Close More SEO Sales by Saying Less (Here’s How)

Selling SEO doesn’t have to be complicated, but it does need to be strategic. I’ve been selling SEO retainers for agencies for over 10 years, and the key thing I’ve learnt is this…

Selling SEO is about presenting an opportunity to the client. If they can see it in black and white, it is then up to them to walk away from it.  

Firstly, the goal isn’t to convince someone they need SEO. Instead, the goal is to show them exactly what they’re missing out on and let them make an informed decision.

So, how do you present an opportunity without having to do a whole load of work first? 

I’ve refined this approach over years of selling SEO, and now we use this exact framework at SEOHive to help agencies land more retainers. Here’s the step-by-step process…

1️⃣  Start with a Reality Check – Don’t lead with rankings or traffic promises. Instead, show them exactly where they stand right now with:

• Technical site audit highlighting critical issues.
• Current keyword positions.
• Backlink Toxicity Report.

2️⃣  Present the Opportunity – This is where initial keyword research becomes your best friend:

• Using their key products, services or categories, find some top-level keyword data.
• Highlight sites already in the top 10.
• Calculate potential traffic value using industry CTR averages.
• Demonstrate revenue impact using their conversion rates (or an average of 3.5%-5% as a standard).

3️⃣  Detail your Approach – This positions you as the expert who can deliver the opportunity. Here’s ours:

• Clean the website up and make sure it’s technically performing for Google.
• Carry out a backlink disavow exercise (if necessary).
• Do more in-depth keyword research.
• Create a content plan based on the keyword research (this could be to either review, remove or create content).
• Create an internal linking plan.
• Optimise for Local / run a local SEO program if applicable to the client

4️⃣  Tell them how to get started – Sales don’t happen unless a customer knows how to buy, so outline the next steps for clients to get started with you – including your price! 

And that’s it – it’s now up to them to turn down the opportunity, rather than for you to hassle them over the line. 

Do you think I’ve missed anything? Are there any “must-haves” you drop in your proposals that help you close them? Let us know below… 

P.S. If you found this helpful, we have a sales presentation template based on this framework that you’re welcome to grab: https://seohive.co/seo-sales-presentation/