# Intake & gap-filling questions

Ask only for what the website and the operator's notes did not already supply.
Group the questions so the operator answers in as few turns as possible, and
present sensible candidates from the source material where you have them ("Your
site says you've traded since 1994 — is that the year to show?").

Never invent a value to avoid asking. A guessed phone number or founding year is
a defect. If the operator does not know a field (e.g. company number), leave that
slot out of the output rather than filling it with a guess.

## 0. Objective — ask this first

The site's purpose drives the CTAs, the forms, and whether it needs gating or
signing. Settle it before collecting facts.

- **What is the site for?** The single most important thing a visitor should do —
  book a call, request a quote, join a waitlist, buy a service, sign a document,
  or simply find and trust the business. Name one primary objective; secondary
  ones are fine but rank them.
- **What behaviour do you want?** How a visitor should move through the page — read
  the story first, jump to services, go straight to a contact form. This shapes the
  section order and what the sticky sub-nav pushes.
- **CTAs.** The exact calls to action and where they point — a phone number, an
  email enquiry, a booking link, a form. The hero CTA, the sub-nav CTA, and the
  closing CTA can differ; name each.
- **Forms / buckets.** Which forms the site captures: a **contact** form, a
  **waitlist** signup, a **callback** request, or a custom bucket (e.g. a quote
  request with its own fields). Each form is its own D1 table. Name the fields each
  form collects.
- **Gated access?** Whether any page or document must sit behind a login (a private
  proposal, a client-only page). If yes, note who should be allowed in (an email
  allowlist for external visitors).
- **E-signing?** Whether any document on the site must be signed (a quote, a
  contract, terms). If yes, it is handed to the signing skill; capture the document
  and the signer up front.

## 1. Identity

- Trading name and full legal name (e.g. "Meridian Advisory" / "Meridian Advisory Ltd").
- Short monogram / initials, if any (used as a small brand mark).
- Tagline / strapline, in their own words.
- Sector label for the nav and tiles — what the business is, in their words (e.g.
  "Chartered accountants", "Dental practice", "Design studio"). No default category.
- Established year. **Keep "trading since" separate from "company incorporated".**
- Company registration number + jurisdiction, and registered office — only if the
  operator wants legal detail in the footer, and what to call the number in their
  jurisdiction. Take these from the register or the operator, never from a marketing
  line.

## 2. Contact & place

- Phone (display + dialable), mobile if separate.
- Email.
- Website domain and full URL (for canonical + Open Graph).
- Address: street, post town, county, postcode (only the parts they want shown).
- Service area / region phrase (e.g. "the South East" or "Greater Manchester").
- Social profiles: Facebook, Instagram, TikTok, LinkedIn (URLs + handles).

## 3. The story (copy, in their voice)

- One or two paragraphs on who they are and how long they've been going.
- What they're proudest of / the standard they hold to.
- A headline sentence that sums the business up.
- The three or four "by the numbers" facts (established, experience, ownership,
  coverage, specialism, approach, promise).

## 4. What they do (services)

- Up to six services, each a short name and a one-line description.
- A one-line lede for the services section.

## 5. The person (optional)

- Name and role of the person who fronts the business, if there is one.
- A short intro in their voice (what they do, how hands-on they are).
- A quote from them, ideally about a specific piece of work or their approach.
- 1–3 recent "latest update" cards in their own words (drop emoji per the plain
  register).
- A portrait photo (used in the person section and a portrait social tile — a
  person is never cropped to landscape). Drop this whole section if there is no
  single figurehead.

## 6. Proof (testimonial)

- A real client quote, used verbatim. Note the one phrase to highlight.
- Who it's from and the context.
- Which photo best illustrates it.
- Any thank-you artefact (a card, a note) that adds a personal touch.

## 7. FAQ (answer-engine targets)

- 3–5 plain questions a customer actually asks, each with a one or two sentence
  answer. Default set: what they do, how long they've been going, where they're
  based / areas covered, plus two specific to the business.

## 8. Images (you curate, but confirm)

- Confirm which photo is the strongest "arrive here" shot (hero / main tile).
- Confirm the best result shot (testimonial + interior tile).
- Confirm a strong wide shot (full-bleed).
- Flag if the photo set is thin so expectations are set, and ask for any photos that
  would strengthen the hero.