Finding clients for a local SEO business can be tricky, especially before you have a big system or program in place. Over the years, we've tried many ways to connect with potential clients and get them interested in what we offer. One thing we've learned is that the best way to get clients is by building friendly relationships first, rather than jumping right into selling. This approach helps potential clients trust us and makes them more open to working together.
Here, we’ll share how we got clients before using our current Directory Hybrid Agency (DHA) system, how we use a directory service to start conversations, and why video emails and smart follow-ups play a big role in our process. If you want to learn how to connect with local businesses without pushing them away, keep reading!
Table of Contents
How We Got Clients Before Using DHA
Before DHA, referrals were the best way to get clients. Referrals come from people who know you and trust your work, so they’re always the easiest and fastest way to build your business. But relying only on referrals can limit how fast you grow, so we also used other methods.
One method was joining lead share groups and local networking events. These groups usually allowed only one person per industry, which helped avoid competition and made it easier to share leads. We met with these groups regularly and exchanged referrals from our existing clients. This helped us get steady business from different sources.
We also tried BNI (Business Network International) a few times, but it wasn’t a good fit. It felt too strict and didn’t work well for us. Instead, we preferred more casual meetups and lead share groups that felt friendlier and more flexible.
Using Video Emails to Reach Clients
One of the most effective ways we landed clients for years was by sending video emails. This started around 2013 or 2014 when video emails were harder to create than they are today. We would find companies that needed help and send them a personalized video showing what we noticed about their business and how we could help.
These video emails worked well because they stood out from regular text emails. People were more likely to watch a quick video that spoke directly to them. However, the problem was that many videos never got watched, which meant a lot of wasted time creating content that didn’t get a response.
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Starting Conversations with a Directory Listing
When we began using Treecare HQ, a directory for tree service businesses, we changed our approach. Instead of sending a direct marketing pitch, we reached out with a simple and friendly message asking business owners to confirm their company's contact information for a free listing on the directory.
This approach is smart because it doesn’t feel like a sales pitch. Our email signature says “Tech Specialist with TreecareHQ.com” — nothing about marketing or SEO. We ask them to verify their business details, but we leave out their website link on purpose. This makes them reply back with the missing info, which starts a real conversation.
Once they reply, we use automation tools to send follow-up messages asking questions like, “How far do you go for jobs?” or “What areas do you serve?” This helps us learn more about their business and builds goodwill because we’re showing interest in them, not just selling something.
Building Rapport Before Selling
After gathering their business info and service areas, we work on optimizing their directory listing. Then we send them the listing to review. The key here is that at no point do we mention marketing or SEO services right away. We keep the conversation about their business and their needs.
Once they see the value in their optimized listing, we invite them to a “listing delivery call.” This call is where we review the listing together and gently introduce some problems we found that may be stopping them from getting more jobs. We explain how these issues cost them money and show some low-cost ways to start fixing them.
We don’t promise quick fixes or big results right away. Instead, we offer small, easy steps to improve their online presence. This honest and helpful approach builds trust and makes clients more open to hearing about our full services later.
Why This Approach Works Better Than Cold Pitching
Cold calling or sending cold emails that jump straight to a sales pitch usually gets poor results. People can smell a sales attempt from a mile away and often ignore or get annoyed by it. When we used video emails that immediately pointed out problems and offered services, only a small percentage of people responded because they knew a sale was coming.
By contrast, our directory-based outreach starts with a simple request for information. It’s friendly, non-threatening, and focused on the business owner’s needs. This opens the door for real communication and gives us a chance to build a relationship before offering any services.
Automation and AI tools help us keep this process running smoothly. We don’t have to spend hours sending emails or following up manually. The system handles that, and we just focus on the important part — the listing delivery call where we connect personally.
How We Handle the Listing Delivery Call
On the call, we explain two things:
- Review the directory listing to make sure all the info is correct and looks good.
- Talk about the problems we found that are keeping them from getting more jobs online.
We ask if it makes sense to continue the call after this introduction. Almost every business owner agrees to keep going because we have already built trust through our earlier communication.
During the call, we spend about 5 to 7 minutes reviewing their listing. Then we explain the issues clearly and how those issues hurt their business. We offer simple, low-cost solutions that help start fixing those problems. Importantly, we don’t push them to buy anything right away.
We tell them upfront that we won’t try to close the sale on the call. Instead, after the call, we send follow-up emails that reinforce what we talked about and give them a chance to think it over. This respectful approach helps clients feel comfortable and more willing to work with us.
Key Tips for Landing Clients in Local SEO
- Referrals are the best: Always encourage satisfied clients to refer you.
- Build relationships first: Start conversations by asking questions and showing interest in their business.
- Use simple outreach: Avoid pitching your services right away. Use friendly, low-pressure messages.
- Leverage automation: Use tools to handle follow-ups and keep the conversation going without extra work.
- Offer value upfront: Share helpful information and small fixes before talking about bigger services.
- Be honest and clear: Don’t promise quick results or use pushy sales tactics.
- Respect their timing: Don’t rush to close the sale. Let them decide when they are ready.
Frequently Asked Questions (FAQ)
How do I get clients before having a big marketing system?
Start with referrals and local networking groups. Join lead share groups where you can exchange referrals with other professionals. You can also try personalized video emails to show businesses how you can help.
Why shouldn’t I pitch my services right away in cold emails?
Direct sales pitches in cold outreach often scare people away or get ignored. Instead, start by building rapport and asking simple questions about their business. This makes them more open to hearing about your services later.
What is the benefit of using a directory to start conversations?
A directory listing outreach feels less like a sales pitch. You’re simply asking for information to help them claim or update their free listing. This starts a friendly dialogue and builds trust before you mention marketing services.
How do automation and AI help in this process?
Automation tools send follow-up emails and messages automatically, saving you time. AI can help respond to replies and keep the conversation going smoothly, so you only need to focus on the important parts like the sales call.
What should I do during the sales call?
Review their listing together, explain any problems you found, and offer simple, low-cost solutions. Don’t try to close the sale immediately. Instead, build trust and follow up with helpful emails after the call.
Is it okay to not close the sale on the call?
Yes! Many clients need time to think it over. Respect their timing, and send follow-up emails to reinforce your message. This approach leads to better long-term relationships and more sales.
Conclusion
Landing clients in local SEO is all about building relationships, not pushing sales. Referrals, networking, and personalized outreach like video emails and directory listings help start conversations in a friendly way. Using automation and AI makes this process easier and more efficient.
By focusing on your potential clients’ needs first, asking questions, and offering helpful information, you create trust and goodwill. This makes them more open to hearing about your services and working with you in the long run.
If you want to grow your local SEO business, try these methods and watch how your client base grows naturally without feeling like a hard sell.