Spicy Margarita | LinkedIn\" href=\"https:\/\/www.linkedin.com\/in\/benjamingoodey\/\" target=\"_blank\" rel=\"noopener\">Ben Goodey<\/a>, founder of the SEO growth agency Spicy Margarita, agrees that leading with value is essential.<\/p>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-sm-down\">\n            <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/08\/ben-goodey.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">        <\/figure>\n<div class=\"media-body\">\n<blockquote class=\"sc-quote\">\n<p>My top advice for those looking to sell SEO? Know your audience doesn\u2019t want to buy SEO. They\u2019re business owners or team leaders who want to buy results\u2014that is what you should focus on selling.<\/p>\n<p>In my experience closing clients, the more freely you share your \u201chow,\u201d the more trust and enthusiasm you build with a client. So, share your tactics openly\u2014people are typically willing to take a risk working with you if you\u2019re an expert.<\/p>\n<\/blockquote>\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-md-up\">\n                    <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/08\/ben-goodey.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">                <\/figure>\n<p>                                <cite class=\"sc-name media-body media-middle\"><br \/>\n                                    <\/cite>\n            <\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Taylor Scher \u2013 SEO Audit roadmap\" alt=\"Taylor Scher \u2013 SEO Audit roadmap\" data-aspect-ratio=\"0.62\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/01\/taylor-scher-seo-audit-roadmap.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>The idea is that the audit should be so helpful prospects can take the information and use it on their own.<\/p>\n<p>\u201cBut why would you do that?\u201d<\/p>\n<p>Sure, it sounds like it wouldn\u2019t make sense. But think about most companies that lack internal marketing teams.<\/p>\n<p>Most of the time, they don\u2019t want to handle <a title=\"SEO and Content Marketing: Complete Guide\" href=\"https:\/\/backlinko.com\/seo-content-marketing\" target=\"_blank\" rel=\"noopener\">marketing and SEO<\/a> themselves.<\/p>\n<p>They would rather outsource it to another team.<\/p>\n<p>So, even though they COULD take the audit and run, chances are they\u2019d rather have someone else manage it anyway.<\/p>\n<p>Plus, if they do decide to move forward, it shows their level of trust in what you\u2019re proposing.<\/p>\n<p>Which is a great sign for longer-term engagements.<\/p>\n<p>If you didn\u2019t schedule the audit at the end of your strategy call, use this template to follow up by email:<\/p>\n<div class=\"sc-email-script-grey\">\n<h4><span class=\"ez-toc-section\" id=\"Subject_Next_Steps_%E2%80%93_Company_Name_SEO_Strategy\"><\/span>Subject: Next Steps \u2013 <strong>[Company Name]<\/strong> SEO Strategy<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>Hi <strong>[Name]<\/strong>,<\/p>\n<p>Thank you for taking the time to discuss <strong>[Company Name]<\/strong>\u2018s SEO goals today. I wanted to follow up with a quick summary of what we covered and outline our next steps.<\/p>\n<ul>\n<li>Your main goal: <strong>[specific goal mentioned in call]<\/strong><\/li>\n<li>Current challenges: <strong>[1-2 key challenges mentioned]<\/strong><\/li>\n<li>Priority areas: <strong>[2-3 areas of focus]<\/strong><\/li>\n<\/ul>\n<p>During our call, I noticed <strong>[specific quick win mentioned during call]<\/strong>. You can implement this immediately by <strong>[brief actionable step]<\/strong>.<\/p>\n<p>Next, I\u2019ll prepare a comprehensive SEO audit for your site. Are you available to review the findings on <strong>[scheduled date\/time]<\/strong>?<\/p>\n<p>In the meantime, please do not hesitate to reach out if you have any questions.<\/p>\n<p>Best,<\/p>\n<p><strong>[Your name]<\/strong><\/p>\n<\/div>\n<h3><span class=\"ez-toc-section\" id=\"Build_a_Reliable_Stack_for_Conducting_Your_Audits\"><\/span>Build a Reliable Stack for Conducting Your Audits<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>I keep my tech stack pretty consistent for most audits.<\/p>\n<p>The ones I find helpful and recommend using are:<\/p>\n<ul>\n<li><strong><a title=\"Google Search Console: The Definitive Guide\" href=\"https:\/\/backlinko.com\/google-search-console\" target=\"_blank\" rel=\"noopener\">Google Search Console<\/a>:<\/strong> Find crawling\/indexing issues, quick SEO wins, and potential content topics<\/li>\n<li><strong>Screaming Frog:<\/strong> Uncover large-scale technical issues like missing <a title=\"Canonical URLs: A Comprehensive Guide for SEOs\" href=\"https:\/\/backlinko.com\/canonical-url-guide\" target=\"_blank\" rel=\"noopener\">canonicals<\/a> or JavaScript issues<\/li>\n<li><strong><a title=\"Google Analytics 4 (GA4): The Ultimate Guide\" href=\"https:\/\/backlinko.com\/google-analytics-4\" target=\"_blank\" rel=\"noopener\">Google Analytics 4<\/a>:<\/strong> Extremely useful if a client has set up conversion tracking. See what pages have previously driven conversions and how you can double down on that.