STEP 1: Focus on Conversions, not Traffic

I like to manage expectations from the get-go.

My experience is that most of the clients you get will not need more traffic.

Although they can use some of those extra visitors, most of the time they just need to dial down conversions on their website.

So every time I get on the phone with a client I focus on conversions. Not rankings, not CPC, just conversions.

And how they are managing their funnels.

Remember that whether they know it or not, they have a funnel in place.

So every phone call they pick, every email they send, every interaction they have is a good opportunity to turn that into a lead and then into a customer.

If the client is fixated on how much they are paying per click or what’s their position for X, Y and Z keyword, you can bet he’ll be micromanaging your ass :)

STEP 2: Become a Consultant

I like to actually help business growing all over. Not only SEO or PPC based, but actually in revenue, sales, etc.

Of course some business owners will be more open to this than others, but don’t be afraid to make a suggestion about a page, a product, etc.

Share your experiences and insights with the client.

Walk that extra mile.

Do the UN-required work.

This will put you in a business consultancy position.

By achieving this you can both help the business grow and charge more for your services.

And of course you will differentiate yourself from the myriad of other companies offering the same stuff as you do.

Talking about 10x your value to the market, right?

STEP 3: Build your Own Properties

For this I have to say thanks to my partner Bradley Benner, since he’s been a big eye opener for me.

Whether you’re doing PPC or SEO, you want to go ahead and build your own properties.

Make your own buyers’ list, or potential leads seeking for Water Damage Restoration in New York, for example.

Make your own retargeting list, and lease the client a space in your own network.

Use 301s and redirections when doing SEO and Linkbuilding.

Of course there are some things you cannot take with you (Like a branded IFTTT network or the On Site SEO for the client’s website).

But this will give you some leverage upon your own efforts.

So just in case the client decides to leave, you can actually pull the plug and keep all the leads smile emoticon

I hope it helps a lot guys.

Hernan

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