How to sell SEO services to local businesses

You may have the skills and experience to improve search rankings, but how exactly do you sell SEO services to local businesses? The old-hat method of cold calling companies in your area or niche requires a mountain of effort for minimal returns. And even then, it’s hard to guarantee long-term client relationships.

Selling SEO services to local businesses requires research, expertise, and data to prove you can help businesses grow. And with affordable tools to support you, putting together a compelling pitch is easier than ever. But before you begin, it’s important to understand exactly what you’re up against.

Why it can be hard to find local SEO clients

Agencies and freelancers around the world inundate businesses with local SEO pitches. In such saturated markets, it can be hard to stand out and get local SEO clients to pay attention to you. If you do get their attention, small business owners might not understand the benefits of local SEO. They often demand proof you can get results and may even be skeptical of digital marketing because of past negative experiences. Local businesses, especially small ones, often operate on tight budgets and may prioritize traditional advertising over SEO. They might view SEO services as a nice-to-have, especially if they're unaware of its potential return on investment (ROI).

Proving the ROI of local SEO can be difficult without reliable data, especially in the short term. Businesses want to see how their local SEO translates to more leads, customers, and, ultimately, revenue. 

Determine the local SEO services you’ll be offering

Before you approach local businesses, define the specific SEO services you can provide. Start by assessing the following key areas:

On-page SEO – This includes optimizing individual web pages to rank higher in search results. You'll focus on local keyword optimization, meta tags, headers, and content creation that targets specific geographic areas. Offering content strategy and creation can also set your services apart.

Google Business Profile optimization – For local businesses, a well-optimized Google Business Profile (GBP) is essential. Your services should include setting up, verifying, and managing GBP listings. This helps the client appear in Google’s Local Pack and get visibility in “near me” searches.

Local citation building – Consistent business listings across the web help build local SEO authority. Offer citation building and management services, ensuring accurate NAP (name, address, phone number) information on all directories and local platforms.

Review management – Online reviews influence local search rankings and customer decisions. Include review generation strategies and reputation management in your services to help clients manage and respond to reviews, increasing trust and visibility.

Technical SEO audits – Perform technical audits that identify issues like slow site speed, mobile-friendliness, and broken links. Fixing these issues can drastically improve search engine performance and user experience, critical for local businesses with limited online budgets.

Competitor analysis – Offer competitor research and analysis to help businesses understand their local rivals' strengths and weaknesses. By identifying gaps in competitors’ strategies, you can craft a plan to help your client gain a competitive edge.

Local link building – Help local businesses improve their domain authority by acquiring links from reputable local sources, such as news sites, local blogs, and community directories.

By clearly outlining your range of services, you position yourself as an expert who understands the complexities of local SEO and can tailor solutions to specific client needs. This focused approach makes it easier to communicate the value of your offerings and close deals more effectively.

What to charge for your local SEO services

One of the most critical aspects of learning how to sell SEO services to local businesses is determining the right pricing structure. Finding a balance between affordability and delivering high value is  the key to signing new clients without underselling your expertise. Here are key factors to consider when setting your rates:

Evaluate the scope of services

The complexity of the services you're offering plays a major role in pricing. Comprehensive packages that include Google Business Profile management, local citation building, and competitor analysis demand more effort, and thus, higher rates. Customizing your pricing based on the workload ensures both you and your clients understand the value.

Monthly retainers

SEO is an ongoing effort, so a monthly retainer model works best for most clients. This allows you to maintain and optimize their local SEO efforts consistently. Retainer rates typically range from $500 to $2,500+ per month, depending on the scale of the business and the services you provide.

Project-based pricing

For businesses that need one-off services—such as an SEO audit or Google Business Profile optimization—consider charging a flat project fee. These projects typically range from $500 to $2,000. This model is particularly useful for clients who want an initial SEO boost before committing to ongoing work.

Hourly rates

Offering hourly rates is another way to charge for local SEO services, especially for clients who need flexible consulting or smaller-scale work. SEO professionals typically charge between $50 and $150 per hour. Hourly billing works well for businesses needing SEO advice or short-term engagement.

