E1 · Your offer ladder
30 minFill in the ladder with the steps you do today. For each one: deliverable, duration and next step.
Done when: the ladder has at least 4 steps, ends in the monthly one, and no step promises a ranking or a citation.
Lesson 8 · 20 min
Prospecting and combined offer: from teaching to ongoing support
Selling website building has become a price fight. What sells well is a ladder: teach, diagnose, support, and review, all the way to the monthly report. Prospecting changes too: you show up with a public finding about the person's site, not a package. And your own site, measured honestly, is the best proof.
Start the lesson
In this lesson you will
- 1The four roles of the Professional 2030 applied to SEO
- 2The combined offer: SEO, AI, and agent readiness
- 3Prospecting with a public finding, gate, and opt-out
- 4The dated plan to complete the whole course
Goal: build the offer ladder (teaching → diagnosis → plan → ongoing support) and a list of 10 prospects with the reason for each contact.
01The offer ladder
Tap each block.
Click each block in the diagram to see what it does.
Order of the Professional 2030 roles. The client can enter at any step; the monthly is where trust builds up.
02Combined offer and prospecting
Tap each step.
1. Combined offer
One diagnostic covers it all: what search engines see, the question set run on the AIs, and readiness for agents. A new site, when you need one, comes in as part of the plan, not as the product.
WebMCP is preparation: a W3C community draft (document.modelContext), with no stable browser. It is not a ranking factor.
2. Finding prospects
Well-reviewed businesses whose site has a problem you can see from the outside: a page with no text in the HTML, mixed canonicals, search bots blocked.
Write down the finding and the URL. It's the reason for reaching out, and it's already a sample of the diagnostic.
Prospector Agent idea
INEMA's open pipeline runs from discovered → qualified → … → gate → sent, with opt-out, a suppression list and one contact per lead. Use its discipline; swap the site redesign for the diagnostic.
3. First contact
One message: the finding, why it matters, and the offer to show the diagnostic. No promise of rankings, with an option to stop receiving messages.
One contact per prospect. If there's no reply, don't push with an automatic sequence.
4. Your site is the proof
Apply the method to your own site and publish the before and after, including what didn't work.
INEMA tells its own zero: 0 of 52 AI measurements in July, non-branded impressions from 8 to 157, non-branded clicks still at 0 on the club. That convinces more than a testimonial.
03Offer ladder and prospecting templates
Copy it and swap out what's in [brackets].
Offer ladder
STEP | WHAT I DELIVER | DURATION | NEXT STEP Trainer | workshop: Google, Bing, AIs and the non-branded number | [1 h] | diagnostic Consultant | 1-page diagnostic + 30/90/180 plan | [2 wks] | proposal Mentor | 90 days with the team: foundation, gates, teaching | 90 days | monthly Auditor | risk review of what's already been done with AI | [1 wk] | fix plan Monthly | 1-page report + question set + 1 decision | every month | review every 90 days
Prospect list (CSV)
business,site,why_i_chose_it,public_finding,finding_url,contact,contact_date,response,opt_out [name],[website address],[well rated in the neighborhood],[services with no text in the HTML],[finding page address],[public email],,,
First contact
Subject: [business] — one thing Google isn't seeing on your site Hi [name]. I looked at the page [URL] the way Google reads it, without running the site. [Finding in one sentence] — this causes [effect in one sentence]. I do a one-page diagnostic (what search engines see, readiness for AI, and whether you show up when someone asks the AIs about [niche]). Can I show you? I don't promise rankings; I show the starting point and a plan. [signature] If you'd rather not get another message, just reply "no".
04Practice: the ladder and the 10 prospects
The last deliverable of the course.
E2 · Ten prospects with a reason
60 minPick 10 businesses in your niche, run the read-only X-ray on each one's main page, and write down the public finding.
Done when: the CSV has 10 rows, each with a finding and the URL where it appears, and the opt_out column exists.
05Test what you learned
The explanation appears after your answer.
Question 1 of 4
A prospect wants just "a new site." How do you fit that into your offer?skill
Correct
Building got easy and turned into a price fight. What sustains the relationship is diagnostics, follow-up and teaching.Not that one
Building got easy and turned into a price fight. What sustains the relationship is diagnostics, follow-up and teaching.Review: Combined offer and prospectingQuestion 2 of 4
What goes into the first contact with a prospect?
Correct
The finding shows method before selling. Opt-out and one contact per prospect show respect and keep you from becoming spam.Not that one
The finding shows method before selling. Opt-out and one contact per prospect show respect and keep you from becoming spam.Review: Offer ladder and prospecting templatesQuestion 3 of 4
The client asks whether WebMCP will put their site at the top of the AIs. What do you say?
Correct
Selling preparation as a result is the same empty promise as a guaranteed ranking.Not that one
Selling preparation as a result is the same empty promise as a guaranteed ranking.Review: Combined offer and prospectingQuestion 4 of 4
Why publish the case of your own site, including the zero?
Correct
INEMA shows 0 of 52 in the AIs and 0 non-branded clicks on the club. That's what makes the other numbers believable.Not that one
INEMA shows 0 of 52 in the AIs and 0 non-branded clicks on the club. That's what makes the other numbers believable.Review: Combined offer and prospectingQuiz complete
You got {a} of {n} right. Get them all right and the lesson is marked as complete.Choose an option. The explanation appears after your attempt.
06The course map
Four steps and the exercises for each one. Click an exercise to see its "done when".
Week 1Offer
what to sell (lesson 1)
2 exercises
Positioning in 2 lines and 5 swapped promises.
See the lessonWeeks 1 and 2Diagnosis
diagnosis, plan, proposal (lessons 2 to 4)
2 exercises
A 1-page diagnosis, a 30/90/180 plan and a proposal with limits.
See the lessonWeek 3Delivery
folder, gates and authorization (lessons 5 and 7)
2 exercises
Client folder with gates and the signed authorization.
See the lessonWeek 4 onwardFollow-up
report and prospecting (lessons 6 and 8)
2 exercises
A 1-page monthly report and 10 prospects with a finding.
See the lessonAt the end of the courseAn offer built on trust, from the diagnosis to the monthly report, with signed paper and real prospects.
16 exercisesClick an exercise to see what to do and the "done when".
- 1/5
Offer
Before talking to a client, know what you sell and what you don't promise.
- 2/5
Diagnosis
Requires the offer. The map shows the exercises from lesson 2; the plan below lists them all.
- 3/5
Delivery
Requires the proposal. The map shows the exercises from lesson 5; the plan below lists them all.
- 4/5
Follow-up
Requires the delivery. From here on it's routine: one report and one decision per month.
- 5/5
The whole course
Four steps in sequence. Only move up when the "done when" of the previous step is true.
Each step uses what the previous one built.
07Generate your plan with dates
Pick a start date and how much time you have per week. The plan respects the exercises that call for waiting.
plano.md
08Takeaways
A ladder, not a packageTeach, diagnose, follow up, review, and report every month.
Prospect with a findingOne problem visible from the outside, one contact, a way to opt out.
Your site is the proofA real number with a source, even a zero, convinces more than a testimonial.