<\/li>\n<li><strong>Semrush site auditing features:<\/strong> Identify housekeeping items to take care of, such as orphan pages, broken links, and redirect chains<\/li>\n<\/ul>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Site Audit \u2013 Backlinko \u2013 Overview\" alt=\"Site Audit \u2013 Backlinko \u2013 Overview\" data-aspect-ratio=\"0.77428571428571\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/11\/site-audit-backlinko-overview-nov-2024.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Focus on Value, Value, Value<\/p>\n<p>When you\u2019re delivering the audit, focus on value.<\/p>\n<p>And I don\u2019t mean to just stuff it with data and overwhelm the client.<\/p>\n<p><strong>Remember:<\/strong> This is also for you, not just the client.<\/p>\n<p>I find it helpful to start with an overall strategy, like how I\u2019ll increase revenue by X% through SEO.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"SEO Strategy Objectives\" alt=\"SEO Strategy Objectives\" data-aspect-ratio=\"0.31857142857143\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/01\/seo-strategy-objectives.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Then, I recommend <a title=\"19 NEW SEO Techniques\" href=\"https:\/\/backlinko.com\/seo-techniques\" target=\"_blank\" rel=\"noopener\">SEO tactics<\/a> that will help the client achieve the goal.<\/p>\n<p>But this isn\u2019t the time to be vague\u2014I show exactly how I\u2019ll hit that number.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"SEO Tactic Objectives In Order of Priority\" alt=\"SEO Tactic Objectives In Order of Priority\" data-aspect-ratio=\"0.43142857142857\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/01\/seo-tactic-objectives-in-order-of-priority.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>When you start with a goal, the client has an easier time understanding what you\u2019re recommending and why.<\/p>\n<p>So, let\u2019s say the goal for a B2B SaaS company is to increase demos and freemium signups through SEO.<\/p>\n<p>You\u2019d focus your audit on:<\/p>\n<ul>\n<li><a title=\"10 Types of Keywords with Examples (+ How to Find Them)\" href=\"https:\/\/backlinko.com\/types-of-keywords\" target=\"_blank\" rel=\"noopener\">Low-hanging fruit keywords<\/a> tied to their money pages<\/li>\n<li>Ways they can improve their site from a <a title=\"Conversion Rate Optimization: The Definitive Guide\" href=\"https:\/\/backlinko.com\/conversion-rate-optimization\" target=\"_blank\" rel=\"noopener\">conversion rate optimization<\/a> standpoint<\/li>\n<li>Non-indexed pages that aren\u2019t driving traffic<\/li>\n<li>A full <a title=\"Free Competitor Analysis Tool: Analyze Your SEO &amp; PPC Rivals\" href=\"https:\/\/backlinko.com\/tools\/competitor-analysis\" target=\"_blank\" rel=\"noopener\">competitor audit<\/a><\/li>\n<li>A content roadmap based on topics that would drive leads<\/li>\n<\/ul>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-sm-down\">\n            <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-note.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">        <\/figure>\n<div class=\"media-body\">\n<blockquote class=\"sc-quote\">\n<p><strong>Side note:<\/strong> There will be times when clients still choose not to work with you despite all your work\u2014and that\u2019s okay. As long as your overall close rate increases, that\u2019s all that matters.<\/p>\n<\/blockquote>\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-md-up\">\n                    <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-note.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">                <\/figure>\n<p>                                <cite class=\"sc-name media-body media-middle\"><br \/>\n                                    <\/cite>\n            <\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<h2><span class=\"ez-toc-section\" id=\"5_Send_a_Proposal_or_SOW\"><\/span>5. Send a Proposal or SOW<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Now comes the easiest part.<\/p>\n<p>Sending out the <a title=\"SEO Proposal Template to Win New Clients\" href=\"https:\/\/backlinko.com\/templates\/marketing\/seo-proposal\" target=\"_blank\" rel=\"noopener\">SEO proposal<\/a> or statement of work (SOW).