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Turn one service interview into a page outline

Print ten questions before typing anything. Then record short answers, mark what was not asked or has no agreed answer, and keep a deterministic outline plus a to-do list.

Open the printable sheet Use the browser recorder

Not the owner? If you asked a client for content and got nothing back, send them this. You can reuse the same ten-question sheet on the next project too.

No account, no email, and no AI. After the page loads, the recorder makes no network calls. It structures source material; it does not write marketing copy.

The core artifact

Print this before the interview

Ask the questions in order about one service. Write what the person actually says. Keep customer details, credentials, private links, login information, and employee names off the sheet.

RP Marketing Group · Browser-only worksheet

This sheet is blank on purpose. Nothing written on paper comes back to me.

Service
Interview led by
Date

One service, ten questions, one sitting. Record their words, not a polished version.

  1. What do people ask you first, before anything else?

    Section: Opening / above the fold · Ask: Whoever picks up the phone first.

    Useful answer: Capture the actual first sentence, not just the topic.

  2. What do they think this involves that it doesn't?

    Section: What this actually is · Ask: The estimator or whoever does the site visit.

    Useful answer: Name one wrong idea you correct often, then record the correction.

  3. Walk me through what actually happens, from the call to the end.

    Section: Process · Ask: The crew lead, then the scheduler.

    Useful answer: Record the steps in order, including the waits and handoffs.

  4. What do you need from them before you can even quote it?

    Section: What we need from you · Ask: The estimator.

    Useful answer: List the things that stall a quote: photos, measurements, access, or a decision.

  5. How long does it take, and what makes it take longer?

    Section: Timeline · Ask: The scheduler for the wait; the crew lead for the work.

    Useful answer: Get a range and the conditions that move it.

  6. What makes the price move?

    Section: Cost factors · Ask: Whoever prices the work.

    Useful answer: Record the factors, not private figures or customer examples.

  7. What goes wrong most often, and what do you do about it?

    Section: What can go wrong · Ask: The crew lead and whoever takes complaint calls.

    Useful answer: Record the situation and the routine used to handle it.

    Describe the situation, not the customer.

  8. What do people need to do or move before you arrive?

    Section: How to prepare · Ask: The crew lead.

    Useful answer: Keep it physical, specific, and doable the night before.

  9. Who actually shows up, and what will they be driving?

    Section: Who shows up · Ask: The scheduler or crew lead.

    Useful answer: Record roles, crew size, vehicle, clothing, and whether anyone calls first.

    Use roles, never employee names.

  10. What job do you turn down, and who should they call instead?

    Section: Fit / who this isn't for · Ask: The owner.

    Useful answer: Record the job you say no to. If you never say no, name what you're worst at.

    Name the kind of company, not a customer you turned away.

Ask questions 3, 5 and 7 of a second person too. If the two answers differ, record both—that disagreement is something to resolve before anything is published, and it is usually worth more than the page.

If somebody other than the interview lead answered a question, write their role beside it.

raymondporrello.com/tools/service-page-questions

Browser-only interview tool

Record the answers. Keep the gaps honest.

One service, ten questions, and a section outline. This structures what people in the business actually say; it never writes page copy.

Prefer paper?

The blank sheet is ready now. No setup or answers required.

What happens to what you type

Nothing you type here leaves your browser.

There is no account, email gate, API call, or copy on my end. Do not enter customer details, credentials, private URLs, login information, or employee names.

Your draft uses sessionStorage in this tab. It survives reloads and may reappear if your browser restores the tab or browser session. Browsers normally remove it when a tab is permanently closed, but session restore can preserve it.

Set the interview context

One service, and a role—not a name

Interview details

You can leave any interview detail blank. The outline will say “Not recorded.”

How to use it

The interview does the work. The browser keeps it organized.

  1. 01

    Pick one service, not five

    Start with the service you most want more of—or the one your estimator is tired of explaining on the phone. If those are different, choose the one creating the most repeated questions. Finish that interview before starting another.

  2. 02

    Record short source notes

    Keep the answer close to their words. Mark “not asked yet” or “no agreed answer” when either is true. Do not fill a blank by guessing.

  3. 03

    Hand off the outline and gaps

    The export sorts the notes into ten page sections and names who should answer each open question. A person still has to verify facts and write the page.

The four tool-local states

These describe page material—not whether a business passed or failed.

Have material
There is enough source material to write this section from. Somebody in the business supplied a specific answer and the condition that changes it.
Thin
A length rule put a short answer here. Read it and decide for yourself. What is usually missing is the condition: the thing that makes the answer change. If yours already names it, it is fine as it is.
Not asked yet
Nobody has answered this one yet. This is a named to-do, not a finding about the business.
No agreed answer
The question was asked, but the business does not have one settled answer. Resolve the disagreement before it goes on a page; the conversation is the deliverable.

Have material and Thin are decided by one mechanical rule: how much you wrote, after collapsing spaces. The tool cannot read your sentence, so a short answer that already names the condition is fine as it is. Nothing here is a score.

The other two states are the ones people mix up. Not asked yet is a to-do with a name on it. No agreed answer is a finding about the business, and only you can say it—the tool never turns a blank into a disagreement.

