“Well, I don’t know as I want a lawyer to tell me what I cannot do. I hire him to tell how to do what I want to do.”
—J. P. Morgan (attributed)
SEO, copywriting, and web design are all service businesses. Nobody has ever hired me to tell them what they ought to want to do; I get hired to do what they’ve decided they want to do. And clients are experts at whatever it is they’ve been doing; if I do SEO for a clothing retailer, it’s a safe bet that he knows more about clothes than I do.
At the same time, I probably spend more time reading SEOMoz, running Rank Checker, or swiping from Info Marketing Blog than they do. Since clients write the checks, they call the shots—here are a few ways I’ve found to make sure that this works out well for both sides.