<\/p>\n<p>If you ran your audit properly and the client showed interest in what you had to say, the proposal should be a piece of cake.<\/p>\n<p>Still, there are a few things to keep in mind during this step of the process.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Include_Audit_Findings\"><\/span>Include Audit Findings<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>For the beginning of the proposal, include findings from the audit.<\/p>\n<p>It doesn\u2019t have to be anything fancy.<\/p>\n<p>I usually use:<\/p>\n<ul>\n<li>Google Docs for the template<\/li>\n<li>Canva for custom graphics<\/li>\n<li>Data screenshots if I have access to GA4 and GSC<\/li>\n<li>Google Sheets if forecasting is involved<\/li>\n<\/ul>\n<p>You\u2019ll want to touch on the recommended priority tactics and how you\u2019ll approach them.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"SEO proposal for \u201cx client\u201d\" alt='SEO proposal for \"x client\"' data-aspect-ratio=\"0.63571428571429\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/01\/seo-proposal-for-x-client.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>You can also include a monthly timetable to visualize how you would structure each month of the engagement.<\/p>\n<p>For me, it usually looks like this:<\/p>\n<ul>\n<li><strong>Month 1:<\/strong> Start with conversion rate optimization, technical SEO, optimizing your <a title=\"20 Effective Product Page Examples (+ Best Practices)\" href=\"https:\/\/backlinko.com\/product-page-examples\" target=\"_blank\" rel=\"noopener\">product pages<\/a>, going after quick wins, and taking care of any <a title=\"On-Page SEO Template and Checklist\" href=\"https:\/\/backlinko.com\/templates\/marketing\/on-page-seo\" target=\"_blank\" rel=\"noopener\">on-page<\/a> housekeeping<\/li>\n<li><strong>Month 2:<\/strong> Continue going after quick wins, start building out BoFu content<\/li>\n<li><strong>Month 3:<\/strong> Continue creating BoFu content, creating link assets, and <a title=\"How to Get High Quality Backlinks (7 Top Strategies)\" href=\"https:\/\/backlinko.com\/high-quality-backlinks\" target=\"_blank\" rel=\"noopener\">backlink opportunities<\/a><\/li>\n<li><strong>Month 4-6:<\/strong> Build out a solid profile of MoFu content, continue going after quick wins<\/li>\n<\/ul>\n<p>Help your clients understand how you\u2019ll approach each month for the engagement.<\/p>\n<p>This way, they\u2019ll have a better reference point for understanding what you\u2019ll be working on.<\/p>\n<p>The success behind selling SEO comes from value, trust, and transparency.<\/p>\n<p>Don\u2019t neglect any of them.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Highlight_Your_GoalsStrategyKPIs\"><\/span>Highlight Your Goals\/Strategy\/KPIs<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>This will be similar to what you did for the audit but in more detail.<\/p>\n<p>First, lay them out as a goals section.<\/p>\n<p>Then, explain specifically how you\u2019re going to work towards those goals.<\/p>\n<p>Here\u2019s an example of what this looks like on my proposals:<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Highlight your SEO Goals\" alt=\"Highlight your SEO Goals\" data-aspect-ratio=\"0.93714285714286\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/01\/highlight-your-seo-goals.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Now, let\u2019s break this process down.<\/p>\n<p>First, I summarize each goal:<\/p>\n<p><em>\u201cGoal #1: Increase the quantity and quality of demo requests and signups coming from SEO.\u201d<\/em><\/p>\n<p>Then, I add more detail to show I understand what success looks like:<\/p>\n<p><em>\u201cThe main goal of this engagement will be to increase the quantity and quality of leads from SEO (and other channels). We\u2019ll want to establish a benchmark for demo requests\/signups and then measure that against the performance of the engagement.\u201d<\/em><\/p>\n<p>Finally, I outline my action plan:<\/p>\n<p><em>\u201cTo do this, I\u2019ll help your team focus on sales enablement content that can help convince users to take that next step. This will also involve building out bottom-of-funnel traffic that can bring in qualified users who are in the market for your type of product.\u201d<\/em><\/p>\n<p>I also include a section that discusses the main opportunity behind the project.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Project Oportunity\" alt=\"Project Oportunity\" data-aspect-ratio=\"0.57\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/01\/project-oportunity.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>What\u2019s the ultimate value that\u2019s going to come out of this engagement?<\/p>\n<p>I\u2019ll often structure it similarly to the goals listed above.