Yes, yes, I know this topic has been talked to death!
And yet, even now, many designers start projects with good intentions, only to get distracted by unnecessary things—ending up with a final result that’s nothing like what the client wanted.
But it can get worse: the designer creates something that brings zero results. That's when you want to do a classic facepalm.
What did some famous person say about that again?
If you’ve delivered something completely different from what the client expected, you’ll likely hear something like “I like it, but…” And most of the time, it happens because you didn’t ask the right questions at the right moment—questions that could’ve saved you a lot of time later on.
You know what’s the worst? Creating an amazing design, staying up until 3 a.m., fueled by liters of coffee—only to find out it was all pointless. Why? Because you missed some seemingly small but crucial details. Or you were too lazy to ask. Or you thought they didn’t matter.
So how do you turn the client’s idea into profit—and do it in a way that ensures a steady stream of future projects?
Well, here are 10 must-ask questions that you absolutely need to ask your client before you begin designing.
1. What exactly do you do (industry, services, products)?
Oh yes, this is the perfect starting point for brainstorming ideas. You must fully understand what your client does before starting any work. What if they offer something that goes against your values, beliefs, or interests? Ultimately, you need a clear picture of their business in order to make the right design decisions.
Let’s be honest—if your client owns a puppy store, it’s pretty straightforward. But if they work in telecommunications or hydraulic system maintenance, you definitely need to understand the specifics.
Even the slightest misunderstanding can ruin your design before you’ve even begun!
2. What are the goals of your website or what do you want to achieve?
Here’s another way to ask your client the same thing:
Also, make sure to ask about secondary goals. For example, if the visitor isn’t ready to make a purchase right away, what else does the client want them to do?
Many clients have no clear idea of what they want their site to achieve. If a client can’t articulate their goals, it’s better to walk away from the project. Trust me—it’ll save you a lot of stress.
Every website should serve specific goals—and no, it’s not just “make more money.”
So, does your client need a website to:
If the client doesn’t know what they want, offer them some of the common goals listed above to help clarify things—for them and for you.
3. Do you currently have (or have you had) a website?
“What a silly question,” you might think. Why would a client come to a designer if they already have a website? But don’t forget—designs go out of style or simply need major updates. That’s why you should ask. If the client has or had a website, use these follow-up questions to understand what the previous designer got wrong, what the client liked, and what they didn’t.
Here are some questions you can ask:
4. What makes your company stand out?
Always try to find out what makes your client’s business unique. What sets their company apart from the rest?
The client doesn’t know what you’re asking?
It’s simple!
Tell them this: potential customers are out there searching for someone who can solve their problems. They browse dozens of websites offering similar solutions. Your client’s site is just one among many. That’s why they need a way to stand out and say, “Hey, look at me! I’m the best choice—and I can solve your problem!”
Wrong approach?
Doesn’t matter! You need to teach and guide your clients. Help them understand why standing out matters. This could mean the difference between their business succeeding or failing. So yes, it’s really important to know what makes your client different from the competition.
Here are some examples:
Of course, some clients will tell you their business has no unique qualities. That’s your chance to help them build some! And if you already have ideas—don’t be afraid to share them!
5. Who are your competitors?
So, you’ve gone through your client’s business, their goals, and the problems they solve. Now it’s time for one of the most important research steps: studying their competitors.
Yes, your client probably already knows who their main competitors are. But you need to help them think beyond the obvious. Get them to consider companies that might not seem like direct competitors at first glance.
For example: let’s say your client runs a tourism and excursion agency. That doesn’t mean they should only look at similar agencies. Maybe there are companies offering alternative attractions that are just as appealing. Broadening the scope might reveal some surprising insights!
Hopefully, I’ve sparked your interest—because part two of this “client questionnaire” is coming soon, and it will definitely help you create a solid brief!