Starting a new website project is exciting, but for many business owners, it’s also a bit overwhelming. If you’ve never worked with a web designer before, you might expect our first conversation to be about colors, fonts, and “vibes.”
While aesthetics are important, a beautiful website that doesn’t solve a business problem is just an expensive digital paperweight.
To ensure we’re building a tool that actually grows your business, I start every project with these three specific questions. They help us align our goals and—most importantly—they help you decide if you’re truly ready to hit the “start” button.
- “What is the ONE thing you want a visitor to do before they leave?”
A website without a clear objective is like a GPS with no destination. When visitors arrive, they shouldn’t have to guess what to do next.
I ask this because “having a web presence” isn’t a goal; it’s a baseline. We need to define your Primary Call to Action (CTA). Do you want them to:
Book a 15-minute discovery call?
Purchase a specific product?
Sign up for your email newsletter?
Fill out a detailed inquiry form?
Why this matters: Once we identify that one “North Star” action, every design choice—from the button placement to the copywriting—is built to lead the visitor toward that goal.
- “Who is your absolute dream client (and what are they afraid of)?”
If you try to speak to everyone, you end up reaching no one. “Small business owners” is a category; “Solo consultants who are overwhelmed by tech and worried about looking unprofessional” is an audience.
I want to know who your dream client is, but more importantly, I want to understand their pain points.
Are they worried about wasting money?
Are they embarrassed by their current DIY website?
Are they looking for a luxury experience or a budget-friendly solution?
Why this matters: We don’t design for you; we design for them. Understanding their fears and desires allows us to build trust immediately through the visuals and the messaging.
- “What does success look like six months after launch?”
A website is an investment, and like any investment, it should have a return. I ask this to make sure our expectations are calibrated.
Success might look like:
Reducing the time you spend answering basic FAQs by 50%.
Increasing your lead generation by 20%.
Finally feeling confident enough to share your URL at networking events.
Why this matters: This question helps us prioritize features. If your goal is to save time on admin, we should focus on automation and booking integrations. If your goal is brand authority, we focus on portfolio layouts and testimonials.
Are You Ready to Start?
Answering these questions requires some homework. If you’re still unsure about your audience or your primary goal, that’s okay! It might mean you’re in the “discovery” phase rather than the “design” phase.
However, if you can answer these three questions with confidence, you’re ahead of 90% of the competition. You aren’t just looking for a “pretty” site—you’re ready for a strategic asset that works as hard as you do.
Ready to dive deeper? [Let’s chat about your answers.]
This is a fantastic article, very well done.
The site continues to be an incredibly useful platform.