A lot of people come to us knowing they need a new website design, but they’re not sure what it should do. They’ve got ideas, but no clear plan.
It happens all the time.
You don’t need a finished brief before we chat, but it helps to have a handle on what you want the site to achieve.
These are the same questions we ask at the start of every project. They’ll help you figure out what matters, avoid scope creep and make better decisions early on.
1. What’s the Main Goal of Your Website?
Every website should have a clear purpose. Are you trying to:
- Get more leads?
- Sell products?
- Build trust?
- Promote events?
- Share info?
Your answer changes everything – layout, content, design choices, even the platform.
Trying to do too many things? That’s when sites get messy and users get lost.
2. Who’s the Site For?
Your audience should shape how the site looks, sounds and works.
Are they:
- Local customers?
- Busy buyers in B2B?
- Funders, recruiters or investors?
- Existing clients looking for updates?
A charity homepage shouldn’t feel like a fintech platform. A portfolio site shouldn’t act like a shop. Different users, different priorities.
Once you know who you’re speaking to, you can build something that actually connects.
3. What Actions Should Visitors Take?
Once someone lands on your site, what do you want them to do?
- Call you?
- Fill in a form?
- Buy something?
- Download a guide?
- Book a visit?
We use those answers to build clear paths through the site. That could mean bold buttons, a sticky nav, or landing pages that cut out distractions.
If people don’t know what to do next, they won’t do anything at all.
4. What Should Your Brand Feel Like?
It’s not just about how your site looks. It’s about how it feels.
Some brands want to come across as bold and direct – like we did with Fruit Market. Others lean into a calm, professional tone, like Data Stream. For SP360, the feel needed to be high-end and polished. And for Amitola, it was all about warmth and community.
Design choices like colour, typography, animation, and layout all feed into that vibe – and they work best when they’re intentional.
Want to dig deeper? Check out our blog on colour psychology in web design, or head over to our branding services if you’re still figuring out the look and feel.
5. What Content Do You Already Have?
Every site needs stuff to go in it. Words, images, case studies, video – all of it matters.
Do you already have:
- Product descriptions?
- Blog posts?
- Team photos?
- Testimonials?
We offer content planning, copywriting and strategy support for our Digital Partners, so you’re never stuck staring at a blank page.
6. What Don’t You Want?
Seriously – what should we avoid?
Seen something on another site that annoyed you? Had a bad experience with pop-ups or chatbots? Hate sliders that change too fast?
Knowing what not to do is just as useful as knowing what you want. It helps us steer clear of past mistakes and design something you’ll actually want to use.
7. How Will You Measure Success?
A good-looking site is great. A site that works is better.
What does success look like for you?
- More traffic?
- Better enquiries?
- Higher sales?
- Lower bounce rate?
We build with those goals in mind and set up tracking so you can see what’s working.
Start with Clarity. Design with Purpose.
You don’t need to have everything nailed down before you start. But these questions? They’ll help you figure out what matters and what to focus on first.
Write your answers down. Talk them through with your team. Or bring them to a first call with us.Need help turning your ideas into a proper plan? Let’s talk. We’ll help you build a site that actually delivers, whether it’s a portfolio, service site or full eCommerce website.