The Fastest Way to Demonstrate a Return To a New SEO Client

You’ve just landed a new SEO client. Instead of celebration, you’re feeling that familiar pressure: “Now I need to prove my worth – fast!”

Let’s be honest – clients are often sceptical about SEO timeframes, especially when they’re writing those first few checks. But here’s a secret: You CAN demonstrate value long before those rankings start climbing.

Here’s what most agencies miss: Instead of diving straight into long-term SEO strategies, start with optimizing for conversion. Why? Because improving conversion rates for EXISTING TRAFFIC shows ROI way faster than waiting for new rankings to kick in.

And no – you don’t need to be a CRO expert. Conversion is simply the other side of the SEO coin. Let’s focus on optimizing what they already have before chasing new traffic and worrying about anything too “SEO-y”… 

✅   Fix “money pages” first

These are the pages where conversions already happen. Are the CTAs clear and enticing? Is it clear to the user what to do? Could forms be shorter? Is there social proof (and if so, is it relevant)? Is pricing information clearly displayed? Ask “If I was the customer, what would stop me from converting on this page?” 

✅  Fix Technical Barriers

Assuming the site is already mobile friendly, check their site speed on something like GTMetrix or PageSpeed Insights and fix anything is throws up. While you’re on with this, check the mundane stuff like making sure forms submit to the right place, that users can ACTUALLY convert and that their Analytics Software is set up correctly and recording conversions, etc.

(Full transparency here – even if you can’t get a grade A on the page speed scores, just improve what you can. Any improvement will help with conversions!)

✅  Optimize for Existing Traffic

Look at their top-performing pages in Analytics and Search Console – this is where the traffic is already coming in. Check that these pages have forms on (or at least prominent CTAs) that guide the user to the money pages (see above). 

✅  Leverage Local Search

If applicable, update the client’s Google Business Profile with accurate info and promote easy customer actions like “Call Now.” Make sure the GBP profile is categorised properly; that the NAP (Name, Address, Phone Number) details are correct, and that their other service information like their opening hours is correct. Lastly, make sure reviews are responded to and that there are some posts on their profile (ideally at least 1 per week). 

Whilst none of the above might seem very exciting, here’s the real truth: Your clients don’t really care about rankings – they care about leads and sales. By focusing on conversion optimization first, you’re speaking their language and showing an immediate impact on their bottom line.

Pro tip: If you want to get proactive with this, then try auditing a client’s main service pages and identify these quick wins BEFORE your first meeting with them. Present your suggestions as “Phase 1” of your SEO strategy. Most clients are blown away with the proactive approach and this buys you time for the longer-term SEO work while delivering immediate value.