<\/p>\n<p>But it\u2019s usually a more general overview of the project as a whole.<\/p>\n<p>You can also have a section on <a title=\"10 Important SEO Metrics to Track\" href=\"https:\/\/backlinko.com\/hub\/seo\/metrics\" target=\"_blank\" rel=\"noopener\">KPIs<\/a>.<\/p>\n<p>I generally save specific KPIs for the actual onboarding meeting (once they\u2019ve signed the proposal), but I\u2019ll usually have a section in the proposal that looks like this:<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Success Metrics\" alt=\"Success Metrics\" data-aspect-ratio=\"0.31285714285714\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/01\/success-metrics.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>So, there are no specific percentages tied to those KPIs, just what we\u2019ll be prioritizing.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Detail_Contract_Terms_Make_Them_Fair_to_the_Prospect\"><\/span>Detail Contract Terms (Make Them Fair to the Prospect)<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Ahh, the contract terms.<\/p>\n<p>The fun part.<\/p>\n<p>I highly recommend working with a lawyer on this one.<\/p>\n<p>Your contract terms will be pretty consistent across most proposals, but they should be fair to you and the prospect.<\/p>\n<p>The lawyer can help you put terms in place that safeguard you and your business during any engagement.<\/p>\n<p>As for the actual general terms, I recommend including:<\/p>\n<ul>\n<li>The hard start date so both parties can prepare appropriately<\/li>\n<li>The length of the engagement so clients know how much to budget for<\/li>\n<li>The pricing terms and dates<\/li>\n<li>If the contract is rolling, month to month, or a fixed date project<\/li>\n<li>The flexibility of the contract, meaning if clients are locked in or able to cancel at any time<\/li>\n<\/ul>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Surfer SEO Blog \u2013 SEO contract template\" alt=\"Surfer SEO Blog \u2013 SEO contract template\" data-aspect-ratio=\"0.14428571428571\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/01\/surferseo-blog-seo-contract-template.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Once you have that set, all you need now is a signature.<\/p>\n<p>Then, you\u2019re basically ready to get started with your client.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Bonus_Tips_to_Keep_in_Mind_When_Selling_SEO_Services\"><\/span>Bonus Tips to Keep in Mind When Selling SEO Services<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Are you tired of hearing me talk yet?<\/p>\n<p>I hope not.<\/p>\n<p>I have some bonus tips that will help you refine your selling approach and close more leads.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Master_the_Follow-Up\"><\/span>Master the Follow-Up<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>My personal motto is simple:<\/p>\n<p>Keep following up until you get a response.<\/p>\n<p>Why?<\/p>\n<p>Most leads won\u2019t respond on the first try. Or the second. Or even the third.<\/p>\n<p>So, reach out to prospects once a week to see where they are in the process.<\/p>\n<p>This is where your CRM becomes your best friend.<\/p>\n<p>It helps you:<\/p>\n<ul>\n<li>Track when you last reached out<\/li>\n<li>Set follow-up reminders<\/li>\n<li>Note any previous interactions<\/li>\n<li>Monitor prospect engagement<\/li>\n<\/ul>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"CRM in the process\" alt=\"CRM in the process\" data-aspect-ratio=\"0.36857142857143\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/01\/crm-in-the-process.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>But here\u2019s the catch:<\/p>\n<p>This aggressive follow-up strategy works best with warm prospects.<\/p>\n<p>Cold prospects? Not so much.<\/p>\n<figure class=\"backlinko-image__visual-chart backlinko-image\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Cold vs Warm Leads\" alt=\"Cold vs Warm Leads\" data-aspect-ratio=\"0.82571428571429\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/01\/cold-vs-warm-leads.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>I won\u2019t tell you to annoy your prospects.<\/p>\n<p>But don\u2019t be shy, either.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Use_Traditional_Sales_Psychology\"><\/span>Use Traditional Sales Psychology<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>I can\u2019t believe I\u2019m saying this, but I\u2019m extremely grateful for that Sales 101 class I took in college.<\/p>\n<p>I might\u2019ve treated it as a joke in college, but that class has helped me drive thousands in monthly recurring revenue (MRR) just by using traditional sales techniques.