Client Discovery
sitebrief.
answer what you can. partial answers are a fine place to start. raw and honest is always better than polished and vague.
01
who you are
Q1 · Identity
What's the name of your brand, project, or business?
Q2 · Category
Which best describes you?
Q3 · Elevator pitch
Describe what you do in 1–2 sentences, as if to a stranger.
Don't overthink it — raw and honest is perfect.
Q4 · Origin
Is there a founding story or moment worth knowing about?
Origin stories add soul to a website. Even a sentence helps.
02
audience + purpose
Q5 · Ideal visitor
Who is the #1 type of person you want to land on this site?
Think age, mindset, lifestyle — not just demographics.
Q6 · Primary goal
What's the single most important action you want visitors to take?
Q7 · Secondary goals
Any other things the site should accomplish?
03
brand + vibe
Q8 · Three words
Give me exactly 3 words that should describe the feeling of your website.
e.g. Raw · Intimate · Cinematic — or — Clean · Trustworthy · Bold
Q9 · Tone of voice
How should the copy on the site sound?
Q10 · Colour instinct
Any colours that feel right for your brand? Any to absolutely avoid?
Brand colours, favourite colours, or just gut feelings — all valid.
Q11 · Visual references
Name 2–3 websites, artists, or brands whose look you admire.
Doesn't have to be your industry. Even "feels like Balenciaga but affordable" helps.
Q12 · Anti-references
Any styles, sites, or aesthetics you strongly don't want?
Q13 · Energy scale
Where does your brand sit on this scale?
calm + still
high energy
Q14 · Light vs Dark
Visual preference for the overall palette?
04
content + assets
Q15 · Pages needed
Which pages or sections do you need?
Q16 · Existing assets
What do you already have ready?
Q17 · Social platforms
Which platforms should the site link to?
05
competition + positioning
Q18 · Competitors
Name 1–3 direct competitors or peers in your space.
We need to know them to make sure you stand out from them.
Q19 · Your edge
What do you offer that they don't? What's genuinely different about you?
Q20 · Positioning
Where do you sit in the market?
budget / accessible
luxury / premium
06
technical + practical
Q21 · Domain
Do you have a domain name already?
Q22 · Features needed
Does the site need any of these?
Q23 · Self-management
How comfortable are you updating the site yourself after launch?
Q24 · Timeline
When do you need this live?
07
the extras
Q25 · The dream
Describe your dream reaction when a new visitor lands on your site.
e.g. "I want them to instantly feel like this is the most exclusive place in the city."
Q26 · The nightmare
What's the worst thing someone could say about your site?
This tells us exactly what to avoid.
Q27 · If you were a place
If your brand were a physical space, what would it be?
e.g. "A Tokyo izakaya at midnight" or "A sunlit Malibu record store."
Q28 · Tagline
Do you have a tagline or a phrase that captures your brand?
Q29 · Budget
Roughly what's your budget for the website?
Q30 · Anything else
Anything I should know? Things you didn't get to say, gut feelings, non-negotiables?
fill out what you can — partial answers are a fine place to start