If we’ve ever worked together, you already know this about me: I ask a lot of questions.
The first time a client joked that I asked more questions than their kids, I laughed, and then kept going. Because here’s the truth: good web designers aren’t trying to waste your time; we’re trying to save it.
Skip important questions, and web design projects can quickly drift off course. Ask the right ones (and enough of them)? You get a successful website that looks right, works right, and achieves what you wanted it to achieve – and then some.
Most of those questions will be frontloaded into the discovery phase. This is where we “discover” (literally) everything we need to know about your business, target audience, goals, and what your site needs to look like and do.
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Before I get into the kinds of website discovery questions I tend to ask (and why), I want you to know what can happen if we don’t figure all this stuff out at the start.
What Happens When Your Web Designer Doesn’t Ask Enough Discovery Questions
- Team misalignment: If no one asks the right questions upfront, it’s hard to get your internal team aligned – and when everyone has a different idea of the goal, things start pulling in all directions.
- Scope creep: Because the project’s scope isn’t clear from the very start, “quick tweaks” stack up fast, increasing how much everything costs.
- Timeline slide: Content, images, and sign-offs weren’t planned, so milestones slip and launch dates keep getting pushed.
- “Must-haves” show up too late: “We also need a Spanish page / a careers page / a press kit” comes up near launch, forcing rushed work or cut corners.
- Disconnected pages: Key site pages and landing pages weren’t planned together, so the site feels inconsistent and hard to follow.
- Expensive updates: Last-minute bolted-on tools break stuff and are more expensive to “add on” later. Adding site search functionality, a booking widget, or a CRM integration late could create layout issues, duplicate data, or forms that don’t submit.
Questions I’ll Ask During the Website Discovery Phase (Well, Some of Them)
Discovery is the part where we get on the same page. I’ll ask a bunch of questions to get a really clear understanding of who we’re building this site for, what you need it to achieve, what goals you’re trying to hit, who will manage each part, etc.
These are the kinds of questions I’ll ask you, and why:
Q1 Is this a new website or a website redesign?
Why I ask: Starting from scratch is different from improving an existing website. A redesign usually includes content migration, URL mapping, and protecting search traffic. A new build gives us more freedom in structure. Calling this early shapes the budget, timeline, and approach.
Q2 What’s working (and what isn’t) on your current website? (Redesign only)
Why I ask: This is one of my number one website redesign survey questions. We keep what’s already performing well and get a plan together for site improvements that’ll make the biggest difference. No need to replace the pages your customers use the most; we fix the gaps instead.
Q3 What problems must this project solve that the current site can’t? (For redesign)
Why I ask: This keeps our eyes on outcomes: clearer pricing, faster contact, simpler editing, higher conversion, whatever it is. It’s the lens we use for more informed decisions during design and web development.
Q4 Who’s your target audience, and what do they need to do on the site?
Why I ask: If we’re clear on who the site is for and the next step they should take (call, book, buy, read), layouts, imagery, and wording are much more obvious.
Q5 What are your top goals; leads, bookings, or online sales? Rank them.
Why I ask: Goals decide what we prioritize on the homepage and what other pages we create. When goals are ranked, design trade-offs are easier and we avoid the “add everything everywhere” dilemma.
Q6 About how many pages will you need, and which key site pages matter most?
Why I ask: A simple page list sets the project’s scope, cost estimate, and timeline. It also fishes out the content gaps early so writing and images don’t bottleneck the build.
Q7 What’s your content strategy? Who writes, who approves, and what can we reuse?
Why I ask: Design always comes after content. When owners and deadlines are clear, you (or your copywriter) can avoid content-writing all-nighters that push launch dates.
Q8 Do you have an existing design system – logo files, colors, fonts, button styles, image rules?
Why I ask: If you already have brand design guidelines, we adopt it and move faster. If not, I’ll create a simple, consistent set so the entire website feels cohesive now and later.
Q9 Which tools does your website need to plug into (now and later)?
Why I ask: Integrations like marketing automation software, calendar booking systems, site search functionality, live chat, etc. will shape the plan. Deciding early lets me integrate the right tools from the start and make sure they’re compatible with your site stack for testing and deployment.
Like what you’re reading so far? After this, check out What Devs WISH You Knew About the Web Development Process for more info!
Q10 Do we collect any sensitive user data through the site?
Why I ask: This can include payment details, health info, or data from minors. If we collect it, we’ll plan from the start how to store it securely, limit access, and meet any legal requirements.
Q11 Do we need redirects from the existing site or URL changes? (Redesign only)
Why I ask: Redirects preserve your site’s ranking on Google and external links. We’ll map old to new before launch, so visitors and search engines don’t hit dead ends.
Q12 What is the budget range and must-hit date? What’s in scope now vs later?
Why I ask: Clear boundaries let me recommend the best use of funds. We can park lower-priority features for phase two instead of squeezing everything in badly. This keeps the cost and schedule realistic.
Q13 How do you prefer to work (email, Slack, Zoom) and who is the main point-of-contact on your side?
Why I ask: Clean project management saves time. With a named point-of-contact, a simple decision path, and meeting plan, we can avoid miscommunications and conflicting feedback.
Q14 Who will update the site after launch, and how comfortable are they with editing?
Why I ask: Updates happen in the site’s content management system (the behind-the-scenes editor for changing text, images, and pages without code). If you’re not techy, I’ll set it up so edits are a little easier, quicker, and harder to mess up.
Q15 What’s the plan for website maintenance?
Why I ask: Without routine care (updates, backups, security), sites slow down or break. If you can’t look after these updates in-house, I’ll recommend a website maintenance plan to keep your site working as it should.
Ask Better Questions, Get a Better Site
Since I’m both a website designer and developer, I know how to cover all the bases from day one. If you’re ready for a smooth, collaborative project with no surprises, I’m your guy. Let’s chat about your site and what you need it to do. Reach out now and let’s get those questions answered.
