How to Establish Communication with Clients in SEO Service Organization Regarding Pre-Sales

Let’s explore what a presale is and how to formally structure a commercial offer in SEO to effectively engage with potential clients. We will discuss the main intricacies of communication with the client, as well as examine common mistakes that occur in force majeure situations.

Presale – Understanding the Concept

This term can be interpreted both broadly and narrowly. Generally speaking, it refers to a set of actions that companies undertake before entering into direct collaboration with a client. However, contemporary marketers and SEO analysts often talk about presale in a specific context, namely as a commercial offer for promoting a web resource.

An effective commercial proposal helps to align the capabilities of the producer with the desires of the client. Therefore, when crafting recommendations and further strategies, it is crucial for the specialist to clearly identify the needs of the target audience, and also understand what methods can address the clients’ needs comprehensively and thoroughly. Alongside this, an expert in search optimization and client relations should continuously discuss every detail, so that in the future, misunderstandings do not arise. Detailing the results of collaborative efforts can help to identify the most optimal promotion strategy, as well as evaluate the effectiveness of the completed task.

If you have decided to collaborate with clients through presales, remember that for advertisers in the digital marketing sector, the value of this service is not obvious. At first glance, it may be challenging for a consumer to sort through and calculate a stable result. This is why at the initial stages of the presale functionality, it is incredibly important to guide with a comprehensive approach (provide the client with a detailed description of each service, clarify the advantages of cooperation, and other nuances). Thanks to the organization of an integrated informational campaign, you not only manage to earn the client’s trust and goodwill, but can also gain their consent to conclude a contract for SEO services.

What Should a “Working” Presale Look Like?

• A good presale clearly presents a client-oriented focus: the client needs to be shown that the specialists of your SEO agency are universally developed professionals who activate their knowledge and skills to satisfy the client’s request.
• Thoroughly explain to the client about the agency (its history of creation and evolution, core corporate values, best employees, and important partners, etc.), citing specific examples of successfully closed cases.
• While creating the presale, engage in principles of relevance, structure, but do not overcomplicate it – a convoluted commercial proposal likely will not interest a potential client.
• Create personalized content based on the initial analysis of the website’s semantics, its position in the catalog, and search output – this way, you not only prove to the client your unique competence in the matter, but also advantageously distinguish yourself against the backdrop of competitors.
• Utilizing professional terminology, always clarify the implications of the terms used. People who have little understanding of search optimization may not always grasp what is meant by semantic core, key queries, etc.
• Instead of generic statements, provide realistic forecasts to help the client understand the potential outcomes of ongoing work.
• Understandably outline your pricing, placing emphasis on advantageous proposals for the client.

Common Mistakes Encountered in SEO Presales

Lack of Personalization

It rarely happens that SEO specialists wish to operate under a small umbrella; that is, they wish to close a deal with the client while providing the minimum amount of effort. Nevertheless, such an approach is fundamentally wrong. It is important for the client to understand that they have entrusted the task of promoting their website to experienced, serious experts. Therefore, a presale should consciously avoid clichés and standard phrases, making the content more individualized, aligned with the provided goal.

Overemphasis on Quantity

In this case, the principle “the bigger, the better” does not work. Do not waste the client’s time on studying “empty” information about common facts in digital marketing or statistics that cannot be applied to the task. Focus on useful material for the client presented in an understandable format.

A division regarding pricing structures is absent in the presale; one of the main questions often concerning clients is the cost of the agency’s services. Provide the client with a complete picture of the pricing calculation regarding the base service package and potential specific proposals.

Explain to the client why they should choose your company and not the competitors.

Absence of Visual Materials

Data in the form of tables, graphs, images, and diagrams are perceived better than in textual form. Do not underestimate the methods of visualization when crafting the material.

Complex Terminology

Do not get bogged down in formulations; on the contrary, describe the commercial proposal in the most accessible and understandable language. The presale should be read by a person, not a search system. Additionally, ensure that there are no errors in the text regarding grammar, stylistic, or syntactical characteristics.

Lack of Contact Information

Develop all possible channels of communication with the client (apart from phone numbers and email addresses, also consider messaging apps) and designate a specific person who will be responsible for consultations.

No “Call-to-Action” Format

A call to action in the form of a pleasant bonus for operational appeal or other incentives gives the client a chance to resolve swiftly and easily conclude the deal.

Recommendations for Crafting a Presale for Successful Client Communication

Generally speaking, a presale consists of such blocks:

• The main headline page – concise but attractively describes the unique selling proposal (its essence, coefficient of usefulness, complexity of implementation, etc.). The main task is to intrigue the client within a limited time.
• Information about the agency – staff statistics, main works, experience in professional activities. Use less text, more statistics.
• A list of goals for realization – clearly limit the scope of your obligations, orienting on the initial request from the client.
• Competitive analysis and other studies – explore where this website stands among others, how new trends and other factors will affect it.
• A list of necessary steps that must be taken, and the possible results of the completed work – do not make loud statements, but be sure to describe the order of collaboration in general with all the input parameters.
• Familiarization with the expert group – attach files about specialists who will oversee this project (experience in promotional activities and involvement of the specified company, realized projects, other important information).
• High-profile cases and significant clients – do not forget to mention your most successful works (show graphics, client feedback, sales results, etc.).
• Pricing and timeframes – advise the client on the price for services and standard completion periods. Include a list of discounts, promotional offers.
• Contact details for communication, Call-to-Action formulations – remind the client that you are ready to devote them more time during individual consultations.

Let’s Sum Up

A commercial proposal for promotion has a clearly defined structure which should not be overlooked. Also, when developing a presale, it is better not to water it down; instead, it is advisable to represent valuable information directly relating to the specific request in a thesis format. A presale is a unique instrument that allows an SEO agency to glance into the past, illuminate the present, and predict the future. Simply put, in a presale, a specialist must demonstrate to the client the status of their site prior to the conclusion of the deal, as well as during the moment of developing promotion strategies, and also prognosticate specific results that the client can achieve after implementing the recommendations.

Composing a presale for SEO services is indeed a labor-intensive task. However, if you approach the matter with seriousness and responsibility, you can create a unique product that will help you attract more clients than before.