I’ve touched on the topic of client expectations before, yet I can’t emphasize enough how important this subject is. So I’m devoting an entire article to it. If you think you’ve read all there is to read about this subject, move along. Nothing here to see.
However if you pause long enough and honestly ask yourself whether your initial reaction to this topic came from arrogance, you may be wise to at least read the article. If it turns out there’s nothing new here, then the few minutes it took to read will just confirm that you can count yourself among the rare few who have the client expectation thing licked. And if that’s the case, consider this article a tribute to your business savvy.
If, however, you’re like me, even if you’ve heard this all before, a good strong reminder like this will just help keep you on track, or get you to tighten up your act a little. Which will save you untold grief.
Whether you’re a consultant, an in-house specialist, or a manager at an agency, if you provide SEO services, a client or employer who hasn’t had their expectations managed properly from day one can be one of the most painful business relationships you’ll ever have. Your best bet for a successful experience is to etch this concept into your awareness so powerfully that it’s the first thing you think of when you begin every project…
Yesterday I created a neat little bar chart I refer to as “Eight Emotional Stages of an SEO Contract“. It provides a humorous take on the pain that arises even when client expectations are set from the beginning. Sure, if you do your job at managing those expectations, it will be a less frequent pain. Yet I can tell you now that even with the best footwork, the most comprehensive irrefutable facts, and thorough consistent communication, many clients / employers are still going to hold onto some unrealistic belief about the type or kind or speed of results they expect from the SEO process. And you’re going to say WTF? Repeatedly.
The Site Owner’s Mindset
If you yourself have never owned a business, it’s quite possible you’ve not yet thought about this enough to grasp the core factors that lead to unrealistic expectations. Or maybe you have previously been or are now, a business owner, but maybe you haven’t had any one of several situations come up in your own experience that would possibly lead to this being a problem. So let’s first dive into the site owner’s mindset so we can get a better understanding about why expectations, even when you THINK you’re managing them well, will often turn unrealistic.
Business owners face the never-ending challenge of ensuring enough money comes into the business to not only keep it running, but to hopefully even make a profit. Even the most altruistic business owner – one who gets into business in the first place for other reasons, on some level, worries about finances. Even the most spiritually fit business owner – the one who has an infinite well of faith in principles of abundance and manifestation, will, inevitably, worry at some point, about finances. Because even they are human. Living and operating in a world where cash flow is ever changing, where societal factors around them are out of their control.
And when a business owner is concerned about cash flow, they’re going to take steps to do what they can to increase that cash flow. Given how so much truth and hype and hyperbole exist in the media based on the notion that “traditional” or “old-school” marketing are being replaced by the Internet more and more, it should not be a surprise to any of us that a business owner who turns to the Internet for income generation is going to, at least to one degree or another, put their financial hopes on their web site.
The Committee of Yes, It’s Easy
The whole financial expectation issue is only magnified, sometimes exponentially, by those people who have the site owner’s ear, who themselves, have a vested interest in saying how easy SEO is. Or how magically SEO made the difference. Or how little it cost to do SEO. The list of people who fall in this category includes, but is not limited to:
The In-House Marketer is quite likely to have a subscription to any one or more of several marketing industry trade publications. It may be B To B Magazine or a membership in the American Marketing Association, or the local Chamber of Commerce, as just a few examples. And if they do, they’ve by now read countless articles or heard countless anecdotal stories of other companies that have found success online.
And since the in-house marketer’s job is to stay on top of trends, and to look for the most cost efficient method of promoting the company’s products or services, I guarantee you that most marketers who are in touch with trends, has come to accept that the web is where it’s at. And that Organic Search is the ticket. Maybe not all of them, but enough will.
And as soon as they suggest or insist on the company having a web presence (whether it’s a web site itself, or a site in combination with social media), or that SEO is the path to take, that marketer is going to go all out to prove to ownership that they too can succeed online. And that SEO will save the day. As if it’s inevitable.
Outside Marketing Agencies
While an outside marketing agency is similar to an in-house marketer in many ways, they have even more riding on their recommendations, because they’re an entire company themselves – and more people could lose their jobs if their recommendations turn out to be flawed. And even if they themselves have no clue about real SEO, they’re going to talk it up as if they did. Quite often putting nonsense into that site owner’s head. And if that outside agency doesn’t actually have real experience with SEO, they may well pretend they know enough about it to offer the notion that SEO is easy. Or shouldn’t be too expensive. For a whole host of different reasons.
Other Business Owners
Other Business Owners often have the attention of your client / employer simply by virtue of the networking concept. If they themselves just recently took the plunge into the web thing, they’re not actually able to say “yes, we’ve done it and it was a phenomenal success”. But they ARE likely to be very enthusiastic in their prognostication. Because if they aren’t, they themselves may have to admit that they gambled on this Internet thing. Which would scare them no end. So instead, they puff themselves up with confidence. And by helping your client / employer to also take the plunge, they get one more ally in the quest to find others who made similar decisions. Which psychologically helps them not have to consider the worst case scenario.
Or worse, they say “we had SEO done on our site and it only cost X” or “We did it ourselves – it was easy”. Even though it could be a business in a completely different market with totally unrelated issues or competition. Which they and your client / employer won’t know or think to discuss as a flaw in that being an influencing factor.
Finances + The Committee Of Yes, It’s Easy = Ut Oh
When you combine financial hopes / fears with the potentially shaky motives of others, or the opinions of others even though those opinions are based on factors that don’t really apply to this situation, you end up with a site owner who may very well be overly confident or have unrealistic expectations when it comes to how well this whole SEO thing is going to pan out in terms of speed and volume.
The Already Doomed Company
Sometimes a company is already on the fast track to collapse, only to turn to the web site as a last ditch, seemingly low cost way to save the day. I have seen it over and over again through the years. Given how relatively inexpensive it is to get that site built, or to market that site with SEO, some business owners actually convince themselves that this SEO thing HAS to work. And fast.
Even if the site itself all but guarantees poor conversion capabilities. Or the product is the wrong product in today’s economy. Or the pricing of their offerings is too high. Or the content does a lousy job at communicating that company’s value.
I’ve had a number of clients who have come to me over the years with “an idea”. “I have an idea for this site. It’s going to be killer. It’s a new approach to things and the competition is going to be toast!” Except in reality, most of those people have chosen to get into a market that is so super-saturated with such well established competition that it’s more like business suicide to get into the field. Or it’s going to cost ten times as much as they realize. Or take two years of consistent effort.
The Sea of All The Rest…
All the rest includes the usual suspects – email spam, fly-by articles, coverage of the rare truly miraculous success stories, anecdotal tales from relatives and friends… Which exist in such quantities that they form a sea of “it’s easy – it’s a sure thing – it’s an overnight process…” And that sea is so vast that it’s everywhere a typical site owner looks or goes these days.
Given all of these people and notions and myths and fairy tales bombarding your client / employer, it’s critical that you pull out all the stops when setting expectations. I’ve given a few suggestions in this regard in both my first Anatomy of an SEO Audit article and the second part of that series as well. Essentially, it boils down to a few things, presented repeatedly throughout the project life cycle.
Wake Up Suzy, Wake Up!