| name | client-deliverables |
| description | When the user needs to create a client-facing document such as an SEO audit, proposal, scope of work, competitive analysis report, onboarding document, or market intelligence report. Also use when the user mentions "audit report," "proposal," "scope of work," "SOW," "pitch deck," "client presentation," "pricing document," "onboarding checklist," "competitive report," "market analysis," or "deliverable." For ongoing performance reports, see local-reporting. For the research behind audits, see local-seo-audit.
|
| metadata | {"version":"1.0.0","author":"Garrett Smith"} |
Client Deliverables
Default data tool: LocalSEOData (localseodata-tool). Use business_profile + profile_health + google_reviews for quick prospect research (5 credits). Use local_audit for comprehensive audit data. Use local_authority for a trackable score.
You are an expert in creating professional local SEO deliverables that close deals, set expectations, and demonstrate expertise. Your goal is to help practitioners produce documents that are clear, properly scoped, correctly priced, and formatted for their audience.
Deliverable Types
This skill covers six core document types:
- SEO Audit Report — analysis of current state with findings and recommendations
- Scope of Work / Proposal — what you'll do, what it costs, how long it takes
- Competitive / Market Intelligence Report — landscape analysis for prospects or clients
- Onboarding Document — what you need from the client, what happens first
- Strategy Recommendation — roadmap document for ongoing or new engagements
- Case Study / Results Summary — proof of work for sales collateral
1. SEO Audit Report
When to Use
- Prospect wants to understand their current state before committing
- Client needs a baseline assessment at the start of an engagement
- Standalone paid audit as a product (e.g., $300-$1,200 depending on scope)
Audit Types and Pricing Benchmarks
| Audit Type | Typical Scope | Price Range |
|---|
| GBP Audit | Profile completeness, categories, photos, reviews, posts, Q&A, attributes | $200-500 |
| Website SEO Audit | Technical crawl, on-page, content, Core Web Vitals, schema, internal links | $800-2,500 |
| Google Ads / LSA Audit | Campaign structure, keywords, bids, landing pages, conversion tracking | $400-1,000 |
| Local Visibility Audit | Rankings, geogrids, citations, reviews, competitive position | $500-1,500 |
| Comprehensive Audit | All of the above combined | $1,500-5,000 |
Price based on: number of locations, complexity of site, tools needed, turnaround time.
GBP Audit Structure
Section 1: Profile Overview
- Business name, category, address, phone, website
- Verification status
- Profile completeness score (% of available fields populated)
- Screenshot of current GBP listing
Section 2: Category & Attribute Analysis
- Primary category — is it the best choice? What are competitors using?
- Secondary categories — what's missing?
- Attributes — which relevant attributes aren't set?
- Service list — complete or gaps?
Section 3: Visual Content
- Photo count vs. competitors
- Photo quality assessment (professional vs. stock vs. amateur)
- Cover photo and logo evaluation
- Video presence
- Photo categories represented (interior, exterior, team, product/service)
Section 4: Reviews
- Total count and rating
- Review velocity (new per month, trend)
- Response rate and quality
- Competitor comparison (table)
- Sentiment themes (what customers praise/complain about)
Section 5: Posts & Updates
- Post frequency
- Post types used (updates, offers, events)
- Post engagement (views, clicks if available)
- Missed opportunities (promotions, seasonal content, events)
Section 6: Local Rankings
- Geogrid scan results for top 3-5 keywords
- Heatmap visualization
- SoLV score per keyword
- Competitive rank comparison
Section 7: Findings & Recommendations
- Priority 1 (Critical): Issues hurting visibility now
- Priority 2 (Important): Optimization opportunities
- Priority 3 (Nice to Have): Incremental improvements
- Estimated impact for each recommendation
Website SEO Audit Structure
Section 1: Technical Health
- Crawl stats (total pages, errors, redirects, orphan pages)
- Core Web Vitals (LCP, FID/INP, CLS) — mobile and desktop
- Mobile-friendliness
- HTTPS status
- Sitemap and robots.txt review
- Index coverage (Google Search Console)
Section 2: On-Page Optimization
- Title tag analysis (missing, duplicate, too long, not optimized)
- Meta description analysis
- H1 structure
- Content quality assessment (thin pages, duplicate content)
- Image alt text coverage
- Internal linking analysis
Section 3: Local On-Page Signals
- NAP presence and consistency on site
- LocalBusiness schema markup — present? correct? complete?
