Walk through your complete customer journey and explain your process from first contact to project completion. This becomes your "how we work" content that removes mystery and builds trust.
People fear the unknown. Uncertainty prevents action. When you explain exactly what happens when they work with you—timeline, steps, what to expect, what surprises them—you remove buying friction. Process transparency builds trust.
Don't give me sanitized marketing speak. Tell me what actually happens. What questions do clients ask at each stage? What do they worry about? What surprises them? What should they do to prepare? Real process insight, not brochure copy.
These answers become your process page, onboarding emails, FAQ content, and "what to expect" videos. This is how you turn confused prospects into confident buyers.
Fill out the GHL form. Process documentation becomes content that answers questions before prospects even ask them.
Yes, we'll refine this together. I'll help you communicate process in ways that build confidence instead of creating more questions. But document your actual process first.
Your website probably says "contact us" without explaining what happens next. This content removes that mystery and makes buying easy.
I know how to present process in compelling ways. But you need to document what actually happens. Walk through your last three clients—what was the journey from inquiry to completion?
What we're looking for: Complete journey map. Every stage, every handoff, every decision point. Be thorough.
Why it matters: This becomes your process documentation and removes buyer uncertainty about "what happens if I hire them?"
Contractor example: "You call or submit contact form. Within 2 hours, you get confirmation and schedule link for free consultation. Day of consultation: I visit your home, we walk through space, you share vision, I take measurements and photos, we discuss ballpark budget. Within 48 hours: You receive detailed proposal with 3D renderings, full scope of work, fixed price, and timeline. You review, we schedule follow-up call for questions. You sign contract and pay 50% deposit. We schedule project start date (usually 3-6 weeks out based on calendar). Week before start: Pre-construction meeting—review timeline, access requirements, communication plan. Demo starts (Day 1-3), rough-in (Day 4-8), inspections (as needed), installations (Day 9-14), final finishes (Day 15-18), final walkthrough and payment. You get weekly video updates throughout. Project closeout meeting: Final details, warranty review, referral request."
Accountant example: "You schedule discovery call. On call: We understand your business, current state of books, pain points, goals. We present three service options (tax-only, bookkeeping + tax, full outsourced CFO). You choose fit. Within 24 hours: Custom proposal with scope, pricing, timeline. You sign service agreement and complete onboarding form. We request access: bank accounts, credit cards, prior year returns, current books. Week 1: Cleanup phase—reconcile accounts, categorize transactions, identify gaps. Week 2-3: Buildout phase—monthly close process, financial dashboard setup, systems integration. Week 4: First monthly package delivered—dashboard, P&L, balance sheet, cash flow analysis. Monthly ongoing: Books closed by 5th business day, monthly dashboard emailed, quarterly strategy calls, annual tax planning meeting in Q4, tax return filed by deadline."
What we're looking for: The unexpected positive. What do clients not expect that delights them?
Why it matters: Positive surprises become differentiators. If clients consistently say "I didn't expect X," that becomes selling point.
Contractor examples:"Weekly video updates—most contractors never update clients unless asked. We film 60-second walkthroughs every Friday.""We finish when we say we will—most people expect delays. We buffer our timeline so we deliver early 40% of the time, on time 55% of the time.""How clean we keep the job site—people expect construction chaos. We vacuum and clean up daily, not just at the end."
Accountant examples:"Real-time Slack access—most accountants take 48 hours to respond to emails. We answer questions same-day, often within hours.""Proactive tax planning—people expect accountants to be reactive historians. We schedule Q3/Q4 planning meetings before it's too late.""How much time we save them—business owners expect to still spend 5-6 hours monthly on books. They're shocked when they literally never touch QuickBooks again."
What we're looking for: Expectation vs reality. What misconceptions do people have? How is reality different?
Why it matters: Managing expectations prevents disappointment and builds trust. Address gaps between perception and reality upfront.
Contractor example: "People expect remodeling to be total chaos—dust everywhere, can't use their kitchen for months, contractors leaving tools scattered around. Reality: We create dust barriers, run HEPA filtration, clean daily, keep work zones contained. For kitchen remodels, we set up temporary kitchen in garage or dining room. Most families continue living relatively normally throughout project."
