Half of the work here is underground and I can't verify any of it, which makes choosing a company uncomfortable. I've been burned by a contractor before on work I couldn't see. Licensing is the obvious starting point, but beyond that, what actually distinguishes a company you'd call back from one that does the minimum and moves on? Interested in what has earned your trust rather than marketing language. I'd rather ask the awkward questions upfront than discover afterward that corners were cut somewhere I'll never see. What would you actually ask on the phone before booking someone?