How to Win Back Clients at Your SEO Agency: From Churn to Return

No matter how good your SEO services are, clients will eventually leave. That’s just the nature of business.

Maybe their budget got tight. Maybe their priorities changed. Or maybe they didn’t feel like their needs were fully met.

But here’s the thing:

Most of the time, clients don’t leave for reasons that can’t be fixed.

You can bring many of them back with the right approach and the right offer.

In this guide, I’ve worked with Tom and Michaela, our Client Success Team, to explore how to win back clients for your SEO agency.

You’ll learn how to re-engage former customers and turn them into long-term partners.

We’ll cover:

• What a win-back strategy is
• Why it’s a good idea to try and win back former clients
• 8 ways to win back clients

What Is a Win-Back Strategy?

A win-back strategy is a targeted plan to re-engage former clients and bring them back to your business.

Most agencies focus most of their marketing efforts on acquiring new clients. But that can be a mistake.

Why?

Because it’s usually much easier to win back former clients than it is to convert new leads.

According to a recent study, the average churn rate in the professional services industry is 27%:

That means it’s normal for an SEO agency to lose about a quarter of its clients each year.

The good news?

These former clients already know your business, your team, and your services. They’ve seen what you can do.

That makes it much easier to win them back compared to acquiring someone brand new.

Real Example of a Win-Back Strategy

This example isn’t in the SEO industry but shows how effective a well-executed win-back strategy can be.

SiriusXM faced significant customer churn. So, the satellite radio provider partnered with Lift Agency to develop a win-back campaign using direct mail and personalized email offers.

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They targeted inactive customers and former subscribers with tailored promotions based on the reasons they left. For example, if a customer canceled due to cost, they offered special discounts for the first five months of the contract.

The campaign achieved a 25% reduction in costs compared to acquiring new customers. It shows how a targeted win-back strategy can re-engage lapsed customers and cut acquisition costs.

Why Winning Back Clients Is Important for SEO Agencies

Here’s why winning back lost customers is a smart strategy for your SEO agency:

It’s Cheaper Than Acquiring New Clients

It costs 5-25x more to acquire a new client than it does to retain an existing one. And former clients fall somewhere in the middle.

Past customers already know your team and understand your services. They don’t need the same level of onboarding as a brand-new client.

If you spent $500 in time and resources acquiring a new client, you might spend only $100-200 re-engaging a former one. This means higher ROI on your marketing spend.

They Already Understand SEO’s Value

Former clients already know what SEO can do for their business.

They know they need SEO. And they know they need someone to help them.

There’s also a good chance they found it challenging to find a reliable partner since they left your agency. If you can prove your worth, they’re likely to consider working with you again.

Higher Success Rate

The likelihood of converting a new lead is only 5-20%. But you have a 20-40% chance of winning back a lost customer.

That’s a big difference.

If you approach lost clients the right way, your chances of success are significantly higher than cold outreach or pitching new prospects.

Massive Long-Term Benefits

Winning back lost customers can bring huge financial rewards.

A recent study found that 26% of clients return when approached with the right offer. And when they do, their customer lifetime value often doubles.

Returning clients have a better understanding of the value you bring to their business. They’re more likely to be confident in your ability to meet their needs.

That means they’re likely to become a long-term client. The same study found that the ROI on winning back a former client can be up to 32x higher than acquiring a new one.

Compelling Case Studies for Your Agency

Working on a strategy for a former client is a great way to create powerful case studies for your agency.

You already understand their business and have valuable insights into what worked (or didn’t) in the past. That gives you a huge headstart on your SEO strategy.

With the right approach, you can achieve great results in a shorter amount of time than if you were starting fresh with a new client.

Once you’ve executed the campaign, document the entire process in a detailed case study.

You’ll have some amazing social proof to share with new potential clients.

Support your long term clients at all costs.

These are the people who rely on you most and consistently come back for your services.

Clients like this allow you to measure success and track your wins together.

Huge for social proof.

— Joseph (@JaffaBranding) March 11, 2024

How to Win Back Clients for Your SEO Agency

Here are 8 customer win-back strategies you can implement at your SEO agency:

Target the Right Clients

Let’s be honest. Some former clients should stay in the past.

Remember that ecommerce client who expected to outrank Amazon in a week? Yeah, no need to revisit that.

You want to focus your win-back strategy on clients who were a good fit for your agency and profitable.

The Pareto Principle can be really useful here. Around 80% of your revenue comes from 20% of your clients.

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So, you need to look at your client and purchase history to identify high-value clients. The ones who contributed the most to your business.

These are the clients who:

• Aligned well with your agency’s strengths
• Were easy to work with
• Generated solid financial results
• Show potential for long-term collaboration

Once you’ve identified these clients, see what’s changed since you last worked together. If they’ve expanded or developed new services, they might need your services more than ever.

You want to focus on this in your pitch when you reach out.

Analyze Why the Client Left

Before you can win back a former client, you need to understand why they left in the first place.

Was it a communication breakdown? Slow results?

First, take time to review past communication with the client. Speak to the account manager and review emails to see if they mentioned why they were leaving.

