How to Improve Your Company’s Ranking on Clutch.co Directory

In a previous article, I discussed the importance of integrating Clutch with SEO strategy. I explained what Clutch is, how it works, and why it’s important for B2B service businesses. I also discussed how using it can benefit your SEO efforts.

But the real question is, is your clutch profile optimized to receive those benefits? If your profile on Clutch is not ranking high enough, then what’s the point?

So today, we will get more in-depth. We will see how you can optimize your Clutch business profile to rank higher.

For better understanding, I have broken down this tutorial into the following sections. If you want to get to a specific part, you can quickly use the jump links below to get to it.

Stay tuned, read through the article, and implement the things you are missing out on. I can assure you will find something useful. Let’s get started.

Understanding the Clutch Directory and Its Ranking Factors

Before starting optimization, it’s crucial to understand Clutch’s purpose and the key metrics it considers important.

Clutch Directory’s Purpose and Importance

Clutch caters to a specific market segment: B2B (business-to-business) service businesses. Their ICP (ideal customer profiles) are the decision-makers belonging to various industries. These industries include Development, IT Services, Marketing, Design, and other Business Services.

Buyers seeking services like yours utilize Clutch to decide the perfect fit for their needs. They can narrow down results based on factors such as:

• Service Type
• Company Location
• Budget
• Industry Expertise
• Client Reviews

Clutch wants to serve buyers with the best choices available. So, they evaluate a listed company on many parameters using their research methodology. This increases the trust of buyers, and they can make decisions confidently.

In a previous article, I discussed Clutch’s online performance in April 2024. I mentioned that according to SEMrush,

Clutch receives an average of over 1.2 million global visitors. They rank for more than 700,000 keywords on Google, with most being commercial and transactional.

In total, there are 280,000 B2B businesses listed on Clutch worldwide. That’s a fantastic resource pool for buyers. However, for service providers, the story is different. With more companies comes increased competition. If you’re reading this article, chances are your company is listed, and you’re finding ways to improve your rankings.

Don’t worry, I’ve got you covered. Let’s review each important metric for ranking on Clutch.

Key Metrics Considered in Clutch Directory and Leadership Matrix Rankings

Clutch ranks companies based on various key metrics that collectively form their “Ability to Deliver“ score. This score is calculated out of 40. The higher a company’s “Ability to Deliver” score, the higher its ranking in the directory and leader matrix.

The “Ability to Deliver” comprises three primary metrics:

• Reviews Score
• Clients & Experience Score
• Market Presence Score

Each metric carries a different weight. The most important metric of all is the “Reviews Score”.

When you open your Clutch dashboard, the first thing you’ll see is your company’s Ability to Deliver score. This information is only visible to you. I’ve checked that Clutch does not display this score publicly. They use it only for ranking purposes.

Now it is important to understand how each of these scores is being calculated. Let’s take a look at each one.

1. Reviews Score (Calculated out of 20 points)

This is the most heavily weighted score in Clutch’s scoring algorithm. The “Reviews score” is calculated by taking into account factors such as Overall Client Rating, Review Recency, Review Verification, and potentially associated budget. High-rated, recent, and verified reviews increase this score. 

Overall Client Rating: The overall client rating comprises individual ratings such as Quality, Schedule, Cost, and Willingness to Refer. These are provided by the client when submitting a review. Higher ratings in these categories contribute to a better overall score.

Recency of Reviews: Clutch updated its reviews algorithm in March 2019 to consider Review Recency. This adjustment aims to offer more current information for buyers. More recent reviews carry greater importance. While older reviews are still valuable, they may not accurately reflect a company’s current service quality. Recent positive reviews highlight their current high standards and progress.

Verification Status of Reviews: Verified reviews offer assurance that the review is authentic and comes from a genuine client of the company. To verify reviews, Clutch uses information from the reviewer’s account and online search. This information includes LinkedIn, Google, or company email, for verification purposes. If details are insufficient, Clutch may reach out via email for more information. Unverified reviews are clearly labeled as such, and reviewers have the option to verify their reviews later on.

