Hardt Web Studio  ·  SOP Library

Discovery Call
Script & Template

SOP refHWS-SOP-005
Call length20 minutes
GoalQualify the prospect and create a clear path to a proposal
Prepared byCharles Hardt  ·  charleshardt.com
00

Before the call

Five minutes of preparation makes every call sharper. Do this the night before or the morning of.

1
Review their CRM row in Notion
Open the prospect record and review: their website URL, the specific site problem you noted when you added them, their mobile PageSpeed score, which email they replied to and what they said, and any notes from previous interactions. Know their specific situation before you pick up the phone — not as a script, but so you can reference concrete details naturally.
2
Visit their website in the 10 minutes before the call
Open their site on your phone. Note the one or two most obvious issues. You may have audited them weeks ago — a fresh look is faster than reading old notes and gives you current observations. If they have made changes since your audit, you will know.
3
Open this script and your notes template
Have this script open on one screen and the Notes section (Section 6 below) open for live note-taking. You are not reading from the script word for word — you are using it as a framework so you never lose the thread. The questions should feel like a conversation, not an interview.
4
Set your intention for the call
The goal of a discovery call is not to sell. It is to listen well enough to understand whether this is a client you can genuinely help, and if so, to propose the right solution clearly. If you go in trying to close, you will push. If you go in trying to understand, you will naturally arrive at a proposal that fits — and they will feel the difference.
01

Opening — first 3 minutes

Warm, brief, and specific. Establish credibility in the first 60 seconds by referencing something concrete about their situation.

0:00 – 0:30
The opener
Open with their name, thank them briefly for their time, and immediately reference something specific about their site or situation. This signals that you did your homework and are not running a generic sales call.
"Hi [Name], Charles Hardt here — thanks for making time. I took another look at [their URL] before we got on and I noticed [specific observation]. I wanted to understand a bit more about what you are trying to accomplish before I make any recommendations — does that work?"
0:30 – 1:30
Frame the call
Set the agenda in one sentence so they know what to expect. This reduces the "am I being sold to" anxiety that makes prospects guarded.
"I have about seven questions that help me understand whether I can actually help you and what that might look like — should take about 20 minutes. Sound good?"
1:30 – 3:00
Let them introduce themselves
Ask one open question and let them talk. You will learn more in their first two minutes of unprompted description than in any structured question. Note what they emphasise and what they skip — both tell you something.
"Before I get into my questions — can you give me a quick overview of [the practice / the organisation]? I have done some research but I want to hear it from you."
Listen for: How they describe themselves, the language they use for their patients or donors, what they are proud of, and any frustrations that surface unprompted. These frame everything else.
02

The seven questions — minutes 3 to 17

Ask these in order. Do not skip ahead. Each question builds on the previous answer.

You will not always get through all seven — some prospects give long answers that take you deep into one area. That is fine. Questions 1, 2, and 5 are non-negotiable. If you only get through three questions in 17 minutes, make sure it is those three.

1
What is the main thing your current website is not doing for you?
This is your most important question. It surfaces the real pain rather than the surface complaint. Most prospects will say something like "it looks outdated" or "we are not getting calls from it" — but what they mean underneath is something more specific. Your job is to hear the surface answer, then go one level deeper.

Follow-up if the answer is vague:
"When you say it is not bringing in [patients / donors / inquiries] — what does that look like practically? Is the phone not ringing, or are people calling but not converting, or something else?"
Listen for: Is this a traffic problem (no one is finding them) or a conversion problem (people find them but do not act)? The solution is different for each. Traffic = SEO and GBP. Conversion = UX, copy, and trust signals.
2
How do most of your new patients or donors find you right now?
This tells you the current acquisition channel and helps you position the website as either a strengthener (if Google is already working) or a gap-filler (if referrals are doing all the work and the website is invisible). It also tells you where to focus the SEO and conversion conversation.

