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Discovery Questionnaire

This is the full question bank. Before we kick off, we’ll pare this down together based on your goals, service lines, and what we’re actually working on first.

Fill out what you can, mark N/A when something doesn’t apply, and note where you’re not sure.

If an answer differs by service line, brand, location/market, or job type, please answer separately.

How to use this questionnaire​

  • Be specific where you can (numbers, examples, URLs, screenshots).
  • Attach documents instead of rewriting them when possible.
  • If you have multiple business lines (e.g., remodeling + handyman + restoration), answer each section for each line.

Attach if available (optional but helpful)​

  • Latest P&L (last 12 months) + current year-to-date
  • Basic capacity snapshot (crew count, subs, current backlog)
  • Last 90 days of lead + sales data (even if it’s imperfect)
  • Current price book / estimating templates / proposal templates
  • Any marketing reports (SEO, ads, social, email)
  • List of top reviews/testimonials/case studies

0) Quick company snapshot​

  1. Company legal name + DBA(s):
  2. Primary contact(s) for this project: (name, role, email, phone)
  3. Website URL(s):
  4. Primary phone number(s) used for marketing:
  5. Service area(s): (cities/counties/zip codes; include radius if relevant)
  6. Business hours / availability: (including after-hours handling, if relevant)
  7. Languages you can serve customers in (besides English), if any:
  8. Primary business model (check all that apply):
    • Design-build
    • General contractor
    • Specialty trade (which?):
    • Handyman / small projects
    • High-end remodeling
    • Restoration / insurance work
    • New construction
    • Commercial
    • Other:
  9. Top 3 services you want to be known for:

1) Background & context​

  1. Describe the business history and how it got here today.
  2. What’s the problem or opportunity right now?
  3. Why is now the right time to focus on marketing/growth? Why not later?
  4. What’s at stake if you don’t improve marketing/sales outcomes?
  5. Any immediate issues that need to be addressed urgently?
  6. What does an ideal version of success look like in working together?
  7. What are your short-term and long-term non-financial aspirations?

2) Service lines, brands, markets (answer per line/market)​

If you have more than one, duplicate the table.

Service line / brand inventory​

Service line / brandPrimary job types (e.g., kitchens, additions, insurance rebuild)Residential vs commercialFunding model (customer-paid vs insurance vs financing)Typical lead time to startSeasonality notes
[Service Line 1]
[Service Line 2]

Market / location inventory (if you operate in multiple areas)​

Market / locationNotes on competitionNotes on demandNotes on logistics (travel time, permitting, etc.)Priority (High/Med/Low)
[Market 1]
[Market 2]
  1. What types of projects/jobs do you want more of and less of over the next 12 months?
  2. Are there any job types you will not take? (and why)
  3. What are your typical project constraints? (timeline, permitting, HOA, design complexity, etc.)
  4. What do you believe you’re best at delivering?

3) Goals, priorities, constraints​

  1. What are your top 3 business goals for the next 12 months?
  2. What are your goals for 24 months?
  3. What does “growth” mean to you right now? (more revenue, better margins, fewer headaches, bigger jobs, better clients, etc.)
  4. What are the top constraints that could prevent you from hitting goals?
    • Capacity (labor/subs)
    • Sales process
    • Marketing volume/quality
    • Cash flow / financing
    • Operational systems
    • Reputation / reviews
    • Other:
  5. What does “too much growth” look like? (what do you want to avoid)
  6. What do you want your business to feel like day-to-day 12 months from now?

4) Financials & unit economics (ranges are fine)​

Answer per service line / market if it varies.

  1. Revenue in the last 12 months.
  2. (Optional) Gross margin range and typical gross margin by service line.
  3. (Optional) Net profit / operating profit range.
  4. Revenue goals for the next 12 months and 24 months.
  5. Typical initial contract value vs typical final contract value.
  6. Change order reality: typical % of contract, common drivers.
  7. Backlog: how many weeks/months booked out are you right now?
  8. What is your target gross margin and why?
  9. What is your ideal Cost per Lead (CPL) and/or Customer Acquisition Cost (CAC)?
  10. Best estimate of Lifetime Value (LTV): repeat work + referral value.
  11. What month do you set budgets? When is fiscal year end?
  12. Do you offer financing? If yes, through whom and what % of jobs use it?

