I figured this would make a useful thread for SEO'ers and newbies alike - how do you 'sell' your SEO services to your local clients?
What I mean is, if you have a small, local business that operates within your local city and you are trying to sell the benefits of how SEO can help their business and to convince them to hand over their cash for your services - what angle do you take? what benefits do you sell them? Especially if Google KW tool only shows a total of maybe 100 phrase match searches every month for related keywords in their city etc..?
It would also be interesting to hear how you guys sell a recurring monthly figure to them and why this is better than set, one-off packages and why the need to keep paying that figure each and every month, long term...?