Common answers and what they mean:
  • "Referrals from other doctors / organisations" — the website is a credibility check, not a lead generator. Trust signals and professional design matter most.
  • "Google search" — SEO and local pack ranking are already working. Performance and conversion optimisation are the leverage points.
  • "Word of mouth from existing patients" — the website is rarely seen before a booking. Post-booking trust and patient experience pages matter most.
  • "We honestly are not sure" — they have no analytics visibility. GA4 setup is a high-value early win.
Listen for: Any mention of Google Maps or "searching online" is a strong signal that local SEO is relevant. Any mention of "they check us out before calling" confirms conversion-focused design is the right conversation.
3
Do you currently have online booking or a contact form — and is it actually working?
Most practices have some form of booking or contact mechanism. The question is whether it is working well enough to convert visitors into inquiries. "Working" means it loads on mobile, it sends notifications reliably, and the data goes somewhere actionable.

Follow-up:
"When someone fills out the form or books online — where does that go? Who sees it and how quickly?"
Listen for: "It goes to info@ and someone checks it occasionally" is a critical finding. A working booking integration that no one monitors is functionally broken. This becomes a concrete recommendation in your proposal.
4
Have you worked with a web developer or agency before?
This question reveals their prior experience and, more importantly, their prior frustrations. Previous bad experiences are the most common source of objections during the proposal stage. Better to surface them now.

Follow-up if they say yes:
"What worked about that experience, and what would you do differently this time?"
Listen for: "They disappeared after launch" = they want ongoing support (maintenance plan opportunity). "It took forever" = they have a timeline sensitivity. "We had no control over our own site" = they want to be able to edit it themselves. "It did not look like what we asked for" = they need more structured revision rounds and more visual reference-gathering in discovery. Each of these shapes your proposal directly.
5
What would success look like six months after launch?
This is the most important question for writing the proposal. A prospect who can articulate a specific outcome is a serious buyer. A prospect who says "I just want it to look better" is not ready for a conversation about ROI and may need more education before they are a fit.

If the answer is vague, prompt for specifics:
"If the site is working really well six months from now — what is happening that is not happening today? More calls, more bookings, more donations? Any sense of what that number looks like?"
Listen for: A specific number or metric ("10 more new patients per month" or "double our online donations") is a strong buying signal and becomes the opening line of your proposal. A vague answer ("just more visibility") means you need to help them define success before you can show them how you deliver it.
6
Is there a timeline or deadline driving this?
Timeline reveals urgency and often reveals budget context. A practice opening a new location next month has a different urgency — and a different decision speed — than one casually exploring options. Knowing the deadline lets you structure the proposal with a realistic schedule and creates a natural reason to move quickly.
Listen for: Any event-based deadline (new location, annual gala, fundraising campaign, grant reporting period, program launch) is a powerful anchor for your proposal timeline. Flag it explicitly: "If we start within the next two weeks I can comfortably have you live before [their event]."
7
Who else is involved in the decision?
The most important qualifying question you are not asking loudly enough. A solo practice owner who can say yes on this call is a fundamentally different sales conversation from a nonprofit where the board must approve any expenditure over a certain threshold.

If there are other decision-makers:
"Got it — would it be helpful to have them on a second call, or would you prefer to share the proposal with them directly?"
Listen for: "It is just me" = you can ask for a decision on this call or within 48 hours. "I need to run it by my partner / board / executive director" = build an extra week into your proposal timeline and ask directly what their approval process looks like so you can follow up at the right moment.
03

Qualifying signals

What to listen for throughout the call. Strong signals on both sides.

✓  Strong buying signals
  • They have a specific outcome in mind ("10 new patients/month")
  • They mention a concrete deadline or event
  • They have tried to solve this before and failed
  • They are the sole decision-maker
  • They ask about your process or timeline unprompted
  • They ask about price early — not a red flag, a buying signal
  • They mention competitors or comparisons ("we looked at a few developers")
  • They reference the audit findings specifically
  • They have content and photos ready or nearly ready
  • They are frustrated with their current situation, not just curious
✗  Red flags to note
  • They cannot articulate what success looks like
  • Multiple decision-makers with no clear process for approval
  • They want to "think about it" with no timeline for the decision
  • They expect the project to take "a few days"
  • They want unlimited revisions or changes "as we go"
  • They have fired multiple previous developers
  • They want design and content done for them with no involvement
  • Budget is explicitly "as low as possible" with no floor given
  • They are exploring options with no urgency and no deadline
  • They minimise the scope ("it is a simple site")
Red flags are not automatic disqualifiers. One or two red flags in an otherwise strong conversation just mean you need to address those specific concerns in the proposal. Three or more red flags — especially scope minimisation combined with unlimited revision expectations — is a signal to either re-educate the prospect or pass on the project. Your time and energy are finite. A difficult client with a small budget is the most expensive client you can take on.
04

Closing the call — minutes 17 to 20

End with a clear next step. Every call should close with one specific action and a date.