<\/p>\n<p>Don\u2019t get me wrong, I\u2019m not a schmoozer by any means whatsoever.<\/p>\n<p>But psychologist Robert Cialdini\u2019s principles of persuasion work extremely well throughout this entire process:<\/p>\n<figure class=\"backlinko-image__visual-chart backlinko-image\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"The psychology of persuasion\" alt=\"The psychology of persuasion\" data-aspect-ratio=\"0.92428571428571\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/01\/the-psychology-of-persuasion.png\" loading=\"lazy\" \/><\/p><\/figure>\n<h4><span class=\"ez-toc-section\" id=\"Reciprocity\"><\/span>Reciprocity<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>People feel compelled to return favors, which is why free audits work so well.<\/p>\n<p>When someone gives us something, we instinctively want to reciprocate.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Taylor Scher \u2013 Reciprocity\" alt=\"Taylor Scher \u2013 Reciprocity\" data-aspect-ratio=\"0.38857142857143\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/01\/taylor-scher-reciprocity.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Not in a manipulative way but as a natural response to receiving something valuable.<\/p>\n<p>This subtle tactic can help you turn prospects into clients.<\/p>\n<h4><span class=\"ez-toc-section\" id=\"Social_Proof\"><\/span>Social Proof<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>Your reputation is one of your greatest sales tools.<\/p>\n<p>People want reassurance that they\u2019re making the right choice\u2014especially for something as important as SEO.<\/p>\n<p>You can pitch yourself all you want, but if you don\u2019t have any proof of results, why should they believe you?<\/p>\n<p>The more people who vouch for you, the more people will trust you.<\/p>\n<p>This could be:<\/p>\n<ul>\n<li>Case studies<\/li>\n<li>Brands you\u2019ve worked with<\/li>\n<li>Testimonials<\/li>\n<\/ul>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"LinkedIn \u2013 Taylor Scher \u2013 Testimonials\" alt=\"LinkedIn \u2013 Taylor Scher \u2013 Testimonials\" data-aspect-ratio=\"0.71714285714286\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/01\/taylor-scher-testimonials.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Whatever it is, let your existing\/previous clients be your most vocal supporters.<\/p>\n<h4><span class=\"ez-toc-section\" id=\"Authority\"><\/span>Authority<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>Establishing authority is huge for building trust.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"LinkedIn \u2013 Taylor Scher \u2013 Establishing authority\" alt=\"LinkedIn \u2013 Taylor Scher \u2013 Establishing authority\" data-aspect-ratio=\"0.76\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/01\/linkedin-taylor-scher-establishing-authority.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>When people see you as an authority in your field, they\u2019re more likely to trust what you have to say.<\/p>\n<p>You can:<\/p>\n<ul>\n<li>Post content specific to your ICP on <a title=\"LinkedIn SEO Tips: Optimize Your Profile And Content\" href=\"https:\/\/backlinko.com\/linkedin-seo\" target=\"_blank\" rel=\"noopener\">LinkedIn<\/a><\/li>\n<li>Write for highly authoritative websites<\/li>\n<li>Collab with well-known industry leaders<\/li>\n<li>Be a guest on or host webinars or <a title=\"Podcasting: The Complete Beginner&#039;s Guide\" href=\"https:\/\/backlinko.com\/hub\/content\/podcasting\" target=\"_blank\" rel=\"noopener\">podcasts<\/a><\/li>\n<\/ul>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Podcasts \u2013 Apple \u2013 Taylor Scher\" alt=\"Podcasts \u2013 Apple \u2013 Taylor Scher\" data-aspect-ratio=\"0.39142857142857\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/01\/podcasts-apple-taylor-scher.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>This establishes your expertise and authority in your field.<\/p>\n<p>With that positioning, people already have a sense of trust in me before we even meet on a call.<\/p>\n<p>It also makes prospects more excited to work with me.<\/p>\n<p>My professional reputation adds a perceived value to my services.<\/p>\n<p>As a result, prospects aren\u2019t as likely to question my prices since they know the value my work delivers.<\/p>\n<p>People don\u2019t want to work with the smooth-talking \u2018SEO expert\u2019 who promises the world but doesn\u2019t deliver.<\/p>\n<p>They want a partner or team member they can relate to and trust.<\/p>\n<p>Someone who\u2019s passionate about what they do, genuinely invested in helping them, and overall seems like a fun person to work with.<\/p>\n<p>That\u2019s why I\u2019ve been so focused on demonstrating value over selling.