A tradesman’s $20,000 investment in SEO services has resulted in a mere four monthly website views, sparking frustration and disappointment. Jason Rainsforth, a 32-year-old electrician from Dependant Electrical in Melbourne, engaged the services of Supple Digital for a 24-month contract encompassing a new website and SEO marketing targeting 40 location-based keywords. Despite the substantial investment and expectations of increased online visibility, Rainsforth found himself with no leads generated through the website and a decline in Google rankings.
Expressing his dismay at the situation, Rainsforth highlighted that his website only garnered four views in a month, with the highest being just 14 visits. The ongoing cost of $1150 per month, totaling close to $20,000 to date, seemed disproportionate to the minimal results obtained. When Rainsforth requested a review of the website and SEO strategy, he was met with a suggestion to purchase additional keywords for an added cost, further straining his finances.
The tradie’s decision to terminate the contract prematurely was met with a demand from Supple Digital to settle at least 50% of the remaining fee, leaving Rainsforth feeling trapped and dissatisfied with the lack of tangible outcomes. Despite the acknowledgment that SEO success is not guaranteed, Rainsforth had been presented with success stories of other clients during the onboarding process, which fueled his expectations of a similar positive outcome for his business.
Consumer advocate Adam Glezer, representing Rainsforth, emphasized the importance of prioritizing clients’ interests in such service agreements, especially considering the significant financial investment made by small businesses. Glezer underscored the need for transparency and results-driven approaches by service providers to ensure that businesses receive value for their expenditure.
The challenges faced by Rainsforth are not isolated, with the Australian Small Business and Family Enterprise Ombudsman (ASBFEO) handling numerous disputes related to digital marketing services annually. The lack of digital literacy among small business owners often leads to misunderstandings and unmet expectations, further exacerbated by providers pushing costly and sometimes irrelevant services without delivering the promised outcomes.
This case sheds light on the complexities and pitfalls businesses, like Dependant Electrical, may encounter when navigating the realm of SEO services. It underscores the importance of due diligence, clear communication, and realistic expectations when engaging in digital marketing partnerships to safeguard businesses from financial setbacks and unfulfilled promises in the evolving landscape of online visibility and customer acquisition.