Take your time with each section — the more detail you share, the better we can build something that works for your business.
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01
Foundation
About Your Business
— The Good Foundation Why we ask: Before we design a single pixel, we need to understand what your business actually does, who it serves, and what makes it worth choosing. This section shapes every design decision we make.
What does your business do? * In plain English — how would you describe it to a stranger at a dinner party?
What makes you genuinely different from competitors? * Be specific — "great service" doesn't count. What do you do that others don't or won't?
02
What You Offer
Services & Specialisms
— The Good Work Why this matters for your website: Every service you offer needs its own clear home on the site — both for clients to find what they need and for search engines to understand your full range of expertise. The more specific you are here, the more targeted your pages can be.
List all of your services or offerings * Include everything — core services, secondary services, add-ons, packages, and anything you offer even occasionally. Don't filter yet. We'll organize them together.
Do you have a niche, specialty, or area of deep expertise that sets you apart? * This is the thing you do better than anyone — the corner of your industry where you are genuinely the expert. Even if it's a smaller part of your overall revenue, it's often the most powerful thing to lead with.
Are there any services or client types you want to attract more of? We can build pages and content designed specifically to bring in more of the work you want — not just the work you've historically done.
03
Your People
Target Audience
— Good People Describe your ideal customer * Who is the exact person you most want to reach? Be as specific as possible.
What pain point does your customer have before they find you?
Why This Matters
A website without a clear primary goal is a brochure with a URL. We design every page, button, and headline around driving your #1 outcome.
What does success look like in 6 months after launch?
05
Conversion
Messaging & Trust
— The Good First Impression Why This Section Matters
Most websites lose a visitor in the first five seconds — not because of bad design, but because the messaging doesn't immediately answer "what is this, who is it for, and why should I care?" These questions directly shape your homepage headline, subheadline, and call to action. There are no right or wrong answers — just honest ones.
What should a visitor understand within the first 5 seconds of landing on your homepage? * If someone landed on your homepage right now and left after 5 seconds, what's the one thing you'd want them to walk away knowing? This becomes your headline.
Why should someone choose you over a competitor who looks similar on the surface? * Pretend a prospect is comparing you side-by-side with your top competitor. What's the deciding factor that should tip them toward you?
What is the single most convincing thing a past client has ever said about you? A real quote, verbatim if you have it. This often becomes the most powerful line on the homepage.
06
Visual Identity
Brand & Design
— Good Looks List 3–5 websites you love and why These don't have to be competitors — any site whose look and feel speaks to you.
+ Add Website List any websites you strongly dislike (and briefly why) + Add Website On a scale of 1–5, how important is standing out visually vs. looking conventional?
1 — Safe & Familiar 5 — Bold & Distinctive
07
Architecture
Pages & Structure
— Good Structure Any other pages not listed above?
09
Competitive Landscape
Your Competitors
— Know the Field Why this helps: We study your competitors' sites — what works, what doesn't, and most importantly, what whitespace exists for you to own.
List your top 3 competitors (name + website) What do you do better than all of them?
What are they doing that you admire (even if you don't like them)?
10
Technical Setup
Tech & Integrations
— Good Infrastructure What should the website integrate with?
12
Final Thoughts
Anything Else?
— For Good Measure Is there anything critical we need to know that wasn't covered above?
What one phrase best describes the feeling you want visitors to have when they land on your homepage?
⬆ Submit Your Brief
Your brief will be sent to our team. We'll be in touch within 48 hours.