If you use exit surveys or collected customer feedback, you should have a good understanding of what went wrong.

And if it isn’t clear, don’t be afraid to ask. Send a simple email or set up a call to discuss what didn’t work and how you can improve.

Ask every customer – existing or lapsed – for constructive feedback on what it’s like to work with you, whether satisfied or otherwise. This is more than an ego trip. It’s a chance to celebrate what you’re good at, as well as a key tool to help youimprove & grow. #EarlyBiz

— Ed Goodman (@edagoodman) October 9, 2018

This shows the client you’re serious about fixing things and learning from the experience. It also helps you create a solution to get them back on board.

Reach Out Personally

This is something that many agencies get wrong.

They want to re-engage former clients. So they blast out a bunch of automated emails to their entire list.

That’s a surefire way to get ignored.

Personal outreach is essential when it comes to winning back a former client.

Don’t send them a generic “Hey, come back!” email. Instead, create a message tailored specifically to them and their business.

If you had a strong relationship, pick up the phone or set up a video chat. And if a call is a bit too formal, send a personalized email.

The key here is to reconnect first. Ask about their business and show genuine interest in understanding their current goals and needs.

In a recent survey, buyers ranked listening to their needs as the best way to create a positive sales experience:

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Address Issues Head-On

One of the most important steps in winning back a client is being honest about why they left.

Ignoring past issues is only going to cause suspicion and erode trust.

You need to acknowledge their concerns. Let them know you’ve learned from the experience and taken steps to address the issue.

I’ve never once “fired a customer.”

If someone is angry they had a crappy experience, it’s my fault.

Usually you can win them back, and they often end up being your biggest advocates.

— James Clift (@jamesclift) February 23, 2023

For example, the client might have left due to poor communication. If that’s the case, be honest and own it.

Take responsibility and tell them what you’ve done to improve. That could be new project management tools your clients can access, more frequent reporting, or another solution to keep clients updated.

Your aim is to show the former client that you value their feedback and have taken active steps to improve customer satisfaction.

Offer a Tailored Solution

You’ve already worked with this client before. So you know more about their business than competing agencies vying for their business.

That’s a big advantage.

You can use that information to create a customized proposal that directly addresses their needs and goals.

Start by reviewing the results from your previous work. What strategies delivered results? Where did things fall short?

This can help you pinpoint areas for improvement and build a more effective strategy.

For example, if you created great content but struggled to rank due to low domain authority, you could propose a more advanced link building strategy.

The goal is to present a solution that addresses their unique challenges and demonstrates how you’ve evolved to deliver even better results.

The more personalized and specific your proposal, the more likely they will re-engage.

Set Clear Metrics and Expected Results

Clients leave when they don’t see results. So, to win them back, you need to provide clear, measurable goals and a plan to deliver those results.

Start by setting specific goals that tie directly to their business objectives.

Whether that’s more organic traffic or better keyword rankings, make sure the client understands how these outcomes will impact their overall business strategy.

Next, outline the metrics you’ll use to measure success.

You can use SEO key performance indicators (KPIs) like organic traffic growth, keyword movements, and conversion rates. Giving your clients a transparent overview of performance is key to regaining their trust.

It’s also important to make your SEO reporting process clear. Will you provide weekly updates, monthly reports, or give them real-time dashboard access?

Make sure the client knows when and how they’ll receive updates.

Your goal is to show the client you’re committed to accountability and delivering real results.

Improve Client Communication

In a recent survey, perceived indifference was by far the most common reason why customers choose to leave a business:

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That’s why good communication is so important. And why poor customer service is a disaster for your agency.

Start by setting clear expectations. Decide how often you’ll communicate, and make sure you stick to that schedule. Let the client know exactly when and how they’ll receive updates.

And don’t wait for your client to chase you. If there’s a performance issue, tell your client. Explain what the problem is and what you’re doing to address it.

For example, if you’re working with a local SEO client and they drop out of the local pack, you need to quickly find out why and take steps to reclaim their position.

This might involve optimizing their Google Business Profile or building more local citations to improve their visibility.

Be transparent with your client and aim to provide exceptional customer service. This shows you’re on top of things and committed to their success.

Offer Incentives to Re-Engage

Offering a special deal or adding extra value can make returning to your agency more appealing.

The key is to tailor the incentive to your client’s needs.

A recent Harvard Business Review study highlighted how pitching the right incentive is crucial.

The study found that clients who left over price responded best to discounts. But those who left due to service issues were more receptive to upgrades or added value.

If budget was an issue, a temporary discount can lower the barrier to purchase and make your services more accessible.

Another option is to provide a free SEO audit. This audit can highlight missed opportunities and demonstrate the value you can bring to their business. It gives them a clear reason to re-engage.

You could also offer a bonus service. For example, adding a short-term social media management package can be a good way to add extra value.

Personalizing your incentive shows that you’ve listened to their concerns and will go the extra mile to win them back.

Create a Win-Back Strategy for Your SEO Agency

Winning back clients is a great way to build stronger, longer-term relationships.

It’s all about targeting the right clients, addressing past issues, and offering an improved solution.

That’s how you win back clients and turn churn into new opportunities.