Someone who looks you up tonight decides in a few minutes whether to call. This scorecard walks through what they see, in the order they see it: whether they can find you, whether they pick you over the next name on the list, and whether they come back and send their friends.
It works for any business that runs on customers, clients, patients or donors. Answer honestly. There are no wrong answers, only ones you’d like to change. When you’re done, circle the three answers you like least. Those are where to start.
Where a fix takes a few minutes, the question links to the tip that walks you through it. The PDF has room to write your answers and cites the research behind every question. It’s free, and there’s nothing to sign up for.
Found: can people find you, and is what they find right?
- Where does your business have a profile? Google, Facebook, Instagram, LinkedIn, Yelp, Nextdoor, Houzz, Zillow, others?
- When was each one last updated?
- Are your name, address, phone and hours the same on every profile and on your website?
- Ask ChatGPT: “Who’s a good [what you do] in [your town]?” Are you named? Is the information right?
- Do you take photos of your work and post them? Two-minute fix: One shared photo album per job, named for the address
- Do your business cards, website and profiles share the same logo, colors and contact details?
- Does your email have a signature with your name, business, phone and website? Does your email address use your business name? Ten-minute fix: Get work email off your personal address
Chosen: when they compare you to the competition, do you win?
- How many reviews do you have on each profile?
- How many of those reviews have a reply from you?
- How many came from people who actually hired you, rather than friends, family or fellow members helping out?
- Does your website have a form that asks what they need, how they heard about you, and the best way to reach them?
- When did you last check how fast you answer that form?
- When you miss a call, what does the caller get? A current voicemail greeting? A text back? A call back within the hour? Two-minute fix: Turn your missed calls into answered ones
Remembered: do they come back, and do they send people?
- Do you ask every customer for a review when the work is done? Two-minute fix: Ask for the review before you drive off
- Do you ask for a referral?
- After the work is done, do you follow up with a thank-you note, a useful tip, a maintenance reminder or a holiday card?
- When did your past customers last hear from you when you weren’t asking for something?
Circled three answers you don’t like? That’s exactly what a 15-minute call is for. No pitch, just what I’d fix first. Book a 15-minute call
Know a business owner who’d circle more than three? Send them this page.