Build a business case for SEO that management can assess

By Josh Willett, founder of SEO Yolo. Published 15 October 2026.

You're asking the business to fund work whose commercial outcome isn't guaranteed. An SEO business case should explain what you're buying, why it fits, what your team must contribute and how you'll review the decision.

If you're the owner, use the memo to make your assumptions visible. If you're a marketing manager, use it to give management the context they missed on the supplier call.

Before you write

Ask who approves the budget and what they need to understand. Finance may need contribution figures. Operations may need to confirm capacity. Your developer may need to price implementation separately.

You don't have to know every answer before speaking to a supplier. Leave unknowns visible rather than filling them with a plausible number.

Copy and complete this approval memo

Edit the memo below, then copy it into your own document. Your changes aren't saved when this page closes.

Your approval memo

Keep the decision request short enough to forward. Attach the supplier's scope and terms rather than trying to reproduce every detail. Remove confidential figures from copies going outside your business.

Download the template (.txt)

Decision requested  
Approve [defined work] with [supplier], subject to [material conditions]. Decision needed by [actual date and reason].

Business objective  
We want more [type of work] from [customer type] in [service area]. We can currently fulfil [capacity or constraint].

Why consider this now?  
[Actual business trigger. Include the consequence of waiting only where supported.]

What we know  
[Two or three relevant observations, with sources and dates. Separate measured facts from interpretations.]

Recommended approach  
[Work proposed, first priorities and why they fit our objective. State what is excluded.]

Other options  
[Credible alternatives, including internal delivery, another channel or deferral where relevant. Explain the trade-offs.]

Financial exposure
[Supplier fee, payment timing and VAT treatment. Separate implementation costs. Optional spending requiring approval. Internal time. Actual minimum commitment and notice terms. Total planned cost for the assessment period, plus any commitment extending beyond it.]

What must be true for this to pay?
[Contribution per additional customer or project, the period that value covers and the qualified-enquiry close rate. Record the break-even threshold, scenario assumptions and missing inputs.]

Who does what?  
[Internal lead] coordinates. [Subject expert] supplies knowledge. [Reviewer] approves content. [Developer] implements agreed changes. [Sales owner] follows up and records enquiries. [Supplier] delivers [scope].

Uncertainty and dependencies  
[What could change the plan, delay implementation or weaken the business case?]

First review
On [date], check whether [agreed work] was delivered, what changed in [relevant visibility and enquiry measures], and whether enough sales have matured to assess commercial results. [Named owner] decides whether to continue, change the plan or stop, within the contract terms.

Outstanding questions and next action  
[Question, named owner and next action/date.]

Make it easy to challenge

Check that the memo agrees with the actual proposal and terms. A review date doesn't automatically create a cancellation right. An optional expense isn't included unless the scope says it is.

Don't describe a traffic estimate as revenue. If management needs an economic threshold, work through the break-even calculator with the person responsible for your figures.

Next: check your readiness or calculate the break-even threshold.

Need to discuss the plan? Talk to Josh about your SEO investment.