Associated Budget or Project Cost: Clutch has mentioned that they consider the “associated budget” for review scores. However, they haven’t clearly explained how this affects the score. My interpretation is that including the project budget allows Clutch to possibly prioritize reviews that highlight a company’s ability to handle large, high-value client projects compared to smaller ones.

2. Clients & Experience Score (Calculated out of 10 points)

As the name suggests, this score assesses a company’s clients and past projects. Clutch evaluates the type and quality of clients, as well as the case studies submitted. Prominent clients and detailed case studies raise this 10-point score. 

Types and quality of clients worked with: Whom and how many clients you have worked with are also important, as Clutch considers this. Mention all the clients with whom you have worked and can disclose their identity. If you have collaborated with high-quality clients, it’s advantageous.

Case studies demonstrating experience: Detailed case studies showcasing diverse capabilities help. Companies should highlight their best, most impressive client work through thorough case studies.

3. Market Presence Score (Calculated out of 10 points)

The Market Presence Score is calculated based on six main criteria. Although there is limited information available for some criteria, I have tried to interpret the available information as best as possible.

Marketing Efforts: It refers to how effectively the company presents itself online in terms of clarity and professionalism. A clear and professional online presence is essential. Strategic marketing initiatives indicate a strong market presence.

Industry Reputation: This Indicates whether the company is esteemed and respected within its industry. A good reputation means that people trust the company, including customers, partners, and stakeholders.

Geographic Presence: It describes where the company is located or operates. A company’s listed locations can signal the specific geographic markets they serve. This means they have an established presence in this region. It allows Clutch to rank listings on location-specific pages.

Accolades: Your market presence score depends a lot on the awards and recognitions you list in clutch. Winning awards, certifications, or other honors from respected industry bodies or publications matters. It enhances a company’s reputation and perceived credibility within its market. So, remember to keep that section updated on your Clutch profile.

Social Media Presence: This refers to the visibility a brand maintains on social media platforms. Although the specific criteria for evaluation are not provided, it is mentioned on the site.

Thought Leadership: Clutch likely also evaluates if a company shows concerted efforts to innovate and advance its industry. This is part of the Market Presence Score calculation. Companies that lead in developing new solutions, services, technologies, or business models often have a stronger brand presence. They’re seen as industry leaders and trendsetters.

Optimizing Your Company Profile to Rank on Clutch.co

Great, now you are familiar with the key metrics involved in Clutch ranking. Now let’s start optimizing your Clutch profile. Upon analyzing numerous companies listed and ranked on Clutch for various terms, I’ve identified common practices among them. Use the information below and implement it in your profile.

Step 1: Optimizing Company Information Section

A well-crafted company profile serves as the first point of contact for potential clients. After opening the clutch dashboard head over to the Edit Profile section.

Path: Dashboard > Edit Profile

In the Edit Profile section, you can manage all the basic company information, service lines, and specializations. Begin by completing all the basic details.

Company Name: Input your company name following the “NAP” method. Ensure consistency by using the same business name across all online platforms, directories, and listings.

Company Website: Instead of just putting your basic website URL, create a UTM (Urchin Tracking Module) link and paste it. UTM links allow you to track visit sources and campaign performance in your website analytics. They provide information on how much traffic and potential leads are being driven from your Clutch profile.

Total Employees: Choose the number of employees your company has from the provided range. This information will be visible in your public profile and can influence a user’s decision. Please select the true number ethically.

Founding Year: Add Founding Year

Languages Spoken: You can select the languages in which you provide services. Multiple languages can be selected via this option, which can be beneficial for international clients. Please note that this feature is only available to Clutch+ users.

Tagline: Add your company tagline.

Company Logo: It is optional, but please add your company logo. While there is no rule on size and aspect ratio for the logo, what I have noticed is that in directory listings, logos are typically shown in a square format. Hypothetically, if my company has a version of the logo, I would make sure it covers the full space. While it may not have a significant impact, there’s no reason not to optimize it in this way.

Company Video Link: This feature is exclusively available in the Clutch+ subscription. Videos enable you to showcase your company, team, and services in a more dynamic and visually engaging manner. Videos featuring client testimonials or case study overviews provide powerful social proof and third-party validation of your company’s expertise.

