Website Design Questionnaire

Before we get into the design and development of your new website, we’d like to understand more about your business, your brand and the customers you want to reach.

This questionnaire helps us gather the key information we need around your goals, audience, content, visual preferences and wider market. Your answers will give us a strong starting point for creating a website that reflects your business, works well for your customers and supports your wider goals.

There are six sections to work through. The more detail you can provide, the better – but don’t worry if there are questions you’re unsure about or can’t answer just yet. We can explore these together during our initial design meeting.

Your name

Email address

Company name

Website

Business & Website Overview

This section helps us understand your business, what your website needs to achieve and how it should support both your customers and your plans for the future. By understanding what is working well today, where there may be friction and what you would like visitors to do, we can create a website structure that is practical, intuitive and focused on the right outcomes.

Can you provide a brief description of your business?

What products or services do you offer?

Do you have any new products or services in development or planned for the future?

What do you like about your current website? What is working well?

Are there any parts of your current website that customers find difficult to use, understand or navigate?

What are you hoping to achieve with the new website?

For example: increased enquiries or sales, stronger brand awareness, a better customer experience, improved search visibility or making the website easier to manage.

What are the main actions you would like visitors to take on your website? Which are most important?

For example: call you, complete an enquiry form, send an email, make a purchase, book an appointment or download information.

Brand Purpose & Vision

A strong website should communicate more than simply what you sell. It should help people understand who you are, what you stand for and why they should feel confident choosing your business. Understanding your purpose, values and ambitions helps us make better decisions around the design, messaging and overall feel of the website.

What is your purpose as a company beyond making a profit?

Do you have an existing mission statement or set of core values?

If not, don’t worry - simply tell us what is important to you as a business and how you would like customers to perceive you.

Customer Profile

The best websites are built around the people who use them. Understanding your customers, the questions they ask and the advice you regularly give helps us create a clearer user journey. It also allows us to answer important questions at the right point, reduce uncertainty and demonstrate your expertise.

Who is your target audience?

Please include as much detail as you feel is useful. This could include the types of customers you work with, their needs, challenges, location, industry or what typically leads them to contact you.

What questions do customers commonly ask about your products or services?

Think about questions they ask before making an enquiry or purchase, during the process and after receiving the product or service.

What advice do you regularly give customers based on your own experience?

This might include recommendations you make frequently, situations where you would suggest one option over another, common mistakes to avoid or advice that changes depending on the customer’s circumstances.

Competitors & Competitive Advantage

Understanding your competitors gives us useful context for the new website. We’re interested in what others in your market are doing well, where you think they fall short and - most importantly - what makes your own business different.

Who are your main competitors?

Please include website links where possible.

What do you like or dislike about their websites and the way they present themselves?

This could include their design, messaging, content, navigation, features or overall customer experience.

Why might one of your customers go to a competitor? What sets you apart from competitors?

Design Direction

This section helps us understand your visual preferences and gives us a clearer idea of the direction you would like the website to take. You don’t need to know exactly how the website should look. Examples of websites, styles or individual features you like - or dislike - are often just as useful.

Do you like your existing visual identity? What would you keep, change or improve?

Please share links to websites you like.

These do not need to be competitors. You might like the overall design, layout, navigation, use of imagery, animation, content structure or a particular feature or function. If there is something specific you like about each example, please let us know.

Is there anything you particularly dislike or definitely don’t want to see in the new design?

Are there any existing brand guidelines or visual elements we need to follow?

For example: colours, typefaces, logo usage, imagery styles or other brand requirements.

Existing Brand Assets

Please share any existing materials that could help us with the design and content of your new website. These might include:

Logo files — ideally SVG, PDF or EPS
Brand guidelines
Photography
Diagrams or illustrations
Brochures
Case studies
Videos
Existing website copy
Accreditations & Certifications
Other relevant marketing materials

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