Start with the work you need
Write down the business outcome, current symptoms and delivery constraints. Is the issue discovery, a traffic decline, a migration, poor enquiries or coordinating implementation? Include your markets, platform, approximate site complexity and the team available to make changes.
That brief helps distinguish consultancy from an audit, content production or an ongoing implementation service. Comparing offers with different responsibilities as if they were the same product is a poor way to choose.
Ask for evidence with context
- What did the consultant personally do?
- What was the starting position and measurement period?
- Which outcomes are supported by reporting, and which are client-reported?
- Was the website and market comparable to yours?
- What depended on developers, content teams or other channels?
A useful example explains decisions and limitations. Percentage growth without the starting volume, period and contribution can be difficult to interpret. Confidential work may be described anonymously, but invented precision does not make it more credible.
Test the implementation connection
Ask to see an anonymised recommendation and how it became a completed change. It should explain the issue, affected pages, priority, dependencies and a validation method. If the consultant will not implement, establish who will, what support they receive and who confirms completion.
For a technical project, a sensible answer acknowledges platform constraints. “Change the CMS” is not a complete recommendation without scope, migration implications and a reason the business should accept the cost.
Compare the engagement, not just the price
| Ask about | What should be clear |
|---|---|
| Scope | Sites, markets, work included and exclusions |
| Access | Which accounts are required and who owns them |
| Delivery | Named responsibility for recommendations and implementation |
| Reporting | Business outcomes, work completed and unresolved questions |
| Exit | Notice, handover, documents and access retention |
Ask what happens when an important recommendation exceeds the available budget. The response should reveal how the consultant prioritises.
Recognise promises that cannot be substantiated
Be cautious about guaranteed ranking positions, secret relationships with search engines or a fixed number of AI recommendations. Ask how any proposed tactic follows the relevant platform’s published guidance. The same applies to automated content and link services: what useful value is being created, and where will it appear?
Speak to the person doing the work before committing. You should understand their explanation without needing to decode jargon. A good first conversation leaves you clearer about the problem, including what still needs investigation.
Common questions
Does an agency or freelancer make the better choice?
Either can be suitable. Compare relevant capability, accountability, continuity and the delivery resources you actually need.
Should I insist on sector experience?
It helps where buyer journeys, technical structures or approval requirements differ. Ask for concrete evidence rather than a sector label on a website.
Can a consultant promise results?
They can commit to agreed work and reporting. They cannot control search rankings or AI source selection.