This is a short but, comprehensive PDF on "selling" or "educating" a prospective SEO, Social Media, Reputation Management, or Start-up client on a website design and development package.

1. Website Development & Design Tactics
Points to Explain to a Prospective Client
This may also be piggybacked off of or prior to SEO
(depends on the stated of the site)
Informative pieces to address: A website may incorporate the following to
become noteworthy (high quality):
1. Instant Clarity Headline – The best way to answer as many questions about your
product, service, and/or company.
2. Declaring The Problem - Ask yourself, “what does problem (the search term) does my
company solve?” Specifically state the issue at hand, or the reason for sourcing your
company.
3. Presenting The Solution – This is a simple task, seeing as you have already identified
what your company ultimately solves. So now, describe the solution. Give the user the
answer to their question in the simplest, quickest, calming way possible. At the end of
the day, the reason a user will visit your site over someone else’s (forget about the search
results for a second), is because you are the “clearest” answer. From there, you can let it
speak for itself.
4. Borrowing Credibility – Provide credibility as often as you can. The more socially
acceptable you are, the better chance you have of “someone giving this thing a shot.”
Testimonials, case studies, citations (or mentions) are only to name a few. An example of
borrowing credibility would be the “as seen on TV” that seems to be plastered on most
products these days.
5. Reverse The Risk – Unfortunately, society as a whole has become much more skeptical
of products, services, etc. Our job as a company is to not only reduce, but remove all risk
from the moment they decide they have found a possible solution to their problem(s).
Offering up “how to videos” or blogs, directly focused on enhancing the users experience
are often the deciding factor in a call or email. The goal here is really to direct the traffic
to your point of contact, whatever medium that may be.
6. Plan Points To Address – Do you intend to inspire, create fear, educate or inform, or
ease their anxiety? The same products and services may be sold from a different
perspective. Fear is a great motivator, but only if it leaves as quickly as it appeared
(meaning your next line is solution based). This is of course, just an example.
7. Price Anchoring – I am not advising you to openly display your pricing, not by any
stretch of the mind. What I’m alluding to is the creation of value in whatever is
displayed. Some of this may be through the above points, but it may also be obtained by
siting the industry standard, vaguely claiming you’re slightly better, and how to find out
more. Free always works, but you have to first decide what it is you are willing to “give
away.” This could be an estimate or quote; an analysis (which we in fact use) is another
example. Often a discounted rate is just as acceptable: “20% off for new customers, and
5% each year of continued business thereafter.”
8. FAQ (frequently asked questions) – This is simple, informative (meaning it may actually

2. get the sale faster), and potentially the most important tool in your bag (once we’ve
established a connection with the user through the aforementioned above). This allows
additional information about your service, product, etc. to sell itself. The best feeling I
have ever had in business knew that, if even for a moment we had set the autopilot.
I mean, the only reason we’re having this conversation in the first place…: you want to
generate more business, but without additional work on your part. This is why I am
employed. Just as the points I described earlier, I’m here to provide basic needs: Helping
you convert, while increasing your traffic, revenue, or exposure in a 6 or 12 month time
period, this would be the only reason to continue thereafter. Ironically, more often than
not, if you hand me a dollar, and I turn it into 5, you may just double up the next time
around. Sound fair?
If they deter from this at any point, bring them back to the task at hand, website
development and design:
1. While I completely see your point, and I think the fact that you took the initiative to
contact my office in the first place shows that you are in fact, ahead of the curve.
2. The most impressive part of this to, the fact that what we build for you stays with
your site, just like work history with a resume. Building your brand and exposure is
something that is just catching on in your industry, so the fact that we’re doing this
today is what’s going to separate you from the competition.
Don’t be afraid. Ask for the card:
1. Now which credit card will you’ll be using to get the site underway today?
If they back of or baulk again:
1. Mr. Customer, I completely agree with you, If I may say, based on our conversation
today, you’re not really satisfied with company you’re currently using right?
2. Well if that’s the case, then you were considering a change recently, correct?
3. Ok, well, this is what I’ll do. I happen to receive an email today updating our staff of
an end of summer special in a couple weeks that would allow you to upgrade your
service, and keep your payments the same? Is that something you may be interested
in?
4. Ok great, well I also am available to add one early each week until then. I have a
clear time slot from 2-4 today to get your information over to our developers. I’m
actually sending you a questionnaire now. Please check your email.
5. Ok, we’re almost finished. Now I would like you to take your time with this
questionnaire, and while you’re filling that out, I will have our team research your
competitors and target demographic, fair enough?
At this point, you better have an idea of where this
prospect stands! If not, and they are still on the phone,
you did something wrong.

3. Don’t be afraid to ask for anything. Ask for the card.