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"YouTube \u2013 Taylor Scher \u2013 SEO\" alt=\"YouTube \u2013 Taylor Scher \u2013 SEO\" data-aspect-ratio=\"0.69857142857143\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/01\/youtube-taylor-scher-seo.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Focus on being seen as a partner, not just another vendor.<\/p>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-sm-down\">\n            <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-further-reading.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">        <\/figure>\n<div class=\"media-body\">\n<blockquote class=\"sc-quote\">\n<p><strong>Further reading:<\/strong> <a title=\"Guest Blogging: The Definitive Guide\" href=\"https:\/\/backlinko.com\/the-definitive-guide-to-guest-blogging\" target=\"_blank\" rel=\"noopener\">Guest Blogging: The Definitive Guide<\/a><\/p>\n<\/blockquote>\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-md-up\">\n                    <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-further-reading.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">                <\/figure>\n<p>                                <cite class=\"sc-name media-body media-middle\"><br \/>\n                                    <\/cite>\n            <\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<h4><span class=\"ez-toc-section\" id=\"Scarcity\"><\/span>Scarcity<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>Scarcity works surprisingly well.<\/p>\n<p>People get FOMO.<\/p>\n<p>It\u2019s a common human experience.<\/p>\n<p>As a solo consultant, I\u2019m not interested in scaling to take on unlimited client profiles.<\/p>\n<p>I want a small batch of handpicked <a title=\"9 Proven Ways to Get SEO Clients\" href=\"https:\/\/backlinko.com\/seo-clients\" target=\"_blank\" rel=\"noopener\">SEO clients<\/a> who are invested in working with me.<\/p>\n<p>Usually, this comes out to five to 10 monthly clients based on the scope of services.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Taylor Scher \u2013 Book an Intro Call\" alt=\"Taylor Scher \u2013 Book an Intro Call\" data-aspect-ratio=\"0.66\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/01\/taylor-scher-book-an-intro-call.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>If I stretch myself too thin, I can\u2019t give every client the attention they deserve.<\/p>\n<p>So, if I have multiple prospects who are interested in that last position, my availability becomes scarce.<\/p>\n<p>And as my scarcity increases, pricing can follow.<\/p>\n<p>That\u2019s not to say you should have leads fight over that last spot.<\/p>\n<p>But it is something to mention to your prospects, as it can make you seem like a more desirable candidate.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Keep_Leads_Interested\"><\/span>Keep Leads Interested<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>While each hard-set date will help keep prospects interested, they can still get distracted.<\/p>\n<p>Other agencies may poach them, they can get pulled in new directions, or their schedule may become too tight.<\/p>\n<p>Even the slightest hesitation can derail your efforts.<\/p>\n<p>So, beyond moving them throughout the sales process, you can keep them interested in a few ways.<\/p>\n<h4><span class=\"ez-toc-section\" id=\"Post_Client_Wins_on_LinkedIn\"><\/span>Post Client Wins on LinkedIn<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>Case studies work.<\/p>\n<p>We know this.<\/p>\n<p>But it\u2019s another thing to put it out there for everyone to see\u2013especially when you can use it as an opportunity to explain that case study in detail.<\/p>\n<p>It also makes you way more desirable, so it might even trigger FOMO for them if they feel like others might reach out to you because of that case study.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"LinkedIn \u2013 Taylor Scher \u2013 Case studies work\" alt=\"LinkedIn \u2013 Taylor Scher \u2013 Case studies work\" data-aspect-ratio=\"1.2714285714286\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/01\/linkedin-taylor-scher-case-studies-work.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Even from one case study post, I had three to four qualified leads reach out.<\/p>\n<h4><span class=\"ez-toc-section\" id=\"Provide_a_Reference_from_a_Previous_Client\"><\/span>Provide a Reference from a Previous Client<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>This shows a huge amount of transparency that is surprisingly rare.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"LinkedIn \u2013 Taylor Scher \u2013 Recommendations\" alt=\"LinkedIn \u2013 Taylor Scher \u2013 Recommendations\" data-aspect-ratio=\"0.71285714285714\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/01\/linkedin-taylor-scher-recommendations.