Steps to a Winning Proposal for SEO Services

If you’re a digital marketing agency, offering SEO services is a no-brainer. After all, search engine optimization is an essential part of any online marketing strategy.

However, before optimizing a website, you need to convince potential clients to sign on with you. That’s where a well-crafted proposal comes in.

In this article, we’ll walk you through creating a sample proposal for SEO services that will help you win more clients.

What Does SEO Mean?

SEO stands for Search Engine Optimization. It is the practice of optimizing your website and its content to improve its visibility and ranking in search engine results pages (SERPs). SEO involves various techniques, including keyword research, on-page optimization, link building, and content creation.

It has the ultimate goal of driving more organic traffic to your website from search engines like Google, Bing, and Yahoo. The higher your website ranks in search results, the more likely people will click on your site and engage with your content.

SEO is an important piece of digital marketing and can help businesses of all sizes improve their online visibility and reach a larger audience.

SEO text wallpaper for sample seo proposal for services
Photo by Merakist on Unsplash

What Is a Sample Proposal for SEO Services?

An SEO proposal is a document that outlines the services, strategies, and pricing offered by an SEO agency or consultant. It is to help improve a client’s website’s visibility and ranking in search engines.

The proposal typically includes an analysis of the client’s website, target audience, competition, and goals. A set of recommendations and an implementation plan follows this.

The proposal may also include pricing for services, such as on-page optimization, link building, content creation, and ongoing monitoring and reporting. 

Reasons Why Agencies Should Have a Sample Proposal for SEO Services

To Showcase Their Expertise

A sample SEO proposal allows agencies to demonstrate their knowledge and expertise in the field. By presenting a well-crafted proposal, agencies can prove to potential clients that they have a deep understanding of SEO and can deliver results.

To Differentiate Themselves From Competitors

SEO is a highly competitive field, with many agencies vying for the same clients. A sample SEO proposal can help agencies stand out from the competition by showcasing their unique approach and value proposition.

To Establish Trust With Clients

Clients want to work with SEO agencies they can trust. By presenting a detailed proposal that outlines the scope of work, timelines, and pricing, agencies can establish transparency and build trust with potential clients.

To Define Project Expectations

 An SEO proposal can help agencies and clients get on the same page about project expectations. By outlining the specific deliverables and timelines, agencies can ensure that clients understand what they are getting and when.

To Avoid Scope Creep

A well-defined proposal can help agencies avoid scope creep, which occurs when projects expand beyond their original scope. By clearly outlining the scope of work and setting expectations upfront, agencies can minimize the risk of scope creep. This ensures that projects stay on track.

To Streamline the Sales Process

The sales process can be time-consuming for both agencies and clients. A sample SEO proposal can help streamline the process by providing clients with all the information they need. This is to make an informed decision, without the need for multiple meetings or phone calls.

To Increase Conversion Rates

A well-crafted SEO proposal can help agencies close more deals and increase conversion rates. By presenting a comprehensive and compelling proposal, agencies can persuade potential clients to choose their services over the competition.

Steps on How to Create a Sample Proposal for SEO Services

Step 1: Do Your Research

Before you even start crafting your proposal, you need to do your research. Start by learning as much as you can about the client and their business. You should also research their industry and their competitors. This information will help you tailor your proposal to their specific needs.

Here are a few things to research:

  • The client’s website: Take a look at their website to see what they’re currently doing for SEO. You should also look at their website’s content, design, and structure to identify any areas that need improvement.
  • Their target audience: Who is the client’s target audience? What are their pain points and needs? Understanding their audience will help you tailor your proposal to their specific needs.
  • Their industry: What are the trends in the client’s industry? What are their competitors doing? Knowing the competitive landscape will help you identify opportunities and gaps that you can leverage in your proposal.
  • Their current SEO strategy: If the client has an existing SEO strategy, find out what they’re doing and how effective it is. This information will help you identify areas where you can improve their current strategy.

Step 2: Identify the Client’s Goals

Once you’ve researched, it’s time to identify the client’s goals. What do they want to achieve with their SEO strategy? Are they looking to increase traffic, improve search engine rankings, or generate more leads? Understanding the client’s goals will help you craft a proposal addressing their needs.

When identifying the client’s goals, it’s important to ensure they’re realistic and measurable. For example, if the client wants to increase their website’s traffic, you should set a specific target and a timeframe for achieving that goal.

Step 3: Outline Your Services

Now that you understand the client’s goals, it’s time to outline the SEO services you’ll provide. Your services should be tailored to the client’s specific needs and designed to help them achieve their goals.