5) Capacity, operations, and “what you can actually sell”​

  1. Team structure (roles + headcount): owners, PMs, designers, estimators, office/admin, field labor.
  2. Subcontractor structure: what’s in-house vs subbed out?
  3. What is your weekly/monthly throughput constraint? (PM capacity, field labor, design capacity, etc.)
  4. Current scheduling reality: are you booked out? underbooked? uneven?
  5. What project management system do you use? (Buildertrend, CoConstruct, JobTread, Monday, etc.)
  6. How do you handle selections, allowances, and scope control?
  7. What causes the most delays? (internal + external)
  8. What does “excellent work” mean inside your company? What standards do you follow?
  9. Warranty/guarantee: what do you offer and how do you manage warranty work?

6) Sales process, pipeline, and lead handling​

  1. Walk through your sales process from first contact → sold project → start.
  2. Who answers the phone? What happens after-hours?
  3. How fast do you respond to leads today? What’s your target?
  4. Lead qualification: what makes a lead qualified vs not qualified?
  5. What disqualifies a lead? (budget, timeline, geography, type of work, expectations, etc.)
  6. What is your close rate on qualified leads? (estimate if needed)
  7. What does “closed” mean for you? (signed contract, deposit received, job started, etc.)
  8. Where do leads get stuck or drop off in the process?
  9. What are your top objections? How do you answer them today?
  10. What FAQs do customers ask before they hire you? How do you answer them today?
  11. What questions do you wish customers asked (because it would make the buying process better)?
  12. Do you have scripts, email/SMS templates, or a follow-up system?
  13. Do you have a showroom/design center? If yes, does it affect close rate?

7) Ideal customer & buyer behavior​

Answer per service line if needed.

  1. Describe your ideal customer. (budget, home value, neighborhoods, priorities, decision-makers)
  2. Who is the real decision maker in the household?
  3. What motivates your customers to buy? (pain, aspiration, urgency)
  4. “Planning mode” vs “urgent mode”: do you sell mostly planned projects, urgent repairs, or both?
  5. Where do your buyers spend time online when researching? (Google, Houzz, YouTube, Instagram, Facebook groups, Nextdoor, etc.)
  6. What brands/creators/media do they trust?
  7. What devices do they use most? What times of day are they searching?
  8. If applicable: who are your ideal referral partner types?

8) Positioning, differentiation, and proof​

  1. If someone could only remember three things about your company, what should they be?
  2. What do you do that most competitors won’t do? (process, communication, craftsmanship, cleanliness, documentation, speed)
  3. What are your core values? How do they show up in the customer experience?
  4. What tone should your marketing convey? (premium, friendly, technical, no-nonsense, etc.)
  5. What should customers associate your business with?
  6. Social proof inventory:
    • Featured in media?
    • Awards?
    • Certifications/associations?
    • Testimonials?
    • Case studies?
    • Notable clients?
  7. Where do prospects look for proof before contacting you?
  8. Share 3–5 of your best reviews/testimonials and why they’re the best.

9) Current lead sources & marketing performance​

  1. Where do leads and new customers come from today? (top 3 + rough % split)
  2. How many leads do you get per month now, and how many do you want?
  3. How many become qualified, and why/why not?
  4. Which months are busiest/slowest and why?
  5. What have you tried in the past that worked? What didn’t?
  6. If you do any offline/traditional marketing, list details (what/where/how much/how it performed):
    • TV
    • Radio
    • Newspapers
    • Magazines
    • Direct mail
    • Flyers/door hangers
    • Billboards
    • Yard signs/jobsite signage
    • Sponsorships/community

Channels (answer what applies)​

  • SEO / organic search: what’s working, what pages rank, what content exists?
  • Paid search (Google/Bing): spend, campaigns, CPL, close rate if known
  • Local Services Ads / directory leads (if applicable): spend, results, quality
  • Social ads: spend, platforms, offers used, results
  • Social media (organic): platforms, posting cadence, what performs, who owns it
  • Email marketing: list size, cadence, tools, performance
  • Content marketing: blog, YouTube, before/after galleries, guides
  • Video marketing: who creates it, capacity, style, approval process
  • Referral marketing: programs, partner relationships, tracking
  • Offline/traditional (if used): TV, radio, magazines, newspapers, direct mail, flyers, billboards, jobsite signage, sponsorships

10) Offers, pricing communication, and “The Big 5” content inputs​

Answer per service line.