Accountant example: "People expect bookkeeping to be hands-off—just give accountant bank logins and magic happens. Reality: Month one requires significant client input—explaining unusual transactions, providing missing documentation, clarifying business rules. By month three, it's 95% automated. But that first month is collaborative cleanup, not passive handoff."
What we're looking for: The FAQ nobody published. What do all clients ask? Answer it now.
Why it matters: Recurring questions become FAQ content. Answer them proactively and you save time while building trust.
Contractor examples:"Can we still live in the house during renovation? (Usually yes with proper planning)What if we want to change something mid-project? (Depends on stage—design phase is easy, mid-construction is expensive)Do we pick materials or do you? (You pick from curated options we present—guided choice)What happens if something unexpected comes up? (We document with photos, explain options, you approve before proceeding)How do we know it's done right? (Inspections at key stages, plus our internal QA checklist)"
Accountant examples:"Can you guarantee I won't get audited? (No one can, but clean books reduce risk dramatically)What if I made personal purchases on business card? (We'll categorize correctly—happens all the time)Do I need to save every receipt? (Bank statements cover most, but yes for cash transactions and certain deductions)What's the difference between bookkeeping and tax prep? (Bookkeeping is ongoing monthly maintenance, tax prep is annual filing based on those books)How much time will this take from me? (Heavy first month for cleanup, then 15-30 minutes monthly for questions/approval)"
What we're looking for: The "I wish someone had told me" insights. What do clients say after the fact?
Why it matters: These become your pre-engagement educational content. Help future clients avoid surprises past clients experienced.
Contractor examples:"How disruptive it would actually be (or not be)—they worried more than necessary""That material selections take longer than expected—they wished they'd started earlier""How much project photography matters for resale—they wished they'd documented more""That permit process takes 2-3 weeks—they wished they'd factored that into timeline expectations"
Accountant examples:"How messy their books actually were—they thought it was 'pretty good,' reality was 18 months of cleanup""That switching mid-year is fine—they waited until January thinking they had to, but mid-year transitions work great""How much money they were leaving on table—they wish they'd done this three years earlier""That cleanup would be heavy first month—they wish they'd blocked time for document gathering"
What we're looking for: Realistic timeline expectations with variables that impact duration.
Why it matters: Timeline uncertainty creates anxiety. Clear expectations with variables explained builds confidence.
Contractor example: "Typical master bathroom: 3-4 weeks from demo to completion. Variables: Permit approval (2-3 weeks before we start), material lead times (tile and fixtures can be 6-8 weeks if custom), hidden issues discovered during demo (happens in 30% of projects), weather delays for exterior work, inspection scheduling (usually 24-48 hours but can be longer). Total timeline from contract signing to completion: Usually 8-12 weeks including pre-construction phase."
Accountant example: "Outsourced bookkeeping setup: 4-6 weeks from signing to first monthly package. Variables: How messy books are currently (6 months behind vs 18 months behind), how quickly client provides access and documentation, whether we're doing payroll setup concurrently, tax planning season (Q4 is slower because of tax planning load). After setup, ongoing monthly packages deliver by 5th business day of each month."
What we're looking for: Pre-engagement preparation checklist. What makes projects go smoother? What should clients do before you start?
Why it matters: Prepared clients are better clients. Help them prepare and you'll have better projects.
Contractor example: "Start a project inspiration folder—screenshots, Pinterest boards, magazine tears. Get clear on must-haves vs nice-to-haves. If married, have the budget conversation before consultation—we need aligned expectations. Clear out the space we're working on—easier to assess when we can actually see it. Take 'before' photos yourself—you'll want them later. If you're getting financing, get pre-approved before we meet—saves time if budget needs adjustment. Make list of current pain points—what specifically doesn't work about current space."
Accountant example: "Gather prior year tax returns, current QuickBooks file (or bank statements if no books), business formation docs (EIN letter, Articles of Organization), list of all financial accounts (banks, credit cards, loans, investments), current payroll provider info if applicable. Document major questions or concerns about current financial setup. If married, include spouse in discovery call if you file jointly. Block time in first month for cleanup phase—you'll need to answer questions about historical transactions. Set up accounting software access if we're not starting fresh—can take 3-5 days for bank verification."
Process transparency removes buying friction. When you explain exactly what happens, what to expect, and how to prepare, prospects become confident buyers. Don't hide your process—showcase it. Clarity builds trust.
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