A first call with no prior context tends to spend thirty minutes gathering basic information that could have been answered in writing beforehand. So before any call happens, I send a short brief. Here's roughly what's in it.
Why ask in writing first
Written answers tend to be more considered than verbal ones given on the spot. It also means the call itself can start at the interesting part, actually discussing strategy, rather than at "so tell me about your business."
What the brief actually asks
1. What does success look like in 90 days? Not "more traffic," specifically. Ranking for what, more of what kind of conversion, visible to whom.
2. What's already been tried? Previous SEO or content work, what worked, what didn't, and why it stopped.
3. Who is this actually for? The real audience, not just a demographic description, what are they searching, what decision are they trying to make.
4. What's the internal capacity? Who reviews and approves content, how fast, and what that process has looked like historically.
5. What's off the table? Topics, tones, or claims that can't be made, for legal, brand, or practical reasons.
What this filters out
Vague answers to these questions are informative on their own. A brief that comes back with "just want more traffic" and nothing else usually signals the engagement isn't ready to start yet, there's a strategy conversation needed before any content conversation makes sense.
What this filters in
Clients who've thought about their own goals enough to answer clearly tend to be the ones where the actual project work goes smoothly, because the destination was defined before the work started, not negotiated mid-project.
Want this exact brief sent to you before we talk? Reach out and I'll send it over.
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