- 01
Translate deliverables into work
For each proposed service, ask what will be researched, created, maintained, and checked. Clarify frequency, ownership, and dependencies. A label such as SEO does not specify the actual activities a team will perform.
- 02
Ask for contextual evidence
Review relevant examples with their scope, dates, measures, and limitations. A testimonial may describe an experience, but it does not replace an explanation of the proposed work. Avoid comparing unexplained screenshots as if they were equivalent results.
- 03
Clarify approvals and ownership
Understand who approves content and spending, who owns accounts and assets, and how changes are documented. The practice should know how it can review the work and how an orderly handoff would function.
- 04
Compare the full scope
Separate setup work, ongoing work, provider fees, advertising spend, and optional services. Identify exclusions and unverified assumptions. The lowest visible figure may simply describe less work or omit a cost category.
A planning exercise, not a client result
Put the idea to work
Planning exercise: two proposals both include website work, but one covers maintenance while the other includes a redesign. Write the scope in comparable terms before comparing prices. A clearer definition can prevent the wrong purchasing decision.
What to watch for
- Comparing service labels instead of scope
- Fees mixed with advertising spend
- Unclear account and asset ownership