A well-crafted SEO proposal can be your agency’s secret weapon. It’s not just a document; it’s a gateway to capturing the attention and trust of potential clients. Think of it as your agency’s polished elevator pitch, strategically designed to pique interest and win over prospects.

This article explores the art of writing a winning SEO proposal to elevate your agency’s client acquisition game. We’ll guide you through the key elements to include in your offers, helping you stand out in a sea of competitors. We’ll also equip you with expert insights and an SEO proposal sample. 

By the end of this article, you’ll possess the tools necessary to craft a compelling proposal for SEO services. Before you know it, you’ll be leaving lasting impressions and securing lucrative partnerships.

What is an SEO proposal?

An SEO proposal, or an SEO offer, is your sales pitch. It’s a document that outlines the strategies, techniques, and services you plan to implement to improve the visibility and search engine rankings of your client’s website. Typically, the proposal is created when pitching SEO services to potential clients or outlining the scope of work for existing clients.

It serves as a roadmap for both the SEO agency (you) and the client. It also ensures that both parties have a clear understanding of the SEO campaign’s objectives, strategies, timelines, and costs. It helps establish expectations, align goals, and provide a basis for successful collaboration.

Here are a few things that don’t qualify as the SEO proposal itself, but can be part of it:

• SEO report: While an SEO report provides an analysis of a website’s current performance, it differs from the proposal. The report typically focuses on diagnosing existing issues and presenting key metrics. On the other hand, an SEO proposal is a proactive document that outlines the strategies and services proposed to achieve specific goals.
• SEO audit: An SEO audit is a comprehensive analysis of a website’s SEO factors. This includes the site’s technical aspects, content, on-page optimization, and backlink profile. It serves to identify areas for improvement and may include some fix tips for specific issues. But an SEO audit does not contain information about your agency, services, prices, customer reviews, etc. These are typically part of the SEO proposal instead. 
• SEO consultation: An SEO consultation is a meeting or discussion between an SEO agency and a client to address the client’s SEO needs, goals, and potential strategies. It presents an opportunity to gather information and provide initial recommendations. However, it does not serve as a formal SEO offer that outlines detailed plans, timelines, and costs. Agencies often conduct these consultations after sending their proposals and pitching their services.
• SEO service packages: While SEO service packages may include some elements found in an SEO proposal, they are not the same. Service packages typically provide predefined sets of services with fixed prices, such as monthly SEO maintenance or a specific number of backlinks. Although they may include some strategy details, they don’t provide the comprehensive and customized approach that a proposal offers.

Again, even though the SEO proposal should not be confused with any of the services listed above, it often includes them as part of its documentation. Containing these services within it secures a comprehensive and individual approach to clients and their goals.

SEO proposal format

There are no strict rules or standardized formats for SEO proposals. They typically vary based on factors such as agency policies and preferences, the type of client, and the project itself. 

The most common option is a text document, where you can include a detailed explanation of the proposed strategies, timelines, deliverables, and pricing. It’s recommended to use headings, subheadings, and bullet points to ensure the SEO services proposal is clear and well-organized.

To enhance the visual appeal of your SEO proposal for clients, consider combining text and visual elements. Incorporate charts, graphs, infographics, screenshots, or mock-ups to illustrate your strategies and expected outcomes. These visual elements help clients understand the proposed concepts more easily.

Here are some additional formats and elements that you can adopt:

• Presentation: Creating a presentation offers a more visual and interactive approach, making it easier to explain complex strategies and deliver case studies or examples. 
• Interactive online proposal: This format allows you to create a visually rich and interactive experience for your clients. Incorporate clickable sections, embedded videos, and interactive elements to engage clients and differentiate your proposal from others.
• Video proposal: Video proposals add a personal touch to your communication with clients. They help you establish a direct connection, build rapport, and showcase your expertise and enthusiasm for the project. 

You should always consider your client and their business type, and then tailor the proposal’s format accordingly. For example, if your client tends to have a more conservative mindset, opting for a standard text format with tables and graphs could be a suitable choice. On the other hand, if your client values creativity, an interactive SEO proposal might be the ideal option to wow them visually.

No matter which format you choose, the key is to provide a clear and comprehensive explanation of the SEO strategies, timelines, deliverables, and pricing that you are proposing to your client.

Do your homework: Prepare before writing an SEO proposal

Before writing an SEO proposal, you’ll want to take as many preparatory steps as is reasonably possible to ensure your client sees you as well-informed. 

