What to Ask a Client When Designing a Website

Designing a website is more than creating an attractive interface. It’s about understanding a client’s goals, brand identity, target audience, and functionality requirements to craft a solution that drives results. Whether you’re a freelance designer or part of an agency, asking the right questions early in the process sets the tone for a successful project.

In this article, we’ll explore the critical questions you should ask your client before starting a web design project. These questions are categorized into key focus areas to ensure you capture everything needed to create a purposeful and high-performing website.

Understanding the Client’s Business

Start by learning about your client’s business. A strong understanding of their industry, mission, and values will help you align your design decisions with their brand identity.

• What does your business do?
• What products or services do you offer?
• Who is your target audience?
• What is your unique selling proposition (USP)?
• What are your core business values and brand voice?
• Who are your main competitors?

Project Goals and Objectives

Before diving into visuals or features, clarify the client’s goals. Understanding what they want the website to achieve is critical for both design and functionality.

• What is the primary purpose of the website? (e.g., lead generation, e-commerce, brand awareness)
• What are the top 3 goals you want the website to achieve?
• What does success look like for this project?
• Are there specific metrics you want to track (e.g., conversions, bounce rate, traffic)?
• Do you want users to take specific actions on the site?

Scope and Features

Clearly define what the client expects in terms of structure and functionality. This can help avoid scope creep and ensure both parties are aligned.

• How many pages do you need?
• Do you have a sitemap or list of required pages?
• What specific features do you need? (e.g., contact forms, booking system, blog, e-commerce functionality)
• Are there any third-party tools or integrations you require? (e.g., CRM, email marketing tools, payment gateways)
• Will you need multilingual support or accessibility features?
• Do you need ongoing support or maintenance after the website is live?

Content Requirements

Content is often the biggest bottleneck in web design projects. Get ahead of it by asking about their content strategy and ownership.

• Do you have existing content, or will it need to be created?
• Will you be providing the copy, or do you need help with content writing?
• Do you have images, videos, or other media assets?
• Is there a brand style guide or content tone we should follow?
• Do you want help with SEO-friendly content?

Design Preferences and Branding

Now comes the fun part—design! Understanding what the client likes (and dislikes) can reduce revisions and improve satisfaction.

• Do you have a logo and established brand identity?
• What are your preferred colors, fonts, or design styles?
• Are there any websites you admire? What do you like about them?
• Are there any websites you dislike? What don’t you like?
• Should the design be minimalistic, bold, modern, corporate, playful, etc.?
• Do you have any brand assets we should incorporate?

Technical Details

Understanding the client’s technical environment and expectations will help you choose the right platform and tools for the job.

• Do you have an existing website? If so, what platform is it built on?
• Will the new site replace the old one, or is it a redesign?
• Do you have a preferred CMS (e.g., WordPress, Shopify, Webflow)?
• Who is your current domain and hosting provider?
• Do you have access to all necessary logins (domain, hosting, CMS)?
• Will you need help with technical SEO, analytics setup, or performance optimization?

Budget and Timeline

Money and time are often sensitive topics but crucial to discuss upfront to set expectations.

• What is your budget range for this project?
• What is your desired launch date?
• Are there any key dates or events we need to consider?
• Do you want the project delivered in phases?
• Are you open to a retainer for ongoing updates?

Maintenance and Post-Launch Needs

The relationship shouldn’t end once the website goes live. Many clients need help with updates, backups, and performance.

• Who will manage the website after launch?
• Do you need training to manage the website internally?
• Are you interested in a website care plan or monthly support?
• Do you need help with marketing or SEO post-launch?

Legal and Compliance

Websites today must comply with various regulations and best practices to avoid legal trouble and provide a better user experience.

• Do you need GDPR or other privacy law compliance features?
• Do you need a cookie consent banner?
• Will you provide your own terms of service and privacy policy?
• Are there any industry-specific legal requirements?
• Do you need the website to be ADA compliant (accessible)?

Final Thoughts

Asking the right questions when starting a web design project is essential for success. It allows you to understand the client’s vision, reduce the number of revisions, and create a website that meets both business and user goals. Remember, your role as a designer isn’t just to make things look good—it’s to solve problems through thoughtful design.

When you approach every project with a structured discovery process, your designs become more strategic, your workflow smoother, and your clients happier. Use these questions as a checklist during initial consultations or in your onboarding questionnaire to streamline your process.

Need help putting these questions into a client intake form or template? I can help you build a ready-to-use questionnaire or onboarding form that includes these questions—just ask!