Understanding how to sell SEO services to local businesses involves not only tailoring your services but also pricing them strategically. Research local SEO pricing in your market to stay competitive while still reflecting the value you offer. If you have niche industry knowledge or proven success stories, you can justify charging more. Always keep an eye on what other agencies and freelancers are offering to ensure your rates remain fair and appealing.

Identifying target local SEO clients

The first step to selling SEO services to local businesses is pinpointing who your ideal clients are. This involves a deep dive into demographics, trends, and online behaviors.

Begin by assessing the industries or sectors where you have the most experience and success. Are you best suited to serving local retailers and restaurants or professional services like law firms or dental practices? Recognizing your strengths can help you narrow down the types of businesses that would be most receptive to your proposals.

Next, gather data to understand the local business landscape for your target market better. This includes analyzing the size of the businesses, market presence, and online visibility. Industry-specific reports can provide valuable insights into your target audience’s needs and what they’re up against.

Active participation in local business communities and professional networking groups gives you direct access to potential clients. This allows you to understand the challenges local business owners face and find SEO clients at the same time. With a clearer view of who you should be working for, create a targeted list of potential local SEO clients. Use Google, chambers of commerce, and business directories to find the most qualified local SEO clients online.

A Google search for local SEO clients for an agency that specializes in dentists. 

You’ve now got a list of leads to reach out to and pitch your local SEO services. However, attracting clients shouldn’t rely solely on outreach—your own marketing strategies should bring interested businesses directly to you.

Strategies and tools for local SEO client lead generation

Building a pipeline of qualified local SEO leads requires a combination of effective strategies and the right tools. Below are some key tactics to help generate and nurture local SEO clients.

SEO

Optimize your own website for SEO to rank for terms like “local SEO services for [industry]” or “SEO for local businesses in [city].” By improving your visibility in search engine results, you attract business owners actively searching for solutions. 

Clients that found you through search are already getting a taste of your SEO abilities. Plus, consistently updating your blog with case studies, how-to guides, and industry news will demonstrate your expertise, making it easier for potential clients to trust your services.

PPC ads

Pay-per-click (PPC) ads, particularly through Google Ads and Facebook, can be a quick way to generate leads. Target keywords relevant to local SEO services and geo-target your ads to focus on your region.

A search ad on Google for local SEO services

Social media marketing

Social media platforms, especially LinkedIn, provide valuable opportunities to identify and engage with potential local SEO clients. LinkedIn allows you to connect with business owners and decision-makers directly. You can also join industry-specific groups where you can demonstrate your expertise by contributing valuable insights, thereby positioning yourself as an authority in local SEO.

Local SEO tools

The right tools can significantly boost your lead generation efforts. Here are some must-have tools to help generate and manage leads:

• Google Trends: Use this free tool to track local search interests over time, identify emerging trends, and target hotspot areas with your content strategy. Understanding what people are searching for locally helps you provide more relevant solutions to potential clients.

 A screenshot of search trends on Google.

• Semrush’s Lead Finder Tool: This tool, part of the Agency Growth Kit, helps you build a targeted list of local SEO leads quickly and efficiently. It identifies businesses in your area that need SEO services, giving you a ready-made list to pitch to.
• Salesforce: A powerful CRM tool that helps agencies manage client relationships, track leads, and monitor the effectiveness of their outreach. Use it to streamline communications and craft personalized pitches that speak directly to a local business’s SEO needs.

Spy on competitors: Presenting clear data on competitors is a sure-fire way to sell SEO services to local businesses. Use Map Rank Tracker to quickly pull up rival data and give prospects an actionable strategy.

Demonstrating your expertise during discovery calls

Now you know how to find local SEO clients, it’s time to impress the decision makers that will determine your growth. Clients want to see that you can get them results, so start gathering your best charts that show what you can achieve for them. For example, healthcare marketing agency WebServ can show a dramatic local engagement boost over just two months. Using reports from Google Business Profile, they are able to quickly show clients what they can expect for their investment.

Google Business Profile performance insights that an agency uses to get local SEO clients.

The agency credits Semrush’s Listing Management for helping them boost high-converting local traffic for their clients. “It’s always nice to show new clients some quick results while other long-term strategies are in play,” explained CMO Preston Powell. 

