How to Convert Purchased SEO Leads: Scripts & Follow-Up That Work

Here's an uncomfortable truth from seven years in the lead business: two agencies can buy identical leads and get wildly different results. One closes 1 in 5; the other closes zero and blames the leads. The difference is almost always speed, script, and follow-up. This is the playbook we hand our own clients.

Rule 1: Speed Beats Everything

Contact a lead within 5 minutes of receiving it and your connect rate can be several times higher than waiting a day. Intent decays by the hour — the business that wanted SEO help on Tuesday morning has found someone by Thursday. When leads arrive, calling them is the most profitable activity in your agency. Treat it that way.

The First Call Script

Purchased leads know they inquired, so don't fake a cold call — reference their request immediately:

"Hi [Name], this is [You] from [Agency]. You recently asked about getting help with your SEO — specifically [their stated problem, e.g. 'ranking your locations for local searches']. I've had a quick look at your site before calling. Do you have three minutes for me to share the two things I'd fix first?"

Why this works: it confirms their request (trust), proves you did homework (credibility), asks for three minutes (low commitment), and leads with value, not a pitch.

Handling the two most common responses

• "How much do you charge?" — "Depends on scope, and I'd be guessing without a proper look. Most clients like you invest between $X and $Y monthly. Can I do a free 15-minute audit and give you an exact number tomorrow?" Never quote blind on call one.
• "Send me some information." — "Happy to. So I send something relevant instead of a generic brochure — what's the one result that would make this worth it for you?" Their answer becomes your proposal headline.

The 14-Day Follow-Up Sequence

Most purchased leads close on touch 3–6, not touch 1. Most agencies quit after touch 2. That gap is your margin:

1. Day 0: Call within minutes. No answer → voicemail + text: "Just tried you about your SEO inquiry — I'll email a couple of quick findings."
2. Day 0 (evening): Email with two specific observations about their site. Subject: "Your site: 2 quick findings, [Name]".
3. Day 1: Second call, different time of day.
4. Day 3: Value email — a 60-second Loom video walking through their biggest ranking gap. Video follow-ups get dramatically more replies than text.
5. Day 5: Call. If reached, book the audit meeting.
6. Day 8: Case study email: one client, one number ("47% more calls in 90 days"), one sentence of how.
7. Day 11: Text or WhatsApp: short, human — "Still worth a quick chat about the SEO project, [Name]? If it's shelved, no problem — just say the word."
8. Day 14: Break-up email. "Closing the file unless I hear back" messages routinely revive dead threads.

Three Mistakes That Kill Conversions

• Pitching packages on the first call. Sell the audit meeting, not the retainer. Small yes first.
• Generic follow-ups. "Just checking in" adds nothing. Every touch must contain a finding, a number, or a question about their business.
• Giving up on "not now." A lead with real intent that stalls today often signs in 60–90 days. Move them to a monthly-touch nurture list instead of deleting them.

Track One Metric First

Before optimizing anything else, measure speed-to-first-call. Agencies that get it under 15 minutes routinely double their contact rate — no script change required.

Wondering what you should pay per lead in the first place? See the full pricing breakdown or our packages.