Great businesses know how to sell. Driving revenue through customers helps your business grow, and is the best way to bring money into your company.
Because of this, it’s essential that you know how to close clients when you have the chance.
If you’re struggling to close enough clients for your business, you might want to Rethink your approach.
As we all know, small business owners assume that their site is the best and that they should always rank at the top of searches. The simple math is great for a “why you need to do SEO” demonstration, but if you want to sell them on your Services, what’s next?
Once you have a potential client understanding the general need for local SEO, you’ve got to show them how the services you provide will improve their local visibility. Depending on how and how many prospects you have in your funnel, you might not have the time to jump in and do an in-depth local SEO audit for every sales call you make.
Down below, we’ll uncover our “Secret Audit” technique that will allow you to spot major local optimization issues with only a few minutes of effort.
Because this process was so quick, you can perform this audit with every client that you approach.
If you stick to these following points with every prospect that you want to sign in the next 14, I’m willing to bet you’ll close at least 5 New clients.
You Up for a challenge?
Here’s what you need to do:
Contact each lead you generate with your own script or with our battle-tested email swipes.
Whenever you get a reply, perform the steps below so you make a website audit of the interested lead.
As soon as you know what you’re dealing with, it will be a whole lot easier to convince and close the sale.
Once you get used to this process, it should not take you more than 10 minute.
1. Start With On-Page Elements (1-2 Minutes)
Start with a quick look at the home page of the site, remember, this isn’t an in-depth audit. (In most cases, the errors or omissions are very obvious and easy to spot) Check for the following local optimization elements:
For the on-site, spend most of your time on the home page. If there are problems on the home page, the site will likely have the same issues on internal pages.
After you’re done with the home page, spot check a few other internal pages and look at the same elements.
2. Spot Check Citations (1-2 Minutes)
There are several citation tools out there, but we like to use Moz Local (formerly Get Listed) for a quick spot check of the major citations.
Enter the business name and zip code, wait a few seconds, and check out how many listings show up in the business. If the site has its citations in the order, you should only see one listing. If it has problems, you’ll see multiple listings.
You’ll also want to click into the site’s “primary” listing, typically the listing that shows as its verified Google My Business listing. Check the visibility score, and take note of the percentage of incomplete, inconsistent and duplicate listings
3. Check Inbound Link Profile (1-2 Minutes)
Since Pigeon rolled out this summer, “traditional web ranking signals” have much more weight in local search results. That’s a fancy way of saying:
(a) You have to do more than citations.
(b) You have to have a good link profile.
Use your link tool of choice. I suggest Open Site Explorer, Majestic, or Ahrefs. Check the overall Domain Authority, the total number of in bound links and the total number of linking root domains.
4. Check Google My Business (1-2 Minutes)
Most businesses don’t have an optimized GMB page, so it’s easy to find ammunition for your sales process on this step. Check the following:
5. Check Social Media (1-2 Minutes)
Again, we’re not looking for in-depth info here. You don’t need to download an Insights report to be able to tell if a business has an effective Social Media Strategy. If it has problems, you’ll see them quickly.
Start with Facebook:
Then move on to Twitter:
6. Check Yelp (1 Minute)
Even though most businesses aren’t frequently (if ever) reviewed on Yelp, it can’t be ignored — remember, the review stars on Apple Maps are powered by Yelp.
Do a quick search and find the business on Yelp. Check its overall rating, and see if a representative of the business is replying to reviews.
And In 6-10 Minutes, You’re Done!
The more you work through the process, the faster the process becomes. You’ll be able to pull up your tools on the fly, as you’re talking to potential clients. With 10 minutes of work or less, you’ll find the majority of any major problems or issues with Local Optimization.