While building my content marketing services on ManyRequests, I searched for a free client retainer template to protect my business interests while working with clients. I couldn't find one that fits.
I did this run before—when I started freelancing 6+ years ago. There was no perfect guide to explain what I do for SaaS companies and marketing agencies, and there was no contract to protect me when my client didn't pay, which happened a lot. In some cases, I relied on the client's contract.
That has changed now. I spent days reviewing previous client contracts and researching industry standards so you wouldn't have to. I've also asked my freelancer friends to review this article's SEO retainer agreement template; they say it's solid.
Let's talk about what should be in a client retainer template.
What is an SEO Retainer Agreement?
An SEO retainer agreement is a contract between an SEO service provider (freelancer or an agency) and a client. It dictates the terms of a consistent professional relationship, where the client commits to paying a regular fee (usually monthly) in exchange for ongoing SEO services. Some SEOs charge their clients 50% in advance and 50% after completing each month’s deliverables.
Why Do You Need an SEO Retainer Agreement?
SEO is a distribution channel that requires consistent (and updated) content strategy, writing, and technical audits. Your clients can't create content for 5 months and shut off for the next five— it'll affect rankings, conversions, and competitive strength on the results pages. You need this contract to structure your offers and how you'll help your clients achieve their business goals. You also need it because:
- It protects both parties' business interests. To ensure expectations align, it specifies the scope of services, the deliverables, and the timelines for each deliverable.
- It ensures you remain available for regular tasks that improve the client's rankings and visibility on the result pages. The client is also “tied” to providing consistent work for the duration of the contract.
- It outlines exactly what services will be provided each month to prevent scope creep and manage client expectations.
- It secures consistent and reliable income (as long as your contract lasts)
- It sets clear expectations about when and how progress will be measured. SEO results take time, and clients may not immediately see results. Stating the metrics to measure target KPIs is a better way to start with a new client.
- It includes clauses on deadlines, payment structure, the scope of work, etc., to avoid disputes later.
Disadvantages of Not Using an SEO Retainer Agreement
Relying on verbal agreements doesn't always end well. While some clients won't typically go back on their word, it's better to have a written contract of what they’ll consent to before you start working with them. Not having such an agreement can lead to:
- Unclear expectations about what services will be provided and when each deliverable will be submitted
- Payment delay issues
- Scope creep, especially when clients cramp additional work into the preexisting arrangement without additional pay
- Lack of legal protection, especially when resolving conflicts regarding deliverables, performance metrics, or payment terms.
- No guarantee of continued work. The client can decide to terminate a contract without any notice (which will affect your financial stability)
Key Components of Your SEO Retainer Agreement
Now that you know why you need a contract to protect your business, here are some things your agreement must compulsorily cover:
1. The parties involved: Write the details of the parties signing the contract you're working on, i.e., the service provider and the client. The business names, contact details, and any relevant information on who you and your client are should be written at the top of the page of your contract.
2. Scope of the services: Write the exact SEO services you’re offering so the client knows specifically what they are getting from you. If you’ve talked about providing guidance through content strategy, write something along the lines of “use Ahrefs keyword research tool to analyze and provide 5 bottom-of-the-funnel keywords with high buying intent”.
If it’s technical audits, something along the lines of “use Screaming Frog to analyze backlinks quality and check broken links once in three months to protect the integrity of the website’s architecture” would be appropriate.
Of course, there is more to this. But using this approach gives context into how specific you should be about what your services to avoid any form of misunderstanding.
3. Payment terms are perhaps the most important. Indicate how you want to be paid (bank transfer, online payment platforms, etc.) and when these payments should be made (monthly, quarterly, etc.). You can also include a penalty for late payments and specify if extra services can be added. If you'll allow extra services outside of the initial agreement, write how you'll be paid for them.
4. Deliverables and timelines: Be clear about the deliverables and the frequency with which they will be provided. For example, “The service provider agrees to submit X articles weekly/monthly” or “The service provider will provide a blog and social media content calendar for the next three months. Each content calendar will be submitted on the third Monday of each month to allow the client properly review and make iterations for strategic business results.”
Also, set realistic timelines for each task to avoid being overwhelmed by your commitment to other clients.
5. Duration and termination clause: This is where you state the duration of the contract and the terms for renewing or terminating it. For example, indicate your preferred notice periods (30 days) before a client can terminate your contract. If you wish, you can add a clause for terminating the contract before the end date.
6. Responsibilities of the Client: Include what your client is responsible for to help you do your work better. This means if they don not play their part, it could be considered a breach of contract which could affect the integrity of your work.
