Online Optimisers · Soft Touch Moving · Pre-Call Questions
Pre-Call Questionnaire · John Craft

A few questions before
our call on Thursday.

John, thanks for making time. The answers below help us tailor the plan specifically to Soft Touch, so we spend the 45 minutes on your actual gaps rather than generic ground. Answer as much as you can by Wednesday evening. If a question does not apply, just write "skip". Nothing is a wrong answer.

What we already know

Your audit data, summarised.

Based on our audit of Soft Touch, here is the context we are walking in with. If anything below is wrong, flag it and we will correct before the call.

Business basics

Contact: John Craft

Website: softtouchmovingandstorage.com (WordPress, managed by Doug)

Locations: Indianapolis (primary) + Bloomington (secondary)

Target areas: Indy metro, Carmel, Fishers, Noblesville, Greenwood, Bloomington, Bedford, Martinsville, Plainfield, Avon, Westfield, Whitestown, Speedway, Broad Ripple

Ideal client: Higher-end homes needing packing + moving. Long-distance moves for max revenue.

Current performance

AI Visibility Score: 33/100 (Poor band)

ChatGPT citation rate: 5 of 20 queries (25%, mostly Bloomington)

Perplexity citation rate: 2 of 20 queries (10%)

Google AI Overview rate: 2 of 20 queries (10%)

Google ranked keywords: 134

Referring domains: 166 (strong foundation)

Schema types live: 4 of 9 needed

Moving-niche directories: 3 live of 35 priority

GBP snapshot

Rating: 4.9 stars (49 reviews - best rating in your set)

Photos: 85 (more than all 3 competitors combined)

Review gap risk: You Move Me has 837, Two Men has 652. Rating is ahead, volume is behind.

Section A

Your business today

A1
Roughly how many completed moves do you do in a typical month? And is that trending up, flat, or down year on year?
Helps us size the automations and the review-flow capacity correctly. We know Indiana moving season skews May-September.
Your answer here…
A2
What percent of your business today is local vs long-distance?
You have told us long-distance drives max revenue. This tells us where the content and citation push should weight.
Your answer here…
A3
Where do most of your leads actually come from today? Rough percentages if you can.
Google search, GBP Maps, referrals, Facebook, repeat customers, paid ads, directories. Whatever mix applies.
Your answer here…
A4
What is the single biggest thing stopping you from growing right now?
Options that come up often: lead volume, quote-to-book conversion, review velocity, capacity, AI visibility, price pushback, team bandwidth. Pick one or write your own.
Your answer here…
Section B

Your tech and processes

B1
What CRM or lead management system are you using today?
GHL, HubSpot, Pipedrive, a moving-specific tool like SmartMoving, a spreadsheet, or nothing formal. All fine answers.
Your answer here…
B2
How does a new enquiry reach you today, from submission to first reply? Walk us through the steps.
This shows us where the speed-to-lead gaps are. Someone fills your form. Then what happens? Who sees it? How fast?
Your answer here…
B3
When a customer finishes a move, how do you currently ask for a review? And how consistent is that process?
Manual, automated, sometimes, never. Honest answer here is fine. 49 reviews over 20+ years suggests there is a gap.
Your answer here…
B4
How is the softtouchmovingandstorage.com website managed right now? Doug the old dev, DIY, or sitting idle?
We need to know if we are collaborating with Doug, replacing the WordPress site entirely, or something in between. This affects timeline.
Your answer here…
B5
Do you have your DOT and MC numbers, insurance cert, and ICC licence documentation handy?
Tier 1 moving directories (moveBuddha, HireAHelper, Unpakt) require these before accepting your listing. If we can get them now, we ship faster.
Your answer here…
Section C

What matters most, right now

C1
If we could fix one thing before May peak season kicks off, what should it be?
AI visibility, review volume, website speed, GHL integration, chat on your website, better quote follow-up, new content, something else.
Your answer here…
C2
Which category of customer do you want more of? Where is the margin?
Higher-end local packers, long-distance full-service, senior relocations, commercial, storage monthly revenue. Helps us angle content.
Your answer here…
C3
Which competitors do you hate losing to most? And why do you think you lose to them?
Two Men and a Truck, Busy Bee, Move Indy, All My Sons, Better Way, Colt Moving, Leaders, or someone else. "Losing" might mean quote price, brand recognition, speed of reply, online visibility, whatever.
Your answer here…
C4
What are you already paying for that you think is not working?
Other agencies, lead providers, SaaS tools, directory subscriptions, ad spend that does not feel measurable.
Your answer here…
Section D

Specific to Soft Touch

D1
Bloomington vs Indianapolis - you have two GMBs and our data shows Bloomington is your stronger AI-search footprint. Is that reflected in where the actual revenue comes from, or is it backwards?
We want to align the content and citation push with where the money actually is.
Your answer here…
D2
Piano moves, art handling, hoisting, commercial, senior relocations. Which specialty services do you want to be known for in AI answers?
These become named service pages with HowTo schema. Each one opens a whole category of AI queries where you could own the citation outright.
Your answer here…
D3
What does a great month look like for you, financially?
This tells us what retainer tier lands inside your confidence margin, and what ROI bar we need to clear for you.
Your answer here…
D4
Are you open to us running the AI chatbot on your website, taking walkthrough bookings and deposits directly?
This is Tier 4. Big immediate lift but means we run the front door of your business. Want to gauge appetite now so we can show the option properly on the call.
Your answer here…
Section E

Your questions for us

Anything you want answered on the call. Nothing off limits. Pricing, timelines, how we measure, where it can go wrong, what other movers have done with us, how we handle your existing Doug relationship. Write anything here.

E1
Your questions, in your own words:
Write anything here. No formatting needed. Bullet points, rants, half-formed thoughts all fine.…
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Option 2
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Option 3
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Hit Cmd+P, print this page, fill it in with a pen, snap a photo, text it back.
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Online Optimisers

Prepared for Soft Touch Moving · John Craft · 2026-04-22 · Confidential