Selling SEO services might feel challenging in a busy digital marketing world, but with the right strategy, you can stand out, secure more clients, and expand your business. The key is knowing what to emphasize, what to steer clear of, how to engage potential clients, and the best ways to promote your services.
The Essentials of Selling SEO Services
If you’re wondering how to sell SEO services online, start by understanding that potential clients aren’t looking for an education in search engine optimization. They want results. Your goal is to showcase the value of your SEO services by focusing on their business outcomes, not on the technical details of SEO itself.
Here are three important principles to help with how to pitch SEO services effectively:
- Focus on the Destination, Not the Journey
- Avoid Industry Jargon
- Make It an Easy Decision
1. Focus on the Destination, Not the Journey
When promoting SEO services, remember that clients are more focused on the outcomes rather than the technical details of the SEO strategies. Instead of explaining the intricacies of SEO (which can be overwhelming for clients unfamiliar with the field), emphasize what they’ll get at the end of the journey.
Clients are interested in understanding how your services can address their challenges and contribute to their business growth. This method, known as selling the destination, allows clients to visualize the potential impact of your services.
Selling SEO with the Bridge Framework
A great way to structure your SEO sales pitch is using the “bridge framework.” This approach breaks down the process into three core components:
- Pain/Destination: Identify your client’s pain points. What struggles are they facing with visibility online? Next, emphasize their goals. Are they looking to enhance website traffic, attract more leads, or increase sales?
- Roadblocks: Numerous clients have previously invested in SEO but haven’t witnessed the desired outcomes. Discuss common roadblocks they may have encountered, such as poor strategy or working with an ineffective agency.
- Bridge: This is your solution — your SEO services are the bridge that will take them from their pain points to their desired destination.
This structure makes it easier to pitch SEO services because it focuses on solving the client’s problem rather than overwhelming them with technical details.
2. Avoid Industry Jargon
It’s common to get caught up in technical SEO terms like “301 redirects” and “Core Web Vitals” when promoting your SEO services. However, throwing too much technical language at potential clients can alienate them. Instead, simplify your language and avoid overwhelming them with technical terms.
For example:
- Instead of saying “SEO services,” explain it as “getting your website found on Google.”
- Replace “XML sitemap” with “your website’s public resume.”
- Call a “Featured Snippet” an opportunity to “appear above the #1 position on Google.”
When selling SEO services online, you want your client to feel confident and at ease. Using familiar language helps clients grasp the value of your offerings more easily.
3. Make It an Easy Decision
When selling SEO packages, it’s crucial to make the first step as frictionless as possible. Instead of asking clients to commit to a long-term SEO contract upfront, start with a smaller, low-commitment service like an SEO assessment. This gives clients a chance to try out your service and see its benefits without the pressure of a long-term commitment.
Offer an SEO Assessment as an Entry Point
An SEO assessment serves as an “on-ramp” service. It’s a one-time project that provides a detailed evaluation of the client’s website and a customized SEO strategy. This approach not only builds trust but also paves the way for bigger services like an SEO setup or ongoing monthly SEO maintenance.
Think of it like merging onto a freeway — the client starts small and gradually increases their engagement with your services.
When potential clients see results from the SEO assessment, they are more likely to trust you with larger projects, helping you grow your client base.
Structuring Your SEO Sales Pitch
A well-structured SEO sales pitch is key to capturing client interest. Here’s a proven approach to help you create a compelling pitch:
- Introduction: Begin by introducing yourself and your agency. Share your experience, but keep it short. The spotlight needs to be on the client and their needs, rather than on your experience or credentials.
- Identify the Client’s Goals: Ask questions to understand their business goals. Are they aiming to enhance their website traffic, attract more leads, or boost their conversion rates? Their answers will help you tailor your pitch.
- Present the Solution: Utilize the bridge framework to position your services as the answer to their challenges. Focus on the outcomes they will achieve, such as higher rankings, more visibility, or increased revenue.
- Offer a Trial or Small Engagement: Mention your on-ramp services, such as an SEO assessment, and explain how this low-commitment project can help them see the benefits of SEO.
- Close the Deal: Finally, close with a clear call to action. Suggest sending a proposal or arranging a follow-up meeting to explore the next steps together.
How to Sell SEO Packages Online
Creating clear, attractive SEO packages can make selling SEO services online more effective. Potential clients want to understand what they’re getting and how it benefits them. Here’s how to structure your packages for success:
Create Tiered Packages
Offering tiered packages provides flexibility for different budgets and needs. For example:
- Basic SEO Package: This could include an SEO assessment and initial optimizations.
- Advanced SEO Package: This might involve a full SEO setup, including keyword research, on-page SEO, and technical fixes.
- Premium SEO Package: This includes monthly SEO services for ongoing growth and optimization.
Include Clear Benefits
Make sure each package clearly outlines the benefits clients will receive. Instead of listing tasks (e.g., “optimize meta tags”), explain the outcome (“increase visibility in search results”).
Make It Easy to Purchase
Make it simple for clients to reach out or buy your SEO services directly from your website. Use straightforward calls to action like “Get Your Free SEO Assessment” or “Begin Boosting Your Traffic Now.”
Additional Tips for Selling SEO Services
- Follow Through: Build trust with potential clients by following through on your promises. If you say you’ll deliver a proposal by the end of the week, make sure it’s on time.
- Focus on the Client: Make the sales process about the client, not your agency. Understand their unique challenges and goals to tailor your pitch effectively.
- Don’t Give Away Free Advice: While it’s important to demonstrate value, avoid giving too much away for free. Instead, use a paid SEO assessment to offer valuable insights without giving away the entire strategy.
You’re Ready to Grow
Mastering the art of selling SEO services is just the first step. Concentrate on showcasing the results you can deliver, steer clear of jargon that might confuse clients, and make it easy for them to connect with your services. With these strategies, you’ll build trust, stand out from the competition, and grow your client base. Now, get out there and start closing those deals!