Their responsibility could include providing access to their website data via Google Analytics or access to their CMS so you can review their content library and publish directly. This depends on your agreement before writing the contract— it ensures a smooth workflow without friction.
7. Confidentiality and Non-Disclosure: Your client's data is private; provide a clause that protects it.
Some clients don't want to be named as your client on your portfolio website because of potential cybersecurity concerns. This happens a lot in regulated industries— I’ve heard agency owners say that their clients are concerned hackers could penetrate the marketing agency’s network, file or communication systems looking for sensitive information they can use to carryout any type of attacks. And since the typical agency isn’t insulated for cyber atacks, they can be vulnerable.
However, some clients don't mind being named on your portfolio website. Include a clause that explains that you’ll refer to them as your client to show the value of your work. They will consent if this arrangement is okay with them. Also, include a statement that shows you’re dedicated to protecting anything they deem confidential information, and it’s best if you set the terms of what “confidnetial” and “proprietary information” are.
8. Dispute resolution: Specify how you'll settle disputes. Say missed deadlines, the target results weren't achieved, or other issues.
💡 Side note: This is why it's best not to overpromise. It's better to underpromise and over-deliver.
So, rather than saying, "I'll get your website to rank for 30 keywords in 60 days," say, "I'll target middle-of-the-funnel and bottom-of-the-funnel keywords and create 8 articles every month to increase conversions and visibility on search results." This is a much better way to phrase the results you're promising your client.
Also, it’s best to let your clients know that SEO takes time and that they can’t see immediate results unless they have a strong content distribution setup.
9. Signatures and Date: This is the final part of your SEO retainer agreement that shows that your client agrees to your terms. Create space for you and your client to sign and write the date, too—this formalizes the contract and makes it legally binding.
Tips and Best Practices for Creating an SEO Retainer Agreement
Here are a few things you should do when creating your agreement:
1. Be specific about the deliverables. “The service provider will deliver keywords for 6 blog posts per month" or "The service provider will create and optimize 8 articles of 1,500 - 3,500 words per month" are clear examples. The more precise, the better.
2. Set clear payment terms. Avoid ambiguity. Write the exact payment structure (50% upfront and 50% after the work is done, net zero) as eCommerce & SaaS writer Kaleigh Moore does.
Also, explain the payment frequency (monthly, quarterly, 50% at the start and 50% at the end of a project, especially if it’ll take months). You can add any penalties for late payments to ensure the client is incentivized to pay early.
Lastly, mention that you’ll charge extra fees for add-on tasks.
3. Include your preferred communication channels and response times in the contract. This lets clients know how often they'll be updated about their tasks and how you'll reach out to them.
For Kaleigh Moore, it’s every three days:
For some agencies, it is more regular.
Many agencies and freelancers use a custom client portal to manage communications and projects on a single platform. This alternative helps you avoid switching between multiple apps to chat with clients, receive their tasks and assign them to your team members, and manage invoices and payments.
You can read more about how ManyRequests helps centralize client communications and improve project management here. You can also sign up for a free 14-day trial to see how it works firsthand.
4. Write provisions for changes in the scope of services to ensure you have a process to handle such events. This can be an addendum to the agreement or through our add-on service feature, which allows additional services to be billed separately. Specify how extra work will be billed and avoid verbal agreements that could lead to misunderstandings.
5. Review your SEO retainer agreement regularly to update your services, prices, and tighten any loopholes that may have emerged since you started using the contract.
6. If you want a professional opinion, consult a legal professional to ensure your agreement is legally sound.
7. Lastly, use simple and clear language to ensure your thoughts are aligned with the clients' and there are no surprises in the future.
How to Use Our Free SEO Retainer Agreement Template
Our free SEO retainer agreement template is designed to save you time while ensuring that a clear, legally binding document protects your relationship with clients. Here's how to use and customize it for your SEO services:
- Edit the text to include your name, address, and other details you should fill in.
- Add your brand elements (name & logo) and format the font and colors.
- Add the specific services you’ll offer to clients as I have explained them and let them reflect your specific roles.
- Review it thoroughly before sending it to a client.
Wrap up
I'm glad you read to this point.
An SEO retainer agreement is to secure your business interest before starting any work with a client.
Once your contract is in place, use the ManyRequests client portal to automatically manage client communications, projects, invoices, and payments in one easy-to-use platform. This helps you focus on scaling your business without using 4 or more software for administrative tasks and automation needs.
Sign up for a 14-day free trial today to use our fully customizable platform to onboard clients, handle all communications, and work with team members or other freelancers easily.
