White-Label Local SEO Report for Agencies: What to Include (With a Sample)
Clients do not see the citation work. They do not see the category you fixed or the hours you tidied. Rankings move slowly and reviews trickle in. The one thing a client sees every month, in full, is the report. That makes it the part of the retainer you are judged on, whether you meant it to be or not.
This guide covers what a white-label local SEO report should contain in 2026, what to leave out, and how to send it so it looks like yours. There is an unbranded sample at the end so you can compare it with what you send today.
First, what "white-label" has to mean
White-label is not a logo in the corner. It means the client cannot tell which tool produced the report, and would not care if they could. Your agency name in the header. Your colours. Your name on the email that carries it. A web link that lives on a domain that is not the tool's, or a PDF with no vendor footer.
If a client can google the footer and find the tool's pricing page, the report is not white-label. They will do the maths on what you paid for it, and the conversation moves from value to margin. We cover that maths in the UK local SEO pricing guide.
The eight sections
| Section | What it shows | Why the client needs it |
|---|---|---|
| 1. One-line summary | Three sentences: what moved, why, what is next | The only part every client reads |
| 2. Map grid | A 7 by 7 heatmap of the map-pack position across the service area, this month next to last month | Where customers can and cannot find them |
| 3. Organic ranks | Position for each agreed keyword, city-scoped, with month-over-month movement | The number they are used to asking for |
| 4. AI visibility | Whether the business is named when ChatGPT, Claude, Perplexity or Google AI Overviews answer the same questions | The question they have started asking |
| 5. Reviews | Count, rating, new this month, and the reply rate | The lever they control themselves |
| 6. Website health | Speed, mobile, broken pages, the basics | The excuse you remove before it is used |
| 7. What was done | A short list of the month's work, in plain words | Proof the retainer bought something |
| 8. What happens next | The two or three fixes for next month, with an owner | Turns a report into a plan |
Here is what matters about each.
1. A summary the client actually reads
Most clients read the first paragraph and look at the pictures. Write the first paragraph for them: what moved, the most likely reason, what you are doing about it. Three sentences. If a rank dropped, say so here, before they find it in the table.
2. The map grid is the picture that sells the work
A single "you rank number 3" is fragile, because local results change with where the searcher stands. A grid of checks across the service area, drawn as a heatmap, is the honest version: green where the client is in the top three, red where they are invisible. Put this month next to last month and the client can see progress without a word of explanation.
This is the section prospects react to at the pitch and the one that keeps retainers through slow months. If your report has one picture, make it this one. What is the Google local pack explains the mechanics if you want to send the client some background.
3. Organic ranks, with movement
Clients still ask "where do we rank?", so answer it, for the five to ten keywords you agreed at the start. Show the position, the change since last month, and nothing else. Keyword lists that grow every month turn monitoring into a research project; cap them and say so in the proposal.
4. AI visibility, now that clients ask
In 2026 the question "do we show up when someone asks ChatGPT?" arrives unprompted. Include a section that answers it for the four engines people actually use: ChatGPT, Claude, Perplexity and Google AI Overviews. Named or not named, per engine, per keyword, with the sites the engines cited instead.
That last part is the useful bit. When we checked 500 UK map-pack businesses in September 2026, assistants leaned on directories such as Checkatrade, ReviewSolicitors and WhatClinic and on Reddit far more than on the businesses' own sites. The cited sources tell you where the client needs reviews next.
5. Reviews
Count, average rating, new reviews this month, and how many got a reply. Reviews are the lever the client pulls themselves, so this section doubles as the reminder. If the count did not move, say so plainly and restate the asking habit you agreed.
6. Website health
Speed, mobile rendering, broken pages, missing basics. Keep it short and non-technical. The purpose is to remove "the website is slow" as an explanation before anyone reaches for it, and to catch the plugin update or expired certificate that quietly sinks rankings.
7. What was done
A list of the month's work in plain words: "fixed the primary category", "answered 14 reviews", "added service pages for boiler repair and gas safety". This is the section that proves the retainer bought something. It takes five minutes to write and it is the difference between "what am I paying you for?" and "good, carry on".
8. What happens next
Two or three fixes for the coming month, each with an owner: you or the client. A report that ends with a plan reads as a programme. A report that ends with a table reads as a bill.
What to leave out
Anything the client cannot act on or does not understand. Domain authority scores, crawl budgets, dozens of keywords nobody chose, raw exports. Every extra page makes the map and the summary harder to find. A good report is short enough to read on a phone in the car park before a site visit.
How to build and send it
Building this by hand is two to three hours per client per month: pulling ranks, checking the map from a few positions, screenshots, formatting. Ten clients is a working week. The pricing guide works through what that costs against a fixed-price tool.
Whichever way you build it, send it the same way every month: the same day, the same layout, the same keywords, from your own email address, with the summary pasted into the email itself so the client reads it even if they never open the attachment. Consistency is what makes month-over-month comparisons meaningful and what makes a down month survivable.
What to do next
Take the report you sent last month and check it against the eight sections. Most agency reports are missing the summary, the plan and the AI section, and most carry a tool's name somewhere in the footer.
If you would rather not build it, LocalPulse produces all eight sections for each client property, under your logo, as a share link or a PDF, at £15 per property per month. You can see the unbranded version here: view the sample report. It is the same report your clients would get, minus your logo.