Basic Business Information
What is the legal name of the business?
Is the business an LLC, Corporation, Partnership, or Sole Proprietorship?
What county is your place of business?
Who owns the company?
What is the business address?
What is the business telephone?
What is the business fax number?
What is your website?
What is the business email address?
What are your business hours?
What year did the business start?
Have you been working in the industry since before the business started? Since when?
What payment methods do you take? What insurance do you take?
Do you offer financing options? Through whom?
What is the action you want users to take on the website? (ie. call, form submission, purchase, etc.)
What information do you need from customers who submit a contact form on website? (Less is better)
How does your product/service make your customers’ lives better?
Who is your service/product for?
Why should customers choose you over similar competitors? What do you do differently?
Good answers: “unique technology”, “price match”, “money-back guarantee”, “free trial”, “free returns” (things you can substantiate with evidence)
Bad answers: “customer service”, “we are the best” (unsubstantiated; everyone claims this)
What are customers’ biggest objections you have to overcome?
Where do you serve?
What is the whole customer process? (ie. Step 1: Customer calls, Step 2: We provide estimate, Step 3: Customer signs paperwork…etc.)
Do you make this process easy in a unique way?
Do you have a relevant license number?
Do you have any awards/certifications?
Are you a part of any relevant associations?
Do you have work samples or case studies?
Approximately how many customers have you served?
Is it appropriate to display prices online?
Do you have brand guidelines? (ie. fonts, colors, etc.)
Do you have high-resolution photos of your product?
What is your starting monthly budget for online advertising?
Who would be the best person to contact to get access to the website & hosting?
Who would be the best person to contact to get access to the business’s social media accounts?
Who would be the best person to contact to get access to marketing tools (like Google Analytics, Bing Ads, Google My Business, etc.)
Are you actively doing email marketing or newsletters? Who would be the best person to contact to get access to email marketing tools (like MailChimp, Constant Contact, MadMimi, or CRM)?
Can we set up a business email address, like firstname.lastname@example.org, that will forward to us and to your main business address? (This will be used for verification purposes while setting up email marketing, adding your business to directories, and possibly for outreach)
Does your phone system use a phone tree? (Important to know for verifying your business with some business directories)
Do customers need to sign any paperwork that should be available on the website?
What happens after a user submits a form on your website?
What information do you want to prime the user about between the time they submit a form online and the time an employee speaks to them? (This is a good opportunity to introduce ancillary products early in the buying cycle. If customer is shopping around, this is also a good opportunity to educate users on what to ask competitors.)
Do you have a process for collecting and promoting customer reviews?
What could you freely give away to customers after-sale (to promote goodwill or incentivize a testimonial)? (Great if this is a supplementary service, like a cleaning product for a leather couch you sold them, or free home whitening products after a dental visit)
How can happy customers best advocate for you?
What is the name and email address of the best person to send invoices to?
What are some FAQs that you or your staff get asked?
Do you have professional photos of staff?
What languages do you speak/serve?