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New founder: proof of ROI?
Hi guys! I’ve found this thread super helpful: what’s the best way to show ROI to customers that you found most convincing? I’m finding it hard to convince customers that they have to wait around 6 months to see results, and they’re struggling to find the direct connection between increasing organic traffic and more revenue. And if anyone has a proposal deck template that they don’t mind sharing, I’d love to see it!
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1 Reply
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This is going to be a disagreed with opinion, but I don’t care. This is how we do it.
We are an SEO agency. We get you to the top of the search engines for good keywords, etc. We demonstrate our worth by getting you to the top of the search engines. To do this, we use a SERP tracker (I like serpfox but there are heaps). A SERP tracker definitively proves if you are doing what they hired you to do or not.
If we get you to the top of the search engines for the right keywords, and you do not make more sales, then you have either a product concern or a conversion concern. We do not do either of those. We are not a conversion agency. We are not a product development agency.
Too many SEO agencies try to be everything. They want to do SEO, and they want to do conversion, and they want to do website design, and they want to do content, and they want to do paid search. And usually, none of them are successful, or they just outsource it. A lot of our clients are big SEO agencies who don’t even actually do SEO themselves, but outsource it to us. wtf. Anyway, you prove your worth as an SEO by getting your client to the top of the search engines for the best keywords.
The only way you are at fault is it you select the wrong keywords, or if you get no results.
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First of all, I would like to say, SEO job is not to increase revenue.
SEO job is to rank relevant keywords to drive people who are interested in business. Because sales depend on multiple factors…Like, it doesn’t really matter how many people visit your product page, if the product and offer are not good enough then no one going to buy it.
**So what can you do now:** You can ask your client to make a comprehensive competitor analysis to see how they are offering their products, see their pricing, extra costs like Shipping costs, payment methods, return & refund policy, credential reviews, rating, and social proof. etc.
**However:** Conversion is much harder than driving traffic. SEO is just a medium to drive people to offer. But the offer must be convincing to the customer so that they buy and pay for that.
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hope this will help you.
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Everyone telling you to not worry about sales estimates and stick to your search engine rankings are technically correct from an SEO perspective, but totally wrong from a sales perspective, at least for small business.
My sales closing rate went way up when I stopped focusing on the rankings and focused more on the potential revenue.
Bigger companies understand SEO and what you should be accomplishing as an SEO. These will mostly only care about the SERP results because they already understand higher ranking = more revenue.
Smaller companies don’t know or care about what it is you do, as long as you can bring in more revenue.
With that being said, it’s hard to estimate the ROI unless you know their business very well. That’s why my sales calls tend to be more like interviews for the clients. I’m learning all about their business so I can formulate some form of comprehensive estimated ROI calculation for them based on keyword volumes and our SEO plan.
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