- Location page quality (unique content vs. template swaps)
- Service area page coverage
- Embedded map presence
Section 4: Content Analysis
- Content gap assessment vs. competitors
- Keyword coverage by page
- Blog/resource quality and freshness
- Topical authority evaluation
Section 5: Backlink Overview
- Domain authority / domain rating
- Total referring domains
- Link quality distribution
- Competitor comparison
- Toxic link flags
Section 6: Prioritized Recommendations
Same priority framework: Critical → Important → Nice to Have
Each recommendation includes: what to fix, why it matters, estimated effort, expected impact.
Audit Formatting Best Practices
- Lead with the executive summary — 3-5 sentences covering overall health and top priorities
- Use red/yellow/green scoring for quick visual scanning
- Include screenshots — show, don't just tell
- Competitor context on every metric — "Your review count is 47. Top competitor has 312."
- End with a clear next step — either "here's what we recommend" (leading to a proposal) or "here's what to focus on first"
- Brand it professionally — logo, consistent formatting, page numbers. First impressions matter.
2. Scope of Work / Proposal
When to Use
- After a discovery call when the prospect wants a formal proposal
- When expanding scope with an existing client
- When a client sends a wish list and you need to price it
Document Structure
Page 1: Cover
- Client name
- Your company name and logo
- Document title (Proposal, Scope of Work, or Engagement Agreement)
- Date
- Prepared by
Section 1: Understanding
- 2-3 paragraphs demonstrating you understand their business, goals, and challenges
- Reference specific things from discovery calls — proves you listened
- Frame the problem they have, not the solution you sell
Section 2: Recommended Scope
- List each service/deliverable with a brief description
- Group by phase if the engagement has stages (Setup → Optimization → Ongoing)
- Be specific: "Optimize 25 Google Business Profiles" not "GBP management"
- Include what's explicitly NOT included to prevent scope creep
Section 3: Pricing
- Present 2-3 options when possible (Good / Better / Best)
- Show one-time setup fees separately from monthly recurring
- If hourly, estimate total hours per task
- Include payment terms (Net 30, monthly billing, etc.)
Pricing Structures That Work for Local SEO:
| Model | Best For | Example |
|---|
| Per-location monthly | Multi-location management | $25-400/location/month |
| Flat monthly retainer | Single location, ongoing | $500-3,000/month |
| Project-based | One-time audits, site builds, cleanups | $1,500-15,000 |
| Setup + monthly | Initial optimization + maintenance | $2,500 setup + $500/month |
| Tiered by location count | Enterprise pricing | 1-10 at $200, 11-50 at $150, 50+ at $100 |
Section 4: Timeline
- Phase breakdown with estimated duration
- Key milestones
- Client dependencies (access, approvals, content)
- When they should expect to see results (be honest — local SEO takes 3-6 months)
Section 5: What We Need From You
- Access requirements (GBP, Analytics, Search Console, website CMS)
- Point of contact and response time expectations
- Content/photos if needed
- Approval workflows
Section 6: Terms
- Contract length (month-to-month, 6-month, 12-month)
- Cancellation policy
- Payment terms
- What happens to assets/access if engagement ends
Proposal Pricing Psychology
- Always present options — a single price invites yes/no. Three options invite which one.
- Anchor high — put the most expensive option first
- Name the tiers by outcome, not features: "Visibility," "Growth," "Dominance" not "Basic," "Standard," "Pro"
- Outstanding invoices — if the client owes you money, address it in the proposal: "Outstanding balance of $X will be settled before new work begins"
- Filter tire-kickers with pricing — if your price scares them off, they weren't the right client. Better to learn that before doing the work.
Scope Creep Prevention
Include a clear "Out of Scope" section:
The following are not included in this engagement: website development/redesign, paid advertising management, social media management, content creation beyond GBP posts, graphic design, photography, video production.
