How to get SEO clients - Plus what to offer on the initial site audits

Hey everyone,

I’ve been doing SEO and content marketing for several years, mostly in regulated industries like cannabis and wellness, while working at agencies. 

Now I’m going solo, and I’m trying to figure out how to get the same kind of international clients I used to serve through those agencies, mostly from the US, UK, and Canada. My target is in the healthcare space, therefore, my ideal clients are clinics and dispensaries.

The usual advice is to start with local businesses, but honestly, most businesses in my area don’t value SEO enough to pay for consistent work or to understand its long-term impact. That’s why I’m focused on finding clients overseas who already understand SEO as a business investment.

Right now, I’m using cold pitching. I identify specific issues on a site, contact the business directly, and offer a quick free audit to open a conversation. It works sometimes, but conversions are inconsistent.

The main issue I’m facing is how much to include in a free audit or proposal. A few times, I’ve sent detailed strategies, and the prospect just passed them to someone cheaper to execute.

For freelancers and agencies working internationally:

• How do you build trust and win clients from countries like the US or UK when you’re not based there?
• How much information do you include in a free audit or proposal without giving away your strategy?

Would really appreciate hearing what’s worked for others who’ve built a client base outside their own country.