TL;DR
Start with the service, office and visitor problem you want to improve. Then define implementation access, factual review and measurement. A monthly price is only useful alongside a written scope; do not assume it includes every location, a rebuild or a scheduling integration.
Choose the priority before the package
A practice with several services does not need to promote all of them at once. Ask where clearer discovery and booking information would be useful, whether the office can support that demand, and who can verify the content.
Tie the scope to a documented constraint. An unclear service page with an incorrect booking destination calls for defined page and routing repairs. Conflicting location information calls for a coordinated facts review. Identify the affected assets and owners before buying additional supporting content.
Complete a scope worksheet
| Scope decision | Write down | Why it changes the work |
|---|---|---|
| Core service | The specific agreed service or services | Sets the subject boundary |
| Locations | Which offices are included | Adds distinct facts and booking paths |
| Website access | Who can edit and deploy changes | Determines implementation dependencies |
| Existing content | What will be revised, retained or added | Prevents duplicate work |
| Review capacity | Operational and specialist approvers | Sets a realistic pace |
| Measurement | Questions, sources and reporting decisions | Defines what progress means |
| Additional projects | Rebuilds, integrations or other separate needs | Avoids an assumed all-inclusive budget |
The worksheet is an original planning tool. Use it to make proposals comparable, then ask the provider to confirm the deliverables and responsibilities in writing.
Confirm the current commercial boundaries
Ask the provider to state the included services, locations, deliverables, reporting format and software access in the current written proposal. A plan label alone does not establish a service allowance, location count, article quantity or website rebuild.
For an international engagement, have the commercial owner confirm the actual locations served, currency, taxes or additional charges and final terms. A currency symbol alone is not enough to compare proposals across countries. Do not assume a regional offer or convert a quote before confirming its currency.
Google’s guidance on hiring SEO help recommends asking about expected results, measurement and the proposed changes. Use those questions to connect the commercial scope to work you can assess.
Budget for the ability to finish the work
Ask what happens if the website platform restricts edits or a developer must implement every change. Clarify whether those costs and dependencies are included. A content plan that cannot reach the public website is incomplete, however attractive the writing price appears.
Also reserve staff attention for review. This is not a claim that every article needs a large committee. It means the correct person must verify the actual facts: operations for office details, the authorized commercial owner for prices, and qualified specialists for claims within their responsibility.
List the reviewers available for the proposed scope and the work each has agreed to handle. If an affected service has no factual owner, resolve that gap or exclude it from the initial phase. Keep the written scope aligned with the services and locations the team can actually verify.
Frequently asked questions
Is a higher plan automatically a better starting point?
No. Choose a scope the practice needs and can support. Expand after reviewing evidence and remaining constraints, not simply because more topics are available.
Can we compare proposals by cost per article?
That comparison misses technical work, implementation, factual review and maintenance. Compare the complete agreed outcome and responsibilities before calculating unit costs.