Key takeaways
- Lead with the client's business goal and two or three specific findings.
- Show a 90-day plan, then the ongoing scope, then the price.
- Never promise rankings. Promise work, reporting and a clear plan.
What should an SEO proposal include?
An SEO proposal should include the client's goals, the current situation with specific findings, the opportunity in leads or revenue, a 90-day plan, the ongoing monthly scope, how results will be reported, the timeline, the price and the terms. Short, specific and focused on business results works far better than a long list of SEO tasks.
The nine sections, in order
- Section 1
Goals
In the client's words: more calls, more booked jobs, more online sales.
- Section 2
Where you are today
Two or three specific findings from an audit, with screenshots.
- Section 3
The opportunity
Searches, competitors and the value of a few extra leads a month.
- Section 4
The first 90 days
Technical fixes, priority pages and quick wins.
- Section 5
Ongoing scope
What happens every month: content, local, links, AI visibility.
- Section 6
Reporting
What you will measure and when the client will see it.
- Section 7
Timeline and expectations
Honest ranges, with no ranking guarantees.
- Section 8
Investment
Setup fee, if any, and the monthly fee, with what is not included.
- Section 9
Next steps
One clear action: sign, pay the setup and book the kickoff.
How do you make the findings convincing?
Use real data from the client's own site: a key page missing from Google, a slow mobile page, a competitor outranking them, or reviews lagging behind. Show each problem with a screenshot and translate it into lost leads. A short, paid audit before the proposal gives you exactly this material and positions your agency as the expert.
A white label SEO audit delivered in your brand is a fast way to get these findings for a prospect.
Presenting the price
Anchor on value
Show what a few extra leads are worth before you show the fee.
Offer two options
A core plan and a growth plan. Three options tend to confuse.
Be explicit
List what is included and what is not, such as ad spend or paid tools.
Low-risk terms
Month to month with 30 days of notice builds trust faster than long lock-ins.
For the structure behind the number, see SEO pricing models, and for the margin, how much to mark up white label SEO. Benchmarks from Nico Digital put agency SEO margins between 45% and 65%.
What loses SEO deals
- Generic templates with the client's name swapped in.
- Pages of jargon about crawl budget and canonicals.
- Ranking guarantees. Google warns that no one can guarantee a #1 ranking.
- No clear next step or start date.
If a white label partner will deliver the work, make sure the plan in the proposal matches what they can execute. The partnership model is explained on the white label SEO services page.
Frequently asked questions
How long should an SEO proposal be?
Five to eight pages is usually enough, plus an appendix with audit details.
Should I include keyword rankings?
Include a few important keywords as context, but lead with leads and revenue.
Should the proposal include a contract?
Attach your terms or service agreement so the client can sign in one step.
Can my white label partner write the proposal?
They can provide the audit and plan; your agency owns the pitch and the price.
How soon should I follow up?
Within two or three business days, with an answer to any open question.
About the author
Juan José Giraldo is a senior SEO specialist with 5+ years of experience. He works on technical and local SEO for 600+ US car dealerships and supervises the SEO of 18 US e-commerce stores. He runs White Label SEO LATAM from Medellín, Colombia, and delivers white label SEO for agencies in the US, UK, Canada and Australia. Read more · LinkedIn.