The 7 Fundamentals of an SEO Services Sales Process

Lindsay Halsey

Lindsay Halsey is a co-founder of Pathfinder SEO. She has over 10 years of experience working in SEO with small to large businesses. Lindsay focuses on teaching site owners, freelancers, and agencies how to get found on Google via a guided approach to SEO. Stay in touch on Twitter - @linds_halsey.

Alongside any process comes the fundamentals, and the SEO sales process is no different. As we started and grew our SEO agency, we learned from trial and error through sales processes. We share that knowledge with you in hopes of fast-tracking your business’s success.

This blog discusses the seven fundamentals of an SEO services sales process. This is the process of moving a prospect from the discovery call to the proposal, to closing the deal. That’s right, we are going to break down each of these fundamental steps for you so prepare to take copious notes.

SEO Services Sales Process

1. Schedule a Discovery Call

When you receive an inquiry into your SEO services, the first step is to schedule a discovery call. This is a 30-minute phone or video call with a potential client allowing you to get to know each other. It’s a two-way interview that helps you both determine if the collaboration is a good fit.

Here’s an example of an email script to respond to a lead that’s inquired about your SEO services:

Subject: Let’s Schedule an SEO Discovery Call

Hi [Name],

Thank you for your interest in our SEO services. We specialize in helping businesses like yours grow via increased traffic from Google. And we would love to learn more about how our agency can help you do the same.

Let’s schedule a 30-minute SEO discovery call to talk about this in more detail. Are you available [Date, Time] or [Date, Time]? Alternatively, please suggest one or two days/times that work for you.

We look forward to connecting soon.

[Your Name]

2. Send a Meeting Agenda

The day before the scheduled SEO discovery call, follow up with your potential client via email to confirm the time, location, and attendance. Also, share the meeting agenda so everyone knows what to expect. Don’t forget to imply that additional topics/concerns are welcome and will be addressed during the call as well.

Subject: SEO Discovery Call: Confirmation & Agenda

Hi [Name],

I’m looking forward to meeting you. I thought I would quickly touch base about our call tomorrow at [Time]. Here are a few essential details:

The link to my conference room: [Zoom Link]

During our call, we’ll be discussing:

  • An in-depth exploration of your business
  • An introduction to SEO
  • An overview of how we work
  • An outline of our next steps

We will, of course, save time to answer your question.

[Your Name]

3. 10-Minute Pre-Sales SEO Audit

Before the SEO discovery call, you want to understand the context of what you are walking into. By investing 10 minutes exploring the prospective client’s website and current search results, you can make a few high-level observations to share during the call.

This helps reinforce your expertise and helps remind the client of your unique delivery point. This is also a great place to rehash the reasons the client came to you in the first place. Grind home that this connection is real and goes beyond the surface of a business transaction.

Learn more about how to perform a pre-sales audit.

4. Conduct the SEO Discovery Call

This is the cornerstone of the SEO sales process. This is where the real connection is made. After putting a face—literally yours—on your services, building rapport becomes the easy part. Use verbiage that touches those pain points highlighting the value your offerings will bring.

Follow an agenda to stay on track. Make sure to cover all of the bullet points you reminded them about in step 2. Although there is a built-in time for formal Qs & As in the agenda, don’t hesitate to check in with your client off and on during the call. Make sure that everyone is on the same page as you lay out the customized strategy.

Learn how to master SEO discovery calls and get access to an agenda.

5. Send a Proposal

After you complete the SEO discovery call you can provide the client with the formal proposal. Do not send the proposal before the call. It is defeatist and takes away a preferred level of professionalism.

Comprise your proposal based on the discussion in the SEO discovery call. The proposal shouldn’t include any additional or new information that wasn’t already covered. This speaks to transparency and trust. The proposal serves as a written recap of the initial call and presents your on-ramp offering in clear, simple terms.

Creating proposals can be time-consuming, but it doesn’t have to be. If you work from a template you can turn around a proposal for services quickly and efficiently.

Learn what to include in SEO proposals and get access to a free template to jumpstart your efforts.

6. Follow Up

This is an often underrated step. But the power is truly in the follow-up. If the prospect isn’t ready to get started right away, don’t panic. This is normal and should be expected.

Give the prospect some breathing room, perhaps a few days to ask any additional questions. If they have more questions, respond via email. If the list is extensive, consider jumping on another call to answer them in more depth.

Replying to common questions and objections is a skill that takes time to develop.

7. Win the Deal

The last step is the win! Not to put too much pressure on closing the sale, but it is the entire point isn’t it? To convert generated leads into paying clientele. Of course, we don’t close every lead we get our hands on to customers, it’s true. But with the guidance of this 7 step sales process, you will confidently close more deals more frequently. This, by default, moves your agency or business in the right direction.

Now that you have a “Yes” and a signed proposal, it’s time to onboard your new customer.

What's Next?

You watch your agency flourish, that’s what. Watch the avalanche of leads that come your way once word gets out about how valuable your offerings are. It’s only a matter of time.

Now you’re on your way to mastering the art of selling SEO service offerings! At Pathfinder SEO we offer additional resources to continue learning how best to sell SEO services including:

We’re Here to Help

We built Pathfinder SEO for agencies like yours who are looking to start and scale their SEO services offering. We accelerate you through the process and help you avoid costly mistakes.

A subscription to the Pathfinder SEO platform includes access to all of the resources you need to create your SEO services offering and effectively deliver the service. This includes sales resources like SEO proposal templates, email scripts, and more.

Even better, Pathfinder SEO subscribers are supported by one-on-one coaching.

Sign up for a subscription to Pathfinder SEO and schedule your first coaching session.

SEO Business in a Box

Our guided approach to SEO has everything you need to offer your clients SEO services.

Lindsay Halsey

Lindsay Halsey is a co-founder of Pathfinder SEO. She has over 10 years of experience working in SEO with small to large businesses. Lindsay focuses on teaching site owners, freelancers, and agencies how to get found on Google via a guided approach to SEO. Stay in touch on Twitter - @linds_halsey.
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