Table of Contents
Introduction
When you sign a new SEO client, it’s important to start the work from day one. To set yourself and your client up for success and make a good first impression, a structured onboarding process is crucial. This process not only reassures the client that they have chosen the right SEO agency but also helps improve client retention, referrals, and revenue. In fact, 80% of company executives agree that client onboarding needs to be streamlined and effective.
To help you smoothly integrate a new SEO client into your agency and establish a productive working relationship, we have prepared a 9-step onboarding checklist specifically designed for SEO clients. By following this checklist, you can ensure that your onboarding process is thorough, efficient, and tailored to meet your client’s needs and expectations.
1. Send a Welcome Email
The first step in your SEO client onboarding checklist is to send a welcome email. This email should express your excitement to collaborate with the client and outline the next steps they can expect. You can also include a welcome pack that provides a summary of the SEO services they have signed up for, the cost, their point of contact (the account manager), contact details for the account manager, and timelines for reports. Here’s an example of a welcome email you can send:
“`
Subject: Welcome to BlackcoreREI & the Next Steps
Hi [Client’s Name],
We’re thrilled to be working with you to help grow your business and improve your SEO. Thank you for signing the contract. I’ve attached a copy for your records.
The next step is scheduling a kickoff meeting. We prefer a video call via Microsoft Teams. Here’s a link to our scheduling tool with our availability; please see what date and time suits you and your team best. Or, you are welcome to propose a date and time that works better for you.
We propose a 60-minute kickoff meeting to review project goals, timelines, and expectations and learn more about your business and specific audience.
Kind regards,
[Your Name]
“`
2. Schedule a Kickoff Call
As mentioned in the welcome email, the next step is to schedule a kickoff meeting with your new client. This meeting can be conducted via phone call, video call, or in-person, depending on the client’s preference and location. The purpose of the kickoff meeting is to officially start the SEO project and ensure that both parties are on the same page. The agenda for the kickoff meeting should include:
- Introducing your team members and meeting the client’s team involved in the project.
- Learning about your client’s business goals.
- Aligning the SEO goals and expectations with the client’s needs.
- Confirming the project budget.
- Clearly defining the scope, timeline, and key deliverables of the project.
- Identifying the key performance indicators (KPIs).
- Establishing the communication methods for regular check-ins, progress updates, reporting, and feedback sessions.
- Discussing the next steps, such as invoicing, completing a client onboarding questionnaire, and gaining access to client assets.
After the kickoff meeting, it is recommended to send a follow-up email summarizing what was discussed and reiterating the “next steps” that were agreed upon.
3. Set Goals and Expectations
Setting clear goals and expectations is a vital step in the client onboarding process. It is important to manage your client’s expectations and educate them about the SEO process. By using the SMART strategy (specific, measurable, achievable, relevant, timely), you can define goals that are realistic and attainable. Clearly outline the SEO strategy that will act as a roadmap to optimize your client’s website. Set a schedule for communication, create target milestones, and define turnaround times for project deliverables. By keeping your clients informed of realistic results, you can build a strong relationship based on trust and transparency.
4. Gather Information
To better understand your client’s business and create an effective SEO campaign, it is essential to gather preliminary information. A client onboarding questionnaire can be a useful tool for this purpose. Ask questions about their unique value proposition, business goals, SEO budget, target audience, top competitors, current and past SEO campaigns, and any other relevant information. The more information you have, the better you can tailor your marketing efforts to attract their target audience and achieve their goals.
5. Assign an Account Manager
Assigning an account manager for new SEO clients is crucial for ensuring a smooth workflow and maintaining a strong client relationship. The account manager will be the client’s point of contact and will be responsible for delegating SEO tasks to other team members. They will also keep the client updated, answer any questions or concerns, and share progress reports. Having a dedicated account manager improves communication, transparency, and accountability.
6. Acquire Access
To implement your SEO strategy and assess the current SEO health of your client’s site, you will need access to various tools and platforms. Request access to their website, content management system, Google Search Console, Google Analytics, Google Ads, Bing Webmaster Tools, reports from previous SEO agencies, and any other relevant assets. Having access to these resources will enable you to effectively analyze the current state of the client’s website and make informed decisions for optimization.
7. Perform an SEO Audit
Before presenting an SEO plan to your client, it is essential to conduct a comprehensive SEO audit. This audit will provide insights into the areas for improvement on the client’s website, including meta tags, internal links, URLs, content quality, duplicate content, page load speed, mobile-friendliness, site structure, and other key on-page SEO elements. Use tools like Surfer Audit to generate quick reports and identify opportunities for optimization. By conducting an SEO audit, you can demonstrate the role SEO plays in your client’s digital marketing strategy and show them the potential value of your services.
8. Analyze Competitors
As part of the onboarding process, it is important to analyze your client’s competitors. Identify the top three to five competitors by asking your client or conducting a search for relevant keywords. Analyze their SEO health and keyword targeting strategies. This analysis will help you identify gaps, weaknesses, and opportunities that can be leveraged in your SEO plan. By staying ahead of the competition and taking advantage of industry trends, you can ensure that your client receives the best possible results from your SEO efforts.
9. Integrate Your Workflow
To effectively manage your client accounts and track the progress of your SEO campaigns, it is important to integrate them into your workflow. Add the client and their SEO project to your project management tool, client reporting software, and communication platforms like Slack. This integration will ensure seamless execution and efficient communication within your team. By consolidating all relevant information and tasks in a single tool, you can stay organized, provide regular updates to your clients, and prevent any miscommunication.
Conclusion
Optimizing your onboarding process for SEO clients is essential for establishing strong working relationships, ensuring client satisfaction, and improving retention rates. By keeping your clients informed, setting clear goals and expectations, gathering relevant information, assigning an account manager, acquiring access to client assets, performing an SEO audit, analyzing competitors, and integrating your workflow, you can set the stage for long-term success. The BlackcoreREI SEO audit checklist provides a comprehensive guide to effectively onboard SEO clients and deliver exceptional results.