SEO Copywriting
How to scope out SEO copywriting for your client
SEO copywriting is the sweet spot where search optimization meets persuasive writing. It's not enough to just rank – your copy needs to convert visitors into customers. Most copywriters ignore SEO, and most SEO content ignores conversion.
The line item below shows you how to structure SEO copywriting proposals that deliver both rankings and results. It demonstrates how to break down strategic copywriting into clear components that help clients understand the value of copy that both ranks and sells. This is exactly the kind of structure you need to create content that drives both traffic and revenue.
Sample Line Item
Breaking Down SEO Copywriting Scoping
SEO copywriting requires balancing search optimization with persuasive writing. It's about creating copy that ranks well in search results while also converting visitors once they arrive. Let's break down what goes into copy that both attracts and converts.
Examples of What to Include
Here are the core elements of effective SEO copywriting. These components work together to ensure copy performs well in search results while also driving conversions and business results. Think of these as the building blocks that make copy work for both search engines and customers.
Homepage and key landing page copy: Conversion-focused copy for homepage and primary landing pages that incorporates target keywords naturally while maintaining persuasive flow. Includes headline optimization, value propositions, and strategic call-to-action placement.
Product or service page copywriting: Detailed copy for product or service pages that balances SEO optimization with sales conversion. Includes benefit-focused descriptions, feature explanations, and trust-building elements that encourage purchases.
Meta descriptions and title tag optimization: Compelling meta descriptions and title tags that improve click-through rates from search results while incorporating target keywords. Includes A/B testing recommendations for maximum performance.
Potential Upsells and Add-ons
Here are advanced copywriting services that can significantly enhance both SEO and conversion performance. These upsells help clients maximize the value of their organic traffic while increasing your project value.
SEO Blog Content Writing
$600Ongoing blog content optimized for search and conversion
Regular, high-quality blog content is essential for long-term SEO success. This service provides keyword-optimized articles that drive traffic while establishing thought leadership and expertise in the industry.
SEO-Informed Email Sequences
$950Email marketing that complements and converts SEO traffic
Email sequences help maximize the value of organic traffic by nurturing visitors into customers. This service creates email campaigns specifically designed to convert the high-intent traffic that SEO brings.
Conversion Rate Optimization
$1,100Copy testing and optimization for better conversion rates
Getting SEO traffic is just the beginning – converting that traffic into customers is where the real value lies. This service optimizes copy specifically for converting organic search visitors into leads and sales.
Limitations to Consider
These boundaries help prevent scope creep and clarify what's outside the core SEO copywriting scope.
No graphic design or visual elements: Copy only, visual design requires separate scope.
No technical SEO implementation: Copy creation only, technical optimization requires additional services.
No ongoing content maintenance: Initial copywriting only, updates and revisions require separate agreement.
No paid advertising copy: Focus on organic SEO copy, PPC and ad copy require separate scope.
Copy that ranks, engages, and converts
SEO copywriting is the bridge between being found and making sales. It's not enough to just rank in search results – your copy needs to convince visitors to take action once they arrive. Strategic SEO copywriting ensures that your client's website not only attracts organic traffic but converts that traffic into real business results.
Use this line item as your foundation for scoping, pricing, and selling SEO copywriting projects. Whether you're working with e-commerce sites, service businesses, or B2B companies, copy that both ranks and converts is essential for maximizing the ROI of SEO efforts.
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