  1. Pricing & cost: what are the most common pricing questions you get? How transparent are you comfortable being?
  2. Problems: biggest mistakes homeowners make and biggest risks in projects like yours—how do you prevent them?
  3. Comparisons: what alternatives do prospects compare you to? When is an alternative actually the better choice?
  4. Reviews & trust: what objections show up right before someone chooses you?
  5. Best-in-class: what should a homeowner look for when choosing a remodeler like you?

11) Website, tech stack, and tracking​

  1. Website platform/CMS (WordPress, Webflow, Squarespace, etc.). Who has admin access?
  2. Hosting/provider and domain registrar (if known).
  3. Primary conversion goal(s): call, form, consultation booking, showroom visit, etc.
  4. What pages are most important? (service pages, portfolio, process, about, financing)
  5. Landing pages used for ads (URLs).
  6. Analytics and tracking:
    • GA4?
    • Google Search Console?
    • Call tracking?
    • Form tracking?
    • CRM attribution?
  7. What do you use for CRM? (HubSpot, JobTread, Buildertrend CRM, spreadsheets, etc.)
  8. Do you have an email list? What tool? (Mailchimp, ActiveCampaign, etc.)
  9. Review platforms you care about: Google Business Profile, Houzz, Facebook, BBB, etc.
  10. Do you have any other domains you own or microsites?
  11. Do you have any apps (iOS/Android) or special tools customers use?
  12. Any trademarks/copyrights we should be aware of?

12) Creative, brand, and content assets​

  1. Do you have brand guidelines (logos, fonts, colors, usage rules)?
  2. Link to any existing photo/video library.
  3. Do you have an in-house designer? Agency? Freelancer?
  4. Do you have in-house web/dev support for landing page changes?
  5. Share examples of websites/brands you like (and what you like about them).
  6. Website must-haves and deal-breakers.
  7. Content examples you want to emulate.
  8. What behind-the-scenes stories could we document on an ongoing basis? (projects, process, team, vendor relationships)
  9. Are there any legal, licensing, insurance-claim, or reputation risks around publishing content in your industry?
  10. Is there anything specific we should not say in ads or web copy?
  11. Do you have any existing sales copy / offer language you prefer to use in ads, banners, or landing pages? If yes, share it.
  12. Do you have examples of prior ads/creative you consider “successful”? If yes, share links/files and why you think they worked.
  13. Do you have any offline assets that should be recreated online? (mailers, flyers, brochures, truck wrap, yard signs, etc.)

13) Promotions, discounts, and guarantees (if applicable)​

  1. Do you offer seasonal/holiday promotions? If yes, what?
  2. Do you offer association/senior/first responder/teacher discounts? If yes, what?
  3. Any other promotions we should know about?
  4. Do you offer any guarantees? If yes, what are they and how do you phrase them?

14) Partnerships & referral relationships​

  1. Do you have partnerships that send you work? (architects, designers, realtors, plumbers, property managers, vendors, etc.)
  2. What makes a “great” partner lead?
  3. What do you do to maintain those relationships?
  4. Any partners you want to pursue but haven’t yet?

15) Competitors & market alternatives​

  1. Who are your top 3 market alternatives/competitors? (links if possible)
  2. What do they do better than you?
  3. What worries you most about them?
  4. What do you believe you do better than them?

16) Stakeholders, communication, and approvals​

  1. Who needs to approve messaging, budgets, and major decisions?
  2. Who owns implementation day-to-day?
  3. Who should be in recurring calls?
  4. Preferred communication channels: email, Slack, text, phone.
  5. Typical response-time expectations on both sides.

17) Anything else​

  1. What did we miss that would be important context?
  2. How can this questionnaire be improved for future clients?
  • Notes / context: