The Call — Phase by Phase

Walk through each phase of the session in order. Each phase has a script, action steps, and pitfalls to avoid.

Opening

First 2–5 minutes

Set the tone, confirm what you already know, and make sure the customer understands what's about to happen. A strong opening prevents confusion for the rest of the call.

What to do

1
Greet the customer, introduce yourself and your role as their Project Lead, and validate them into CRM before anything else.
2
Let them know the session is 1 hour duration.
3
Tell them what the session will accomplish, the goal of the sessions, and what happens after the sessions are complete.
4
Confirm your understanding of their business in one or two sentences — don't re-read the brief back to them or ask them to re-explain what sales already captured.
5
Check any flagged open items from the brief (domain status, logo, photos, decision-maker present).
6
Let them know a draft already exists and that it's a starting point — not a finished product.

Sample script

"We're going to spend [1 hour / 2 sessions] together. My goal is to get your site live. I've already built a draft based on what [sales] captured, so we'll be reacting and refining — not starting from scratch. Your job is to tell me what's right, what's off, and what's missing. By the end of our time together our goal is to have a solid site ready for launch and set you up for success moving forward."

Common pitfalls

Re-intake: Don't ask the customer to re-explain their business, goals, or services if they're already in the brief. It signals you didn't prepare and wastes time.

Skipping expectations: If you jump straight into the build without framing the session, customers get anxious, confused, or start making requests that derail the flow.

Not asking about assets early: If you didn't send a pre-call email, ask about logo and photos in the first few minutes — not mid-session when you need them. Knowing early lets you plan around any gaps.

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