first, your email.

What makes you different from competitors? * Why do customers choose you over alternatives? Think: experience, speed, price, quality, specialisation, relationships.

Primary contact person * Who should we contact for questions? Full name.

Contact email * Best email for project communication.

Contact phone * Best phone number including area code.

Preferred contact method *

Secondary contact person (name, email, phone) Is there a backup person we should contact if we can't reach you?

Business reach *

your goals & ideal customer

10 to 15 minutes

arguably the most important section. the better we understand your goals, customers, and competitors, the better we can target everything we build.

What are your top 3 business goals for the next 12 months? * Be specific. "Get more customers" is too vague. Think: number of enquiries, rankings, revenue targets.

What does success look like to you in 6 months? * Paint a picture. What does your phone, inbox, and website traffic look like if this works?

Monthly budget range for digital marketing *

Customer type * Select one or both. Trade = businesses buying from you. Consumer = individual end customers.

Trade customer Consumer customer

Who is your ideal customer? * Describe your perfect customer. Think: age, location, job, what problem they have.

Who is NOT your ideal customer? Sometimes it helps to say who you don't want to attract.

Customer gender Select the gender(s) that best represent your typical customers.

Male Female Other Both

Customer age range Select all age ranges that apply to your typical customers.

Under 10 10 to 15 15 to 20 20 to 25 25 to 30 30 to 40 40 to 50 50 to 60 60+

Customer life stage Select the life stages that best describe your typical customers.

Single income no kids Double income no kids Young family: kids under 10 Growing family: kids under 14 Empty nesters: under 60 no kids at home Mature family: kids at home under 30 Seniors: over 60

Combined household income Select the income brackets that best represent your typical customers.

$40K to $60K $60K to $90K $90K to $120K $120K to $150K $150K to $200K $200K+

How do customers currently find you? *

Word of mouth Google search Social media Repeat customers Referrals from other businesses Advertising (print/radio/TV) Online directories Trade shows/events Other

Primary competitors: who are you directly competing against? * These are the businesses your customers are MOST likely to compare you against, same services, same area, head-to-head competition. List 2 to 3 with their website if you know it.

What do your competitors do better than you online? Be honest, this helps us figure out what to prioritise.

What do you do better than your competitors? * Your real competitive advantage.

Any services or products you want to push more? Is there something specific you want to sell more of?

Secondary competitors: indirect or aspirational Businesses that overlap with you in SOME areas but aren't direct rivals, different service mix, different location, different price point, or a different market segment. Also include businesses in your industry you admire or aspire to be like, even if they're not competition.

Primary keywords: what would a customer type into Google to find you? * List 3 to 5 search terms that are MOST important to your business. If you could only rank #1 for a handful of searches, which ones would make the biggest difference to your bottom line? Think like your CUSTOMER, not like a business owner, what words would THEY type?

Secondary keywords: other terms customers might search Any additional terms you think customers might use to find a business like yours. These could be more specific, longer phrases, questions, or related to particular products, services, or situations. Don't overthink it, even rough guesses help us with research.

What are your customers' biggest pain points or frustrations? * List at least 5 frustrations your customers deal with before they find you. Think about what keeps them up at night, what wastes their time, what costs them money. Use THEIR words, not industry jargon, how would they describe the problem to a mate?

What objections do people have before buying from you? * List at least 3 hesitations or concerns people raise before committing. Price too high? Don't trust online businesses? Had a bad experience with a competitor? These objections become FAQ content and help us write copy that addresses doubts before they become deal-breakers.

Are there seasonal peaks or trends in your business? Does demand spike at certain times of year? E.g., "busiest Sept to Nov when builders start new projects" or "Christmas is our peak season." This affects content planning, ad timing, and homepage messaging.

your local presence

5 to 8 minutes

local businesses live and die by their google presence. we'll handle finding your existing listings, just tell us the basics.

Physical business address * Start typing and select your address. Your full street address exactly as you want it displayed everywhere online. Consistency is critical, Google cross-checks this across every directory.

Do you want this address published for customers to see? * Should customers be able to see this address? If you're a mobile/service-area business that goes to customers, select No.

yes no

Service area (suburbs, cities, or radius) * Where do you actually serve customers? List suburbs, cities, or describe a radius.

Additional locations * List any other business locations with their full addresses.

Business phone (for public listings) * The phone number you want on Google, directories, and your website. Must be a LOCAL number (not 1800) for best local SEO.

