The questions worth asking
How many enquiries did we get last month, and from where? Calls and forms separately. If calls are not counted, that is the first thing to fix.
How many became jobs? Only you have this. If nobody is recording it, that is the finding and it is fixable this month.
What did each source cost per booked job? The number that decides where next month's money goes.
How fast are we answering new enquiries? Usually the most improvable number in the business, and usually much worse than anyone believes.
What did we stop doing, and why? Marketing accumulates. Without a deliberate stopping decision it becomes a list nobody has the nerve to cancel.
What did we get wrong? A month with no setbacks has been edited. Asking this directly changes the tone of every future conversation.
The questions that go nowhere
"How is the SEO going?" Invites a general answer.
"Are we ranking?" For what, searched by how many people, producing what?
"Is traffic up?" Traffic that does not enquire cost you money.
"How is the campaign performing?" Against what standard, agreed when?
Each of these can be answered honestly and reassuringly while the business learns nothing.
The question that reveals most
"What would you do differently if this were your money?"
Providers answer this differently from how they answer status questions, and the answer usually contains the honest assessment.
What to ask yourself
Do I know where last month's work came from? If not, the fix is a field on every job record and asking every caller.
Am I spending on anything I cannot evaluate? That is either a tracking problem or a channel that should stop.
What number would tell me this is working? Agree it in advance. A target set afterwards is a rationalisation.
Setting it up so the questions can be answered
Most of these need data that does not exist by default:
- Call tracking, so calls appear at all
- Conversion tracking firing on submission, verified
- A source field on every job record
- Outcomes recorded — booked or not, and what it was worth
That is a day of setup and fifteen minutes a week. Without it, every question above gets answered with an impression.
The standard to hold
You should be able to say, for last month: how many enquiries, from where, how many closed, and what each source cost per job.
If you cannot, that is the gap — and closing it is worth more than most of what the marketing budget is currently buying.
Getting the answers
Bring whatever numbers you have to a call on 832-338-2926 and we will work out what is missing.
Frequently asked questions
What should I ask about last month?
How many enquiries and from where with calls counted separately, how many became jobs, what each source cost per booked job, how fast enquiries were answered, what was stopped, and what went wrong.
Which questions go nowhere?
"How is the SEO going?", "Are we ranking?", "Is traffic up?" and "How is the campaign performing?" — all answerable honestly and reassuringly while teaching you nothing.
What single question reveals the most?
What would you do differently if this were your money? Providers answer that differently from status questions, and the answer usually contains the honest assessment.
What setup do these questions require?
Call tracking, conversion tracking verified to fire on submission, a source field on every job record, and outcomes recorded. A day of setup and fifteen minutes a week.