Explore the essential questions to ask clients before starting a website redesign. Learn how to align design, functionality, and goals to create a site that meets client needs and drives success.
Last Updated: April 26, 2025
Understanding the client’s primary objectives is the first step in any successful website redesign. Do they want to increase sales, generate more leads, enhance brand awareness, or improve user engagement? Different goals require different approaches in design, user experience, and functionality.
For Example: A client focused on lead generation might need enhanced forms or better calls-to-action (CTAs), while a client aiming to increase brand awareness may want to prioritize visual elements and storytelling.
By clarifying the goals from the outset, you’ll be able to set clear expectations and tailor the redesign to meet those needs.
Every business has a unique target audience, and a website must cater to its specific needs, preferences, and behaviors. Are you targeting a specific demographic, age group, or industry? Do you want your website to appeal more to millennials or a professional B2B audience?
For Example: A website targeted at young professionals might lean heavily on modern design trends and interactive elements, while a B2B website might prioritize functionality, information hierarchy, and a more formal tone.
Understanding the audience allows you to tailor the site’s design, language, and functionality to align with what will resonate best with the visitors.
Different businesses require different website features. Some may need an online store, while others may prioritize a blog, booking system, or portfolio. It’s essential to understand what features are necessary for your client’s business model.
For Example: If the business is an e-commerce company, they will need an intuitive and secure shopping cart system. A service-based business may need an integrated booking system or a portfolio to showcase their work.
Identifying the must-have features will help in planning the architecture of the website and prevent scope creep during the project.
It's essential to understand what the client’s competitors are doing with their websites. What do they like or dislike about their competitors' designs? This information can help you identify design trends in the industry and avoid making common mistakes.
For Example: If a client’s competitor uses an innovative layout or has a highly effective content strategy, you may want to incorporate similar features or find ways to improve upon them.
By learning from competitors, you can help your client stand out in the marketplace while maintaining a competitive edge.
Before diving into a redesign, it's important to identify the current website’s limitations. Ask your client to describe the problems they are facing with their existing website. Are there issues with navigation, speed, mobile responsiveness, or outdated design? Are users abandoning the site before completing key actions?
By understanding the pain points, you can avoid making the same mistakes and ensure that the new design directly addresses the areas that need improvement.
Consistency in branding is crucial for creating a cohesive and professional website. Ask your client if they have any branding guidelines, including logo usage, color schemes, typography, and tone of voice. If they don’t have established guidelines, this might be an excellent opportunity to help them create or refine them.
For Example: A business with a strong brand identity may want to ensure that the new website design stays true to existing colors, fonts, and logos. A business with a more flexible brand may want to explore new directions.
Having branding guidelines ensures that the new website aligns with the company’s identity and values.
Content plays a crucial role in any website. Whether it’s product descriptions, blog posts, or service details, the content should be high-quality, relevant, and engaging. Ask your client if they will provide the content or if you need to help create or organize it.
For Example: Some clients may have an in-house content team that can provide all the text and media needed, while others may require you to help with copywriting, photography, or video production.
Understanding the content needs upfront can help you plan the structure and layout of the site more effectively.
Setting realistic expectations around budget and timeline is crucial for the success of any project. Ask your client what their budget is for the redesign and when they need the website to go live. Be transparent about what can be achieved within the given timeframe and budget.
For Example: A large-scale, feature-rich website will require more time and a higher budget than a simple brochure site.
Aligning the client’s expectations with the reality of the project’s scope helps avoid disappointments and ensures that both parties are on the same page.
It’s essential to understand how your client will define success after the redesign is complete. Is it through increased website traffic, more leads, higher conversion rates, or improved user engagement?
By setting specific, measurable goals, you can better tailor the design process to achieve those objectives and use analytics to track the success of the redesign.
A website redesign is often part of a broader business strategy. Ask your client about their long-term plans for the site. Do they plan to expand their offerings, launch new products, or enter new markets? Understanding their growth trajectory helps ensure that the new design is scalable and adaptable for future needs.
For Example: If a client plans to grow internationally, you may want to consider adding multi-language support or ensuring the design is adaptable for different regions.
Designing with the future in mind helps avoid the need for frequent redesigns and ensures the website can evolve as the business grows.
