SEO Discovery Call Master Questionnaire [Questions & Its Importance]

Before you ever start an SEO project, the most critical step is understanding the client their business model, goals, systems, and constraints. A discovery call is not just a formality; it’s where alignment begins.

If you skip asking the right questions, your strategy will rest on assumptions instead of facts. You need to know how they operate, what tools they use, what their sales process looks like, and what success means to them.

These SEO discovery questions are non-negotiable. Without them, you’ll never achieve true alignment between your strategy, your team, and the client’s desired outcomes.

Below are the in-depth questions divided into eleven parts.

1. Company Overview

• What does your company do in one line? - Helps us understand your core value proposition.

• When was it founded, and how has it evolved since? – Gives context to your growth and maturity stage.

• What are your main products or services? – Clarifies what exactly we’ll be marketing.

• Who are your typical customers (industry, size, geography)? – Defines target audience and potential segmentation.

• What markets or regions are you currently targeting? – Ensures alignment between your business geography and our marketing reach.

• Are there any new markets or segments you plan to enter? – Helps plan expansion-oriented campaigns or SEO geotargeting.

• What are your key strengths and differentiators compared to competitors? – Useful for positioning and content messaging.

• What are your biggest challenges right now? – Identifies problem areas we can help solve through marketing.

• What opportunities do you see in your industry over the next 12 months? – Helps us align marketing priorities with upcoming trends.

• Who are your direct competitors? – Let's us benchmark against similar players.

• Who are your indirect or alternative competitors? – Expands understanding of potential competition for customer attention.
  

2. Business & Growth Goals

• What are your primary business goals for the next 12 months? – Ensures our KPIs align with your larger objectives.

• Do you have specific KPIs or targets? – Defines measurable outcomes for the engagement.

• What percentage of your sales come from digital vs offline? – Helps gauge the importance of digital channels in your revenue mix.

• How do you currently generate leads or revenue? – Reveals existing acquisition channels and dependencies.

• What does success look like for you from this engagement? – Aligns expectations for performance and reporting.

• What is your customer lifetime value (LTV)? – Important for understanding profitability and CAC tolerance.

• What is your average deal size or ticket value? – Determines the appropriate lead generation strategy and cost benchmarks.

• What’s your customer acquisition cost (CAC), if known? – Helps evaluate ROI potential from campaigns.

  
  

3. Marketing History & Current Status

• Have you done SEO, paid ads, or other digital marketing before? – Gives us a baseline of prior efforts and experience.

• What channels have worked best for you so far? – Identifies what’s worth doubling down on.

• What didn’t work and why? – Prevents repetition of past mistakes.

• Do you have any data on traffic, leads, or conversion rates? – Allows benchmarking of current performance.

• What tools or analytics platforms are currently being used (GA4, GSC, HubSpot, etc.)? – Determines integration needs and data readiness.

• Are you tracking conversions properly (forms, calls, chat, etc.)? – Helps us verify if attribution is accurate.

• How do you currently measure marketing performance? – Reveals if reporting is qualitative or data-driven.

• Do you have landing pages or specific funnels for campaigns? – Helps us understand conversion infrastructure.

• Who manages your website (internal or agency)? – Clarifies who will implement technical recommendations.

• Is your website built on WordPress, Wix, Shopify, or another CMS? – Determines compatibility with our tools and processes.

• When was your website last redesigned or updated? – Indicates if there could be UX or technical limitations.

4. CRM, Sales & Lead Flow

• What CRM do you use (Zoho, HubSpot, Salesforce, etc.)? – Tells us how leads are being managed and tracked.

• How are leads captured and stored? – Ensures no leads are lost in the funnel.

• Do you have lead scoring or qualification in place? – Helps us gauge sales-readiness and automation maturity.

• What’s your average response time to new leads? – Impacts conversion rate and campaign ROI.

• Who handles inbound leads — an internal team or agency? – Clarifies responsibility for follow-up and nurturing.

• How many leads do you get monthly (inbound + outbound)? – Provides volume context for funnel design.

• How many convert into qualified opportunities or clients? – Reveals quality of current leads.

• Is there a follow-up automation or manual outreach process? – Determines if marketing automation can be improved.

• Do you run outbound campaigns (email, LinkedIn, calling)? – Helps us align inbound and outbound efforts.

• Is there any integration between your website forms and CRM? – Ensures seamless data flow and attribution accuracy.

5. Team & Internal Capability

• How many people are on your marketing team? – Determines internal bandwidth for execution and collaboration.

