Check-In Questions
Check-In Questions are the specific questions you ask during the 15-Day Touchpoint and 30-Day Touchpoint. They are simple, open-ended, and genuinely curious: “How is everything going? Any questions? Need time with me or the team?” The goal is not to interrogate or qualify. The goal is to create space for the client to share whatever is on their mind. What they choose to share, and what they do not, tells you everything you need to know about the health of the relationship.
Why This Matters
The questions you ask determine the quality of information you receive. Closed questions like “Is everything working okay?” invite a “yes” and end the conversation. Open questions like “How is everything going?” invite the client to reflect and share. The difference between those two phrasings is the difference between surface-level pleasantries and actual insight into the client experience.
Most clients will not volunteer frustrations, concerns, or needs unless you create the space for them. They are busy running their business. A minor frustration with the calendar booking flow is not worth composing an email about, but when you ask “Any questions?” directly, it becomes easy to mention. “Actually, yeah, I have been wondering how to change the confirmation message.” That small exchange resolves a friction point that would have quietly eroded the client’s experience for months.
Check-In Questions also signal that you care about the client’s experience beyond the initial sale. When a client hears “Need time with me or the team?” they understand that your agency is invested in their success and willing to allocate real attention to help them. That signal is a retention lever. Clients stay with agencies that make them feel valued. They leave agencies that disappear after the onboarding call.
How to Think About It
Check-In Questions are conversational openers, not scripts. The three core questions, “How is everything going? Any questions? Need time with me or the team?”, are starting points that create permission for the client to share. Where the conversation goes from there depends entirely on what the client says, and that is the point. You are following their lead, not driving them through a funnel.
The first question, “How is everything going?” is broad and personal. It lets the client respond about the system, about their business, or about anything else. Some clients will talk about the platform. Others will talk about how busy they have been. Both responses give you useful context.
The second question, “Any questions?” is specific and actionable. It signals that you expect there might be questions and that asking them is normal and welcome. This normalizes the experience of not knowing everything, which is important because many clients feel embarrassed about asking “basic” questions. Your job is to remove that friction.
The third question, “Need time with me or the team?” makes the offer tangible. It tells the client that you are not just checking a box. You are willing to schedule dedicated time if they need it. When they say yes, you send a Calendar Link and they book at their convenience.
Common Mistakes
Reading the questions like a script. If your check-in sounds like you are reading from a card, the client will respond with the same energy: flat, minimal, and unhelpful. Internalize the intent behind the questions and ask them in your own words, adapted to the client and the moment. This is the Fluid Process in action.
Asking and then not listening. Some agency owners ask “how is everything going?” and then immediately pivot to their own agenda before the client finishes responding. If you ask, wait. Let the client think. Let there be silence. The most valuable information often comes after the initial pause, not before it.
Only asking the first question and skipping the rest. “How is everything going?” by itself is a social pleasantry. Adding “Any questions?” makes it substantive. Adding “Need time with me or the team?” makes it actionable. All three together create a complete check-in. Dropping the second and third questions weakens the entire interaction.
Not following up on what the client shares. If the client says “actually, I have been confused about how the pipeline works,” and you respond with “great, the support team can help with that” without any follow-up, you have wasted the touchpoint. Acknowledge the specific issue. Determine whether it needs a Support Ticket, a Loom Walkthrough, or a scheduled call. Then make sure it actually gets addressed.
Asking the same questions identically at every touchpoint. At the 15-Day Touchpoint, these questions are fresh and discovery-oriented. By the 30-Day Touchpoint, they should evolve based on what you already know about the client. Reference previous conversations. Ask about specific features. The questions mature as the relationship matures.
Tools Involved
Check-In Questions are delivered through SMS via GHL’s Conversations feature or spoken during phone calls. They are used during the 15-Day Touchpoint and 30-Day Touchpoint. Responses may trigger follow-up actions like a Calendar Link for booking, a Support Ticket for unresolved issues, or deeper Strategic Questioning when the client shares something that warrants exploration.
Where This Fits
Check-In Questions sit at sequence position 28 in the Post-Launch and Growth category. They depend on the 15-Day Touchpoint because that is when they are first used. They activate alongside the Calendar Link, which provides a booking mechanism when the client wants more time. As touchpoints progress, the questions naturally evolve into Strategic Questioning at the 30-day mark and beyond.
Common Questions
Are these the only questions I should ask? These three are the core framework. You will naturally add context-specific questions based on the client’s setup, their industry, and what they shared in previous conversations. The three core questions ensure you never have an empty, purposeless check-in.
What if the client gives a one-word answer? “Good.” is a valid response. Do not push for more. Acknowledge it, let them know you are available if anything comes up, and move on. Some clients are reserved communicators. Forcing a conversation when they do not want one is counterproductive.
Should I ask these questions over text or on a call? Start with SMS. If the client engages and starts sharing detailed feedback, offer to jump on a quick call or send a Calendar Link. Let the client’s response determine the channel, not the other way around.