Learn more about your prospects and their niches

Before crafting an SEO proposal, it’s crucial to gather comprehensive information about your prospective clients and their specific industries or niches. Understanding their business goals, target audience, unique selling points, and pain points is key. You’ll need this information to tailor your proposal to their specific needs and demonstrate your understanding of their industry.

• Research the prospect’s industry by studying industry reports, news articles, and other online resources.
• Explore the prospect’s website, social media profiles, and online presence to understand their brand, products/services, and target audience.

If possible, conduct interviews with key stakeholders to gather insights about their business goals, challenges, and competitive landscape. This step usually follows the initial pitch, but if you have the opportunity to ask the client any business-related questions before sending a formal SEO proposal, it can greatly enhance your ability to tailor your offer effectively.

You can also use SE Ranking’s Competitive Research Tool to research your client’s website and its main competitors. Just enter your client’s website and run an analysis. The tool will provide you with important metrics such as Domain and Page Trust, organic and paid traffic, referring domains, backlinks, organic keywords, ads history, and more. You can also access a list of your client’s organic and paid competitors, whom you can also analyze with the tool and compare with the same tool.

Understanding the competitive landscape empowers you to identify potential gaps and opportunities for your clients to differentiate themselves and gain a competitive advantage. You can then construct an SEO proposal for clients that outlines tried-and-true strategies to help them outperform the competition and capture a larger share of the target audience.

Audit your client’s website

Conduct a website audit of your client’s website. While you can’t do this for every prospect due to time constraints, focus on the most promising ones. Then check their website for technical errors and assess the following:

• Broken links
• Site redirects
• Page load speed
• Mobile optimization
• URL structure
• Metadata
• Internal linking
• Crawlability issues 

Whatever the audit finds will help you identify areas for improvement and devise strategies to enhance your client’s website’s SEO.

Remember that tools like SE Ranking’s Website Audit can help you assess your client’s site health and its optimization for search engines. The data in the Overview section should be enough for a quick check.

For a deeper analysis, go to the Issue Report section. It will show you each and every error detected. Each issue is grouped according to 19 distinct categories with marks to show its level of severity.

As in any other SE Ranking tool, you can export the data to expand your SEO proposal.

If you need this information in report format, use the SEO Report Generator. With it, you can craft visually appealing reports packed with data on your client’s rankings, competitors, website technical issues, and more. This approach allows you to present essential data in a clear format and demonstrate your commitment to the project. 

SE Ranking also provides white-label SEO software, which means you can customize the platform as your own. Use your brand colors, logos, and domain name to make it seamless with your business identity. If you decide to share access with your client, they won’t see any references to SE Ranking.

What to include in your SEO proposal

When crafting an SEO proposal, it’s crucial to create a comprehensive document that grabs the attention of potential clients and addresses their pain points. As an agency, your proposal should demonstrate your expertise, highlight the value of your services, and present a personalized roadmap to achieve the client’s SEO goals. 

In this section, we will explore the key elements to include in your SEO proposal, increasing your chances of winning clients and driving successful collaborations.

SEO proposal summary

The overview (or summary) section sets the tone for your entire proposal. It serves as the starting point that grabs the client’s attention from the outset. 

In this section, you need to summarize the main points, objectives, and benefits your agency will provide. To ensure clarity, keep it focused and straightforward. Remember that not all clients are well-versed in the intricacies of SEO, so avoid overwhelming them with technical jargon. Instead, use clear and accessible language that allows prospects to quickly grasp the value you bring.

Example:

Specific SEO insights

This section is extremely important because it shows that your agency has conducted thorough research and analysis of your client’s current online performance. This personalized approach is a powerful way to build trust and confidence with your client. 

Analyze their website and competitors and identify potential areas for improvement. Show your agency’s attention to detail and ability to provide valuable recommendations. This is where everything we focused on in the ‘Do your homework’ section will come in handy.

Example:

Consider complementing your insights with charts and graphs to better convey your points.

Agency profile

Before you can convince your leads to trust your SEO agency, introduce yourself and showcase all the things that set your agency apart from others. This section is your chance to show off your unique qualities and give clients compelling reasons to choose your agency.

Present your agency with a brief overview of your background, experience, and credentials. Here’s how: 

• Highlight key achievements.
• Mention notable clients and any industry recognition or certifications.
• Explain your core values and principles that drive results.
• Describe your unique value proposition, emphasizing what sets you apart from others.

This will build trust and credibility in the client’s mind.

