The Local SEO Agency’s Complete Guide to Client Discovery and Onboarding
Posted by MiriamEllis
Why proper onboarding matters
Imagine getting three months in on a Local SEO contract before realizing that your client’s storefront is really his cousin’s garage. From which he runs two other “legit” businesses he never mentioned. Or that he neglected to mention the reviews he bought last year. Worse yet, he doesn’t even know that buying reviews is a bad thing.
The story is equally bad if you’re diligently working to build quality unique content around a Chicago client’s business in Wicker Park but then realize their address (and customer base) is actually in neighboring Avondale.
What you don’t know will hurt you. And your clients.
A hallmark of the professional Local SEO department or agency is its dedication to getting off on the right foot with a new client by getting their data beautifully documented for the whole team from the start. At various times throughout the life of the contract, your teammates and staff from complementary departments will be needing to access different aspects of a client’s core NAP, known challenges, company history, and goals.
Having this information clearly recorded in shareable media is the key to both organization and collaboration, as well as being the best preventative measure against costly data-oriented mistakes. Clear and consistent data play vital roles in Local SEO. Information must not only be gathered, but carefully verified with the client.
This article will offer you a working Client Discovery Questionnaire, an Initial Discovery Phone Call Script, and a useful Location Data Spreadsheet that will be easy for any customer to fill out and for you to then use to get those listings up to date. You’re about to take your client discovery process to awesome new heights!
Why agencies don’t always get onboarding right
Lack of a clearly delineated, step-by-step onboarding process increases the potential for human error. Your agency’s Local SEO manager may be having allergies on Monday and simply forget to ask your new client if they have more than one website, if they’ve ever purchased reviews, or if they have direct access to their Google My Business listings. Or they could have that information and forget to share it when they jump to a new agency.
The outcomes of disorganized onboarding can range from minor hassles to disastrous mistakes.
Minor hassles would include having to make a number of follow-up phone calls to fill in holes in a spreadsheet that could have been taken care of in a single outreach. It’s inconvenient for all teammates when they have to scramble for missing data that should have been available at the outset of the project.
Disastrous mistakes can stem from a failure to fully gauge the details and scope of a client’s holdings. Suddenly, a medium-sized project can take on gigantic proportions when the agency learns that the client actually has 10 mini-sites with duplicate content on them, or 10 duplicate GMB listings, or a series of call tracking numbers around the web.
It’s extremely disheartening to discover a mountain of work you …read more
Source:: Moz Blog