Creating a Game Plan and Providing Value

Overview

When a client expresses concerns about performance, it’s essential to create a game plan that demonstrates value and provides actionable solutions. This guide will walk through the steps to assess performance, formulate a strategy, and communicate effectively with the client.

Common Client Concerns

Clients often cite three major concerns:

1. No Traffic (Low site visits)
2. No Conversions (Low engagement or actions taken)
3. No Rankings (Poor search engine positioning)

? None of these concerns are solved by downgrading services! Instead, we need to assess their account and build a data-backed plan to address their concerns.

Step 1: Preparing for the Client Call

Before engaging with the client, gather critical information:

Review Performance Reports:

• Pull the most recent report and, if possible, one of their first reports to compare progress.

Conduct Market Research:

• Google their location and check the population size.
• Identify nearby cities with larger populations.
• Manually search for key terms to gauge competition.

Check for Outstanding Action Items:

• Is their Google My Business (GMB) profile verified?
• How many reviews do they have? Is their listing fully optimized?
• Analyze their primary domain, competing sites, and social media presence.
• Review their latest SEO optimizations.

Step 2: Formulating the Plan

Determine the main focus of improvement: Traffic, Conversions, or Rankings.

Increasing Traffic

✅ Actions We Take:

• Update meta descriptions and SEO keywords.
• Expand SEO services or upsell additional SEO.
• Publish Google Posts and update business descriptions.
• Provide a Google Review template or QR code to encourage client feedback.
• Optimize internal linking and update directory photos.
• Expand the service area for greater visibility.

✅ Actions the Client Takes:

• Request more Google reviews.
• Ensure business details (phone, address, etc.) are correct.

Increasing Conversions

✅ Actions We Take:

• Redesign the specials and coupon page.
• Update the Owner Bio and Gallery Page.
• Implement a custom contact form with clear CTAs.
• Add a floating “Click to Call” button for mobile users.
• Refresh retargeting ads and enhance seasonal promotions.

✅ Actions the Client Takes:

• Test and provide feedback on the new features.
• Promote the specials and loyalty programs to their customers.

Increasing Rankings

✅ Actions We Take:

• Publish new content and refresh old content.
• Optimize meta descriptions and Google Posts.
• Ensure SSL security and update directory information.
• Add keywords to directories and enhance alt tags.
• Improve backlinking and update photos in directories.

✅ Actions the Client Takes:

• Keep website details accurate and up-to-date.
• Continue responding to Google Reviews.

Step 3: Communicating the Plan

Example Client Scenario: BlackSheep Designs

• Client was live for 8 months before requesting cancellation.
• Their Google My Business was suspended but later reinstated.
• A competing site with the same phone number was impacting rankings.
• No reviews on their listing, but two reviews were on the competing listing.

Gameplan:
1️⃣ Expand their SEO package to improve visibility.
2️⃣ Suppress or remove the competing site.
3️⃣ Request Google Reviews using a QR code.
4️⃣ Guide the client on how to manage their Google My Business listing effectively.

Tips & Takeaways

✔ Use data to highlight areas of concern and guide the conversation.
✔ Ask questions and gather insights—reports don’t always tell the full story.
✔ Get the client engaged and bought into the plan.
✔ Downgrading services does not improve performance—proactive adjustments do!
✔ Remember: If you wouldn’t return a defective table without first checking the assembly, don’t let clients cancel without fully evaluating their strategy!

Next Steps

Ensure that clients are aware of the value in their services and take an active role in improving their performance. If needed, schedule follow-ups to monitor progress and adjust the strategy accordingly.

For additional guidance, reach out to your support team!