Designing and building a website can be a daunting task, but it doesn’t have to be. As a web designer, my first step in the process is to conduct a thorough discussion with the client to understand their project requirements. This is commonly known as a ‘discovery call’, where we take the time to discuss the project details in depth and ensure that I have a clear understanding of what the client needs.

Everyone starts somewhere slightly different. While some clients may have a well-developed plan, others may require more collaboration to develop a marketing strategy and content. Regardless of where the client begins, I aim to tailor my services to their specific needs to ensure a successful outcome.

To help potential clients prepare for the discovery call, I have compiled a list of 20 questions that are frequently discussed during the call. These questions can help clients to organize their thoughts, refine their project goals, and provide a better understanding of the design process. Here are some examples of the questions that I may ask:


  1. What’s the biggest thing you’d like your website to achieve? e.g get new customers, help existing customers buy from you or increase sales of new products?
  2. What is your target audience? I’m thinking: location, age, gender, income, personality, buying motivation and concerns etc. Please be as specific as possible.
  3. Who are your main competitors? What do you like about what they offer and how they present themselves?
  4. What do you want your customers to understand is unique about what you offer?
  5. Can you provide any examples of websites that you admire or that are similar to what you are looking for in terms of design and functionality?


  1. Do you have any brand-related content prepared, such as a logo typefaces, typography, colours, spacing, images etc? Would you like help with any of this?
  2. Do you have an established brand style guide or brand guidelines? If not, can you describe your brand’s personality, tone of voice, and messaging?

Website content

  1. What website page structure will you need?
  2. Other than the homepage, what pages will need unique page layouts designed?
  3. Will you be providing written and photographic content for the website or would you like help with either?
  4. Do you need a content strategy and plan for your website?

Website technical

  1. Are there any external services you’d like your website to integrate with?
  2. Do you know of any other technical requirements for the website at this stage (especially if it’s an e-commerce website)? e.g gift vouchers, time-based discounts, Instagram image feed, embedded review website widgets, Google Maps
  3. Are there any specific design elements or functionality that you do not want on your website?


  1. I can host your website and offer a website support package. Would you be interested in this or do you plan to manage these things yourself?
  2. What is your budget for the project? This will help me scope the project to suit.
  3. What’s your preferred time frame for the project? I’ll include a proposed timeline with the project quote.
  4. How did you hear about us?
  5. How would you prefer for us to stay in touch?
  6. Would you like me to set up professional email accounts accompanying your website?

Asking these types of questions helps me to get a better understanding of the client’s needs and objectives, as well as their target audience and competition. With this information, I can create a customized solution that aligns with the client’s vision and business goals.

In summary, designing and building a website is a collaborative process that requires careful planning and attention to detail. By understanding the client’s needs and goals, I can deliver a successful project that meets and exceeds expectations. If you’re considering a web design project, take the time to reflect on these questions and prepare for the discovery call, and let’s work together to create an amazing website.

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Author: Aidan Ashby

Aidan is a web and branding designer living in Bristol, UK. He’s a cautious optimist and is loathe to discuss himself in the third person. He loves pancakes and has a perpetual desire to just be sat in the woods with his feet up in front of a bonfire.

Connect with Aidan on LinkedIn.


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