Do you have a Google Business Profile? * A Google Business Profile (formerly Google My Business) is what shows up in Google Maps and the local pack when someone searches for your business. If you're not sure, search your business name on Google, if a panel appears on the right with your address and hours, you have one.

Google Business Profile URL If you have a Google Business Profile, paste the link here. To find it: search your business name on Google, click your profile, and copy the URL from your browser.

Business hours * Set your standard opening and closing times for each day. Tick "Closed" for days you don't operate.

MON to Closed

TUE to Closed

WED to Closed

THU to Closed

FRI to Closed

SAT to Closed

SUN to Closed

Business categories (what would a customer search for?) * What categories describe your business? Think about how a customer would search for you.

Business attributes

Wheelchair accessible Free parking Free Wi-Fi Accepts credit cards EFTPOS available Open on weekends After-hours service Online booking available Delivery available Free quotes Other

Current directory listings you know about List any online directories where your business is already listed.

Google review count (approximate) How many Google reviews do you currently have? Just an estimate.

Average Google rating

Do you have a review generation process? *

your brand & identity

12 to 18 minutes

your brand isn't just a logo, it's how people feel about your business. this helps us capture your voice, personality, and the people behind it.

Do you have an existing brand look and feel? * This determines the rest of this section. If you already have a brand you're happy with, we'll skip the design questions and focus on voice and story.

brand details

Do you have an existing logo? *

Logo file upload Upload your logo in the highest quality you have. PNG or SVG preferred.

max 1mb. pdf, doc, png, jpg, or svg.

Brand colours (if known) List your brand colours. Hex codes are ideal but colour names work too.

Artistic style elements (choose all that apply) * Select all the style elements that feel right for your brand. You can choose multiple.

Organic, clean, simple Premium, clean, polished Bold, authoritative, credible Innovative, fun, simple Active, trendy, innovative Clinical, bright, clean Robust, retro, rich Modern simplicity Fun, bubbly, colourful Open, friendly, basic Happy, quirky, bold Colourful, structured, animated Adventurous, contemporary, stylish Crafted, traditional, classic

Logo variations available Different contexts need different logo formats. A horizontal logo works on a website header, but a stacked version works better on social media. If you only have one version, select "None", we can create variations if needed.

Horizontal/landscape Stacked/vertical Icon only (no text) White/reversed version Dark version None, just the one logo

Existing brand guidelines or style guide If you have a brand guide, upload it here.

max 1mb. pdf, doc, png, jpg, or svg.

Websites you like the look/feel of List 2 to 3 websites (any industry) whose design or vibe you like.

Images or design styles you DO NOT want Sometimes knowing what you hate is as useful as knowing what you like. List any design styles, colour schemes, or imagery that would feel wrong for your brand.

Typography preferences Do you use specific fonts in your branding? If so, list them (e.g., "Montserrat for headings, Open Sans for body text"). If not, describe the feeling you want: modern or traditional? Friendly or authoritative? Playful or serious? We'll choose fonts that match.

voice, story & identity

If your business was a person, how would they speak? * This helps us write your website copy in the right voice.

Words/phrases you WANT associated with your brand * List 5 to 10 words or phrases.

Words/phrases you DON'T want associated with your brand Any words or tones to avoid?

Tagline or slogan (if you have one) Leave blank if you don't have one, we can develop this.

Business story / origin * How did the business start? Why? This is gold for your website and trust signals.

Key milestones Any notable achievements, milestones, or awards?

Certifications, licenses, or industry memberships List any trade licenses, certifications, accreditations, or industry body memberships. These are powerful trust signals, both customers and Google value third-party validation.

Do you offer any guarantees or promises? Any commitments you make to customers, satisfaction guarantees, warranties, service-level promises, price-match offers. These become trust signals on your website and Google profile.

Favicon / app icon The small icon that appears in browser tabs and when someone saves your site to their phone. 512x512 PNG minimum. If you don't have one, we'll create it from your logo.

max 1mb. pdf, doc, png, jpg, or svg.

Logo upload Upload your logo here so we have it on file. Highest quality version you have, PNG or SVG preferred.

max 1mb. pdf, doc, png, jpg, or svg.

Does your brand speak as "we" or "I"? * This affects every piece of copy on your website, social media, and emails. Solo operators often use "I" for authenticity. Teams usually use "we." There's no wrong answer, it's about what feels right for your brand.

