Leave with a specific referral request and an optional introduction message.
Start with a real buying situation
For the worked example, the audience is a business owner with traffic but few enquiries. Their problem is that important product pages attract poorly matched searches. The desired practical outcome is a prioritised set of pages and search tasks tied to the offer.
The example is deliberately bounded: the development team can implement only a few changes this month. That condition should influence the promise, scope and next step rather than disappear from the marketing copy.
| Illustrative offer | a technical and content opportunity audit |
|---|---|
| Buyer question | Which enquiries should organic search bring, and which should it avoid? |
| Possible evidence | a sample audit entry connecting a query, page issue, proposed fix and measurement |
| Useful asset | a search intent to landing-page map |
How to complete your referral request
- Confirm that the customer has had a useful experience.
- Describe the kind of person and problem you can help with.
- Ask whether an introduction would be appropriate.
- Provide a short optional message they can edit.
- Respect a decline and keep any incentive explicit.
Worked example
These entries are illustrative planning material, not research findings or customer results. Keep the structure and replace the content with verified details.
| Why an introduction may be appropriate | Ask after the customer confirms the work was useful. Do not assume satisfaction from payment alone. |
|---|---|
| Who we can help | a business owner with traffic but few enquiries facing the following problem: important product pages attract poorly matched searches. |
| The low-pressure request | If someone in your network is dealing with this issue, would an introduction be appropriate? No problem if nobody comes to mind. |
| Optional introduction text | Optional introduction: “I thought you might find this relevant. They offer a technical and content opportunity audit. You can decide whether a conversation would be useful.” |
| Follow-up and consent | Let the customer choose whether to introduce you. Do not request a contact list or enrol a referred person into a sequence without an appropriate basis. |
Review before using it
A useful operational measure in this example is qualified organic enquiries, separated from brand and support traffic. That does not automatically make it a marketing attribution metric. Define the source, period and owner before drawing conclusions.
- Can the customer decline comfortably and understand exactly who would be contacted?
- Check the delivery assumptions: Agree implementation ownership, reporting periods and what is outside scope.
- Use evidence rather than promises. Do not invent search volumes, positions or guaranteed indexing dates.
- Discuss the draft with someone who understands the buying situation. Start with: “Which enquiries should organic search bring, and which should it avoid?”
- If the next step is a trial, define its purpose. One possible starting point is to audit one product section and implement a small agreed set of fixes.
Common mistakes and a better review
Do not fill a missing fact with an impressive-sounding number. Mark it as an assumption, explain how you will check it and give that check an owner. A short, honest document is easier to use than an elaborate plan built on unknowns.
| Watch for | Asking for access to a customer’s entire contact list creates friction and privacy concerns. |
|---|---|
| A real buyer concern | Can you put us first on Google next month? |
| Useful response direction | We cannot guarantee positions. We can establish the baseline, fix the highest-impact issues and measure relevant visibility and enquiries over time. |
| Evidence to collect | The buyer’s own account, a sample audit entry connecting a query, page issue, proposed fix and measurement, and records relevant to qualified organic enquiries, separated from brand and support traffic. |
Your working sheet
Write your own version below. Notes are saved on this browser when local storage is available. Use Download to keep a separate copy; avoid adding confidential information on a shared device.
Example: Ask after the customer confirms the work was useful. Do not assume satisfaction from payment alone.
Example: a business owner with traffic but few enquiries facing the following problem: important product pages attract poorly matched searches.
Example: If someone in your network is dealing with this issue, would an introduction be appropriate? No problem if nobody comes to mind.
Example: Optional introduction: “I thought you might find this relevant. They offer a technical and content opportunity audit. You can decide whether a conversation would be useful.”
Example: Let the customer choose whether to introduce you. Do not request a contact list or enrol a referred person into a sequence without an appropriate basis.
Review your work
Tick only what you can support with your answer or practice. This is a reflection checklist, not an automated assessment.
Questions about this resource
How do I adapt this for my seo agencies business?
Replace the audience, offer and evidence with your actual information. Begin with a recent buyer conversation about why important product pages attract poorly matched searches, then check which assumptions match your business.
Is the filled example ready to publish?
No. It is a working example. Verify claims, permissions, prices, current capabilities and any customer information before using it externally. Do not invent search volumes, positions or guaranteed indexing dates.
What should I do after completing the worksheet?
Use it to make one decision or have one focused conversation. The intended output is a specific referral request and an optional introduction message. Set a review date and update it when the evidence changes.
Illustrative business worksheet. No customer results, market rates, traffic volumes or performance benchmarks are implied. About these resources.