Admin Contact Phone: Please add a point of contact. This number will be used by the Clutch team internally to get in touch with you regarding your profile.

Sales Email: Please provide your company’s sales email. You will receive sales inquiries at this email address. Please use this email across all directories to streamline your client acquisition process.

Description: Writing an engaging company description on Clutch is Important. Don’t settle for a typical, uninspiring description. Instead, create a detailed description that captivates readers within the 2000-character limit.

You can follow this recommended methodology I use to create a compelling company description:

• Introduction (200 characters): The opening statement should concisely state your company’s name and core area of expertise using a relevant keyword.
  • Example: [Company Name] is a leading [core area of expertise] provider specializing in [relevant keyword].
• Focused Services (300 characters): Clearly outline the primary services and solutions your company offers. This informs potential clients about your offerings.
  • Example: Our key services/solutions include:
    • [Service/Solution 1] – [Brief 1-2 sentence description using relevant keywords]
    • [Service/Solution 2] – [Brief description]
    • [Service/Solution 3] – [Brief description]
    • [Add more services/solutions as needed]”
• Industry Expertise (250 characters): Specify your key target markets, industries, and types of clients you work with. This qualifies your fit for relevant projects.
  • Example: We cater to [list of target markets/industries] by providing our services/solutions to [types of clients – e.g. small businesses, enterprises, nonprofits, etc.] across these sectors.
• Company Experience (200 characters):  Stating your founding year provides context around your company’s experience.
  • Example: Established in [founding year], our company has [number] years of experience in the [industry/field].
• Company Workforce (200 characters):  Highlight your company’s number of employees and the average industry experience of each.
  • Example: Our team consists of [number] professionals with an average of [number] years of experience in the [industry/field].
• Projects Completed (250 characters): Mention the number of successful projects you’ve completed to date. This demonstrates a proven track record.
  • Example: To date, we have successfully delivered [number] projects across various industries and domains.
• What Sets Us Apart (250 characters): Outline your unique selling points and competitive differentiators that set your company apart.
  • Example: What sets us apart:
    • [Unique Selling Point 1] – [Brief 1-2 sentence explanation]
    • [Unique Selling Point 2]
    • [Competitive Differentiator 1]
    • [Competitive Differentiator 2]
• Industry Recognition (200 characters): List out any notable certifications, awards or other third-party validations of your expertise.
  • Example: Our expertise is validated by:
    • [Certification 1] from [Issuing Authority]
    • [Award 1] for [Accomplishment]
    • [Other Validation 1] by [Third-Party Organization]
    • [Add more certifications, awards, and validations as needed]
• Call to Action (150 characters): End with a clear call-to-action like “Contact us” to encourage interested parties to take the next steps.
  • Example: Interested in learning more about how we can help with your [industry/project] needs? Contact us today to discuss your requirements.

Step 2: Optimizing Company Location Section

Like any other directory or platform, you can select the location of your company. Here you will see some options such as:

• Time Zone Availability
• Headquarters
• Additional Location

Many companies miss an important step – getting their locations validated by Clutch. While this option is not prominently displayed in the dashboard, it’s beneficial to take advantage of it.

Clutch provides a location validation method where you can fill out a form and submit proof of your company’s physical addresses. This could include utility bills, business licenses, or other documentation confirming your locations.

Taking the extra step to validate your locations increases your chances of ranking well in location-specific listings on Clutch. Potential clients searching for vendors in a particular city or region are more likely to find you. Here is the link to the Clutch location validation form.

Time Zone Availability: With a Clutch+ subscription, you can select time zones to connect with customers worldwide. The timezones you choose will be publicly displayed on your Clutch profile, helping potential clients know your availability.

Headquarters: Provide your company’s main office address, phone number, and total number of employees at this location.

Additional Location: Clutch offers the option to add multiple locations. If your company has offices in multiple cities or countries, use this option. Enter the address, phone number, and employee count for each additional location.

Step 3: Optimizing Project Information

You’ll see options for “Minimum Project Size” and “Average Hourly Rate.” These should align with your company’s standards and industry norms. For guidance, review top-ranked competitors on Clutch. Analyze their minimum project sizes and hourly rates, then select values that are appropriate for your business.

