One thing that separates a good company from a great company is the communication between the client and consultant. Think of your SEO consultant as your guide to making more money from your website. The communication on what's being done and how it will change your lead generation should be an easy conversation. A good SEO company will have happy clients that they will be glad to refer you to. If you can speak to someone with firsthand experience you can get a good feel for what to expect.