SEO Client Discovery Calls That Gets You Great Clients, Avoid Disasters

Let’s cut to the chase: a discovery call is simply the first real conversation you have with a potential client. It’s a chance to get to know each other, assess whether you’re a good fit, and understand what they need from an SEO agency.

Why Does This Call Matter So Much?

Think of it like a first date, but with fewer awkward silences (hopefully). A discovery call helps you:

• Get a Feel for Their Needs: What are their SEO goals? Are they looking for more traffic, better rankings, or something else?
• See If You’re a Good Fit: Do their expectations match your services? Is their budget realistic?
• Build Rapport: This isn’t just about business. People like to work with people they like. Start building that connection early.

The Client’s Side of Things

Your potential client is probably also trying to figure things out. They want to know:

• Can You Actually Help Them?: Have you worked with similar businesses? Can you show them results?
• Are You Easy to Work With?: Are you responsive? Do you seem knowledgeable?
• Are You Affordable?: Let’s be honest, everyone has a budget.

Prepping for Success: Before You Dial

You wouldn’t walk into a job interview without doing your homework, and the same goes for discovery calls. This is your chance to make a great first impression and demonstrate your expertise. Here’s how to ensure you’re ready to knock it out of the park:

Preparation Step	Details
In-Depth Website Analysis	Assess technical SEO, on-page SEO, content quality, and backlink profile using tools like Semrush.
Competitor Research	Analyze competitors’ keyword rankings, content strategy, and backlink profiles.
Client Background Research	Understand the client’s industry, target audience, and social media presence.
Crafting Questions	Prepare open-ended questions to understand the client’s challenges, goals, and expectations.
Technical Preparation	Ensure a stable internet connection, test audio/video, and plan for screen sharing if necessary.
Setting the Stage	Choose a quiet environment, minimize distractions, and have note-taking materials ready.

1. In-Depth Website Analysis:

Don’t just skim their website – dive deep. Look at their current SEO performance:

• Technical SEO: Are there issues with site speed, broken links, or mobile responsiveness?
• On-Page SEO: How well are their title tags, meta descriptions, and header tags optimized? Are they using relevant keywords?
• Content Quality: Is their content informative, engaging, and well-structured? Does it align with their target audience’s interests?
• Backlink Profile: Are they getting backlinks from high-quality websites? Are there any spammy or low-quality links that could be hurting their rankings?

Use SEO tools like Semrush, Ahrefs, or Moz to gather data and identify areas for improvement.

2. Competitor Research:

Analyze their top competitors’ websites:

• Keyword Rankings: What keywords are their competitors ranking for? What keywords are they not ranking for that your potential client could target?
• Content Strategy: What type of content are their competitors producing? Are there any content gaps that your client could fill?
• Backlink Profile: What websites are linking to their competitors? Could your client potentially get links from those same websites?

Understanding the competitive landscape will help you tailor your pitch and demonstrate how you can help your client outrank their competitors.

3. Client Background Research:

Go beyond their website and learn more about the client’s business:

• Industry: What are the current trends and challenges in their industry? How can SEO help them address these challenges?
• Target Audience: Who are they trying to reach? What are their target audience’s pain points and interests?
• Social Media: How active are they on social media? What kind of engagement are they getting?

This background information will help you understand their goals and tailor your questions during the call.

4. Crafting Questions:

Prepare a list of open-ended questions that will encourage your client to share their challenges, goals, and expectations. Avoid yes-or-no questions. Instead, ask questions that begin with “what,” “how,” or “why.” Here are some examples:

• What are your biggest frustrations with your current SEO results?
• What have you tried in the past that worked well? What didn’t work?
• What are your top three SEO goals? How will you measure success?
• What’s your timeline for achieving these goals?
• What’s your budget for SEO services?

Don’t be afraid to ask tough questions. The more you understand their situation, the better equipped you’ll be to help them.

5. Technical Preparation:

Before you dial, make sure your technology is in order:

• Internet Connection: Ensure you have a stable and reliable internet connection.
• Audio/Video: Test your microphone, speakers, and webcam (if using video).
• Screen Sharing: If you plan to share your screen, make sure you know how to do so seamlessly.
• Recording: Consider recording the call (with the client’s permission) for future reference.

6. Set the Stage for Success:

Choose a quiet, distraction-free environment for your call. Close unnecessary tabs and programs on your computer. Have a notepad and pen handy to take notes.

Making the Most of Your Discovery Call: The Power of Connection

By now, you’re equipped with the knowledge and tools to make a great first impression. But here’s the secret sauce that separates a good discovery call from a truly transformative one: connection.

It’s not just about the questions you ask or the information you gather. It’s about building rapport, establishing trust, and showing the client you genuinely care about their success. When you connect with a client on a personal level, they’re more likely to open up about their challenges, their goals, and their fears. They’re more likely to see you as a partner, not just a vendor.

Here are a few additional tips to help you foster that connection:

• Be a Human, Not a Robot: Share a bit about yourself and your agency’s culture. Let your personality shine through.
• Find Common Ground: Look for shared interests or experiences. A personal connection can go a long way in building trust.
• Validate Their Feelings: If the client expresses frustration or disappointment, acknowledge their emotions. Show them you understand where they’re coming from.
• Offer Value Upfront: Share a few quick insights based on your research. Show them you’ve already invested time and thought into their situation.

Remember, a discovery call is not just a fact-finding mission. It’s an opportunity to start building a relationship. By focusing on connection, you’ll set the stage for a long-lasting and mutually beneficial partnership.

