A Step-by-Step Proposal To Grow Your Client Base Over The Next 4 Months
Thanks for taking the time to read this proposal.
If we have already been introduced, my name is Shaun, and I’m a results consultant for IM Solutions.
This proposal document was designed to…
- Explain our main objective from working together over the next 4 months
- Give you insight into the work being carried out and the thought process behind it all
- Inform you of the investment required to begin this project
Let’s get started…
Based on a 4 month agreement of services.
|Ecommerce Website Setup||One Time Off|
|Search Engine Optimization||Monthly|
* Unlimited support includes direct access to Shaun & IM Solutions support team.
Our primary focus for this project is to increase the number of sales from your website. To do this, the project will be split into 3 categories.
This involves letting search engines know exactly what your website is about.
8% of project
The most important part of the process and vital for ranking higher in search engines. This involves building links to your website.
75% of project
If you successfully have on-site optimisation and backlinks, you will have visitors on your website. Conversion is about making it easy for those visitors to become leads e.g. calls or online appointments.
17% of project
We have this method down to a science. You may have also noticed that 83% of our strategy involves search engine optimisation, or ‘SEO’ as we will refer to it throughout this proposal.
What is Search Engine Optimisation?
SEO is the practice of improving and promoting a website to increase the number of visitors the site receives from search engines.
To do this, you must first learn the “algorithm” of search engines. Search engines create algorithms to determine which factors influence your position or ranking.
We primarily focus on the most popular search engine, Google. With almost 90% market share in the UK (source: BBC) it is most peoples go-to website for finding businesses. Bing and Yahoo are not left out though.
To “rank a website” it’s as simple as understanding the algorithm, then providing it what it wants.
In total there are over 200 signals the algorithm looks for, split across 8 categories.
The chart on the left shows how these 8 types of signals are divided by importance.
The categories of the top 5 ranking factors (on the left) account for over 50% of the local ranking algorithm.
The Top 5 Local Ranking Factors
- Location in the landing page title
- Quality and authority of links to your website
- Quality and authority of links to the webpage
- Location keywords in anchor text of links
- Product/service keywords in anchor text of links
Google Search Engine Results Page (SERP)
Organic results is the position your website will appear in with SEO. Google My Business listings are part of local SEO, also included in this proposal. Pay per click (PPC) adverts are where you pay Google directly every time someone clicks through to your website.
Click-through rate is the number of people that click through to your website out of the total amount of searches. Using the averages, we can guesstimate that 36.4% of people that search this keyword, click through to redcowmedia.co.uk
Keywords Selection & Application
How a Website Appears to You
How a Website Appears to a Search Engine
We start off by selecting the right keywords to target for your business. Then, it’s all about tweaking your website to be more related to your chosen keywords and making it easier for search engine bots to get what they need.
Making your content more search engine friendly
The first thing we will do is create a plan for which keywords will be targeted with which page of your website. After this plan has been created, we will set the title of each page to include the chosen keyword. This requires creating a new page for different keywords, if one does not already exist.
Here is an example of how the title appears within Google:
The other vital part of the content optimisation is the description. The description tells potential clients and search engines what the page is about. It should be written in a compelling way to encourage people to visit your website. Take a look at the example below:
Other tweaks in the content will include setting text descriptions of images (search engines cannot understand images), including the keywords in headlines, and organising code.
Building links to your website
Before the onsite optimisation and silo structures we just covered can be truly effective, your website requires backlinks. Backlinks are simply links to your website from other websites. This is an example link to Google UK.
We define a good link by 3 main components…
The (anchor) text of your backlinks influences what keywords you rank for.
We follow a tested and proven formula for choosing anchor texts.
Topic of Webpage
The more relevant the webpage, the better the link.
When choosing or creating pages to link to your website, this should be kept in mind.
Type of Link
Contextual, footer and sidebar are the 3 types of links.
We primarily focus on contextual, which is links from within articles and content. But it is important to have a variety.
