In this episode, Jeff and Pete discuss the concept of "Paid Discovery" in SEO projects. They delve into why it's crucial for agencies to charge for the discovery phase of an SEO project, how it benefits both the agency and the client, and best practices for implementing this approach.
Key Points Discussed:
What is Paid Discovery?
- Getting paid to figure out if you'll work with a client and cover the time needed to determine if it's a good fit
- Puts skin in the game for the client to show they are serious
Benefits of Paid Discovery
- Allows agency to demonstrate expertise without giving away full strategy
- Helps ensure client is equipped for the SEO work required
- Provides opportunity to align on commercial goals and objectives
- Screens out clients not suitable to work with
Running a Paid Discovery Session
- Be clear it's not a sales pitch, though the goal is to agree on a proposal
- Focus on trust building and showing your capabilities as an expert
- Include a "low risk offer" like a coupon to incentivize signing on for ongoing work
Operational Considerations
- Take the time upfront to understand infrastructure and capacity limitations clients may have
- Be willing to walk away from bad fits even when it's uncomfortable
- Have your own audit process or leverage tools like Scout Reports) to qualify leads
