Marketing promises to question

Points to check

• Ask for an explanation of the method behind any forecast or guarantee, including assumptions you can check.
• A provider should show deliverables and risks rather than rely on a ranking claim or a large visitor number.
• Keep control of your accounts, content and data so you can verify the work and move providers if needed.

Start with the brief

Write down the business outcome you need, the people you want to reach and any practical constraints. This makes it easier to judge whether a suggested service or platform is appropriate.

Guaranteed rankings, unexplained traffic figures and vague deliverables deserve closer questions.

Compare the work, not just the headline

Ask providers to describe the deliverables, who will do the work, what they need from you and when the result will be reviewed. A written proposal should distinguish included work from optional extras.

• Technical and content review
• Search intent and page improvements
• Measurement and ongoing recommendations

Questions worth asking

• What will happen in the first 90 days?
• Which work is included each month?
• How will leads and useful traffic be measured?

Ask for the method, assumptions, risks and a clear statement of what you will receive.

Make a fair comparison

Use the same brief for each provider, request any missing details in writing, and consider ownership and ongoing support alongside price. You can use the free worksheet to record the answers.