Example:

Now, you don’t necessarily need to present this information in plain text format. If your agency already has a well-designed mission statement, be sure to include it in your SEO services proposal. Here is how SE Ranking did it:

Services and investments

When writing this section: 

• Clearly outline your agency’s services and emphasize their importance for the client’s SEO success. 
• Address the client’s specific pain points and show them how your tailored solutions can address their challenges. 
• Break down the SEO process into clear stages or milestones, explaining the specific tasks and deliverables involved. 
• Include all relevant details, such as the number of blog posts, backlinks, reports, or audits to be delivered within a set timeframe. 
• Mention the tools and techniques used to perform these tasks effectively.

Your agency should also educate the client about the broader impact of SEO, which extends beyond improving search rankings. Help your client understand that SEO plays a vital role in building online authority, enhancing brand visibility, and generating leads for long-term business growth.

At the end of this section, make a connection between the services you offer and the associated costs. When presenting the price, frame it as an investment rather than just a cost. By positioning your services as an investment in business growth, you highlight the long-term value and return on investment (ROI) your clients can expect to receive. 

Clearly outline the investment required and fees involved. Be transparent about pricing structures, whether it’s a monthly retainer, project-based pricing, a customized package, or a pay-for-performance SEO model. Explain the value your agency offers at different price points and how the investment will deliver a positive ROI for the client.

Example:

Goals and timeframes

Set clear and realistic goals that align with the client’s objectives. Outline the specific metrics that you plan to track and set a realistic timeline for achieving these goals. This helps manage client expectations and ensures that both parties have a shared understanding of the project’s timeline.

Follow the SMART system:

• S stands for specific: Clearly define what you want to achieve through your SEO campaign. Avoid vague goals like “increase website traffic.” Instead, aim for specific objectives such as “increase organic traffic by 30% in six months.”
• M stands for measurable: Ensure your goals are quantifiable and can be tracked. For example, you can aim for a certain number of keywords ranking in the top 10 or a 30% increase in organic traffic. You can also track conversion rates or lead generation. Measurable goals help you assess your SEO efforts more accurately.
• A stands for achievable: Set realistic and attainable goals based on your client’s website performance, industry competition, and available resources. While it’s important to challenge yourself, avoid setting unattainable goals that might lead to client frustration. Strike a balance between ambition and feasibility.
• R stands for relevant: Align your goals with the client’s broader business objectives. Consider how achieving these SEO goals will contribute to their overall marketing strategy and help drive business growth. Ensure that your SEO efforts address the client’s needs and expectations.
• T stands for time-bound: Set a specific timeframe for achieving your goals. This helps you stay focused and accountable for meeting deadlines. For example, you could aim to acquire 30 new backlinks within two months or improve keyword rankings within three months.

Example:

Feedback from your previous clients

Include social proof and testimonials from satisfied clients to build even more credibility and trust. Highlight any success stories, case studies, and positive feedback from past clients, especially if they have achieved overwhelmingly positive results through your SEO services. This will reassure the agency that you have a proven track record of delivering on your promises.

Example:

Your client’s next steps

This section of your search engine optimization proposal serves to guide your clients on all the essential steps required to kickstart their campaign. By providing clear direction, you set the foundation for their progress.

To initiate the SEO campaign smoothly, it’s essential to present a comprehensive list of the information, access, and resources the agency requires. This list may include the following elements:

• Access to their website’s CMS
• Credentials for Google Analytics and Google Search Console
• Existing content assets
• Any other pertinent data

By communicating these prerequisites early on, you can smooth the onboarding process and ensure a painless start to the campaign.

Conclude your SEO proposal with a compelling сall to action, encouraging the agency to take the next step. Clearly outline the desired action, whether it’s scheduling a call, signing a contract, or requesting further information. Create a sense of urgency by emphasizing the benefits of taking prompt action.

Example:

Terms of agreement

This section of the SEO proposal is crucial, as it defines the legal detail of your professional relationship with the client. It provides clarity on the nature and scope of services, payment terms, obligations of both parties, contract duration, and the dispute resolution process.

If possible, use simple language when crafting this section to ensure mutual understanding of terms. Clearly define industry-specific terms to avoid confusion. Mention parties of the agreement, services being offered, deadlines, and the responsibilities for each party.

Add the following sections:

• Payment terms: Clearly outline the payment structure, due dates, and any applicable late fees.
• Termination clause: Specify the conditions under which the agreement can be terminated by either party and the implications of termination.
• Dispute resolution: Define the process for resolving disputes that may arise from the agreement.
• Confidentiality clause: If necessary, include a section that assures the client that their sensitive information will be handled with the utmost confidentiality.

Example:

Writing your SEO Proposal: Pro tips

We’ve gathered tons of invaluable insights from seasoned agencies and influential voices in the industry to bring you a treasure trove of wisdom. Our goal is to provide you with practical strategies and insider advice to help you create a winning search engine optimization proposal.

