A good agency conversation starts with your business. Before comparing packages, decide what you want people to do: enquire about a service, visit a shop, book an appointment or buy a product. That goal helps you judge proposals on the same terms.
Start with a clear brief
Write down your main services, customer locations, current website and the problems you want to solve. Include a realistic budget range and who will approve the work. A small, clear brief is more useful than asking several agencies for their “best package”.
Ask what the work actually includes
Request a breakdown of research, technical work, content, design, campaign management and reporting. Confirm who creates material, who owns the accounts and whether advertising spend is separate from the service fee. For SEO, ask how the provider will prioritise issues and measure relevant enquiries.
Look beyond the presentation
- Ask for examples relevant to your business model.
- Discuss the starting situation, the work completed and what changed.
- Check who will handle your account after the sales conversation.
- Ask how your website and accounts will be handed back if you leave.
Compare proposals consistently
Use one checklist for every proposal: deliverables, responsibilities, reporting, review dates and exclusions. A lower fee may cover a smaller scope. A higher fee should come with a clear explanation of the additional work.
Make the first stage measurable
Agree on a starting review and a short list of priorities. Establish access to your own analytics and search accounts. Review progress against business outcomes as well as activity. No responsible proposal should promise a specific search position without acknowledging the uncertainty involved.
Explore the Business & Digital directory to find providers and check their current services directly.