Here are some standard SEO services you might offer:

  • Keyword research: Identify the keywords to help the client’s website rank higher on search engine results pages.
  • On-page optimization: Optimize the client’s website content, structure, and design to improve its visibility to search engines.
  • Off-page optimization: Develop a strategy to improve the client’s website’s backlink profile, which will help improve its authority and credibility.
  • Content creation: Create high-quality content that will attract and engage the client’s target audience.
  • Reporting and analysis: Provide regular reports and analysis to help the client track the progress of their SEO campaign.

When outlining your services, be specific about what you’ll do and how you’ll do it. You should also include a timeline for each service and a clear description of the deliverables the client can expect.

Step 4: Provide Pricing Information

Once you’ve outlined your services, it’s time to provide pricing information. Your pricing should be based on the services you’ll provide, the amount of work involved, and the client’s budget.

When pricing your services, it’s important to be transparent about what’s included and what’s not. You should also provide different pricing options, so the client can opt for the one that best fits their budget.

Step 5: Add a Call-to-Action

Finally, you need to add a call-to-action (CTA) to your proposal. The CTA should encourage the client to take action, whether that’s signing on for your SEO services or scheduling a consultation call.

Here are a few tips for crafting a strong CTA:

  • Be clear: Your CTA should be clear and concise. It should tell the client exactly what they need to do next.
  • Use action words: Use action words to create urgency and encourage the client to take action. For example, “Sign up now” or “Schedule a call today.”
  • Offer something of value: Give the client a reason to take action. For example, “Sign up now to receive a free SEO audit.”

Step 6: Customize Your Proposal

Now that you’ve outlined the key elements of your proposal, it’s time to customize it to the client’s specific needs. Use the information you gathered during your research to tailor your proposal to the client’s industry, target audience, and goals.

Customizing your proposal will demonstrate to the client that you understand their business and their needs. It shows you’re committed to helping them achieve their goals.

Step 7: Review and Edit

Before you send your proposal to the client, make sure to review and edit it carefully. Look for typos, grammatical errors, and formatting issues. Make sure your proposal is well-organized and easy to read.

You should have someone else review your proposal before you send it. A different person can spot wrongs or inconsistencies that you may have missed.

Step 8: Send Your Proposal

Once you’re satisfied with your proposal, it’s time to send it to the client. You can send it via email, using a tool like DocuSign to make it easy for the client to sign and return the proposal.

When sending your proposal, be sure to follow up with the client to make sure they received it. Also, prepare to answer any questions they may have. This will demonstrate to the client that you’re committed to providing excellent customer service.

Template for a Sample SEO Proposal

Dear [Client Name],

Thank you for considering [Agency Name] for your SEO needs. We understand that improving your website’s search engine visibility is critical to your business success, and we’re excited to help you achieve your goals.

Our team of SEO experts has over [Number of Years] years of experience in the industry. This has helped numerous clients improve their search engine rankings and drive more organic traffic to their websites.

After reviewing your website and conducting thorough research, we believe that the following services will be most beneficial in achieving your SEO goals:

  • Keyword research and analysis: We will conduct extensive research to identify the most relevant and high-performing keywords. This will be for your business and optimize your website’s content accordingly.
  • On-page optimization: We will analyze and optimize your website’s on-page elements, including titles, meta descriptions, headings, and images, to improve its search engine visibility.
  • Link building: We will develop a comprehensive link building strategy to increase the number and quality of backlinks to your website. This is a critical factor in improving search engine rankings.
  • Content creation: We will create high-quality, SEO-optimized content for your website, including blog posts, infographics, and videos. This is to engage your audience and improve your search engine visibility.
  • Ongoing monitoring and reporting: We will regularly monitor your website’s search engine rankings and traffic. Then, we will provide detailed reports on the progress of our SEO efforts.

The Pricing for These Services Is As Follows:

Keyword research and analysis: $[Price] On-page optimization: $[Price] Link building: $[Price] Content creation: $[Price] per piece Ongoing monitoring and reporting: $[Price] per month

Please note that these prices are subject to change based on the scope of the project and your specific needs. We’re happy to discuss custom packages tailored to your unique requirements.

We estimate that the project will take approximately [Number of Months] months to complete. This depends on the complexity of the project and the competitiveness of your industry.

We’re confident that our SEO services will help you achieve your goals and improve your online visibility. Please let us know if you have any questions or would like to move forward with our services.

Thank you for your time and consideration.

Best regards, 

[Your Name] [Agency Name]


It is not an easy feat to create a sample proposal for SEO services, but it’s essential for winning new clients. After doing your research, identify your client’s goals, outline your services and provide pricing information.

Then, add a call-to-action, customize your proposal, review and edit it carefully. This way, you can create a proposal that will help you win more clients and grow your business.

Abir is a data analyst and researcher. Among her interests are artificial intelligence, machine learning, and natural language processing. As a humanitarian and educator, she actively supports women in tech and promotes diversity.

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