Getting someone to actually sit down for it

Don't book a meeting
Nobody in a service business has an hour for a content workshop. Ride along, or call when they're parked between jobs, and work down the sheet.
Ask the question, then stop talking
The first sentence is the summary. The second one—the one that arrives after an awkward pause—is usually the part that belongs on the page.
Write what they said
Not a tidied version. “The pipe breaks on the way up” is a paragraph. “We prioritise quality workmanship” is not, and it is what happens when you smooth their words out.
Ask a second person questions 3, 5 and 7
Process, timeline, and what-goes-wrong are where a business most often finds it does not agree with itself. Ask those three again of somebody else and compare. If the two answers differ, that is the most valuable thing this will produce, and it matters more than the page does.
Ten is not a requirement
Four answered honestly and six marked not-asked is a real, useful artifact. Mark what you skipped rather than filling it in from your own head—an invented answer is worse than a blank, because the blank has a name attached to it.

The question owners want to cut

Question 10 asks what work you turn down and who those callers should ring instead. It is the one owners want off the sheet, because it reads like turning away business.

It is doing the opposite. Someone whose job you cannot do is going to find that out—either on your page in ten seconds, or on the phone with your estimator on a Tuesday afternoon after a site visit. A page that says who it isn't for is also the only part of a service page a competitor can't copy without lying. Keep it on the sheet. If the honest answer is “we take everything,” the useful version is what you're worst at.

Complete fictional example

What a finished outline looks like

Alderline Garage Doors is invented. The service, the role, the date and every answer below are example material—not a client, a claim, or a recommendation. The states, the gaps and the follow-ups are not written by hand either: this interview is run through the same code the recorder above uses, so what you see is what the tool produces.

Garage door replacement interview mapped to all ten page sections
Page sectionStateSource materialRecorded
1. Opening / above the fold Have materialThey ask what it costs, every time. The second question is whether we can get it working today, because the car is stuck inside and they have somewhere to be.
2. What this actually is Have materialMost people assume the whole system has to go — track, opener, springs. Nine times out of ten the track and the opener stay, and it is the door sections and the springs that get replaced.
3. Process Have materialWe measure the opening on site and send the quote the same day. Then we order the door and wait on the manufacturer. When it lands we schedule one crew for one day: old door out, new door and springs in, opener re-set, old door hauled away.
4. What we need from you ThinPhotos of the opening and the springs help.
5. Timeline Have materialThe install itself is four to six hours. The wait is the door: two to three weeks for something we stock, six or more for a custom colour or an odd size, and longer again if the opening is out of square and needs framing first.
6. Cost factors Have materialInsulation, window sections, steel gauge, custom colour, and the width of the opening. Replacing the opener at the same time moves it again, and an opening that needs new framing moves it most.
7. What can go wrong No agreed answerThe estimator says a door ordered to the wrong size is reordered at our cost. The crew lead says it depends who measured it. Same question, two answers.
8. How to prepare Have materialMove both cars out the night before, clear a path from the driveway to the door, and take anything breakable off the shelves along that wall — the whole opening shakes when the old door comes down.
9. Who shows up ThinTwo installers in a white truck.
10. Fit / who this isn't for Not asked yetNothing recorded

The gap list that outline produces

Six sections have material. Four do not, and the tool says exactly what is open, who to ask, and why the section earns its place. Nothing is scored and nothing is ranked—the list stays in question order.

What we need from you — Thin
A length rule put a short answer here. If it already names the condition that changes the answer, it is done; if not, that condition is what is missing. Ask: The estimator. Follow-up: “What makes a quote take three days instead of one?”
What can go wrong — No agreed answer
The business does not have one agreed answer. Resolve that before publishing it. Ask: The people who answered differently, together.
Who shows up — Thin
A length rule put a short answer here. If it already names the condition that changes the answer, it is done; if not, that condition is what is missing. Ask: The scheduler or crew lead. Follow-up: “What will they drive, wear, and do before they arrive?”
Fit / who this isn't for — Not asked yet
Nobody has answered this one yet. It is a to-do, not a business finding. Ask: The owner.

Question 7 is the one worth the whole exercise. Two people in the same business answered it differently, so nobody can write that paragraph yet. That is a finding about the business, not a failure of the interview—and it is a conversation the owner needed to have whether or not a page ever gets written.

After the interview

What to do with the outline

  1. 01

    Send the whole thing to whoever writes the page

    Answers in the business's own words beat a request for “content” every time. The export keeps the interview lead and date at the top, preserves the notes as entered, and leaves unanswered sections visibly open.

  2. 02

    Treat the gap list as the agenda, not homework

    Each open item names a role and a question. Most get closed in one more conversation. A “no agreed answer” gets closed by putting both people in the same room first.

  3. 03

    Then do the next service

    The second interview is faster, because the person answering already knows the shape of the questions. Export the first one, clear the draft, and start again.

The honest boundary

What this tool does not do

  1. This does not write your service page. It structures source material.
  2. This does not promise traffic, rankings, inquiries, sales, or revenue.
  3. This does not know whether an answer is true, current, or agreed across the business.
  4. This is not keyword research and does not say what people search for.
  5. Blank means not asked yet. The tool never turns silence into “no agreed answer.”
  6. A disagreement is a finding to resolve, not marketing copy.
  7. Have material and Thin come from a length rule, not a judgement about what you wrote.