Good content =Compelling copy =Conversion?

Is it true for SEO sites?

[humaneditor]

Do people searching for seo services rely on compelling copy before they click the order button?

Or word-of-mouth works better for this?

[rogerd]

I'd guess that most accomplished SEOs don't have an order button on their site. And, as you point out, word of mouth marketing is important for many. Some use non-web techniques, like telemarketing or targeted direct sales. Still, for professionals who rely on web-driven leads, a combination of content and compelling copy will help convince the potential client to want to learn more. Testimonials and/or case studies aren't a bad idea, either.