Media mentions, press coverage, partnerships, and published work Have you been featured in any media (newspapers, magazines, TV, podcasts, industry publications, online articles)? Have you written articles, given talks, or contributed to industry events? Do you partner with, supply to, or work alongside any well-known brands, organisations, or government bodies? List them with URLs where possible. Even local newspaper mentions count, they're powerful trust signals.

If your brand was a celebrity, who would it be? This might sound like a strange question, but it helps us understand the personality and energy of your brand. Pick a celebrity, public figure, or fictional character and tell us why. E.g., "Chris Hemsworth, because we're Aussie, confident, and don't take ourselves too seriously."

What your brand is NOT Sometimes the clearest way to define your brand is to say what it's not. What values, styles, or associations would feel completely wrong for your business? E.g., "We're not cheap and cheerful, we're not corporate, we're not trying to be everything to everyone."

your story & profile content

10 to 15 minutes

this is where we go deeper than 'what makes you different.' we want the real story, the customer experience, the founder's drive, the words that will represent your business everywhere online.

Why do you do this? (Not how you started, why you're still here) * We already asked how your business started (Module D). This is different. Why are you still doing this? What drives you? What would you miss if you sold the business tomorrow? The answer to this question is what makes your About page feel real instead of a corporate template.

What's the moment a customer knows they made the right call choosing you? * Think about your best customers, the ones who come back, who refer their mates. What happened that made them think "yeah, these guys are different"? It might be something small. A phone call that got answered on the first ring. A delivery that arrived early. A problem you fixed without being asked. That moment is your real competitive advantage, not what's on your business card, but what customers actually experience.

What do your customers say when they recommend you to someone? * Not what you hope they say, what they ACTUALLY say. Think about the last time someone referred a friend or left a review. What words did they use? If you're not sure, check your Google reviews or text messages. Actual customer language is gold, it's more believable than anything we could write.

What does life look like for your customer BEFORE and AFTER they work with you? * Imagine your ideal customer before they find you. What are they dealing with? Stress, wasted time, unreliable suppliers, confusion? Now imagine them after they've been your customer for 6 months. What's changed? This before-and-after story is the backbone of your homepage, it shows visitors what's possible.

Walk us through what happens when a new customer contacts you * Step by step, from first phone call or enquiry to the job being done. This becomes the "How It Works" section on your website, which helps new customers understand what to expect and makes them more likely to take the first step.

What's your proudest project, biggest win, or best customer story? The one you'd tell a stranger at a barbecue. Maybe it's a massive project you pulled off, a client you've had for 20 years, a problem you solved that nobody else could, or a moment that made you think "this is why I do this." Specific stories are 10x more powerful than general claims on a website.

Your elevator pitch * This is one of the most important things you'll write in this form. An "elevator pitch" gets its name from this scenario: you step into a lift with someone who could be your biggest customer. The doors close. You've got 30 seconds, maybe 60, before the doors open and they walk out of your life. You can't tell them your whole story. You can't list every service. You've got time for ONE thing: the reason they should remember you and want to talk again. That constraint is the point. It forces you to cut everything that doesn't matter and keep only what does. Your answer here will directly shape your Google Business Profile description (the first thing people read when they find you on Google Maps), your social media bios, and your homepage headline. Write 2 to 4 sentences. If you're struggling, try saying it out loud to someone who doesn't know your business, whatever you say naturally is usually better than what you write.

The barbecue version: how would you describe what you do to a mate at a BBQ? You're at a barbecue and someone asks "so what do you do with yourself?" How do you make it sound interesting? This is different from the elevator pitch, it's more casual, more personal, the version that makes people lean in and say "oh really, tell me more." Write it exactly how you'd say it out loud.

Describe your business in one sentence for social media * If you had to sum up your business in ONE sentence for an Instagram or Facebook bio, what would it say? Think punchy and memorable, you've got about 150 characters (that's Instagram's limit). It doesn't need to say everything, just enough to make someone want to learn more.

Where do you want your business to be in 5 years? Not a business plan, just a picture. What do you want to be known for? What would make you proud to see? This helps us position your brand for where you're heading, not just where you are today.

your website & content

5 to 10 minutes

whether we're building new or improving what you have, we need to understand your current setup and what content exists.

Do you have an existing website? *

Current website URL Paste your website address.

