Create a bulletproof plan

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When you approach a client, it’s crucial to help them understand the benefits and outcomes of doing the project, the costs (and opportunity costs) of doing it, and how it can drive results toward their big-picture goals. Understand their role in it and give them a voice, and make them the hero for getting it approved. If you have to pitch an idea at multiple levels, tailor your approach to talk to the client-side team members who will help you implement the work differently than you would talk to bulgaria number data CMO who decides whether your project lives or dies.




Here's how a typical SEO project is proposed to a client: "You should do this SEO project because SEO."

This explanation isn't good enough, and they don't care. You need to find out what they care about and are trying to accomplish, and develop a bulletproof business plan to sell the idea.

Case studies as proof of concept
Case studies serve a few important purposes: they help explain the results and benefits of SEO projects, they prove that you have the ability to achieve results, and they prove the concept using someone else's money first, which reduces the perceived risk for your client.

In my experience and survey results, case studies repeatedly come up as a key way to gain client buy-in. Ideally, you would use case studies that are your own, clearly relevant to the project at hand, and created for a client that is similar in nature (such as B2B vs. B2C, in a similar vertical, or facing a similar problem).