Step 4: Social Media Information

This feature is exclusive to Clutch+ subscription holders. You can add links to your company’s LinkedIn, Facebook, Twitter, and Instagram profiles. These links will be displayed as icons on the left sidebar of your Clutch profile. It can boost credibility with potential clients and enable direct outreach.

Step 5: Customized URLs & Tracking

Clutch+ Subscription Required. With this feature, you can:

• Add custom landing pages linked from Clutch directory pages
• Enable page-level tracking with page-specific UTM codes

Step 6: Optimizing Service Lines

Optimizing your service offerings on Clutch is crucial, as it determines where your company ranks in relevant listings. Most owners simply select the services, which is not enough. You must strategically narrow down your offerings.

Take care to choose services that accurately reflect your core competencies and target markets. This focused approach ensures you appear in the most relevant search results for potential clients.

If you do this process the right way, it can easily rank your profile in the top 15 in some areas. This will unlock new badges that you can use for marketing purposes on social media, your website, or in press releases.

Update Service Lines: Clutch provides a list of available service lines, including Marketing, Digital Marketing, Creative, IT Consulting, and more. From these service lines, you can select the ones that apply to your business. To narrow your offerings, select no more than 4-5 service lines that directly apply to your business.

For example, as a T-shaped digital marketer, I specialize in SEO.  If I were running an agency, I would choose a maximum of 4-5 service lines under Digital Marketing. These might include Search Engine Optimization, Digital Strategy, Content Marketing, and Conversion Optimization.

Narrowing your selection highlights your core expertise, ensuring your profile appears for relevant searches by potential clients seeking those specialized services.

Selected Service Lines: Now, among the updated service lines, it’s time to distribute the weightage among them. Allocate a percentage to each service line reflecting how much of your business focuses on that line of work. The total sum of service line percentages should equal 100%. It will be shown as a pie chart in your public profile under the service provided section.

For instance:

• Search Engine Optimization (SEO): 50%
• Digital Strategy: 20%
• Content Marketing: 15%
• Conversion Optimization: 15%

Allocating a higher percentage to SEO highlights it as my primary area of expertise. It increases the likelihood of leads for that service.

Adjust these percentages as your business priorities change to ensure an accurate representation of your capabilities and focus areas. Regularly updating this information keeps your profile aligned with your current strategy.

Service Line Focus Areas: If your selected service lines are eligible, you’ll see an option to specify focus areas. This further narrows your offerings, helping buyers understand your company’s specialties within each service. You’ll need to allocate percentage weights across the focus areas, which will be displayed as a pie chart on your public profile.

For example, if you select Search Engine Optimization, potential focus areas may include:

• On-site optimization: 35%
• Content development: 20%
• Link earning & development: 20%
• Local search: 20%
• Mobile optimization: 5%

Clearly defining your focus areas with weighted distributions highlights your core strengths within that broader service line.

Step 7: Specializations

This section is comprised of four editable areas. Industries you serve, Client sizes, Clutch Certification Program, and Specializations.

Industries Serve: Similar to the service line section, you need to select the industries you serve and allocate percentage weightings.

First, choose the relevant industries for your company’s services from the list provided.

Next, assign a percentage to each applicable industry reflecting how much of your business serves that industry. The percentages for all selected industries must total 100%.

For example:

• Advertising & Marketing: 40%
• ECommerce: 30%
• Information Technology: 20%
• Other Industries: 10%

Client sizes: Accurately representing the sizes of clients you work with helps potential customers. They can easily understand if you have experience serving businesses like theirs. Larger clients prefer vendors experienced with enterprise-level projects, while smaller firms look for specialization in their segment.

For Example:

• Small Business (<$10M): 35%
• Midmarket ($10M – $1B): 35%
• Enterprise (>$1B): 30%

Update these percentages as your client mix changes over time to keep an accurate profile. The weighted distributions highlight your main client size specialties.

Certifications: The Clutch Certification Program is an initiative designed to highlight the diversity of service providers on the Clutch platform. Clutch offers the following diversity and participation certifications through its Certification Program:

• Minority-Owned Business Certification
• Veteran-Owned Business Certification
• LGBTQ-Owned Business Certification
• Women-Owned Business Certification
• Disability-Owned Business Certification

These certifications are designed to highlight and connect vendors from underrepresented and disadvantaged groups with buyers looking to procure services from diverse suppliers.