What's wrong with your current site? What do you want to fix or improve?

Do you own your domain name? *

Domain registrar If you're not sure, select 'I don't know', we can find out.

Current hosting provider

Do you have access to your hosting/domain login? *

Pages you want on your new website *

Home About us Services (individual pages) Products/catalogue Contact FAQ Blog/News Testimonials/Reviews Gallery/Portfolio Pricing Booking/Quote form Careers Other

Key pages: describe what should be on each * For each page you selected above, write a few bullet points about what should be on it. Don't overthink it, just tell us what you imagine seeing on each page. We'll refine it.

Calls to action: what should visitors DO? *

Call us Fill out an enquiry form Request a quote Book online Visit our showroom Download a brochure/catalogue Sign up for newsletter Buy online Other

Do you have professional photos? *

Do you have existing content (brochures, catalogues, descriptions)? *

FAQs: what questions do customers ask most? * List or paste all your FAQs here. If you have an existing FAQ sheet or document, copy and paste the whole thing. Otherwise, list the top 5 to 10 questions customers ask you. These become website content AND help you rank on Google.

Testimonials or customer quotes Paste any customer testimonials, reviews, or quotes you'd like on the website. For each one, try to include: the customer's name (first + last initial minimum), their business or suburb, which service they used, and the result or outcome they experienced. Copy-paste from Google Reviews, emails, or messages, include the source.

Do you have video content? * Video massively increases trust and engagement. Even a 30-second phone recording of a customer testimonial is gold. YouTube videos also get indexed by Google separately, doubling your visibility.

Video content URLs Paste links to any existing videos, YouTube, Vimeo, Instagram Reels, TikTok, wherever they live.

Keep or start fresh? * Do you want to migrate and improve your existing website content, or start from a clean slate? If your current content ranks on Google, we may want to keep and improve it rather than lose that ranking.

Detailed service descriptions For each service you listed in Module A, write 2 to 3 paragraphs of detail. What's included? What's the process? How long does it take? What's NOT included? What's the minimum engagement? The more detail you give us, the better your service pages will rank and convert. If this is too much to write now, we'll schedule a call to walk through each service.

Contact form: what fields do you need? * What information do you need from someone who fills out your contact or enquiry form? Less is more, every extra field reduces form completions.

Name Email Phone Business name Service interested in Message/details Preferred contact method Urgency File upload Other

SEO & organic growth

5 to 8 minutes

how we get you found on google without paying for ads. these questions help us understand your starting point.

What would someone type into Google to find a business like yours? * List 5 to 10 search terms. Think like a customer, not a business owner.

Do you have Google Search Console set up? *

Do you currently do any SEO? *

Previous SEO provider details Who did your SEO previously? What did they do? Why did you stop?

Any Google penalties or issues you know about? *

Content creation: who will write? *

analytics & tracking

3 to 5 minutes

you can't improve what you don't measure. what tracking do you have and what do you care about.

Do you have Google Analytics set up? *

Google Analytics access What email has access to your Google Analytics?

Do you track enquiries, leads, or sales currently? *

CRM or tracking tool name What CRM or tool do you use?

What metrics matter most to you? *

Phone calls Form enquiries Online bookings Website visitors Google ranking position Revenue/sales Social media followers Email subscribers None Don't know yet

Do you run any paid advertising? *

Monthly ad spend (if applicable) Approximate monthly spend on ads.

Existing social media accounts List your social media profiles with URLs.

digital growth strategy

8 to 12 minutes

your business operates beyond a single local area. we need to understand your markets, content strategy, and growth model.

Target markets / regions * Where are your customers? Countries, regions, or "worldwide".

Target languages *

English only English + other (specify below) Multiple languages

Additional languages List additional languages needed.

Business model *

Primary revenue model *

Current monthly website traffic (approximate) *

Current organic traffic sources Where does your organic traffic currently come from?

Content assets *

Blog/articles Video content Podcast Whitepapers/ebooks Case studies Webinars Email newsletter None yet

Content publishing frequency *

International SEO considerations Do you need country-specific domains, language targeting, or region-specific content?

Key conversion actions on website * What's the most important thing a website visitor can do?

Sales cycle length *

Do you have a content team? *

Link building / PR activity *

legal & compliance

3 to 5 minutes

every website needs legal pages. this section helps us understand what you have, what you need, and any industry-specific requirements.

