Making the magic of search engine optimization (SEO) happen is challenging enough; selling your services to clients can be even harder. Many clients have no idea what SEO is or what it can do for them, and it’s hard to sell people things that they don’t understand. Furthermore, there is a lot of competition out there these days, so clients who are actively seeking SEO services have many, many options to choose from. The following are a few tips from SEO professionals that attempt to answer the question, “how do I sell SEO?“
The first step is to define your business in a way that distinguishes it from the thousands of other SEO services available online. If your company is not a very large one, the best bet is to specialize in a particular industry. Potential clients will be more likely to trust someone who has knowledge and expertise in their field, and as you take on more and more clients, you will be getting not only a lot of experience but also, ideally, a great word-of-mouth reputation.
It’s important to spend time getting to know your client and listening carefully to his or her needs and concerns. Start this process even before meeting with the client by researching his or her business and website. As you consult with the client, make sure that his or her expectations are realistic and make sure that your company will actually be able to satisfy the client’s needs.
Be prepared to educate your client about SEO. Explain how it works and how it benefits businesses by driving organic traffic to their websites, but avoid using jargon that will be unfamiliar to the client. Business owners and managers understand the language of finances more than the language of computers, so talk about SEO in terms of numbers of visitors and percentages of conversions.
Finally, present yourself as a consultant rather than a salesperson. A consultant is someone whose job is to listen. A consultant works together with a client to help the client meet a goal. A salesperson’s job, on the other hand, is simply to sell a product. Make sure your clients understand you’re offering more than just a product.