Separate the starting condition from the ongoing work
A new site with a few services, an established company with duplicate pages and an online store with a large catalogue will need different work. The starting condition affects how much research, writing, development and coordination is required. Ask what the provider has actually inspected and what remains an assumption.
A proposal should distinguish an initial review from implementation and continuing maintenance. An audit can be useful, but it does not by itself fix the pages. If developers or writers are supplied separately, identify that cost and the person responsible for moving the recommendations forward.
Ask what the quoted scope produces
Compare deliverables that can be understood and checked. A content scope might identify the pages to improve and the review process. A technical scope might identify the affected templates and verification steps. A local-search scope might include eligible profile work and accurate service information.
Be careful with activity counts that do not explain the purpose. A large number of keywords, reports or articles does not show whether the website will become more useful. Ask how the work connects to the services and enquiries the business wants.
- Which pages, services and markets are included?
- Who writes, implements and approves the changes?
- Which costs are separate, including advertising or software?
- What access, information and review time does the business need to provide?
Set a meaningful first phase
If the budget is limited, prioritize a bounded problem. An illustrative first phase could strengthen one important service page, resolve a technical issue affecting it and test the enquiry route. That can establish a clearer foundation before expanding the content plan.
The right phase depends on evidence. A website with an indexing restriction may need a technical correction first. A site already receiving suitable visits may need a clearer offer or a better form. The proposal should explain why its chosen priority comes before other work.
Compare the review process and ownership
Ask what you will receive at each review: changes completed, the evidence available, unresolved issues and the next recommended action. Clarify ownership of the domain, content, code and measurement accounts, as well as how access and handover will work.
A quote should not use a guaranteed ranking to hide uncertainty about the work. Google advises caution with first-place promises. A stronger comparison is whether the scope is clear, the reasoning is understandable and the business can see what was delivered.
Sources & further reading
Official references used for the local and platform guidance on this page.