Use this guide when a prospect agrees to talk and you need to turn a promising conversation into a clear project brief.
Set the call up as a working conversation
Tell the prospect what you want to learn: why they are considering a site, what customers need, what material already exists, and how they will decide whether to proceed. This makes the call feel purposeful without pretending you can diagnose the whole project in advance.
Do not force every question into one call. Use the sections below as a menu and follow the parts that affect this business.
Business goal and timing
- Why are you considering a website now?
- What should be easier for the business or its customers after launch?
- Is there an event, season, opening, or campaign affecting the schedule?
- How will you decide whether the site is doing its job?
- What happens if the project does not move forward this month?
Customers and the action they should take
Listen for the language the owner uses. Their words often make better navigation labels and page headings than generic marketing terms.
- Who is the main customer for the first version of the site?
- What questions do people ask before they call, visit, book, or buy?
- What makes a customer a good fit for your service?
- What action should the site make easiest?
- Are there services, locations, or customer groups that need separate explanations?
Content, proof, and permissions
- Do you have a current service list, menu, pricing guidance, or frequently asked questions?
- Who will write or approve the copy?
- Which photos, logos, reviews, certifications, or team details can be used?
- Do you have permission to use every photo and testimonial you want on the site?
- Who will keep hours, services, and contact details current after launch?
Technology and ownership
- Does the business already own a domain? Who controls the account?
- Are business email addresses already tied to that domain?
- Does the site need booking, payments, forms, menus, maps, chat, or another service?
- Who should receive form submissions and account alerts?
- Who will own the domain, hosting, analytics, and other accounts when the project ends?
Field note: Account ownership belongs in the project scope. Do not leave it as a launch-day surprise.
Budget, decision, and next step
- Has a budget range been set for the first release?
- Who needs to approve the scope and payment?
- Is the prospect comparing other approaches or providers?
- What information do they need from you to decide?
- When should you send the proposal, and when will you review it together?