Want More Clients? Start by Giving Away This One Thing for Free
If you’re anything like I was starting out, you’ve probably wondered: “How do I stand out in a sea of agencies?” Or even worse, “How do I pitch in a way that actually wins clients?”
After years of trial, I learned a simple truth: The agency that knows the client best wins the deal. And the fastest way to know them? Give away a free assessment.
Not just some templated report. A real, strategic audit that shows them you already understand their business better than their competitors do. Here’s how I do it at AOKMarketing.com—and how you can too.
Step 1: Research Deeply
Discover Your Client’s Problems Before You Pitch
Before I send a single email or open my pitch deck, I start with client research. This isn’t just about visiting their website. It’s about figuring out the gap between where they are and where they think they are.
I ask every prospect the same question:
“Can you send me your website and the top 3 or 4 websites of your biggest competitors?”
Now here’s the magic:
Who they think their competitors are almost never matches who they’re actually competing with online.
So I Google their top keywords. The ones they want to rank for. And I look at the search results:
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Are they even showing up?
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If not, who is?
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How is that competitor’s site different?
This usually surprises them. I show them a SERP side-by-side with their site. Maybe their design is solid, but their content is thin. Maybe they’re talking about their services, but not solving user intent.
Tip: Most businesses treat their website like a brochure. But the internet is more like Starbucks: there’s the .com, the local cafe page, and a landing page for Frappuccinos.
Ask yourself:
Do I have the best possible result for a specific search query?
If not, that’s your opening.
Step 2: Clarify Their Goals
What Does Success Actually Look Like to Them?
Once I understand where they stand in their competitive landscape, I shift gears. I dig into what success looks like to them.
You’d be surprised how many businesses have never clearly defined this. So I ask:
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Are you trying to create awareness?
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Do you want to be part of the conversation when people are ready to buy?
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Is this about driving new customer sales?
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Or is it about selling more to the people who already bought?
This step is where the pitch becomes tailored.
At AOK, I’ve learned that when you mirror their exact goals in your solution, you instantly differentiate yourself from the 10 other agencies pitching the same “we do SEO + PPC” line.
People don’t buy services. They buy outcomes.
So clarify the outcome first, then position your work as the natural path to get there.
Step 3: Audit Their Competitors
Find What They’re Missing—And Position Yourself as the Obvious Choice
Here’s where it gets fun—and powerful.
After digging into their competitors, I identify gaps:
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Is one competitor outranking them due to better content?
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Are backlinks missing entirely from their strategy?
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Is their funnel broken—are users bouncing before converting?
Then I match those weaknesses with what we already know how to fix.
This is also where proof comes in.
“Anyone can say they’ve done great SEO. But only we can say we took Encyclopedia Britannica from 328 million pageviews to 507 million pageviews.”
That line alone has landed more clients than I can count. Why? Because it proves I don’t just say we get results—I show them.
And you can do the same.
If you’ve helped clients get more leads, show the data. If your PPC strategy dropped CPL by 40%, say it. Make the proof so compelling they can’t ignore it.
Why This Works (And Why It’s Free)
This approach isn’t just effective—it’s irresistible.
Giving a free audit shows you’re serious. You’re investing time without asking for anything up front. You’re leading with value, which builds trust before they’ve even signed a contract.
But more importantly, this method positions you as the expert who understands their business better than their competitor’s agency.
“Your competitor knows your client better than you do—here’s how you change that for free.”
That line stings. But it also motivates action.
Wrap-Up: Turn Free Audits into Profitable Clients
Here’s what I know from doing this for over a decade:
Every great pitch starts with research, clarity, and proof.
By giving away a free, high-quality audit, you:
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Show you’ve already done your homework
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Align your services with their real business goals
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Identify ways they can dominate competitors—and how you’ll help them do it
This approach isn’t just smart—it’s scalable. And it builds trust from day one.
Want to stand out?
Know the client better than anyone else. Start by giving them something of real value—for free.
Ready to try it?
👉 Start by asking: “Can you send me your website and your top 3 competitors?”
Then go research. Go deeper. And go win that next big client.
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