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Even before they ask, offer them a client referral from a similar industry.<\/p>\n<h4><span class=\"ez-toc-section\" id=\"Focus_on_the_Relationship_Not_the_Sale\"><\/span>Focus on the Relationship, Not the Sale<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>People buy from individuals they trust, not just from salespeople.<\/p>\n<p>Especially in the early stages, when a prospect can easily move on to another offering, you can keep yourself memorable by focusing on developing a relationship.<\/p>\n<p>Be likable.<\/p>\n<p>Be funny.<\/p>\n<p>Be authentic.<\/p>\n<p>Be personal.<\/p>\n<p>Go beyond just being seen as an SEO provider.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"LinkedIn \u2013 Taylor Scher \u2013 Relationship\" alt=\"LinkedIn \u2013 Taylor Scher \u2013 Relationship\" data-aspect-ratio=\"1.5014285714286\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/01\/linkedin-taylor-scher-relationship.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Treat every prospect as an opportunity to develop valuable relationships, not generate sales.<\/p>\n<p>And even if the lead falls through, that relationship still has value.<\/p>\n<p>It can lead to future opportunities like a referral or a personal connection request.<\/p>\n<p>Even if that lead doesn\u2019t work out, it\u2019s still an opportunity to expand your network for future opportunities.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Sell_SEO_Services_Like_a_Pro\"><\/span>Sell SEO Services Like a Pro<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Selling in SEO is just a matter of delivering early value to your prospect.<\/p>\n<p>I\u2019m not even a salesperson.<\/p>\n<p>I\u2019m just an SEO who had to force myself to learn sales.<\/p>\n<p>And honestly, if I can do it, you can do it, too.<\/p>\n<p>Learn how to translate the value of your work into a language your prospects understand.<\/p>\n<p>Now that you know how to sell SEO services, you can start landing clients more consistently.<\/p>\n<p>But first, make sure you have the right tools to deliver the results your clients deserve.<\/p>\n<p>Check out our article on the <a title=\"9 Best SEO Software Tools Trusted by 7-Figure Agencies\" href=\"https:\/\/backlinko.com\/seo-software-agencies\" target=\"_blank\" rel=\"noopener\">best SEO agency tools<\/a> on the market.<\/p>\n<p>Including some free options you can use today.<\/p>\n<p>The post <a href=\"https:\/\/backlinko.com\/sell-seo-services\" target=\"_blank\" rel=\"noopener\">How to Sell SEO Services in 5 Steps&lt;br&gt;+ Expert Tips &amp; Templates<\/a> appeared first on <a href=\"https:\/\/backlinko.com\/\" target=\"_blank\" rel=\"noopener\">Backlinko<\/a>.<\/p>","protected":false},"excerpt":{"rendered":"<p>Learning how to sell SEO isn\u2019t easy. Why? Your prospects don\u2019t want to buy SEO\u2014they want to buy results. I learned this the hard way. After years of trial and error, I found a system. It consistently delivers what people want: more customers, revenue, and growth. In fact, I\u2019ve maintained a 75% close rate by focusing on one thing: demonstrating value before asking for the sale. Think about it: AI advancements. Nontraditional search results. Constant algorithm shifts. SEO looks different every year. But these changes have [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":12217,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"h5ap_radio_sources":[],"cybocfi_hide_featured_image":"","footnotes":""},"categories":[8],"tags":[],"class_list":["post-12216","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-backlinko"],"featured_image_src":"https:\/\/craighordlow.com\/wp-content\/uploads\/2025\/01\/taylorscherseo-case-study-EiVFpw-600x400.png","featured_image_src_square":"https:\/\/craighordlow.com\/wp-content\/uploads\/2025\/01\/taylorscherseo-case-study-EiVFpw-600x600.png","author_info":{"display_name":false,"author_link":"https:\/\/craighordlow.com\/author\/craig\/"},"_links":{"self":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts\/12216","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/comments?post=12216"}],"version-history":[{"count":0,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts\/12216\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/media\/12217"}],"wp:attachment":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/media?parent=12216"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/categories?post=12216"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/tags?post=12216"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}