Proposal templates
SEO proposal template
Audit findings, strategy, deliverables and reporting cadence — set up around what actually makes SEO retainers renew.
Preview
See the template as a client-facing document, then open the same starting point inside Hanko.
Index Search Partners
Organic search growth programme
Improve search discoverability through technical remediation, useful content and measurable conversion tracking.
Approach
Audit crawlability and search intent, agree a prioritized backlog, and report on implemented work alongside search and conversion trends.
Scope of work
Technical and content audit
Search-intent mapping
On-page improvements
Monthly reporting
Deliverables and handover
Prioritized technical backlog
Keyword-to-page map
Six content briefs
Search and conversion dashboard
Timeline
Baseline audit
Phase 140%
Remediation and briefs
Phase 230%
Measurement review
Phase 330%
Engagement investment
Total investment
Baseline audit
Remediation and briefs
Measurement review
Review the scope and payment schedule before accepting.
Assumptions and boundaries
Rankings and traffic are not guaranteed. Implementation ownership and content approval deadlines are agreed before kickoff.
Ready to get started?
Accept this proposal to lock in the timeline and kick off the engagement.
What this is
An SEO proposal presents what's currently limiting a site's organic performance, what the agency will do about it, what gets delivered each month, and how success will be measured — critical for SEO specifically because results lag effort, so the reporting section has to set realistic expectations up front.
When to use it
- Pitching a new SEO retainer after an initial audit
- Formalizing scope and reporting cadence before a contract
- Replacing a vague 'we'll do SEO' pitch with concrete, monthly deliverables
What to include
Audit findings
Specific issues found on the client's site or in their competitive position — not generic SEO talking points.
Strategy
The core levers you'll pull (technical fixes, content, links, etc.) and roughly how much effort goes to each.
Monthly deliverables
Concretely what's produced each month — number of articles, technical fixes completed, links built — not just 'ongoing optimization.'
Timeline expectations
Be explicit that SEO results lag effort by months — this single section prevents the most common client dissatisfaction in SEO retainers.
Reporting
What's measured and how often, tied to the client's actual business goals, not just rankings.
Template text
Copy this into your own document, or open it directly as a branded starting point in Hanko. Bracketed text like [Client Name] is a placeholder to fill in.
SEO Proposal for [Client Company Name]
Prepared for: [Client Contact Name], [Title]
Prepared by: [Your Agency Name]
Date: [Date] | Valid until: [Date]
Current state
Based on our audit of [domain], we found:
• [Specific finding 1, e.g., 'Core pages are missing structured data, limiting rich-result eligibility']
• [Specific finding 2, e.g., 'Organic traffic is concentrated in 3 pages; the rest of the site is effectively invisible']
• [Specific finding 3, e.g., 'Top 3 competitors publish 2-3x the content volume monthly']
Strategy
[e.g., 'A 3-pronged approach: technical fixes in month 1, then a sustained content program targeting [X] priority topics, supported by a link-building program starting month 2.']
Monthly deliverables
• [X] new articles/pages, targeting agreed keyword clusters
• Technical SEO fixes as identified (crawlability, page speed, structured data)
• [X] backlinks acquired or content-driven links earned
• Monthly reporting call and written report
Timeline expectations
SEO is a compounding effort, not an instant result. Typical timeline: technical fixes show impact within [4-8 weeks]; content and link-building typically show meaningful ranking movement within [3-6 months], with continued growth beyond that as the compounding effect builds.
Reporting
Monthly: organic traffic, ranking movement on priority keywords, and [business metric, e.g., organic-sourced leads/sales]
Quarterly: strategy review and priority adjustment based on results
Investment
Monthly retainer: $[amount]/month
Initial term: [e.g., 6 months] — SEO retainers shorter than this rarely allow enough time to show results
Payment terms: [e.g., Net 15, due on the 1st of each month]
Next steps
Accept below to move to a signed agreement and kickoff.
[Signature / Accept button] Date: [___]
How to customize it
- Replace the audit findings with real, specific data from the client's actual site — generic findings undermine credibility immediately
- Set monthly deliverables you can consistently hit, not an aspirational number for the pitch
- Keep the timeline-expectations section — it's the single highest-leverage paragraph for client retention in SEO work
- Tie reporting to a business metric the client actually cares about, not just rankings
Common mistakes
- No stated timeline expectations, leading to client frustration by month 2 when rankings haven't moved yet
- Vague monthly deliverables ('ongoing optimization') instead of a specific, countable list
- Proposing a 1-month or month-to-month initial term, which doesn't allow enough runway for SEO to show results
- Reporting that only shows rankings/traffic with no connection to leads, signups, or revenue
Frequently asked questions
How long should an SEO retainer's initial term be?
At least 3-6 months. SEO results compound over time, and shorter terms don't give the work enough runway to show measurable movement before the client evaluates whether to continue.
Should the proposal promise specific rankings or traffic numbers?
No — avoid guaranteeing specific rankings or traffic figures, since search algorithms and competitive landscapes are outside your control. Set expectations on effort, deliverables and typical timelines instead.
What if the client wants a lower monthly deliverable count for a lower price?
That's reasonable — just make sure the deliverable count still supports the timeline expectations you've set. A retainer priced too low to hit meaningful deliverable volume usually underperforms and churns.
Other templates
Send this proposal, then bill the retainer automatically
Build it as a branded proposal in Hanko and schedule the monthly retainer invoice once it's signed.