The SEO sales pitch....

[ukgimp]

I have read with interest a thread that I consider related to the question posed in this one [webmasterworld.com...] and I would like to open up for discussion what methods people use to actually sell SEO to potential clients.

Obviously it is not always possible to get involved at the beginning of a project, when it would be much easier to optimise at the design stage instead of having to retro-design after the main look and feel has been decided upon and possibly suggest more content.

I suppose I am wondering how you can manage to persuade someone that SEO / promotion is worth it. The pitch I try and use is related to the fact that you can have the best looking website in the world, but if no one can fine you (via search engines or press etc) then all your money/effort is for almost nothing. No visitors = no sales or market presence depending on what you are after.

I suppose you could demonstrate a few searches, which you know bring up their competitors up high on the page? If they cant see what you are getting at after that, well it could be difficult. But you still need that “in”. Perhaps my sales technique is a load of old donkey and I need to get on a course. :-)

On a different note, how do you approach the matter of fees: hourly, project complete, payment on ranking (dangerous), combination?

Cheers

Richard

[fathom]

The most difficult would be PPC (pay per conversion).

But generally, this is where SEO need to get to (will it, don't know)

Traditional marketing medium have shown they work, to a certain degree.

Buy an ad in a newspaper pay $900.00, return ... well a good return will ensure that the ad is placed again. Little return, no more ad.

SEO is an ongoing process. You just can't optimize a site and get an ongoing revenue stream from doing it once.

Therefore, it far better in the long term to deliver and get paid for what you deliver, than to have a once only not so satified customer.

I would think the sale pitch would be fairly easily in this instance.

[tonyperry]

Hi Richard
Great question. Successful business is about sales and marketing, everything else comes second. You don't have to be the best seo in the business, just the busiest to make a great living. (Always striving to best though!)

What are your interests? Say you love cars. Buy your fav mag and look at all those ads. Most businesses don’t or can't track the response rate and they cost a fortune! Pick the ads showing their website address and using a metacrawler search for their URL. Make a not of where they are and aren't listed. Now view their source code for keywords and note these as well.

Now using a metacrawler search for their keywords. Make a note of them and again using metacrawler search for their positions. You will be surprised how businesses are poorly listed and poorly ranked!

Now you have your info call the company and make sure you are talking to the right person. Your introduction can be along the lines of "do want to get the best financial return possible from your website?" "Would you be interested in learning how to improve your return by 100 or possibly 200%?"

Now present the info you have about their site and explain how you can help. The normal response will be "How much will this cost me?"

Pricing
I typically charge £300 pounds in the UK for a medium size site and give guarantees. Once the client has benefited from your work, you can introduce the subject of maintenance fees as you have now proved yourself!

I hope this info helps and if you want any more help please feel free to ask.
Tony