Ask for the outcome. See what happens.

“Google Ads says zero conversions this month.” Usually from whoever is spending the budget.

“Links are going nowhere.” Or: “Some of our links are dead.”

“We're not getting the form notifications.” Or: “Our email to patients is going to spam.”

“The testimonials section is empty.” Or: “Our star rating disappeared from Google.”

A complaint, a demand letter, or a patient saying they could not book on the site.

“This page isn't right.” No symptom named, or one too vague to act on.

“Traffic dropped off a cliff last month.” Or: “These conversion numbers can't be right.” Or: “Is Hotjar or Clarity installed, and is either loading twice?”

“The gallery photos aren't showing.” Or: “Half the before-and-after cases look wrong.”

“The reviews widget vanished.” Same check for a booking iframe, chat bubble, or map.

“The site is down.” The first thing to run, before guessing at a cause.

Injected content confirmed, a host suspension, or a browser warning on the client's domain.

“There's spam text on the page.” The detection step — see `site-got-hacked` for the response.

“We stopped getting leads.” Or: “The contact form isn't working.”

“We were number three for this and now we're on page two.”

“It broke.” Or, on a new machine: “How do I get this working?”

“We've hired a new coordinator — can she get an email address?” Or, after someone leaves: “Close her mailbox.”

“Can you install [plugin] for us?” Or: “Something broke after the last update.”

The monthly sweep across the whole portfolio — nobody reported anything, which is the point.

“Is it safe to update?” Asked before running WordPress core, plugin or theme updates.

“Give our new marketing person access.” Or, after somebody leaves: “Remove their access.”

“I fixed it, but the live page hasn't changed.” Or an audit finding nobody can reproduce in a browser.

A new practice signs, and nobody here has ever looked at their site.

“What is this site running?” Asked before quoting, planning, or touching anything.

“Where is this hosted?” Or: “Did the client move hosting on us?”

“Take X off the site — every mention of it.” Or: “Replace X with Y everywhere.”

“Can you put the reviews widget on the site?” Same job for a booking tool, or website chat.

“We need a form on this page.” Or: “Add a field to the contact form.”

“Our ads agency needs their pixel on the site.” Or: “Take the old agency's pixel off.”

“Link this text to our booking page.” Or: “That link should go somewhere else now.”

“Are last year's specials still up?” The seasonal-copy sweep, not tied to any one ticket.

“I asked ChatGPT for a surgeon in our city and we weren't in the answer.”

“Can you update the wording on this page?” — with the new text supplied, or a description of it.

A finding is disputed, or a local fetch is blocked and the page cannot be read from here.

“Our hours changed.” Or: “We've moved — the address is wrong on Google.”

“Is our address consistent?” Or, from Google: a listing that disagrees with the site.

“Is this page good for search?” The default first check on any single URL.

“Please add these cases.” Usually with a folder of photos attached and nothing else.

“Can you put our new patient intake form up as a PDF?”

“This part of the page looks dated — can you rework it?”

“Can we get a popup for the current offer?”

“Here's the promotion for this month — can you get it up?”

“Can you change this photo?” — a new headshot, a new hero, a replacement product shot.

“We don't offer this any more — take the page off.”

“Add this to the menu.” Or: “The menu is doing something odd on phones.”

“There's a spelling mistake on the about page.”

“This copy feels old.” Or: “When did we last touch this page?”

“Patients say they don't understand this page.”

“The strategist picked this page for the month — what actually needs to change on it?”

“We need a page for [a treatment, a location, a new service].”

“We want to rank for more procedures — where do we start?”

“Which 2–3 pages do we work on this month, and why those?”

“Write a better title for this.” Or: “Our click-through rate on this page is low.”

A sales conversation where showing beats telling.

A prospect who already granted GSC + GBP access asks for a free audit before any agreement.

“Audit this whole site.” A pre-handover sweep, or just: nobody has looked at this one in a while.

“We're running ads for [procedure] — we need a page to send the traffic to.”

A new practice, or a rebuild with no existing site to migrate from.

A rebuilt site is ready to replace the live one, and someone has to sign it off.

“Did the migration lose pages?” A single-question check, not the full pre-live gate.

A finished deliverable — a report, a deck, a proposal — is about to ship and nobody has read it end to end yet.

“Why are they above us on Google?”

“Is this ticket actually done?” The check between closing a ticket and trusting that it's clean.

End of the day, or end of the week, with a rough note of what got done.

A client-facing document is about to carry real numbers that will get quoted back to us — a prospect report, a QBR, a sales deck.

“Can you put all that into something I can send them?”

“Write this up somewhere the rest of us can find it.”

“Can you export all the enquiries from the last six months?”

“Get Analytics and Tag Manager on the new site.” Or: “Is Search Console even connected?”

A full crawl comes back with hundreds of findings and somebody has to decide what matters.

The first week of the month, for every client on a retainer.

Usually raised internally — a performance pass on a site nobody has complained about yet.

“We're opening a second office.” Or: “We've closed the [town] location.”

Start of the day. Work is spread across a support queue, a project board and a worklog.

“We've got two hundred pages and no idea which ones are doing anything.”