Example: Turning a Frustration into a Breakthrough

Let’s say your client is frustrated by their stagnant organic traffic. Instead of just nodding along, you could say something like:

“I completely understand your frustration. We’ve seen this happen with other clients in your industry, and it’s usually due to a few common issues. But the good news is, we have a proven track record of turning things around. In fact, we recently helped a client who was in a similar situation increase their organic traffic by 45% in just six months. Would you be interested in hearing more about how we did it?”

This approach shows empathy, offers hope, and demonstrates your expertise all at the same time. It also opens the door to a more in-depth conversation about how you can help the client achieve their goals.

After the Call: Follow-Up is Key

The discovery call doesn’t end when you hang up the phone. In fact, what you do after the call is just as important as what you do during it. Here’s how to ensure your follow-up leaves a lasting positive impression:

1. Send a Personalized Thank-You Email:

Within 24 hours of the call, send a personalized thank-you email to the client. Don’t just send a generic template – take a few minutes to recap specific points from your conversation. This shows the client you were paying attention and reinforces your interest in working with them.

2. Summarize Key Takeaways:

In your email, briefly summarize the client’s main pain points, goals, and expectations. This demonstrates that you understand their needs and reinforces your value proposition.

3. Outline Next Steps:

Clearly outline what the next steps will be. Are you going to prepare a proposal? Schedule another call? Provide a timeline for when they can expect to hear from you. This keeps the momentum going and shows that you’re proactive and organized.

4. Deliver on Your Promises:

If you promised to send additional information or resources, do so promptly. This builds trust and credibility.

5. Stay in Touch:

If the client doesn’t immediately sign on the dotted line, don’t give up. Continue to nurture the relationship by sending relevant articles, case studies, or industry news. Stay top of mind and be available to answer any questions they may have.

Example: A Follow-Up Email That Seals the Deal

Subject: Great talking with you, [Client Name]!

Hi [Client Name],

I really enjoyed our conversation today about [specific topic discussed]. It sounds like you’re facing some interesting challenges with [pain point mentioned].

Based on what you told me, I believe we can help you achieve your goals of [goals discussed]. I’ve put together a few ideas that I’d love to share with you in a follow-up call next week.

In the meantime, I’ve attached a case study that showcases how we helped a similar client achieve [relevant result]. I’d also like to invite you to check out our blog post on [relevant topic], which might provide some additional insights.

Please let me know what day and time works best for you next week, and I’ll send you a calendar invite.

Looking forward to talking again soon!

Best regards,

[Your Name]

The Power of a Strong Follow-Up

A well-crafted follow-up email can be the difference between landing a new client and losing them to a competitor. It’s your chance to solidify the connection you made during the discovery call and demonstrate your commitment to helping them succeed.

Red Flags and Deal Breakers: When to Walk Away

While you want to approach discovery calls with an open mind and a positive attitude, it’s equally important to recognize when a potential client might not be the right fit for your agency. Here are some red flags and deal breakers to watch out for:

Unrealistic Expectations

If the client has unrealistic expectations about what SEO can achieve or how quickly results can be seen, it’s a major red flag. Be upfront and honest about the time and effort required to see significant results. If they’re not willing to be patient, it’s best to move on.

Misaligned Goals

Make sure the client’s goals align with your agency’s expertise and services. If their goals are outside your area of expertise, it’s better to refer them to someone who can better meet their needs.

Budget Constraints

If the client’s budget is significantly lower than your standard rates, it might not be a good fit. While it’s tempting to try to make it work, undercharging can lead to resentment and a lack of commitment from both parties.

Negative Attitude

If the client is overly critical, negative, or disrespectful during the call, it’s a sign of potential trouble down the road. Remember, you want to work with clients who value your expertise and appreciate your efforts.

Lack of Transparency

If the client is hesitant to share information about their past SEO efforts or their budget, it could be a sign that they’re not being entirely honest. Transparency is key to a successful client-agency relationship.

Bad Gut Feeling

Sometimes, you just get a bad feeling about a potential client. Trust your instincts. If something feels off, it’s probably best to walk away.

Walking Away Gracefully

If you decide that a client isn’t the right fit, be honest and polite. Thank them for their time and explain that you don’t believe you’re the best agency to meet their needs. You can even offer to refer them to another agency that might be a better match.

The Importance of Saying “No”

It can be tempting to take on every client that comes your way, especially when you’re starting out. However, saying “no” to clients who aren’t a good fit is crucial for your agency’s long-term success. It allows you to focus your time and resources on clients who value your work, appreciate your expertise, and have realistic expectations.

By recognizing red flags and deal breakers, you’ll save yourself time, energy, and potential headaches down the road.

Remember

Client discovery calls are a two-way street. It’s just as important for you to evaluate the client as it is for them to evaluate you. By being selective about who you work with, you’ll build a roster of happy, satisfied clients who will become your biggest advocates and refer you to others.

Final Thoughts

Discovery calls aren’t just a formality; they’re your chance to set the stage for a successful partnership. When you prepare thoroughly, ask insightful questions, listen actively, build genuine rapport, follow up thoughtfully, and know when to walk away, you’re not just “maximizing your chances” – you’re setting yourself up for success.

These calls become more than just client acquisition tools. They become the foundation for lasting relationships, the breeding ground for innovative SEO strategies, and the catalyst for achieving tangible results for both your agency and your clients.

So, the next time you pick up the phone for a discovery call, remember: it’s not just a conversation; it’s an opportunity to build something meaningful and impactful.