Onboarding a client is like revving up at the start of a race - it's a crucial moment that sets the tone for the whole journey. This process not only introduces the client to your company's products and services but also lays the groundwork for a long-term relationship, like warming up the engine before a big race. With an effective SEO client onboarding, your client feels confident and supported, ready to make the most of what you offer - just like a driver prepared to speed toward success. Remember, proper onboarding isn't just the first step; it's the key to boosting client satisfaction and loyalty. Ready? Let's hit the road together!
Onboarding is a term most commonly associated with employee training, where it refers to the process of introducing new hires to a company’s culture, procedures, and responsibilities. But it also applies to customer service, where it means guiding new clients through a company’s products and services, giving them the support and info they need to get the most out of what you offer.
In the client context, onboarding is like a launchpad – warming up the engine, fist-bumping the driver and co-pilot, and getting ready to hit the racetrack together.
The goal of SEO client onboarding is to build a positive relationship with the client from the get-go, increase satisfaction and loyalty, and minimize any issues that might come up from a poor or incomplete introduction.
Also, a smooth SEO client onboarding process can greatly impact the long-term success of your business by promoting strong, lasting client relationships.
Just like in other industries, SEO client onboarding is the first step toward building and maintaining long-term partnerships. This phase includes a series of essential steps that not only introduce the client to the world of SEO but also help align SEO strategies with the client’s business goals and specific needs.
So, let’s get ready side by side for a race where the finish line is your website’s success in organic search results!
What Is Onboarding?
One of the most relatable definitions of onboarding, for me, comes from George Bradt and Mary Vonnegut:
Onboarding is the process of acquiring, adapting, assimilating, and accelerating new team members, whether they come from outside or within the organization.
George Bradt & Mary Vonnegut
Although this definition applies to teams, it perfectly aligns with how we approach clients at Delante.
The client becomes a part of our team, and we become a part of theirs, which is key to building a fruitful collaboration.
For me, strong relationships and truly understanding the client’s perspective are fundamental aspects of the SEO client onboarding process. The best compliment we can receive is when a client says, We’ve gained new team members.
What Does the SEO Client Onboarding Process Look Like at Delante?
The SEO client onboardingmarks the end of the sales process and the beginning of your collaboration with an SEO Specialist. At Delante, we don’t use account managers, so right from the start, you work directly with an expert. Once all the formalities of signing the contract are complete, the consultant who guided you through the sales process will introduce you via email to the Specialist responsible for your project.
Client service is incredibly important to us, so you don’t have to worry about your Specialist not responding or overwhelming you with technical jargon. We prioritize understanding your business and adapting to your needs. The Head of SEO and the SEO Strategy Manager also oversee the onboarding process and are introduced to you as well. This ensures we can continuously improve our SEO client onboarding, providing top-notch service and effective results.
What Will We Need From You at This Stage?
The first step of the email onboarding is crucial for gathering the key information about your website and business. We’ll send you detailed instructions on how to grant access to the tools we need to start working, and we’ll also verify that everything is set up correctly.
Below is a list of the tools we’ll ask you to provide the access to:
Google Analytics
Google Search Console
CMS (Content Management System)
FTP/SFTP (we understand this might not always be possible)
Google Tag Manager
+ any additional tools you may have
Google Business Profile
#1: Cooperation Brief
During the sales stage, we learn about your business and goals. The SEO onboarding process is when we focus on organizing and refining the information we’ve gathered. That’s why it’s crucial for you to fill out the brief we’ll send you.
This brief helps us better understand the specifics of your business, expectations, and priorities. The questions inside will give us detailed insights into your website, past marketing strategies, target audience, and key success indicators. This allows us to tailor our SEO strategies to your unique needs and ensure a highly effective collaboration.
Filling out the brief is the first step in laying a strong foundation for our partnership, helping us reach our shared goals and contribute to your business’s success.
#2: Post-Sales Survey
To ensure we’re constantly improving our SEO client onboarding processes, we’ll also ask you to complete a post-sales survey.