Bring specific SEO opportunities to potential clients. For example, ClickReady Marketing uses Semrush’s Listing Management tool to identify directories their clients haven’t submitted to. By signing them up and distributing their information, ClickReady has significantly improved the online visibility of several clients.

• A national shredding company saw their visibility scores rise to 70-80%.
• A pet products franchise earned 60-70 leads per month through local search.
• An Atlanta family law attorney now receives 100 leads per month following a visibility boost.

Leveraging case studies from past clients, particularly those in similar industries, builds credibility and trust. A good case study sets out the problem the client faced, what you did to solve it and the results you achieved. 

The next step is to refine your outreach to engage your potential clients effectively. Instead of a one-size-fits-all approach, tailor communication to address their specific challenges based on your research.

When reaching out to potential clients, focus on offering value first. Demonstrating your ability to solve their specific problems sets your SEO company apart. And the best way to highlight how your experience will translate into tangible benefits for them is to show them.

Tools to build a persuasive local SEO proposal

The right tools make your presentations stand out, impressing local business owners and increasing your chances of closing deals. Google Slides is a free and user-friendly tool that allows for real-time collaboration with your team or clients.

Google Slides are a great visual tool

It’s perfect for creating clean, professional slide decks that you can share directly or present remotely. Its integration with Google Drive also makes it easy to store and access decks from anywhere.

Use Canva to design polished graphics that visually communicate your SEO strategy, progress reports, and case studies. Its drag-and-drop interface makes it simple to create custom visuals tailored to your brand and message.

SurveyMonkey allows agencies to gather useful feedback directly from local companies and customer groups. Discover pain points and customer preferences you can reference when selling SEO services to local businesses. 

Struggling to get a prospect to commit to a meeting? Use Loom to record your screen and create personalized pitches or walkthroughs of SEO audits. That way, they can watch your proposal at their leisure while your competitors’ emails go unread.

A mockup of a Loom presentation. 

Figma helps you create and share web designs with potential clients. A well-structured website is crucial for local SEO, and with Figma it’s easy to show clients your recommendations. 

Also, don’t forget to keep yourself and your team up to date with the latest in local SEO. Semrush’s free webinar Unlocking Agency Growth: Integrating Local Services with Expertise is a great place to start for those looking to refresh their knowledge. Learn some new tactics for building a local presence and demonstrate your expertise on your next client call.

After the sale: Building long-term local SEO client relationships

Building long-term relationships with local SEO clients isn’t just about achieving high rankings in search results. You need to establish trust, demonstrate continuous value, and adapt to the evolving local search landscape.

Ultimately, client retention comes down to the results you get for them. Marketing agency Stratedia uses Semrush Local to simplify local SEO processes and make their clients happy. The team has been able to secure top rankings for 94% of their clients. This resulted in a 95% client retention rate, that has bolstered their yearly revenue and strengthened their client portfolio. 

Setting realistic expectations helps manage client satisfaction over the long term. Educate clients about the nature of local SEO as a continuous process rather than a one-time effort. Highlight the need for ongoing optimization and adaptation to changing search algorithms, as well as market conditions.

Regular meetings are an opportunity to show a deep understanding of your client's business, challenges, goals, and competition. This allows you to tailor your strategy effectively and demonstrate how your efforts align with their broader business objectives. 

Focus reports on metrics that matter most to the client, such as local search visibility, foot traffic, and conversions.

 A local visibility report generated with Semrush Local.

Encourage feedback to show you value the client's perspective and that you’re committed to getting results. Act on comments promptly to demonstrate responsiveness and dedication to client satisfaction. Stay ahead of the curve by proactively suggesting new strategies, tools, or platforms to reinforce your expertise and commitment to their success.

When you consistently deliver great results, your existing clients can become your most valuable advocates. By celebrating milestones—like increased rankings, improved foot traffic, or better online reviews—you reinforce your value and strengthen client relationships. This, in turn, increases the likelihood of clients recommending your services to other businesses in their network.

To encourage referrals, actively ask satisfied clients for recommendations. These personal endorsements carry significant weight in the local business community, where trust plays a critical role in decision-making. When local business owners hear about your SEO success from a peer, it adds credibility and can be more convincing than any sales pitch.