How To Explain To A Client That Results May Take 6 Months or More?

[Atlanta-SMO]

We have a client that has 3 websites.  They sell aftermarket vehicle accessories, dog boxes, running boards etc.  All 3 sites are new and we started the SEO and Social Media campaign when the sites were launched back at the beginning of November.  The client is starting to get leery of our work because they have not had many sales.  They are in highly competitive industries, brand new websites, and new social media platforms.

One of my strong suits is not wording things in a manner that the client understands.

I guess basically what I am asking is if anyone can point me to a paragraph or two that easily explains that the results (new clients) from SEO on new websites can take some time and some bullet points to go along with it.  We do have metrics showing the increase in unique visitors to the site, increased social media activity etc but what the customer sees are the low sales numbers.

[EGOL]

I know that you are asking for something to say to these guys...  but your post has wondering about a few things because my approach is very different.

My overall reaction is.....   Three websites??

I would pick the one with the highest potential and put all of my energy and ideas into it.  It is really hard to fight a new war on three fronts.  The strategy of the smartest generals is usually "divide and conquer".  So, I would unite my efforts onto a single site.  Progress should then move faster.

You say that the sites are pulling a little traffic and that traffic numbers are growing.  That is good.   Now, if you are getting traffic then that should be resulting in some conversions ( as long as your efforts are acquiring quality traffic ).

Assuming that you have quality traffic you should be able to determine your conversion rate.   If your conversion rate is low for the industry and for a new site of the type that you have built then your work should be focusing there.   If your conversion rate is good then show that to the client and point to the rising traffic numbers.

Conversion rates can fail because of the website or the traffic that it is getting.  It can also fail because the website is selling undesirable goods, goods that are not competitively priced, goods are poorly described, images are ugly, shipping rates that are too high, or shopping carts that are inefficient, and for other reasons.   I would look there because no sales might be a result of client business model and not because you are performing poorly at your part of the project.

[Atlanta-SMO]

Thank you for the quick response.

Yes three websites.  There are three different market segments.  Each site is for a segment.  One is for Dog Boxes, another for Garage and Shop gear, organizers, etc (basically anything you would want for your at home garage workshop, trailer, and storage.  The third is for Running Boards for trucks of all makes and models and some other minor accessories.

[GregB123]

Sorry, no good answer on how to effectively explain that "it takes time" (I run multiple stores myself and am not a big fan of hearing that either)

But I do have a question. Are you using PPC in the meantime to drive some sales? Also you could be doing PPC combined with CRO to get their conversions improved while you all are waiting for time to pass and organic ranking to rise. You can learn a lot from PPC about what people really search for and what message motivates them.

[Kingof5]

Your client can go the easy way with what some would call black hat tactics, rank very well very quickly, get a lot of sales, but then there's always the chance it'll disappear overnight. If you're in to churn and burn and don't care about starting over every few months then go for it.

Or your client can go with what some would call white hat tactics - focus on content, earning links, etc. Results will take a long time to come, but you're better protected from future Google updates. Depending on their resources this may or may not be viable.

[BrettDixon]

I usually explain to the client from the beginning:

If you want long term, sustainable results then we're your guys. Like everything that lasts long term it takes time to build foundations that last so expect to see results slowly build rather than appear overnight.

If you want overnight results and risk the rug being pulled from under your feet, then we're not your guys. We only want long term partnerships.

Tends to work well when most other SEOs are preaching the "We'll rank you number 1 in 30 days" crap.

[ThompsonPaul]

Aside from pointing out the things Egol mentions (like the fact that a lousy product selection or bad pricing will mean no sales regardless of how good the SEO is) I always start out these conversations by reminding the client that web businesses are subject to exactly the same business challenges as brick 'n mortar businesses.

If you start a brand new store, with no existing customers and no existing word of mouth (brand new social media) on a street a long way from the centre of town and with little traffic(brand new website and domain) and in a town where there are several already-well-established competitors located right in the main shopping district, it's going to take at least a year to 18 months of a rock solid, full-press (expensive) marketing campaign in order for that new store to become profitable. And that's assuming the competition doesn't open expanded stores with more products and reduced prices right in the middle of your launch.

Exactly the same challenges apply to the online store. There's no special exemption to this process just because the "store" is on the web. (Though the timeline can be compressed a little, as the marketing can be targeted better online). Too many potential business people have been mislead by the idea that it's somehow easier to make money quick on the web. That's no longer true, if it ever was (unless you're a scammer). Same rules of supply, demand, marketing, exposure, customer service, product selection/pricing etc apply, regardless of business channel.

The problem is, this is usually news the client really doesn't want to be true, so they don't want to hear it. But it's critical to get their expectations in line to avoid them jumping ship to a "get results quick" seo scammer who will happily make ridiculous promises to get a few bucks out of them before screwing their site/business and then disappearing.

Hopefully that gives you something to include in the conversation?

Paul