SEO briefing questionnaire

Business Overview

Company Name

Website URL

Primary Contact Name(Required)

First Last

Primary Contact Email(Required)

Industry / Sector

(What industry do you operate in? E.g. construction manufacturing, B2B SaaS, professional services, eCommerce retail, healthcare, etc.)

Core Product or Service Offering

(In one or two sentences, describe what you primarily sell. Example: “We manufacture copper earthing components for regulated industrial environments.” or “We provide leadership coaching to mid-sized tech companies.”)

Section 2: Commercial Context

What are your primary revenue drivers?

Other

(please specify)

Average deal value / order value (if known)

(For example: £250 per order, £5,000 per project, £50,000 per contract. If unsure, provide an estimate.)

Sales cycle length

(How long does it typically take from first enquiry to signed contract or completed purchase?)

Immediate / same day

< 1 week

1–4 weeks

1–3 months

3–6 months

6+ months

Highly variable

What would growth look like in 6–12 months?

(Be specific. For example: “Increase qualified inbound enquiries by 30%,” “Enter a new industry sector,” “Increase eCommerce revenue from £20k to £50k/month,” etc.)

Section 3: Audience & Positioning

Who is your ideal customer?

(Describe the type of company or person you most want to attract. Include industry, size, seniority, geography if relevant.) Example: “UK-based manufacturing firms with compliance requirements.” “Marketing directors at B2B SaaS companies with 10–50 staff.”

Are there specific industries or personas you prioritise?

(For example: Facilities Managers, Procurement Leads, CTOs, HR Directors, Construction Project Managers.)

What do clients say is the main reason they choose you?

(For example: technical expertise, speed of delivery, specialist knowledge, compliance experience, price, reputation, personal service.)

Who are your top 3 competitors?

Enter their website URLs below

Section: Search & Market Perception

What search terms do you believe your ideal customers use when looking for your products/services? (Please list up to 10 if possible.)

(List up to 10 phrases. For example: “commercial solar installers UK,” “cyber security audit for SMEs,” “copper earthing braid supplier.”)

Are there specific terms you feel you should rank for but currently do not?

Which of these terms directly generate revenue when customers convert?

(If known, highlight which of the above terms typically lead to real enquiries or sales.)

Section 4: Access & Data

I confirm I can provide GA4 access

Yes, [email protected] has been added

I need help with this

I don’t use GA4

I confirm I can provide Google Search Console access

Yes, [email protected] has been added

I need help with this

I don’t use GSC

GSC Performance Export (CSV)

Accepted file types: csv, zip, Max. file size: 50 MB.

Any existing keyword research (optional)

Accepted file types: doc, docx, pdf, excel, csv, Max. file size: 50 MB.

Any previous SEO reports (optional)

Accepted file types: pdf, ppt, doc, docx, Max. file size: 50 MB.

Section 5: Constraints

Are there any commercial or operational limitations we should be aware of?

(For example: entering retail markets, reducing margins, targeting low-budget customers, etc.)

Section 6: SEO history

Have you invested in SEO in the past?

If you have, what went well, what went wrong and is there anything else we should know?

A few questions to get started

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