This survey provides valuable insights for our internal team, helping us identify areas in the sales process where we can improve. It also lets us understand what motivated you to start working with us.
Your feedback and suggestions are incredibly important to us, as they help us fine-tune our efforts and better meet the needs of our future clients.
#3: Team Overview: Introducing Team Members on Both Sides
In the SEO onboarding process, it’s crucial to identify those responsible for handing specific tasks. Depending on the project, the SEO team may consist of one SEO Specialist or, in more complex cases, several Specialists:
an SEO Specialist,
a Content Specialist, and
a Link-building Specialist.
Each of these team members will be responsible for communicating with you within their area of expertise.
Although our team is larger, you don’t need to worry about our internal processes right now. Just know that even if you have one main point of contact, that person won’t be the only one working on your SEO. The Specialist will choose the best team members for your project.
Delante Team at BrightonSEO 2024
To work effectively together, please let us know who your main point of contact will be, who we should report to, and who manages finances.
Clarifying these roles will help us manage the project smoothly and ensure good communication and results.
#4: Setting Up the Kick-Off Call
The kick-off call is yet another crucial step in the SEO client onboarding process. It’s our chance to connect directly and establish the foundation for our collaboration. During this call, we will:
Meet Each Other: Introduce team members to understand roles and expectations.
Define Goals: Set clear goals to ensure we’re aligned in our efforts.
Share Values: Discuss the values that will guide our partnership and build trust.
Understand Decision-Making: Learn how your company makes decisions to avoid misunderstandings.
Establish Communication Preferences: Agree on the best ways and frequency for communication.
Present Work Methods: Share our approach and invite you to share yours for better alignment.
Address Challenges: Talk about how to communicate potential challenges for quick resolutions.
Identify Reporting Needs: Determine what information is essential for reporting.
Choose Communication Tools: Decide on the best channels for clear communication.
Express Priorities: Share what’s important to each of us to clarify expectations.
The kick-off call lays the groundwork for a effortless and effective project launch, setting us up for future success.
Let me give you now a simple checklist to help you with effective SEO client onboarding:
✅ Have all necessary documents ready: contract, scope of work, and timeline.
✅ Hold a kick-off call to build a relationship with the client.
✅ Set a start date and send the onboarding email.
✅ Clearly define points of contact on both sides.
✅ Ensure transparency throughout the process.
✅ Provide clear instructions for granting tool access.
✅ Verify that access is set up correctly.
✅ Communicate efficiently via email – this is crucial during onboarding.
✅ Prepare a brief for SEO activities.
✅ Agree on communication methods.
✅ Decide how to report results.
✅ Present a clear action plan for at least the next month.
✅ Be open to feedback from both sides.
✅ Reassure the client that they made a good choice.
Let’s Move Forward Together!
The SEO client onboarding process is like a launchpad for our future work. It’s the warm-up for the engine, a high-five between the driver and the co-pilot, and the moment we hit the racetrack together. At Delante, we know this initial stage is super important for achieving our shared goals.
Every step of onboarding sets us up for a great partnership: starting with our first meeting, where we outline how we’ll work together, and moving into a deeper understanding of your business and goals. This is when we coordinate our efforts, define roles, and make sure everything is on track.
Warming up the engine means gathering all the necessary information, tools, and access to understand your business and create a customized SEO strategy. The high-five symbolizes the start of open communication, which is key to any successful partnership.
Once we’re ready, we race ahead, implementing SEO actions, tracking progress, and adjusting our strategy as needed.Our goal is to achieve the best results together, and effective onboarding ensures we start strong and work toward your business’s success.
She specializes in industries that require an out-of-the-box approach to the process, or cover topics that others would not. She has been working at Delante since 2016. Privately, she loves dancing to Caribbean rhythms.
She specializes in industries that require an out-of-the-box approach to the process, or cover topics that others would not. She has been working at Delante since 2016. Privately, she loves dancing to Caribbean rhythms.
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