There are certain eligibility criteria for each of the certifications. Here is the official Clutch Certification Program page where you can check out the complete process.

With these certifications, clutch provides several marketing and promotional opportunities such as:

• Blog Content: Certified businesses can request a free blog post for their website.
• Contributed Content: Companies can apply to write guest articles for Clutch or its sister websites, allowing them to showcase their industry expertise and thought leadership.
• Certification Badge: A digital badge is provided that businesses can display on their website, highlighting their certified diversity status.
• Video Promotion: Companies can create short videos about their unique experiences and perspectives, which Clutch will then share across its social media channels for added exposure.

There is zero cost to apply for Clutch’s certification program. If you meet the given criteria and are eligible for the relevant certification, I recommend you apply for it.

Specializations: Select the areas of specialization for your services if applicable, such as Diversity & Inclusion, Multiculturalism, and Accessibility.

Step 8: Adding Portfolios

Path: Dashboard > Portfolio

The Clutch Portfolio is a section is where company can showcase their work experience and completed projects. It serves as a visual representation of their expertise, capabilities, and the diverse range of clients they have worked with.

The portfolio significantly affects the “Clients & Experience” score, which directly impacts a company’s ranking on Clutch directories. A well-curated portfolio with detailed project information and client feedback can substantially boost a company’s credibility and visibility on the platform.

Here are the steps to add portfolio items to your company’s profile on Clutch:

• Log into your Clutch account.
• Navigate to the “Vendor Dashboard”.
• Click on the “Portfolio” tab.
• Click “Add Portfolio Item”.
• Fill in the details: title, description, project dates, client website, and estimated project cost.
• Upload relevant images or videos.
• Select privacy settings (public, confidential, hidden).
• Submit the portfolio item.

To optimize the Clutch Portfolio, consider the following strategies:

• Add 6-8 high-quality portfolio items showcasing your best work and notable projects.
• Include detailed project descriptions, start and end dates, relevant media (images, videos), and client information. Ensure you include the website and project size, or it won’t contribute to the Clients & Experience score.
• Highlight measurable results, challenges faced, and solutions provided to demonstrate your expertise.
• Regularly update the portfolio with new projects to showcase your ongoing work.
• Utilize the confidentiality settings (Hidden or Confidential) to share sensitive information securely with Clutch while protecting client privacy.

Step 9: Industry Recognitions

An Industry Recognition on Clutch is a way for companies to showcase their achievements and accolades received from external sources.

This recognition should highlight the company’s expertise, performance, or industry standing. These can include:

• Awards won by the company
• Mentions in reputable articles, blog posts, and podcasts
• Press releases

Industry Recognitions contribute to a company’s “Market Presence” score on Clutch. A strong Market Presence score, boosted by reputable Industry Recognitions, improves a company’s credibility and visibility to potential clients.

If a company is unaware of the awards and industry recognitions available in their field that they can apply for, here are some steps they can take:

• Search online for listings of top awards in their industry/location/category
• Research industry associations, publications, events and directories
• You can research top companies in your categories and look for their awards and recognitions
• Follow industry influencers, thought leaders and competitors on social media
• Subscribe to industry newsletters, blogs and publications
• Leverage client, partner or investor connections
• Ask your potential clients what kind of industry recognitions they seek

To add Industry Recognitions into Clutch, follow these steps:

• Log into your Clutch account.
• Navigate to the “Vendor Dashboard”.
• Click on the “Industry Recognitions” tab.
• Click “Add a New Industry Recognition”.
• Enter the recognition title and the direct link to the awarding organization’s website or publication.
• Submit the Industry Recognition.

To optimize the Clutch Industry Recognition, consider the following strategies:

• Aim to submit 6-8 reputable Industry Recognitions received from credible external sources.
• Focus on organically earned Industry Recognitions from respected sources.
• Prioritize recognitions from well-known, prestigious organizations or publications within your industry.
• Regularly update your Industry Recognitions as you receive new accolades or awards.
• Showcase a diverse range of recognitions, from local to global, that collectively demonstrate your company’s market presence and expertise.

