Website Questionnaire

These questions are designed to uncover not only what your website needs, but why it should exist and what it must accomplish. Please be as thorough as possible. If you feel that a question does not apply to you, please type N/A or simply leave it blank.

Step 1 of 4

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Name

First Last

Business Name

Address

Street Address Address Line 2 City State / Province / Region ZIP / Postal Code Country

Phone

Country Phone Number

Purpose and Vision

1. What does your company do?

What is your reason for being?

2. Why did you start this business, and what continues to motivate you?

3. If your organization disappeared tomorrow, what would people miss most?

Customers and Audience

4. Whose attention and trust must the website earn?

5. Who is your ideal customer—not only demographically, but in terms of their needs, priorities, and mindset?

6. What is happening in someone’s life or business when they begin looking for what you offer?

7. What concerns, doubts, or objections might prevent them from choosing you?

8. Are there other audiences the website must serve, such as employees, partners, investors, donors, or the media?

9. Are there audiences you deliberately do not want to attract?

Positioning and Value

10. Why do your best customers choose you?

11. What makes your approach meaningfully different from the alternatives?

Competition

12. Who or what do you see as your main competition?

13. What do competitors communicate well, and where do you believe they fall short?

14. What promise can you confidently make to every customer or client?

Brand Personality

What you say and how you say it. For example, the underlying tone and tenor of marketing communications may be casual and friendly; or, smart and authoritative; or some other set of defining characteristics that help forge a deeper, more personal bond with your target audiences.

15. If your organization were a person, how would you describe its character?

16. Should the brand feel established or disruptive, premium or accessible, formal or conversational, restrained or energetic?

17. Are there websites, brands, publications, or physical spaces whose style feels aligned with your vision? What specifically appeals to you?

List existing websites, brands or spaces that you particularly like.

18. Are there visual styles, colors, phrases, or industry conventions you want to avoid?

19. Do you have established brand guidelines, logos, colors, fonts, photography, or messaging?

20. Does the current brand still represent who you are becoming?

Story, Content, and Trust

21. What story should the website tell?

22. What must a first-time visitor understand within the first few seconds?

23. What questions do prospects ask most frequently?

24. What evidence can we use to build trust—testimonials, reviews, results, case studies, credentials, awards, partnerships, or guarantees?

25. Do you have any claims that you can support with concrete proof?

26. Do you already have written content, photography, video, or other materials we can use?

27. Are there sensitive topics, legal requirements, or statements that require special care?

28. Will the website need to support more than one language?

Marketing and Growth

29. How do people currently discover your business? Word of mouth, Social Media, Traditional Advertising, etc.

30. Do you have a documented marketing plan?

If not, do you have a "shadetree" marketing plan, whether written or unwritten?

31. Which marketing channels are most important now, and which do you plan to develop?

32. Will you be running advertising, email campaigns, social campaigns, events, or promotions that require dedicated landing pages in the future?

33. Who will own ongoing marketing and website performance? Do you need a periodic traffic report, or would you like to log in and check for yourself?

Features and Functionality

34. What must visitors be able to accomplish directly through the website?

35. Will the site need forms, online booking, payments, e-commerce, memberships, donations, applications, directories, or gated content?

36. Does it need to connect with systems you already use, such as a CRM, email platform, calendar, payment processor, inventory system, or analytics service?

37. Will different team members need different levels of access?

38. What information will your team need to update regularly?

39. Are there accessibility, privacy, security, or industry-specific compliance requirements?

Like ADA/WCAG compliance—this is very important.

40. What would be valuable to include later on, even if it is outside the first phase?

Enter your wish list here.

Project Process

41. What is your desired launch date, and what is driving that date?

42. Is there a working budget range for strategy, design, development, content, and ongoing support?

After go-live and adjustments, ongoing support will be considered a separate effort.

43. Which matters most if tradeoffs are necessary: launch speed, scope, customization, or budget?

44. Are there internal events, campaigns, approvals, or dependencies that could affect the schedule?

45. Who will provide the required content, assets, technical access, and feedback?

46. How quickly can your team typically review work and make decisions?

47. What concerns do you have about the project or process?