Five minutes of research before a call is worth more than five extra dials. When you mention their Google rating, their recent review, or the fact that their website doesn't work on mobile — you're not a stranger anymore. You're someone who paid attention.
What to look at
Google Business Profile
Hours, photos, recent reviews, owner responses. This is your primary source. A business with 200 reviews and a 4.8 rating is different from one with 12 reviews and a 3.5. Both are data you can use.
Their website
Is it modern? Mobile-friendly? Do they have online booking or ordering? A bad website is a conversation starter, not a judgment. "I noticed your site doesn't load great on mobile" is a useful observation, not a criticism.
Google reviews
Recent praise gives you a compliment opener. A recent complaint gives you an empathy opener. Both work. Read the last 5–10 reviews — you'll learn more in two minutes than most reps know about any prospect.
Yelp
Different reviewer pool. Sometimes catches things Google doesn't. Worth a quick check, especially for restaurants and service businesses.
How active are they? Last post 3 years ago is a very different conversation than last post yesterday. An active page means they care about their online presence. A dead page means they might need help with it.
Google Maps Street View
One location or chain? Busy street or tucked away? Strip mall or standalone? This context matters when you're framing your pitch.
What you're looking for
One specific thing you can mention in the first 10 seconds of the call. That's it. You don't need a dossier. You need a hook — something that proves you looked before you dialed.
Green flags and red flags
Worth your time: High rating with lots of recent reviews. Active social media. Clean, modern website. Multiple locations. Visible investment in the business. These businesses are growing and may be open to tools that help them grow more.
Might not be worth it: Permanently closed listing. No reviews in 6+ months. No website at all. Disconnected phone number. These signals don't always mean skip them, but they're worth noting before you invest time in a call.
How to organize it
If you're doing this manually for 20+ leads, you need a system. Even a simple spreadsheet: business name, phone, one-line note about what you found, and a call timing note. Don't rely on memory when you're 15 calls deep.
- Check Google Business Profile (hours, rating, recent reviews, owner responses)
- Look at their website (mobile-friendly? modern? online booking?)
- Read last 5–10 Google reviews (compliment or empathy opener material)
- Quick Yelp check (different reviewer pool, sometimes different insights)
- Check Facebook page activity (active = engaged, dead = opportunity)
- Google Maps Street View (location context, single vs. chain)
Organize in a spreadsheet: Business Name | Phone | One-Line Hook | Best Call Time | Notes. Budget 5 minutes per lead.