Standard operating procedures

Any time you plan to repeat a process more than once, you could benefit from an SOP. Whenever a task is “processetized”, we’re able to set quality standards, process limitations, requirements, and time expectations. In short, it saves time, money, and often awkward conversations as well.

Often I find once you get everyone to a baseline with an SOP, the top performers who use it as a springboard will reveal themselves. They’ll go above and beyond the standard to get better results.

How to create SOPs that really work

Set a clear objective: Define what you want to achieve with the SOP and lay out what success looks like. Link to the best-in-class example for this task. If it’s for keyword research for example, you’d link to a completed worksheet that shows a top example of how it should look when finished.

Break it down: Use a numbered list to define each step clearly. Keep instructions short, direct, and in active voice. For example, “Export the keyword list from Semrush and import into google sheets.”

Provide tools: Use videos, templates, and best internal examples to show exactly what good looks like. This gives everyone a clear benchmark.

Stick to core principles: Same with a style guide, SOPs should come with 3-5 principles that outline what overall fundamentals we’ve agreed on.

For example: We always aim to do KW research that results in topics that relate to our core business, are helpful to our readers, add something “net new unique” to the internet, and are commercially valuable.

Document everything: Use project management tools like Jira or Monday to log tasks and keep your OKRs organized.

Iterate and improve, but at cadence: A process can always be improved, but if you’re in a constant state of updating, your team will get confused. Plan to update them when there are industry changes or staff changes. Otherwise, review them annually to look for efficiency improvement opportunities and get feedback from your team.

Train and reinforce: Make sure everyone knows how to use the documentation and knowledge base, and link back to the documentation in your feedback.

Rinse and repeat: Delegate new SOP creation to your team for key processes, starting with the most frequent, most human-error-prone, and the most revenue-generating.

Common questions about SOPs

• Are SOPs really important?

  Documentation is so boring but so necessary. It helps to maintain consistency and quality across your team’s work. Without SOPs, you risk miscommunication, inconsistent results, and errors that can slow down progress and impact the quality of deliverables.

• Do I really need SOPs if my team is small?

  Yes, even in small teams, SOPs help maintain consistency and quality. They help everyone know how to complete tasks correctly, which is crucial as your team grows or when onboarding new members.

• Won’t SOPs slow down my team’s creativity?

  Not at all. SOPs provide a framework for the essentials, freeing up mental space for creativity. By handling routine tasks efficiently, your team can focus more on innovative aspects of their work and leveling up.

• How often should I update my SOPs?

  Review and update your processes to incorporate new tests, best practices, and efficiency improvements. Keep them relevant and easy to read.

How do I make sure my team adopts SOPs?

• Empower your team to create them whenever one is needed. At the very minimum, they should have ownership over making documentation for any processes that fall within their job scope.

• Start by assigning a bunch to your team to make, and give feedback on them. They can then train the rest of the group.

• Incorporate into the knowledge base, tag them and organize them for easy referencing.

• Have a video training to go over any processes that are team-wide, or revenue sensitive.

• Clearly explain how the steps promote efficiency and what to look for when removing bottlenecks.

• Regularly seek input from your team to improve and refine. Check in regularly to know if it’s working or if something needs to change.

SOPs might sound like a lot of work, but they’re really about making life easier for everyone on your team. Lay down clear, simple guidelines, so you can set the stage for smooth sailing — less stress, more focus, and better results.