A great website starts with a great brief, and a great brief isn't long. It's specific. Over hundreds of projects we've noticed the same handful of questions separate smooth projects from painful ones.
Not 'everyone'.
Who is the site really for?
Not 'everyone'. Name the two or three types of visitor who matter most and what each of them needs to do. A procurement manager and a curious founder want very different things from your homepage.
What should a visitor do next?
Pick one primary action, such as booking a demo or starting a trial, and one secondary action. Every page should push gently toward one of them. If you can't decide, that's the first thing to fix.
What does success look like in six months?
Give us a number. More qualified leads, higher conversion, fewer support emails. A measurable goal changes how we prioritise design decisions and gives everyone something to celebrate at launch.
Who signs off, and when?
The fastest projects have one decision-maker and a clear review schedule. Tell us who that is up front and we'll plan feedback rounds around their calendar, not the other way round.
