Global e-commerce sales are expected to rise each year, with Shopify estimating it to reach more than $6.5 trillion in three years. As the numbers continue to grow, so does the number of SEO agencies. Why? Because businesses are getting even more competitive online, and more are delving into the most effective way to appear on top of search results: SEO. This leads to an increase in demand for SEO services. So, as an SEO agency, you want them to choose your services out of everyone else’s.
A common habit in sales when they get to an SEO lead is to simply show stats and numbers. Based on experience, that sales technique of ‘letting the numbers speak for itself’ rarely works out. The few times it does, the client ends up not fully understanding what’s happening to the campaign, causing you both, a loss. Another case is you automatically lose a sale because the prospect doesn’t understand what the product is.
This is where your SEO proposal comes in.
Whether your lead is planning to start a Shopify store or aiming to increase local traffic, your goal is to make your prospect understand how your services work and for them to see that your agency can provide them the services they need. A well-crafted SEO proposal template will do two things for you: convert an SEO lead into an SEO client and save you time so that you can close your next lead.
Along with building SEO tools for your agency, we’ve methodologically analyzed how to sell SEO, what angle basically works, and then pinning the best practices in selling SEO effectively. So, incorporating sales knowledge, we’ve created a template that will help everyone from consultants, established agencies, or those looking to start an SEO business, present their services in a way that will create a lasting impression in your prospect’s mind. You’ll find all the essentials here with our SEO proposal examples and templates that you can use to close your next client. If you’re wondering how to write an SEO proposal, look no further, and let’s get started.
Table of Contents
- What to include in your SEO Proposal?
- 1. An Overview of Your SEO Proposal
- 2. Your Agency’s Background
- 3. Your Services and Why They Need It
- 4. Your SEO Process and the SEO Strategy
- 5. A Breakdown of Your Timeline and Deliverables
- 6. What They Need to Get Started
- 7. Social Proof and Testimonials
- The Proposal Builder
- How to sell SEO with your SEO Proposal
- Pitch, Close and Repeat
What to include in your SEO Proposal?
Your SEO proposal is a sales instrument.
You are selling SEO services so be prepared to expound and explain the process of a campaign to your prospects. Although booming, many still don’t get how SEO works. So be thorough so they understand the nature of work and the value that a well-planned and well-executed SEO strategy will bring them. However, not all salespeople win in this aspect of the conversation and it’s got something to do with their sales tool, which again, circles back to a powerful SEO proposal.
Every section that goes into it should serve a purpose so clients can clearly understand the value of your services and how it positively impacts their business. A well-crafted proposal should be able to address the following:
- Who are you?
- What does your company do? What is SEO?
- What are the values and principles of your company?
- What can you do to solve the client’s problems?
- How are you going to solve these challenges?
- How will the client’s business grow in the process?
- Why should they pick you and not another SEO agency?
If your proposal can address these questions at a glance while appealing to the reader, it will be easier to hook prospects and guide them into making a decision.
So, what goes into your SEO proposal template?
1. An Overview of Your SEO Proposal
The Overview section is the first thing that prospects will see when they read your SEO proposal. In most cases, this states the purpose of the proposal so you can set your clients’ expectations from the very start.
Here are a few tips when writing the Overview section:
- Be brief – Don’t bombard your clients with too many facts at the start; you’ll have plenty of opportunities to explain your service further in your proposal.
- Be clear – Remember that you’re sending a proposal to people who might not have heard of SEO; avoid using too many jargons and stick to verbiage your prospects understand.
2. Your Agency’s Background
Your proposal is essentially your SEO pitch. Before you go on and convince your lead to outsource SEO, the first thing you need to do is introduce yourself. Use this section to show the client what makes your agency different from others. If it’s being more hands-on with a project, if you’re the kind who prioritizes client relationships, if you’re selling point and specialty revolves around local SEO services or even web development, this is the time to show the client who you are. Sell your uniqueness and give clients more reasons to work with you.
Some of the things you can include in this section are:
- Core values – Show them what principles drive your agency to get results for clients.
- Value proposition – Indicate what separates your agency from the rest and why clients should hire you for their SEO services. Do you offer premium services at lower rates? Do you specialize in a specific aspect of digital marketing? Do you have special SEO packages that can only be offered by you?
- Credentials and accreditations – These are additional references that you can leverage to set yourself apart from other agencies.
3. Your Services and Why They Need It
Despite the growing number of businesses subscribing to digital marketing services, a portion of the market still has little to no knowledge of SEO. Your proposal can also serve as a brief primer on what SEO is and how this helps a prospect’s business.
This section is where you outline the benefits of SEO and translate its value in terms they can understand. It’s important to make sure your clients understand that the benefits of SEO go beyond rankings; show them how this can affect their business in the long-term.
Start by highlighting the following basic value propositions of SEO:
- SEO helps in building your authority online.
- A strong organic presence helps you get more leads for your business.
- With SEO, you can improve your brand’s visibility to your target audience.