17:00 – 18:30
Quick summary and positioning
Summarise what you heard in two or three sentences to confirm you understood correctly. This is not a pitch — it is a reflection. It builds trust and gives them a chance to correct any misunderstanding before you write the proposal.
"Based on what you have shared — the main thing you need is [their core problem], the outcome you are after is [their stated goal], and the deadline you are working toward is [their timeline]. Does that capture it?"
18:30 – 19:00
One-sentence positioning
If the fit feels right, say so directly and briefly. This is not a full pitch — it is one sentence that frames the proposal they are about to receive.
"Based on what you have described, I think this is a good fit for the kind of work I do — particularly the [local SEO piece / booking integration / donor acquisition focus]. I am going to put together a proposal that addresses those specifically."
19:00 – 20:00
The specific next step
Never end a call without a specific action and a specific date. "I will be in touch" is not a next step. "I will send you a proposal by Thursday" is.
"I will have a proposal to you by [specific day — within 48 hours]. It will cover scope, timeline, investment, and the payment structure. Once you have had a chance to review it, we can get on a call to go through any questions or I can answer them by email — whatever is easier for you."
If they are the sole decision-maker and signals are strong: Ask for a soft commitment. "Does that timeline work for you — and assuming the proposal makes sense, are you in a position to move forward fairly quickly?" A "yes" here is not a commitment to buy — it is a confirmation that you are not proposing into a vacuum.
05

After the call

The 15 minutes after a call are worth more than the 15 before it. Do not skip this.

1
Log notes in Notion immediately — within 10 minutes
Open their CRM row and paste or type your notes from the call. Record: their core problem, their stated goal and any specific metric, the timeline and any deadline, the decision-making structure, any red flags, and one sentence on the vibe — was this a motivated buyer, a casual explorer, or someone managing a committee?

Notes taken 10 minutes after a call are three times more accurate than notes taken three hours later. Do not trust your memory for a proposal-critical conversation.
2
Update the CRM stage to "Call scheduled" → "Proposal sent"
Move the prospect from "Call scheduled" to a holding state while you write the proposal, then to "Proposal sent" when you send it. Set a follow-up date in the CRM for three business days after you send the proposal — that is when you follow up if you have not heard back.
3
Send a brief follow-up email within 2 hours
Do not wait until the proposal is ready. Send a short email immediately confirming what was discussed and when the proposal arrives. This demonstrates professionalism and keeps you top of mind while they are still warm from the conversation.
"Hi [Name] — thanks again for your time today. I will have a proposal to you by [day] covering scope, timeline, and investment for [their core goal]. Let me know if anything comes up in the meantime."
4
Use Claude to draft the proposal from your call notes
Paste your call notes into Claude with this prompt:

"I just had a discovery call with [prospect name], a [practice type] in [city]. Here are my notes: [paste notes]. Write a web design proposal for them. Include: a one-paragraph executive summary framing their specific goal, a scope of work listing pages and integrations, a 50/25/25 payment structure on a total fee of $[your number], a project timeline of [X] weeks, and a closing paragraph about ongoing maintenance. Tone: professional, direct, warm. This is a proposal from a solo freelance WordPress developer, not an agency."

Edit the output for accuracy and voice before sending through Bonsai.
06

Call notes

Fill in during or immediately after the call. Saves automatically.

Prospect name & practice
Call date & decision-maker
Q1 — What is the main thing their site is not doing?
Q2 — How do new patients or donors find them now?
Q3 — Booking / contact form — working?
Q4 — Previous developer experience
Q5 — Success metric — what does winning look like?
Q6 — Timeline / deadline
Q7 — Decision-making structure
Overall assessment — buying signals, red flags, gut read
Proposed next step & deadline committed on the call
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