What to avoid: 

• Do not include recognitions or awards from Clutch or its sister websites, as these are already factored into your Market Presence score.
• Avoid listing self-published or self-hosted podcasts, articles, or recognitions, as these do not qualify as external sources.
• Refrain from purchasing or obtaining recognition from sites that do not meet Clutch’s quality standards, as these will be excluded from your ranking evaluation.

Step 10: Adding Packages

Many companies overlook this area: Packaged Services on Clutch. These are predefined service sets offered in different tiers (like small, medium, large). Packages bundle various services with different deliverables and pricing options.

Example:

• An SEO company might provide packages such as “Basic SEO,” “Advanced SEO,” and “Enterprise SEO.” These would offer varying levels of services like keyword research, on-page optimization, and link building.

• A web design agency could offer packages like “Basic Website,” “E-commerce Website,” and “Custom Website.” These packages would include different design elements, functionalities, and costs.

Where are packaged services displayed:

• On the company’s profile page:
  • If a company has multiple published packages, they appear on a dedicated page associated with their Clutch profile.
• On Clutch Package Directories:
  • On these directories, potential buyers can browse and compare packaged service offerings from different companies.

Additionally, they have also mentioned that companies holding “Clutch Verified” status (Gold, Silver, Bronze levels) have their packages showcased first on the Package Directories, while unverified companies are listed according to their Clutch ranking.

To add packages to Clutch, follow these steps:

• Log into your Clutch account and navigate to the Vendor Dashboard.
• Click on the “Packages” tab.
• Click “Create a New Package.”
• Select the relevant service line for the package.
• Define the package tiers (small, medium, large) with inclusions and pricing.
• Add any examples or additional information.
• Submit the package for review and publication.

How it affects acquiring more leads:

• Packages help potential clients understand the scope, deliverables, and pricing of services upfront.
• They make it easier for buyers to evaluate options and find a package that fits their budget and requirements.
• Well-structured packages can increase lead conversion by providing clarity and establishing value propositions.

How to optimize it:

• Offer packages for each of your main service lines on Clutch.
• Highlight your expertise and unique selling points within each package.
• Use compelling package titles and descriptions to attract potential clients.
• Consider adding examples or case studies to showcase your work.

To effectively optimize packaged services, I would navigate to Clutch’s packages sitemap. There packages are organized by service categories.

I would identify the specific service line for which I want to create a package and analyze the top-ranked packages listed in that industry.

This competitive analysis will inform the structure and positioning of my own packaged services.

What not to do:

• Avoid creating too many package options, as it can overwhelm potential clients.
• Don’t overpromise or underdeliver on the services included in each package.
• Refrain from using confusing terminology or vague descriptions that lack clarity.

Final Thoughts

I’m glad you’ve made it this far. I realize this tutorial has been lengthy, but I wanted to ensure nothing was overlooked. Optimizing a Clutch profile is relatively straightforward. Optimizing each point we’ve talked about could potentially improve your Clutch profile’s ranking.

But it doesn’t end here. The real challenge lies in streamlining the process.

Remember, it is not a one-man job.

Optimizing a company’s presence on Clutch and similar directories requires a collaborative effort. It involves various team members with different roles and responsibilities:

• Customer Relationship Manager (CRM): He/She plays a pivotal role in identifying satisfied clients and initiating the review request process.

• Sales Representatives: They can leverage their existing client relationships to request reviews during project wrap-ups or regular check-ins.

• Directory Listings Specialist: He/She ensures that the company’s profile, portfolio items, and packages are up-to-date and accurately represent the company’s offerings.

• Skilled Marketing Manager: Coordinates and contributes by creating compelling narratives, case studies, and promotional marketing materials.

Efficiently delegate these responsibilities across your team with a streamlined approach. Establishing a proper system can yield fruitful results, ultimately Improving a Company’s Ranking on Clutch Directory.

Once you are satisfied with organic rankings and hit the ceiling then only try their subscriptions.

If you have any inputs, do not hesitate to comment. In case you want me to look at your Clutch profile or need any assistance, feel free to reach out to me.

Thank you.