How to sell SEO services to local businesses? It’s not an easy feat, but it’s not impossible either. If anything, after doing this for eight years, I’ve learned it’s as much about people as it is about metadata and backlinks.
Owing to the decentralization of information today, local business owners are not merely looking for someone who knows their stuff; they want someone who understands their needs. You’re pitching a partnership, not just SEO. Building relationships in your community can establish trust and position you as the go-to expert for local SEO services for businesses.
When I went into this business, I figured I could convince people simply by being an SEO genius. Spoiler alert—I was dead wrong. If you have fancy tools and a killer case study, that can bring you far. Building relationships, gaining trust, and customizing your approach for their unique world is the game changer.
“I’m writing as the guy who learned how to sell SEO services to local (non-SEO) businesses without feeling like a sleazebag and who’s had to learn a lot of this stuff the hard way—so I want to share some hard-won lessons, tips for the practical, and mistakes along the way.
Step 1: Get Inside Their World
When I first began pitching SEO, I would make the rookie error of drowning people in stats. I’d throw out some numbers like, “93% of online experiences start with a search engine,” and expect business owners to gasp. Guess what? They completely missed it. They don’t care about industry trends or SEO terminology—they care about one thing:
“How is this going to help me make more money in my business?
When I switched from “teaching SEO” to “speaking their language,” everything fell into place. Rather than aggregate statistics, I might say things like:
“The good news is, when somebody Googles ‘fresh croissants,’ I can’t help but notice your bakery appears on page three. I can help get you to page one, so more people call or come in your shop.’
“Are you aware of how many people search for ”HVAC repair services” in your city every month? About 700 searches. At least for now, most are discovering your competitor.”
As soon as you phrase it in relatable terms of SEO, you hold their interest now.
Step 2: Research more and more
How to sell SEO services to local businesses? What you know of their business (prior to the first meeting) speaks volumes. A local entrepreneur doesn’t care for cookie-cutter search engine optimization solutions. They want to know that you’ve done your homework and that you’re prepared to address their specific problems.
Here’s my approach to researching local businesses:
Check Their Website
Focus on what is right in front of you. Are they mobile-responsive? How quickly does it load? Is it optimized with the right keywords? Before you even discuss SEO with them, identify where the quick wins could be.
Spy on Their Competitors
This knowledge—who their competitors are and what they are doing online—is pure gold. It allows you to present to them, “Here’s what the competition is doing, and here’s how we can outpace them.”
Use Tools Sparingly, Not Excessively
Tools like Ahrefs and SEMrush are wonderful, but handing a business owner a giant report is a rookie move. Filter things down that don’t matter to them in a letter—they don’t care about domain ratings, but they do want to see, “Hey, your Google My Business profile has no reviews, and that’s holding you back in visibility.”
When you finally sit down for that first conversation, the more specific you got, the better. Being prepared demonstrates to them that you actually care about helping their business—and it sets you up for a leg up on the agencies that are delivering cold sales pitches to them.
Step 3: Focus on Them, Not on Yourself
Local business owners always have a built-in skepticism of “marketing” people. Can you blame them? They’ve been burned on the shady phone calls or emails selling solutions that claim #1 Google rankings in two weeks or sketchy agencies asking for thousands but that deliver zero results.
The way I get past that skepticism is by changing the game. Rather than toot my own horn, I tell them about their goals. If I were talking to them, I might say, “Okay, what’s your biggest challenge right now?
Do you require additional walk-in clients? More calls? More booked appointments?” The longer you get them talking about their problems, the easier it becomes for you to place SEO in the role of savior.
Quick Tip: Drop the jargon. Until I know the client has a basic understanding of SEO principles, I don’t use terms like “keyword research” or “on-page optimization.” Keep the conversation simple. Just say, “I’ll get your site found when people in your town are looking for exactly what you’re selling.”
Remember too, several local biz owners don’t have anything but cluelessness about some of their problems. I once collaborated with a florist who said, “I think I’m doing fine; I don’t really need SEO.”
They lit up after I showed them how a competitor’s blog about flower arrangements for weddings was generating its ultimate sales, week by week. Boom. SEO was no longer a “cost” now. It was an opportunity.
Step 4: Build Trust Like Your Life Depends On It
How to sell SEO services to local businesses? Remember, selling SEO is 50% education and 50% faith. And while trust is important, it doesn’t come overnight. If you come in there guns blazing, promising them the moon, they’re going to smell bull a mile away. Honestly, I’ve gained more clients through sheer ruthless honesty than anything else. Here’s what helps:
Be Realistic
Do not, I repeat, do not promise #1 rankings. I tell clients from the get-go that it’s a long game. If speed is critical, I move the discussion over to paid ads or other short-term tactics they may deploy while SEO takes effect.
Show, Don’t Tell
I always come up with a couple of case studies. Results are real, with traffic and leads screenshots. Statistically sound statements—such as “We increased organic traffic 200% over six months”—sound more like a thousand words.
Offer a Small Win
If they hesitate, I will suggest a smaller initial project, such as optimizing a single service page or setting up Google My Business. One law firm client initially came on board when I cleaned up their local listings—at no cost to them. They were so impressed (and perplexed how poor their visibility had been earlier) that they signed a 12-month contract.