Do you have a privacy policy? * Australian Privacy Act requires businesses with $3M+ turnover to have a privacy policy. Even if you're under that threshold, having one builds trust and is required by Google Ads, Facebook Ads, and most payment processors.

Do you have terms and conditions? * Terms and conditions are essential for e-commerce, SaaS, and any business that takes online bookings or payments. Even for service businesses, having clear terms protects you and builds professionalism.

Are there industry-specific legal requirements or disclaimers? Some industries have specific legal requirements for their websites, financial services disclaimers, health disclaimers, building licence display requirements, etc. List anything you know about, or tell us your industry and we'll research it.

Do you collect customer data beyond contact forms? * The type of data you collect determines what your privacy policy needs to cover and what compliance measures are needed (e.g., PCI DSS for payments, cookie consent for tracking).

e-commerce & product catalogue

15 to 30 minutes

if you sell products online (or plan to), we need detailed product information to build your store. skip this module if you're a service-only business.

How many distinct products do you sell? * Count your core products (not variations). For example, if you sell a basin in 24 colours, that's 1 product with 24 variations. This helps us plan the site structure and determine whether we need filtering, search, and category pages.

Do your products have variations? * Variations are things like different sizes, colours, materials, or scents of the same product.

yes no

Describe your product variations * Tell us about your variation structure. For example: "12 basin styles, each available in 24 colours" or "45 candles, each comes in 5 to 10 scent options" or "T-shirts in 4 sizes and 8 colours." How many variations per product on average? What types of variations (colour, size, material, scent, etc.)?

Product categories * List your product categories. These become the navigation structure of your store.

Product catalogue upload (spreadsheet) Upload your product catalogue as a CSV or Excel file. Ideal columns: Product Name, Category, Short Description (1 to 2 sentences), Long Description (2 to 3 paragraphs), Price, Variations (size/colour/etc.), SKU, Weight. If you don't have a spreadsheet, describe your products in the field below.

max 1mb. pdf, doc, png, jpg, or svg.

Product details (if no spreadsheet) If you don't have a spreadsheet, list your products here with as much detail as possible: name, price, description, any variations (sizes, colours, etc.).

Product photography * Product photos are the #1 driver of online sales. Minimum 3 photos per product from different angles. White background preferred for consistency, but lifestyle/in-use shots are also valuable.

Shipping policy * Cover: shipping methods available, estimated delivery times, shipping costs (flat rate, weight-based, free over $X), areas you ship to (Australia-wide, international, etc.), and any exceptions.

Returns and refund policy * Under Australian Consumer Law, customers have rights to returns for faulty goods regardless of your policy. Beyond that: what's your returns window? Who pays return shipping? Do you offer exchanges? Store credit or full refunds?

Payment methods * Which payment methods do you want to accept? Stripe is our default payment processor, it handles cards, Apple Pay, and Google Pay. Additional providers can be integrated.

Credit/debit card (Stripe) PayPal Afterpay/Zip Bank transfer Apple Pay / Google Pay Other

Do you offer gift cards?

Inventory management * How do you currently track what's in stock? This determines whether we need to integrate with an inventory system or build stock tracking into the site.

Inventory system name What inventory or POS system do you use?

Seasonal or limited products Are any products seasonal, limited edition, or currently out of stock? This helps us plan for how the store handles availability.

timeline & post-launch

3 to 5 minutes

when do you need this done, and what happens after launch? planning this upfront avoids surprises.

Do you have a launch deadline? * A hard deadline means there's a real consequence if we miss it (trade show, seasonal campaign, business opening). A soft target is a preference but flexible.

Target launch date When do you need the site live? Include the reason if there's a specific event or deadline driving it.

Will you be adding content regularly after launch? * Regular fresh content is the single biggest driver of long-term SEO growth. Even one quality blog post per month makes a significant difference. We can help plan a content calendar.

Who will maintain the site after launch? * Websites need ongoing maintenance, security updates, content updates, performance monitoring. Knowing who's responsible helps us build the site with the right level of self-service capability.

Do you need training on requesting updates?

Email marketing integration If you collect email addresses (newsletter signup, lead magnets, etc.), we can connect your website to your email marketing platform so new subscribers flow in automatically.

Other integrations or features needed Anything else? Live chat, booking systems, membership areas, client portals, calculators, maps, specific third-party tools, list anything you've thought about or been told you need.