Additional services can be scoped and quoted separately.
3. Competitive / Market Intelligence Report
When to Use
- Prospect sales tool ("I already pulled your market data")
- Client onboarding to establish competitive baseline
- Standalone product for agencies managing local clients
Structure
Section 1: Market Overview
- Geographic market definition
- Total competitors in the space
- Market characteristics (saturated, fragmented, dominated)
Section 2: Competitive Ranking Landscape
- Geogrid comparison — your business vs. top 3-5 competitors
- SoLV per competitor per keyword
- Visual: side-by-side heatmaps or rank comparison table
Section 3: Review Landscape
- Total reviews per competitor
- Average rating per competitor
- Review velocity comparison
- Sentiment summary (what competitors' customers say)
| Competitor | Reviews | Rating | Velocity | Response Rate |
|---|
| Your Business | 47 | 4.2 | 3/mo | 60% |
| Competitor A | 312 | 4.7 | 12/mo | 95% |
| Competitor B | 89 | 4.0 | 5/mo | 20% |
| Competitor C | 201 | 4.5 | 8/mo | 80% |
Section 4: GBP Profile Comparison
- Category usage comparison
- Photo count comparison
- Post frequency comparison
- Profile completeness comparison
Section 5: Findings
- Where you're winning
- Where competitors are beating you
- Specific gaps to exploit
- Threats to watch
Section 6: Recommended Actions
- Prioritized list with expected impact
- Quick wins vs. long-term investments
- Optional: "This is what we'd do for you" (soft close for proposals)
Using Market Reports as Sales Tools
The competitive report is the best cold outreach hook in local SEO:
- "I pulled your market data — there are gaps your competitors are exploiting"
- Send a partial report (teaser) → full report requires a call
- The data itself demonstrates your expertise without you having to pitch
4. Onboarding Document
When to Use
- Immediately after a client signs
- Sets expectations and gets access flowing on day one
Structure
Welcome section — brief confirmation of what they bought and what happens next
Access Checklist:
| Access Needed | How to Grant | Priority |
|---|
| Google Business Profile | Add [email] as manager | Critical — Day 1 |
| Google Analytics | Add [email] as viewer | High — Week 1 |
| Google Search Console | Add [email] as user | High — Week 1 |
| Website CMS | Admin or editor credentials | Medium — Week 1 |
| Google Ads | Add [email] as manager (if applicable) | Medium — Week 1 |
| Review platform (if any) | Login credentials or API access | Low — Week 2 |
Information Needed:
- Full list of locations (name, address, phone, website, hours for each)
- Service list with descriptions
- Target service area per location
- Brand guidelines (logos, colors, approved language)
- Photos (professional shots of business, team, work)
- Key contacts and approval workflow
First 30 Days Timeline:
- Week 1: Access setup, baseline audit, competitor research
- Week 2: GBP optimization begins, citation audit
- Week 3: On-site optimization (if in scope), content planning
- Week 4: First progress check-in, initial findings review
Communication Expectations:
- How often you'll be in touch (weekly email, monthly call, etc.)
- Response time expectations (both directions)
- Point of contact on each side
- How to submit requests or flag issues
5. Strategy Recommendation
When to Use
- After an audit, to outline the path forward
- At the start of a new engagement, as a roadmap
- When pivoting strategy for an existing client
Structure
Executive Summary: Where you are, where you need to be, how long it'll take
Current State Assessment: (reference audit if one was done)
- Strengths to leverage
- Critical issues to fix
- Competitive gaps to close
Recommended Strategy (90-Day Roadmap):
| Phase | Timeline | Focus | Expected Outcome |
|---|
| Foundation | Month 1 | Fix technical issues, GBP optimization, access setup | Clean baseline, profile optimized |
| Build | Month 2 | Citations, content, reviews, link building | Signals accumulating |
| Accelerate | Month 3 | Monitor rankings, iterate on content, review velocity | First measurable ranking improvements |
Per-Phase Detail:
Each phase gets a section with specific tasks, responsible party (you vs. client), and success criteria.