• Who owns marketing decisions internally? – Clarifies who the final decision-maker is.

• Does your team have any prior experience with SEO or paid ads? – Helps set the right level of detail and education needed.

• Who handles content creation (internal writers or outsourced)? – Impacts timelines, quality, and tone consistency.

• Who handles creatives and design work? – Identifies whether we need to support visual production.

• How closely do sales and marketing teams work together? – Reveals potential alignment or friction between functions.

• What approval or communication process do you follow internally? – Helps us plan project management and reporting cadence.

• How fast is your team in approving creatives or campaigns? – Affects turnaround time and go-live schedules.

6. Budgets & Resources

• Do you have an allocated marketing budget for this year or quarter? – Defines feasibility of proposed strategies.

• How much is currently spent on SEO, paid ads, or content? – Helps us benchmark your spend vs market averages.

• Are you open to performance-linked or retainer models? – Determines preferred engagement structure.

• How flexible is your budget depending on results? – Indicates how growth-oriented or risk-averse you are.

• Are there seasonal or campaign-specific spends (e.g., festival, launch, etc.)? – Helps with campaign planning and phasing.

7. SEO & Content Specific

• What are your main keywords or search themes currently? – Establishes starting point for keyword gap analysis.

• Do you have keyword lists or past reports we can review? – Avoids duplication and informs strategy refinement.

• How many blogs or landing pages do you have? – Helps estimate content volume and structure.

• Do you publish content regularly? – Indicates consistency and freshness of your content efforts.

• Do you have a content approval or publishing process? – Determines potential delays or blockers.

• Have you built backlinks before? If yes, what kind? – Clarifies link profile quality and off-page readiness.

• Are there technical issues we should know (page speed, indexing, schema, etc.)? – Identifies SEO foundation health.

• Have you done any local SEO or international SEO work? – Helps tailor targeting and language strategy.

• Which geographies or languages matter most for you? – Guides localization and keyword mapping.

8. Paid Media for SEO Discovery Call Questions

If you get access to the client’s Google Ads account, you don’t need to ask these SEO discovery call questions in depth; you can directly review search terms, ad history, conversion tracking, and cross-network attribution. But if access isn’t available, ask the following to understand their paid ecosystem.

• Are you currently running Google, LinkedIn, or Meta ads? – Helps assess whether paid campaigns are active and relevant to SEO support.

• How long have you been running ads? – Indicates maturity of campaign data and optimization history.

• What platforms have given you the best ROI so far? – Shows which channels are worth prioritizing for synergy with SEO.

• What’s your average CPC, CPA, and conversion rate? – Offers a quick view of cost efficiency and funnel health.

• Do you have proper conversion tracking and GTM tags in place? – Ensures accurate attribution and integration with SEO insights.

• What’s your monthly ad budget? – Helps gauge the scale and potential overlap between SEO and paid efforts.

9. Customer & Market Understanding

• Who is your ideal customer profile (ICP)? – Helps us design campaigns that attract the right audience.

• What roles or decision-makers are you targeting? – Informs ad and content personalization.

• What is their typical buying journey (awareness → research → validation → purchase)? – Helps us align content to funnel stages.

• How long is the average sales cycle? – Determines campaign pacing and remarketing window.

• What objections do customers usually raise? – Guides messaging to address resistance points.

• Where do customers typically discover your brand (search, referral, ads, etc.)? – Helps map channels that drive discovery.

10. SWOT & Future Planning

• What are your company’s key strengths? – Identifies assets we can leverage in marketing.

• What weaknesses or bottlenecks do you want to fix? – Helps prioritize operational or perception challenges.

• What external opportunities do you see? – Guides campaign themes and expansion ideas.

• What threats or challenges could slow you down? – Helps us plan risk-mitigation strategies.

• Are there new products, launches, or initiatives planned? – Allows proactive marketing preparation.

11. Next Steps & Collaboration Readiness

• What timeline are you expecting for implementation? – Ensures delivery aligns with your internal plans.

• Who will be the primary point of contact? – Avoids confusion during execution.

• What communication tools do you prefer (WhatsApp, Slack, email)? – Helps set up smooth coordination.

• How frequently do you expect updates or reports? – Aligns expectations on reporting rhythm.

• Are there any internal stakeholders we should align with? – Ensures all decision-makers are informed early.

• What would make this partnership successful in your eyes? – Defines the qualitative success metric beyond numbers.