Gaining Links from Trusted Authority Websites
*Page Rank is no longer updated publicly
This is probably the reason why we can help you achieve great results – we have connections with hundreds of web editors & we run our own network of authority sites
The links need to be from authority websites. We use the word authority because websites that have authority are regarded as trustworthy and valuable link sources to search engines.
“A vote from the Queen is much more valuable than 100 votes from unemployed people”
Google track authority through their algorithm called PageRank. Using the scale on the right, you will be able to get an idea of what PageRank well-known brands have.
In theory, the higher the PageRank of a website linking to you, the better. But there are many more factors that come into play in the real world.
Unfortunately we cannot call up Currys, John Lewis, or The Telegraph and ask them to link to your website. So we buy and build websites that have these PageRank levels.
Every month we invest in thousands of pounds worth of domains and hosting to maintain and grow a large network of websites with high authority. Most domains we purchase are in the range of PageRank 3-5, but we also have PR (PageRank) 6-8’s and 0-2’s in our mix to keep it natural.
These websites are built around several different topics and often built specifically for each client we take on. Next it is a matter of writing unique articles for different blogs in our network, spread out over time for a natural effect.
Converting Your New Visitors Into Enquiries
If less than 10% of people that visit your website from search engines are contacting you, you are losing a lot of customers.
Do you know your conversion rate? This is the percentage of visitors that contacting you after visiting your website.
The process of tweaking this is called Conversion Rate Optimisation.
Without doing this, spending money on SEO is a waste of your money. You’ll get an increase of visitors, but most of them will end up going to your competitors that have better converting websites.
Here are a few ways we’ll tweak your website to improve your conversion rate
Make Your Content “Customer Focused”
Content is what really matters on a website. Great design and images are powerful. But if your content is bad, it’ll all fall apart.
All of our content is measured against 3 platitudes to judge the effectiveness, and how customer focused it is, these are:
Platitude #1: What is in it for me
Platitude #2: Well, I would hope so
Platitude #3: Who else can say that?
Make it simple to navigate and use
If it takes a visitor more than 3 seconds to find your phone number, it’s not in the right place. If they struggle to find what they are looking for, struggle to navigate, or have any difficulties using your website – it is setup wrong.
You need to know who your audience is, so you can make your website easy for them to use. If you primarily target an older audience as an example, they won’t be as technical as younger people. In which case, you create your website very easy to use for this audience.
We studied and tested repeatedly to see exactly how to structure a website to make it easy for different demographics to use.
Encourage and make it easy for people to contact you
Most business websites have one focus, to get more enquiries. More phone calls, or online contact messages.
If this is the case, then it doesn’t make sense to not have a contact form on your website. Or to bury your phone number in the middle of your content.
Have a short call back form on your homepage (the most visited page on most websites), and have your phone number / contact button at the top right of every page.
Frequently Asked Questions
Are my results guaranteed?
We are 99% confident that we can deliver great results for your business. That 1% margin of error is due to the fact that we aren’t in control of Google. (At the very least, all of my clients recoup their investment, most see a 500%-1000% ROI)
Why is it a 4 month agreement?
4 months is sufficient time to show you great results. It also gives both of our businesses a trial to evaluate whether we are a good fit to continue working together.
What will happen after 4 months?
We will evaluate the project to decide whether we are a good fit to continue working together. If we are a good fit, the campaign will revert to a month-to-month agreement.
I have questions about your service…
No problem. Email Shaun directly via email@example.com or email the team – firstname.lastname@example.org.
How Do I Get Started?
Simple, just notify me and I will send the invoice over. Once everything is confirmed, my team will start working on your website.
Need any help?
Throughout working together, I will be your point of contact. You can contact me at any time using the details below…
That is my direct mobile phone number if you need support ASAP. Don’t hesitate to drop me a message via Whatsapp and I will be sure to attend to it.
Thank you for your time.
Shaun & The IM Solutions Team