• Keep it simple 

Try to make your SEO proposal clear and straightforward. Independent consultant Geoff Kennedy advises removing any superfluous details (i.e., the fluff).

Geoff Kennedy

Independent Сonsultant

The person reading it is unlikely to have the time or patience to read an essay, so you need to get your most important points across as efficiently as possible. The finer details can be discussed later, but if your proposal doesn’t win them over, they’re irrelevant.

Click to share

• Relate to business goals

Your proposal should clearly demonstrate how your SEO strategies and actions will support the client’s business goals. This is what Itamar Blauer from StudioHawk recommends focusing on in your SEO offer.

Itamar Blauer

Senior SEO Director

Most of the time, the people who you’re presenting to won’t understand the full extent and jargon behind SEO. What they care about most is how what you’re going to do will affect their goals, and this has to be reflected at every point across the proposal.

Click to share

• Make the pricing structure clear

A clear and transparent pricing structure can be a determining factor for a client to choose your services. Ulrika Viberg from Unikorn recommends placing the pricing or investment details early on in the proposal and then repeating them in the end with more details.

Ulrika Viberg

Agency Owner and Senior SEO

When a client opens a proposal, the ONE thing they have on their mind is “how much will it cost?” If you provide them with those figures straight away, even if it’s a lot, they will keep reading more thoroughly to find out what they “will get for the money.

Click to share

Another piece of advice regarding pricing is to give your clients the choice to settle either the price or the terms if possible. This is what Ross Tavendale from Type A Media offers for his small business clients. This approach ensures a mutual agreement where both parties feel satisfied with the deal.

Ross Tavendale

Managing Director

For our small business clients, this means either they get a £6k retainer, cancel anytime (client terms, our price), or a £4k retainer, locked for 12 months (our terms, client price). I also line item everything we will do as if a procurement company were buying pencils.

Click to share

• Align SEO with marketing

SEO should not be seen as a standalone service but as a part of a broader marketing strategy. Jef Van Gool from Sherlock SEO positions himself as a business consultant who can align the client’s SEO with their overall marketing efforts. You can also apply this positioning to make your proposal more appealing and effective.

Jef Van Gool

I changed my route from selling SEO to being a business consultant as most companies don’t have their marketing aligned with SEO. It’s not just my goal to get my client found online but to make sure my client is sought after.

Click to share

• Personalize your proposal

In an industry that can often feel impersonal and technical, a personal touch can make all the difference. Ulrika Viberg recommends introducing your team to the client to create a personal connection.

Ulrika Viberg

Agency Owner and Senior SEO

We try to present our team in a more personal way. SEO can be scary if you haven’t dealt with it before. Knowing that Ann in the team also loves horses and rides in her spare time makes her more human.

Click to share

• Forecast potential results

To help clients visualize the potential benefits of your SEO services, provide them with an estimate of possible results. Anthony Barone from StudioHawk recommends using your client’s data for 12-month forecasting.

Anthony Barone

Co-Founder & Managing Director

Such forecasting will give your clients a reference point as to what can be achieved, as sometimes decision-makers can’t connect the dots as to SEO tasks and business goals.

Click to share

And finally, here’s a piece of advice all the experts agree on: clearly explain what the client will get in the end and why each service that you provide is important.

Key takeaways

The process of creating a winning SEO proposal can be rewarding despite how challenging it can be. An effective proposal demands a strategic approach and deep understanding of the client’s needs. The tips and examples provided in this article are designed to help you craft offers that resonate with potential clients, stand out from the crowd, and win you new projects.

Now is the time to take this knowledge and apply it! Start creating persuasive, compelling SEO proposals to attract new clients eager to hire your agency.

Yevheniia is a content marketer and copywriter at SE Ranking. She is a fan of SEO, digital marketing, and content creation. Yevheniia believes simplicity is key as it helps reduce the clutter in our heads and focus on what matters. This is the principle she uses in her writing. She also enjoys cooking, learning new spices and flavors, traveling, and playing board games.

• SEO Powered Content & PR Distribution. Get Amplified Today.
• PlatoData.Network Vertical Generative Ai. Empower Yourself. Access Here.
• PlatoAiStream. Web3 Intelligence. Knowledge Amplified. Access Here.
• PlatoESG. Automotive / EVs, Carbon, CleanTech, Energy, Environment, Solar, Waste Management. Access Here.
• BlockOffsets. Modernizing Environmental Offset Ownership. Access Here.
• Source: https://seranking.com/blog/seo-proposal/