4 replies to this topic

[JakeG]

Hi,

I have worked in SEO for a few years, and have just set up my own company. I'm finding my website is attracting lots of emails but I only convert very few of these to actual contracts.

I think the problem is I am losing clients to companies who promise "top ten rankings" straight away. I can't seem to make potential clients understand that:

a) It can take a long time to rank for competitive keywords (especially in Google)
Rankings don't really mean anything - traffic does. It is easy to rank highly for an obscure keyword that nobody searches for!

Clients seem to want to be "in the top ten in Google", without even specifying keywords, lots of companies seem to promise they can do this pretty much instantly. I'm not going to lie and tell them I can do this, I will tell them I will undertake research to find out which keywords are being searched for and optimise the site for the most popular ones - but they seem to think this is not as good as ranking in the top ten for as many terms as possible!

I also would like some general advice as to how I should approach a client who has emailed me asking what I can do for them. I'm torn between being too technical and too general - I don't want to just tell them what they want to hear about "top ten! etc".

I normally show them a few popular keywords in their area, the estimated search volume, and their current rankings. I then say what the process would involve - i.e. setting up an analytics system, kw research, page optimisation (titles/copy/site structure), and link building work. Is this too much detail?

I am quite confident in my ability in SEO and have had a lot of success with past projects, yet I am finding it very hard to "sell myself". Would appreciate any advice.

Edited by projectphp, 23 August 2006 - 09:34 AM.

[jehochman]

You need educated clients. Do you offer articles and an informative newsletter? I've had good luck with networking and an email list. As the list has grown, I've started sending invites to my seminars where the prospects can get free education about Internet Marketing. Those who show up are motivated and much better than the average web lead.

Don't try to convince. You need to teach and show. Let them convince themselves.

[torka]

Also, I'd suggest focusing less on the process and more on the results. Prospects don't want to hear what you're going to do, they want to hear what the results are going to be for them.

Focus on how you're going to help their bottom line -- how your service isn't a "cost", it's an "investment" in the success of their web site and their business.

You might also want to check out Robert Middleton's Action Plan Marketing website for more ideas. He specializes in helping information providers ("info gurus," he calls us ) better market and sell our services. In addition to his ebooks and paid services, he's got a good bit of free material there that you might find useful. I highly recommend his free "More Clients" newsletter.

--Torka

[JakeG]

OK thanks guys that is some good advice!

[davidtemple]

Nice response torka and great link. It's not about rankings, it's about conversions. That's my motto at work and that's why it is a great question is because we hear that all the time.

One way to overcome that "objection" is to find out what their goals are for their website. If there goals are to show up number one in google then you might want to steer them towards ppc. Once they see the pricing, especially if they are in a competitive field, they might get the idea.

Talk about their goals or conversions and how you can help them achieve those. Whether the "conversion" is filling out a questionnaire, signing up for an email or actually ordering online, tell them you want to work with them to achieve those goals. If they still insist on ranking just say goodbye.