Step 5: Appropriately Respond to Objections
How to sell SEO services to local businesses? If you’ve been doing SEO long enough, you are familiar with the classic objections on the order of clock and calendar:
“It’s too expensive.”
“I don’t think I need this.”
“How can I be sure it’s going to work?”
When I get an objection, I never take it personally: I see it as a clue. It tells me what they’re concerned about. For example:
Price Objections
I’ll put it in the form of a question: If someone says SEO is expensive, I’ll tell them it’s an investment. I’ll demonstrate that just an additional sale every week could pay for it. So does the math: For one local spa, one facial per week for six months at $75 totals $1,800. That made SEO’s price seem like a no-brainer.
Skepticism
I’m all about transparency for clients who’ve been burned before. I might say, “I can see why you hesitate. I’ve heard horror stories of businesses spending thousands without any results. If you’re down for it, I’d love to build trust with you on a small level first—just optimizing your Google profile.”
Convert objections into a dialogue. Then it’s much easier to help them come to a resolution.
Step 6: Focus On Local SEO
By focusing on the unique needs of your target audience and highlighting the benefits of local SEO for service area businesses, you can effectively demonstrate the value of your services.
When you’re pitching local businesses, the power of local SEO needs to be demonstrated. Being generic won’t cut it. They don’t need global rankings—they need their town, their neighborhood, their ZIP code. Here are a few strategies I always highlight:
Optimizing Your Google My Business
This is an easy win. Many local businesses underestimate the power of their GMB profile. When I tell them, “This is why it matters; this is how you show up in that map pack,” they get it.
Local Reviews
A few years ago I brought a client 20+ reviews overnight by literally helping them create a simple “Review Us!” card for customers to pass on. Those reviews elevated their position in local search because small things make a big difference.
Localized Content
One of the audiences business owners love to hear content from is how it serves their community. I did this with a local pet store by writing blogs on “The Best Dog Parks in [City Name]” and “This Winter Make Sure to Care for Your Pets in [Region].” All of a sudden, their traffic was coming from the neighborhood.
Step 7: Follow Up Like a Pro
Networking is a powerful tool when selling SEO services for local businesses. It doesn’t stop with the pitch: Selling SEO It’s the amateurs who don’t follow up; the pros do. A local business owner is busy, and it might be months before you hear back. I’ve had people ghost me after what I thought was a great meeting and hire me six months later because I kept following up (without being annoying).
Here’s my system:
A short thank-you message immediately after the meeting.
A follow-up a week later to respond to any remaining questions.
That should be regular, every 2–3 months, touchpoints with data on their online performance: “Hey, I see your site speed score dropped. Want me to look into it?”.
Be persistent, but ensure that every follow-up adds value.
Selling local SEO services for small businesses requires a combination of education, tailored solutions, and proven results. Educate them on how SEO services for local businesses can drive foot traffic and online leads, emphasizing benefits like higher search rankings and customer trust.
Closing Thoughts
So, how to sell SEO services to local businesses? It is beyond challenging (and I can tell you that from experience) selling SEO to local businesses. You’re not just selling a service—you’re supporting business owners in a competitive landscape. And when you put the effort into understanding their world, clearly demonstrating the value of SEO, and building real, meaningful trust, you’ll be the first person they recommend to others, every single time.
Identify selling SEO services to local businesses in need of online visibility and offer a free local business SEO services audit to showcase areas for improvement. Master listening, problem-solving, and patience—and those “hell yes” moments will happen more frequently than you’d imagine. Good luck, and get pitching!
Using eight years of my own experience, I wrote a comprehensive blog post about selling SEO to local brick-and-mortar storefront businesses. It is full of useful tips, stories from the field, & methods for connection with small business owners. I hope this helps, and let me know if you have any other questions!
FAQ
How do you sell your SEO services?
To sell SEO services, start by identifying potential clients in need of improved online visibility. Offer a free website audit to highlight areas for improvement and explain how your strategies can help achieve better rankings and increased traffic. Build trust by showcasing case studies or testimonials that demonstrate proven results.
How much should I charge for local SEO services?
The cost of local SEO services depends on factors like the scope of work, competition, and client goals. On average, monthly fees range from $300 to $1,500, but you should tailor pricing based on the specific needs of each client and the value you deliver.
How to sell digital marketing services to local businesses?
Educate local businesses on the benefits of digital marketing services, such as increased visibility and customer engagement. Offer free consultations to understand their pain points and provide personalized solutions that showcase measurable results, like lead generation and ROI.
How to charge clients for SEO services?
Charge clients for SEO services based on a fixed monthly retainer, project-based pricing, or performance-based models. Ensure transparency in pricing by detailing deliverables, timelines, and expected outcomes to build trust and long-term partnerships.
How much do companies pay for SEO services?
Companies typically pay between $500 and $5,000 per month for SEO services, depending on the agency, the scope of work, and the competition level. Large companies may invest even more for advanced strategies and enterprise-level services.
How to sell IT services to small businesses?
Highlight how your IT services can solve common challenges faced by small businesses, such as improving efficiency, securing data, or reducing costs. Use real-world examples and offer free assessments to demonstrate value and build trust.
