Business Details
Business details are the core facts about the client’s operation that feed directly into the build. Services offered, business hours, service areas, unique selling points, target audience, pricing structure. This is the raw material your builders use to configure every client-facing element of the system, from website copy to automation triggers to calendar availability.
Why This Matters
Build quality is directly proportional to the quality of business details you collect. If your builder does not know the client offers five services but only wants to promote three, the website highlights the wrong things. If they do not know the business closes at 3 PM on Fridays, the calendar books appointments that get no-showed. If they do not understand the client’s competitive advantage, the messaging sounds generic and forgettable.
Bad business details create rework. The builder makes assumptions, builds based on those assumptions, and then the client reviews the work and says “that is not right.” Now the builder is redoing work they already completed, the timeline extends, and the client’s confidence in your agency dips. Every hour of rework traces back to incomplete or inaccurate information at this stage.
Good business details also enable better automation design. When you know the client’s service categories, you can build smart routing in GHL Workflows that sends leads to the right person based on what they are inquiring about. When you know their hours, you can configure after-hours auto-responses through Conversation AI. The more you know about the business, the more intelligent the system you build.
How to Think About It
Business details fall into two categories: facts and preferences. Facts are objective and verifiable. The business is open Monday through Friday, 8 AM to 5 PM. They offer residential and commercial HVAC. They serve a 30-mile radius around their shop. Preferences are subjective and require the client’s input. They want to emphasize their 24/7 emergency service. They prefer a professional tone over a casual one. They do not want to display pricing on the website.
Collect facts first because they are straightforward and rarely require follow-up. Preferences take more thought from the client and benefit from examples or multiple-choice options on the Onboarding Form. Do not ask the client to write a paragraph about their brand voice. Give them three options and let them pick the closest fit.
Think about business details as configuration inputs, not creative briefs. Your builder needs to know what services to list, what hours to display, and what areas to target. They do not need a brand manifesto. Keep the information practical and actionable. If a piece of information does not directly influence a build decision, you probably do not need it at this stage.
Also recognize that business details change. The client might add a new service in three months or expand their service area. Build the system in a way that accommodates updates without requiring a full rebuild. That flexibility starts with understanding the business well enough to anticipate where changes are likely.
Common Mistakes
Accepting vague answers. “We do home services” is not a service list. “We serve the local area” is not a service area. When business details are vague, builders either guess or delay the build to get clarification. Push for specifics during the form design and follow up on vague responses immediately through Clarification Contact.
Not verifying details against the client’s existing presence. Cross-reference what the client provides against their current website, Google Business Profile, and social media. Discrepancies are common. The client says they are open until 6 PM, but their Google listing says 5 PM. Catching these inconsistencies early prevents downstream confusion.
Collecting information the builder cannot act on. Asking about the client’s five-year growth plan is interesting, but it does not influence the initial build. Keep business details focused on what your team needs right now, for this build. Strategic information can be collected later during ongoing account management.
Treating all details as equally important. Service list, hours, and contact information are critical. The client’s favorite color is not. Prioritize the information that directly impacts the build and treat everything else as nice-to-have. Your builder should never be blocked waiting for a preferred font choice.
Tools Involved
Business details come primarily through the Onboarding Form, which should be built using GHL Forms or Surveys. The data lands in the client’s contact record and custom fields within GHL, making it accessible to anyone on the build team. Additional context from the quick start call is captured in Build Nuances. For agencies using GHL Custom Values, business details can be stored as location-level custom values that auto-populate across templates and workflows.
Where This Fits
Business details sit in the Information Gathering phase at sequence position 17. They depend directly on the Onboarding Form being returned, since that is where most business details are collected. Business details feed into every element of the build phase: website content, automation logic, calendar configuration, and pipeline structure. If specific details are unclear or missing, the Clarification Contact element provides a structured way to get answers without scheduling another full call.
Common Questions
What if the client provides information that contradicts what they said during the sales call? Go with what the form says unless the contradiction is significant enough to warrant a quick clarification. People refine their thinking between conversations. If the sales call notes say 4 services and the form says 6, use 6. If the sales call says residential only and the form says commercial, that is worth a quick Clarification Contact.
How detailed should the service list be? Detailed enough to build navigation, create landing pages, and configure lead routing. “HVAC” is not enough. “Residential AC Repair, Commercial HVAC Installation, Duct Cleaning, Furnace Maintenance” is actionable. The builder needs to know how the client thinks about their services, not just the industry they are in.
Should I research the client’s business myself instead of relying on the form? Do both. Use the form as the primary source since it reflects how the client wants to be positioned. But cross-reference against their Google Business Profile, existing website, and any competitor research. This helps you catch gaps the client might not think to mention and brings informed suggestions to the build.