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How to Create Effective Client Reports with BrightLocal

How to Create Effective Client Reports with BrightLocal

Client reports are a crucial aspect of any digital marketing agency’s workflow. They not only demonstrate the value of your services but also help in building trust and transparency with clients. 

In this blog, we will explore how to create effective client reports with BrightLocal, ensuring that you provide your clients with the information they need to make informed decisions and see the impact of your work.

Step 1: Choose Your Metrics Wisely

Before diving into report creation, it’s essential to determine which metrics are most relevant to your client’s goals and the services you provide. BrightLocal offers a wide range of metrics, including local search rankings, online visibility, citation tracking, and more. Select metrics that align with your client’s objectives and KPIs to keep the report focused and actionable.

BrightLocal provides a feature called Location Summary, which offers a consolidated view of essential local search data specific to a particular business location. This summary can be easily customized and shared with clients. You have the flexibility to remove any unnecessary data from the Location Summary page or even exclude the Location Summary page entirely from the white label dashboard.

You can generate reports for internal purposes without including them in the white-label dashboard. Some local SEO experts suggest keeping rank tracking internal while still running those reports for your own monitoring. 

In certain reports, specific data can be hidden from the white-label versions as well. For example, the Local Rank Tracker report allows you to hide certain elements.

How to Create Effective Client Reports with BrightLocal - Local Rank Tracker

The Local Search Audit report permits the omission of any sections you deem unnecessary. Simply go to ‘Edit Report Settings’ and use the checkboxes in Report Sections to choose what you don’t want to be included.

How to Create Effective Client Reports with BrightLocal - Local Search Audit

How to Create Effective Client Reports with BrightLocal - Report Sections

Step 2: Set Clear Goals and Benchmarks

Establish clear goals and benchmarks with your clients from the outset. What are they hoping to achieve with your local SEO services? Are they looking to increase website traffic, boost online visibility, or improve their local search rankings? By setting specific goals, you can tailor your reports to showcase progress and success in a meaningful way.

Step 3: Customize Your Report Templates

BrightLocal provides customizable report templates that allow you to tailor the report’s appearance and content to your client’s brand and preferences. You can add your agency’s logo, choose color schemes for all BrightLocal reports, and arrange the report sections to highlight the most critical information first. Customization helps create a professional and branded report that leaves a lasting impression.

How to Create Effective Client Reports with BrightLocal - Customize Your Report Templates

Step 4: Include Actionable Insights

Don’t just present data; provide actionable insights and recommendations. Use the metrics and data from BrightLocal to explain what the numbers mean for your client’s business. For example, if local search rankings have improved, explain how this translates into increased visibility and potentially more leads. Offering actionable insights demonstrates your expertise and value as a digital marketing partner.

The Notes Module in Brightlocal is a useful way to leave notes for your clients in their report dashboard or Location Summary page. They allow you to provide further value beyond statistical reporting by adding your expert insights, explanations, and suggestions alongside the charts and graphs. You can also use the Notes Module to leave internal notes for yourself or your team and hide these from your clients.

Here’s how you can add, delete, edit, and hide a Notes Module on a Location’s summary page.

Step 5: Visualize Data Effectively

Utilize charts, graphs, and visual representations of data to make the report more engaging and easy to understand. BrightLocal allows you to create visual reports that provide a quick overview of key metrics. Visualizations can help clients grasp trends and improvements at a glance.

Bonus Tip: Utilizing BrightLocal Data with Looker Studio

For agencies and marketers seeking advanced reporting capabilities and data visualization, BrightLocal’s flexibility extends beyond its native reporting features. You can leverage BrightLocal’s data by downloading and incorporating it into powerful reporting tools like Looker Studio. Doing so can unlock even more extensive data analysis, create interactive dashboards, and tailor reports to specific client needs. This empowers you to take your client reporting to the next level, providing in-depth insights and data-driven storytelling. 

Step 6: Provide Historical Data

Comparing current data with historical data can illustrate progress over time. Use BrightLocal’s historical data tracking to show how key metrics have evolved. This not only highlights improvements but also reinforces the long-term value of your services.

How to Create Effective Client Reports with BrightLocal - Historical Data

Step 7: Schedule Automated Reports

Save time and streamline your reporting process by scheduling automated reports through BrightLocal. You can set the frequency and recipients, ensuring that clients receive updated reports regularly. Automation helps you stay organized and ensures that clients are consistently informed about their progress.

Step 8: Review and Discuss the Report with Clients

Don’t just send reports and leave it at that. Schedule regular review meetings with your clients to discuss the report’s findings, answer questions, and align strategies. These meetings provide an opportunity to strengthen your client-agency relationship and adjust strategies based on client feedback and changing goals.


Creating effective client reports with BrightLocal goes beyond data presentation; it’s about delivering value, fostering transparency, and building trust. By choosing the right metrics, customizing reports, providing actionable insights, and maintaining open communication, you can ensure that your client reports serve as valuable tools that demonstrate the impact of your local SEO efforts. BrightLocal’s features and automation capabilities make the process efficient, allowing you to focus on delivering exceptional results and client satisfaction.

Kate Herbert-Smith
About the author
Kate is responsible for managing BrightLocal’s educational content, ensuring we create valuable resources and courses that upskill the local SEO community so they can become experts in local marketing and using BrightLocal products.

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