When identifying the benefits of SEO to your client, find the right angle by hitting different value propositions and seeing what they have the greatest affinity to.
4. Your SEO Process and the SEO Strategy
It’s time to talk about your action plan. Think of this as the meat of your conversation. By diving into the specifics of your SEO strategy, you’re showing clients a methodology that delivers real results.
When using our SEO proposal template, you’ll have the following activities included in your process:
- Website Assessment: What’s the basis for your SEO strategy? It’s good to start with an SEO website audit. A website assessment indicates how your agency identifies the SEO needs of your client, as well as the goals of their business.
- Campaign Roadmap: This shows the strategy developed following the initial assessment done on a client’s website.
- On-Page SEO: This includes the technical aspects that will be implemented on the client’s website to further improve their rankings.
- Off-Page SEO: A comprehensive SEO strategy comes in two-folds, and this aspect covers the second part. Off-page SEO can include a wide array of activities such as link building and other off-site strategies that supplement your on-page efforts.
- Reporting and Analytics: One of the strengths that you should put forward when you’re proposing SEO services is your ability to translate your efforts into value for a client’s business. This aspect tells clients that you have the capability to report on the progress of their campaigns.
5. A Breakdown of Your Timeline and Deliverables
You want to set the expectations of your clients and provide them with a clear view of how their project will be progressing. This is you selling transparency.
A detailed breakdown of your timeline and deliverables can serve as the overall forecast of their project, as well as your agency’s responsibilities and output in chronological order. With these two mapped out in your proposal, you can:
- Help your clients visualize what you can bring to the table;
- Reinforce your client’s confidence in your solutions and;
- Boost trust factor of working with your agency
6. What They Need to Get Started
The ultimate goal of an SEO proposal is to prompt clients to sign up with your service—in short, you need to have a call to action to get them on board.
By letting your clients know what you need from them to get started, you’re subtly getting a commitment from them and telling them how to move forward with their campaign. This section doesn’t require much space on your SEO proposal. You simply need to list down what you need from clients clearly and concisely to avoid any confusion. At the very least, be sure to add the following to the client requirements:
- A complete brief that has background details about the client’s business
- Any access to emails linked to existing accounts, such as Google Analytics and Google Search Console
- Credentials for their website
- A signed agreement for your SEO service
7. Social Proof and Testimonials
If your prospect needs a little more convincing, don’t be too shy to throw some social proofing and testimonials from clients you’ve worked with. This is your time to brag about the work you’ve done for previous clients and show them how your service has an impact on their business.
The Proposal Builder
The need to present a proposal that’s professional and easy for clients to relate to is the reason tools like the proposal builder software exist. Built to impress, our proposal builder is very straightforward and easy to use. Whether you need a sales proposal template or a website proposal template, this tool will build it for you. You can also customize and add products or packages from our store with just a tap. No need to worry about taking time with the timeline, deliverables, and quotation because it will automatically update these pages and more.
While it’s all good to do it by yourself, tools like the proposal builder will deliver a speedy and effective process that will earn you more time to do business with clients.
How to sell SEO with your SEO Proposal
A great SEO proposal can stand alone and sell itself. However, get that extra push to seal the deal by putting in an extra bit of effort:
Research About Your Prospects
Doing prep can make a big difference in how you position your agency when pitching to SEO prospects. If you haven’t done your homework and taken the time to know their business needs, you’ll have a less effective pitch.
As part of your prep, be sure to note the following:
- Background about the client’s business and industry
- A thorough SEO audit of their website
- Reasons they’re looking for an SEO agency
- Goals they want to achieve with their digital marketing efforts
Pitch It Like You’re Telling A Story
The most effective way of pitching with your SEO proposal is through storytelling. Notice how the proposal above is arranged in a logical manner and doesn’t simply jump to the timeline and deliverables section.
When you pitch using an SEO proposal, don’t jump into the details of your service without explaining the value it offers. If you do, you’re giving prospects an opportunity to jump into objections early on. Let your clients view themselves as the “hero” and you’re there to help them strategize and execute the SEO plan that enables them to win more business.
Provide Supplementary Documentation
Ever heard of a pitch kit? Be sure to have one prepared. This should include impressive marketing materials that you can use to supplement your proposals, such as a case study, a white paper, or even an infographic. Our downloadable pitch kit comes bundled with an SEO proposal sample, case study, and pitch deck. The more materials you have on hand, the easier it will be for you to showcase expertise.
Pitch, Close and Repeat
Pitching your SEO services to different clients isn’t always easy but it should be smooth flowing for you. A well-structured proposal will aid you in that, it’s a powerful communicative tool that will amplify your sales efforts.
An SEO proposal is a powerful sales instrument.
If you’re stuck with a proposal that doesn’t convert, and you have no intention of starting from scratch, then it’s the perfect time to take advantage of the SEO proposal builder. Inspired to make your sales process more effective and more efficient, start creating proposals that your prospects can easily understand and relate to.