Over the last couple of weeks I attended the Final Four and the Masters. They are in stark contrast when comparing the experience for an average fan. In Atlanta basketball fans sat a very long distance from the court, paid incredibly expensive concession prices, and if they dared drive to the stadium, a new home loan to pay for parking was practically essential. At Augusta National tickets are nearly impossible to obtain. However, if you can get in the door, parking is free, food is cheap, and patrons get an amazing view of the greatest golfers in the world. These two experiences reminded me about the importance of catering to your customer.
An SEO company is providing a service.
Making that service easy, memorable and effective is not simple. However, good service and a smile on the customer’s face at the end of the day is very good news for repeat business and referrals.
Unlike the NCAA Tournament or the Masters, one of a kind events, your business likely has competition. The more options a customer has the more important it is to provide quality service at competitive prices.
For an SEO company it is important to be able to show what you do, how you do it, and what results it yields.
It is easy to talk in buzzwords that the average customer might not understand. Terms like increased visibility, and URL structure could mean something to one person and have a different meaning to a second person. If you provide SEO services there are three steps that can be taken to explain what you do and why it works to potential clients.
An SEO company should explain what search engine optimization is. This can be done concisely. SEO is a way to help your potential customers find you through search engines.
Go into a little more detail about the tactic you use and why they are effective. Also show examples of each step along the way. Explain the way a title tag works, show it to customers, explain the algorithms search engines use, and do the same thing for other strategies that you use. Finally, use evidence to make your argument. Have your customers improved their business? Has traffic on their site increased? Have testimonials and give numbers to show that what you are doing works.
One of the best ways to illustrate your effectiveness is to show examples.
Show potential clients what an optimized site looks like, how it appears in Google, and the number of users that are finding and interacting with it. Show a site that is not SEO and mobile friendly. See if you can find it in search engines, and what is the traffic on that site?
If your family has fun attending baseball games and you are treated well without breaking the bank it is likely you will return. If your kids are bored, the prices are too high, or the seats are so far away that you can’t see well it is unlikely you’ll be back for more.
An SEO company is a lot like a sporting event. What are you offering, at what price, and how does it compare to my other options?
Promote what you do well and illustrate it in a way that is easy to understand. Potential clients might not want to become experts in the field but they do need assurances that they are doing the right thing and have reason to believe it is an investment that will make their business grow.
Dave Friedman broadcasts basketball games at Winthrop University and has covered games in the NFL, NBA, MLB, and Final Four.
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