Website SEO Client Intake Form

I. Client Information

First Name

Last Name

Business Name

Job Title

Email Address


Phone Number

Website URL


Physical Address (if applicable)

Address Line 2


City/Town

State/Province

Postal/Zip Code


Industry/Niche

Years in Business

II. Current Website & Online Presence

When was your website launched?

What platform is your website built on?

Do you have Google Analytics and Google Search Console set up?

Do you have any existing SEO efforts in place? (e.g., blogging, link building, on-page optimization)

List any current marketing or advertising initiatives: (e.g., social media, PPC, email marketing)

Do you have a blog?

Do you have any social media profiles?

Do you have a Google My Business profile?

Do you have any online reviews? (e.g., Google Reviews, Yelp)

Do you have any current website issues or concerns? (e.g., slow loading speed, mobile responsiveness)

III. Target Audience & Goals

Who is your target audience? (Be specific)

What are your primary business goals?

What are your specific SEO goals?

Who are your top 3-5 competitors? (Provide URLs if possible)

What are your top 5-10 target keywords?

What is your desired geographic target?

What is your desired timeframe for achieving your SEO goals?

What is your monthly SEO budget? (Please provide a range if preferred)

IV. SEO Services & Expectations

Please select the SEO services you are interested in:


On-Page Optimization:

  • Title tag and meta description optimization
  • Header tag optimization (H1, H2, etc.)
  • Content optimization
  • Image optimization
  • Internal linking optimization
  • Mobile optimization
  • Site speed optimization

Off-Page Optimization:

  • Link building (guest posting, directory submissions, etc.)
  • Social media optimization
  • Brand mentions

Keyword Research & Strategy:

  • Keyword analysis
  • Competitor keyword analysis
  • Keyword mapping

Content Creation:

  • Blog post writing
  • Website content writing
  • SEO copywriting

Technical SEO:

  • Site audit
  • XML sitemap optimization
  • Robots.txt optimization
  • Canonicalization
  • Schema markup
  • Website crawl error fixing

Local SEO:

  • Google My Business optimization
  • Local citation building
  • Local keyword targeting

SEO Reporting & Analytics:

  • Monthly performance reports
  • Google Analytics analysis
  • Google Search Console analysis

E-commerce SEO:

  • Product page optimization
  • Category page optimization
  • Filter and faceted navigation optimization

V. Detailed Expectations

Please provide a comprehensive explanation of your expectations for the SEO services we will be providing. Include details about your desired outcomes, the specific results you hope to achieve, your preferred communication style, the level of involvement you anticipate, and any other relevant information that will help us understand your vision for this partnership. We want to ensure we are fully aligned with your goals and can deliver the results you are looking for. Please be as detailed as possible.

VI. Additional Information

Are there any specific industry regulations or compliance requirements we should be aware of?

Do you have any existing brand guidelines?

Is there anything else you would like to share with us?

VII. Agreement & Signature

By signing below, you acknowledge that the information provided is accurate and complete to the best of your knowledge.

Client Signature:


Client Intake Form Insights

Please remove this client intake form insights section before publishing.


Let's break down the detailed insights into this SEO Client Intake Form, section by section.

I. Client Information:

  • Purpose: This section establishes the basic contact information and business background.
  • Insights:
    Knowing the business's longevity helps gauge their online maturity. A newer business may require more foundational SEO work.
    Understanding the industry and niche is crucial for keyword research and competitive analysis.
    Having the correct contact details ensures smooth communication.

II. Current Website & Online Presence:

  • Purpose: This section assesses the client's current online footprint and any existing SEO efforts.
  • Insights:
    Website platform knowledge (WordPress, Shopify, etc.) informs technical SEO strategies.
    Access to Google Analytics and Search Console is vital for data-driven SEO.
    Understanding existing marketing efforts helps integrate SEO with other strategies.
    Knowing if they have a Google My Business profile is essential for local SEO.
    Identifying website issues (speed, mobile-friendliness) allows for prioritizing technical fixes.

III. Target Audience & Goals:

  • Purpose: This section defines the client's ideal customer and their desired outcomes.
  • Insights:
    A clear understanding of the target audience guides content creation and keyword targeting.
    Aligning SEO goals with business goals ensures that SEO efforts contribute to overall success.
    Identifying competitors helps with competitive analysis and strategy development.
    Knowing the target geographic area is crucial for local and regional SEO.
    Setting a timeframe aligns expectations.
    Knowing the budget helps with service selection, and realistic goal setting.

