Always find a way to measure the revenue-driving actions on a site. Even if you’re rebuilding GTM tracking from scratch. I also make it clear that my job as SEO is to get you ideal leads. It’s sales’ job to convert them.

It usually takes a few months to have enough data to calculate, but I typically take conversion rates on their KPIs, multiply that by their traffic to give the client an estimate of leads they can expect over time. It requires more time and tracking to see how many leads turn into full clients.

FYI this is in financial services, so lead to close is a longer process than many other industries.