[Client name]
[Industry]
[Borough], London
Local SEO, SEO, conversion
[Month Year] to present
[X] staff, [X] vans / locations
The problem in the client's own words, roughly]
[Set the scene. What kind of business, how long trading, where the work had been coming from until now. Be concrete: a family firm trading eighteen years reads better than an established business.]
[Then the pressure. What changed, what stopped working, or what they wanted that they were not getting. Directory dependency, a competitor overtaking them, a quiet quarter, an expensive site that produced nothing. This paragraph should make a prospect in the same position nod.]
[Then the constraint. Budget, timescale, an existing site they did not want to replace, a team already stretched. Naming constraints makes the result more credible, not less.]
Where they started, [Month Year]
- Monthly enquiries from search [X]
- Google Business Profile reviews [X]
- Keywords ranking on page one [X]
- Monthly organic sessions [X]
- Site load time on mobile [X.X] seconds
- Marketing spend per month £[X], mostly directories
Figures taken from the client’s Google Analytics, Search Console and Google Business Profile at the start of the engagement.
The audit
[One line framing what the audit covered and how long it took.]
[Finding one]
[What was wrong and what it was costing them. Quantify wherever you can.]
[Finding two]
[The technical or structural issue nobody had spotted.]
[Finding three]
[The competitive gap. What the businesses above them were doing that they were not.]
[Finding four]
[The conversion or measurement problem. Often the most valuable one.]
[Finding five]
[The opportunity nobody in their market was taking.]
The work, month by month
[One line on the strategic decision that shaped everything else. For example: we chose to win three boroughs properly before touching the citywide terms.]
Measurement and foundations
[What went in first and why. Tracking before anything else, so every later claim is provable.]
- Call tracking
- GA4 and Search Console
- Conversion goals
- Baseline recorded
Foundations and quick wins
Tracking goes in first so nothing that follows is unmeasurable. Then the technical fixes and the local work, which is usually the fastest source of early enquiries.
- Tracking and conversion setup
- Priority technical fixes
- Google Business Profile overhaul
- Title and meta rewrites
- Citation cleanup
Content build
Service and location pages built around the terms your customers use, not the terms the industry uses. This is where the organic curve starts to bend.
- Service page builds
- Location and area pages
- Internal linking structure
- Schema deployment
- Content calendar begins
Authority and expansion
With the site sound and the pages live, we push on links and coverage, and widen the keyword set into more competitive territory.
- Digital PR and outreach
- Link acquisition
- Content expansion
- Conversion rate testing
- Keyword set widened
What did not work
[Describe something that genuinely underperformed. A campaign that burned budget before it was fixed, a page that never ranked, a month where results went backwards after a Google update, an assumption that turned out wrong.]
[Then what you changed and what it taught you. This is the section prospects remember, because no other agency includes it. It costs you nothing and buys more credibility than any statistic on this page.]
Before and after
Every figure below shows the starting point as well as the finishing point, over a defined period.
Where the work goes from here
[What you are working on now. An ongoing engagement reads better than a finished project, because it signals the client stayed.]
[And the honest limit. What you have not solved yet, or what would need a bigger budget or a longer horizon. This closes the piece the same way it opened: as an account rather than an advertisement.]