KPIs and Success Metrics:
- What you'll measure
- What "success" looks like at 90 days, 6 months, 12 months
- How and when you'll report on these
Investment Required:
- Reference the proposal/SOW pricing
- Frame as investment, not cost: "A $1,500/month investment targeting $X in additional monthly revenue from local search"
6. Case Study / Results Summary
When to Use
- Sales collateral for prospects
- Website content
- Presentation decks
Structure (Keep it Tight)
Headline: Specific, quantifiable result. "312% increase in GBP calls for 47-location hospital system"
Challenge: 2-3 sentences on what the client was facing. No names unless they've approved.
Approach: 3-5 bullet points of what you did. Be specific enough to demonstrate expertise, vague enough to not give away the playbook.
Results: The numbers. Before/after comparisons. Charts or screenshots.
| Metric | Before | After | Change |
|---|
| Monthly GBP calls | 234 | 965 | +312% |
| Average SoLV | 28% | 67% | +139% |
| Review count | 89 | 347 | +290% |
| Review rating | 3.8 | 4.6 | +0.8 |
Timeline: How long it took. Be honest — if it took 8 months, say 8 months.
Testimonial: Direct quote from the client if available. Even one sentence adds credibility.
Document Formatting Standards
For All Client Deliverables
- Professional branding — your logo, consistent colors, clean typography
- Page numbers — always
- Date and version — always
- Table of contents for documents over 5 pages
- Executive summary first — assume they won't read past page 2
- Screenshots and visuals — show, don't just tell
- Consistent terminology — define terms on first use, then use consistently
- Action items clearly labeled — bold, highlighted, or in a separate section
- PDF delivery for final versions (prevents editing)
- Editable version (DOCX/Google Doc) if collaboration is needed
White-Labeling
If delivering under a client's brand (agencies white-labeling for their clients):
- Replace your branding with theirs
- Remove any reference to your tools or processes that reveal you're the vendor
- Use neutral tool references ("our rank tracking platform" not "Local Falcon")
- Ensure the agency has approved the format and content before client delivery
Pricing Your Deliverables
Cost-Based Pricing (Floor)
Calculate your time cost:
- Hours to produce × your hourly rate = minimum price
- Don't forget tool costs (Local Falcon scan credits, Semrush seat, etc.)
Value-Based Pricing (Ceiling)
What's this worth to the client?
- A $2,000 audit that identifies a $50K/year revenue opportunity is a bargain
- Enterprise clients with 100+ locations expect to pay more than a single-location business
- Paid audits that lead to engagements can be discounted or credited toward the retainer
Market-Based Pricing (Anchor)
What do competitors charge?
- Check agency pricing pages and case studies
- Ask in communities what others are charging
- Use the benchmarks in this skill as starting points
Bundling
- Audit + first month of management = 20% discount on audit
- Audit + proposal + onboarding = included in the engagement fee
- Standalone audit = full price (no discount)
Task-Specific Questions
- What type of deliverable? (audit, proposal, competitive report, etc.)
- Who is the audience? (prospect, client, client's client)
- Single location or multi-location? How many?
- What tools/data do you have access to?
- Does this need to be white-labeled?
- What's the pricing context? (standalone product, part of a pitch, included in retainer)
- What format? (PDF, DOCX, Google Slides, Looker Studio dashboard)
- Is there existing branding/template to match?
- Is there an outstanding balance or existing relationship context?
What to Do Next
| Deliverable Created | Next Action | Skill |
|---|
| Audit report delivered | Client approves → build the optimization plan from audit findings | gbp-optimization, local-citations, review-management |
| Proposal/SOW signed | Begin with the highest-priority items from the audit | local-seo-audit priorities |
| Competitive report delivered | Use gaps identified to set optimization targets | local-competitor-analysis |
| Monthly report shows ranking drops | Diagnose with geogrid analysis before the next report | geogrid-analysis |
| Onboarding doc sent | Collect all client assets (logins, brand guidelines) and start the audit | local-seo-audit |
Default next step: Every deliverable should end with a clear next step for the client. Audit → "Here's what we recommend." Proposal → "Here's how to get started." Report → "Here's what we're doing next month."
