1. The business
- What you sell and to whom
- Service area or trading locations
- What makes customers choose you over the alternative
- Existing website address, if there is one
2. The objective
Pick one primary objective — enquiries, sales, bookings, credibility, or a business system. A website designed for two competing objectives usually achieves neither well.
3. The customer action
- The single action you want most visitors to take
- Secondary actions that are acceptable
- How enquiries reach you today and what breaks in that process
4. Content and functionality
- Pages you know you need
- Functionality: store, bookings, portal, forms, uploads
- Integrations already in use
- Who supplies copy, photography and logos
5. Direction and constraints
- Two or three websites you respond to, and why
- Anything the design must avoid
- Deadline, and what is driving it
- Budget range you are working within
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