IV. SEO Services & Expectations:

  • Purpose: This section allows the client to choose specific SEO services and sets the stage for detailed expectation management.
  • Insights:
    Offering a comprehensive list of services allows clients to select what they need.
    Breaking down services into specific tasks (e.g., title tag optimization) provides clarity.
    This section starts the conversation about what the client is going to be paying for.
    E-commerce SEO being a seperate option is very important for e-commerce clients.

V. Detailed Expectations:

  • Purpose: This is the most crucial section for aligning expectations and preventing misunderstandings.
  • Insights:
    The open-ended question encourages clients to articulate their vision and needs in detail.
    This section reveals the client's communication preferences, which are essential for a successful partnership.
    It helps identify any unrealistic expectations or misconceptions about SEO.
    This section allows the client to explain what success looks like to them.
    This is the section that helps to avoid scope creep.

VI. Additional Information:

  • Purpose: This section gathers any remaining relevant information that may impact the SEO strategy.
  • Insights:
    Industry regulations and compliance requirements can affect SEO tactics.
    Brand guidelines ensure that SEO efforts align with the client's brand identity.
    It provides an opportunity for clients to share any concerns or special requests.

VII. Agreement & Signature:

  • Purpose: This section formalizes the agreement and ensures that the client understands the information provided.
  • Insights:
    The signature confirms that the client has reviewed and approved the information.
    It provides a legal record of the agreement.

Key Takeaways:

  • Comprehensive Data Gathering: The form covers all essential aspects of the client's business, website, and goals.
  • Expectation Management: The detailed expectations section is crucial for preventing misunderstandings and ensuring client satisfaction.
  • Service Customization: The form allows clients to select specific services based on their needs and budget.
  • Data-Driven Strategies: The form emphasizes the importance of data and analytics for effective SEO.
  • Clear Communication: The form encourages open communication and collaboration between the client and the SEO agency.
  • Professionalism: A well-structured intake form demonstrates professionalism and attention to detail.
  • Legal Protection: The agreement and signature section provides legal protection for both parties.
  • Efficiency: Having a well designed form, saves time for both parties.

Mandatory Questions Recommendation

Please remove this mandatory questions recommendation section before publishing.


That's a great question for streamlining the process! While all the questions are valuable, some are more mandatory than others to get a foundational understanding and proceed effectively. Here's a breakdown of what I'd consider the most crucial mandatory questions:

Absolutely Mandatory (Without these, you can't really start):

  1. Business Name: Essential for identification and record-keeping.
  2. Contact Person: Who will be your primary point of contact?
  3. Email Address: Crucial for communication.
  4. Website URL: The core asset you'll be optimizing.
  5. Industry/Niche: To understand the competitive landscape and target audience.
  6. What are your primary business goals? SEO efforts should align with overarching business objectives.
  7. What are your specific SEO goals? What tangible results are they hoping for from SEO?
  8. Detailed Expectations (Section V): This is critical. Without understanding their expectations, you risk misalignment and dissatisfaction. While the format is open-ended, getting a detailed answer here is non-negotiable.

Highly Recommended (Essential for a basic strategy, but you could technically proceed without initially):

  1. When was your website launched? Gives context to its history.
  2. What platform is your website built on? Impacts technical SEO recommendations.
  3. Do you have Google Analytics and Google Search Console set up? Essential for tracking progress. If not, setting them up becomes an immediate first step.
  4. Who is your target audience? Informs keyword research and content strategy.
  5. Who are your top 3-5 competitors? Provides a benchmark and helps with competitive analysis.
  6. What are your top 5-10 target keywords? (Even if preliminary, it gives a starting point).
  7. What is your desired geographic target? Crucial for local or regional businesses.

Good to Have (Provides valuable context but might not be immediately blocking):

  • Years in Business
  • Physical Address
  • Existing SEO efforts
  • Current marketing initiatives
  • Presence of a blog and social media profiles
  • Google My Business status
  • Online reviews
  • Current website issues or concerns
  • Desired timeframe
  • Monthly SEO budget (helpful for tailoring services)
  • Specific service selections (can be discussed in more detail later)
  • Industry regulations
  • Brand guidelines
  • Additional information

Why these distinctions?

The "Absolutely Mandatory" questions provide the fundamental information needed to understand the client, their website, their core objectives, and what they hope to achieve. Without this, you're essentially operating in the dark.

The "Highly Recommended" questions are crucial for formulating an initial strategy and understanding their current online standing. You could start without some of this, but it would be less efficient and potentially lead to misdirected efforts.

The "Good to Have" questions add valuable context and can refine your strategy further down the line.

In summary, prioritize the "Absolutely Mandatory" questions and strongly encourage detailed responses in the "Detailed Expectations" section. The "Highly Recommended" questions should be addressed early in the process for effective planning.

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