A good web design questionnaire is the difference between a smooth project and a nightmare.
I learned this the hard way. My first website was a 5-page HTML build for a local contractor — a referral from my dad. I made $500 in one night. But I showed up to that first meeting with zero preparation. No structured questions. No system. I just winged it and got lucky.
The second project? Not so lucky.
Once I started building websites for local clients on a regular basis, I realized the freelancers who scope projects accurately and the ones who get burned come down to a single document: a web design client questionnaire.
This questionnaire does two things that directly put money in your pocket:
- You standardize your process for every new client website. No more reinventing the wheel.
- You accurately estimate custom work before you quote a price. No more guessing and undercharging.
If you want less guesswork, fewer surprises, and the confidence to charge what you’re worth, ask your potential clients these 30 questions during your initial consultation.
Below, I break down every question with real context from my years of freelancing — why it matters, what to watch for, and how each answer shapes your project. At the bottom, you can grab the full list as a downloadable PDF template to use on your next sales call.
Part 1 — Company Information
Before you touch a single pixel, you need to understand who this business is, what they do, and how they show up in the world. These questions set the foundation for everything.
1. List the company name, address, phone number, and current website (if available).
This sounds like a formality. It’s not.
One of the main factors in ranking on Google is the consistency of your business details across the internet. In the local SEO world, this is called NAP — name, address, and phone number.
Several of my clients have been a mess in this department. Multiple addresses. Changed phone numbers. A street address hidden on purpose. Get this nailed down on day one and you save yourself headaches later.
2. What year was the company founded?
This is an obvious trust signal for anyone researching a company online. “Serving the community since 1998” carries weight. It also becomes a key detail for social media profiles, the website footer, and the About page.
3. Do you have a company logo, brand colors, or font preferences?
Not many small business owners have a clean logo file sitting on their computer. On multiple occasions, a client has sent me a photo of a t-shirt with their logo and expected me to work with it.
That means recreating graphics, guessing fonts, and plenty of headaches.
It’s always a good sign when someone comes prepared with a vector logo, hex color codes, or even a simple brand guide. If they don’t have one, that’s an opportunity for you to offer basic brand identity work as an add-on.
4. Do you have existing brand guidelines or a style document?
This is different from just having a logo. Some businesses — especially those that have worked with agencies before — have a PDF or document that outlines their voice, tone, colors, and typography rules. Ask for it. If it exists, it saves you hours of guessing. If it doesn’t, note that as a potential upsell.
5. List all primary contacts: name, email, and phone.
These are the people you’ll coordinate with throughout the project. It’s usually the business owner, a secretary, an office manager, or sometimes their spouse.
Know upfront who has decision-making authority. I’ve built entire websites based on feedback from an assistant, only to have the owner see it for the first time and want to change everything.
6. List all services or products you want featured on the website.
This answer directly determines how many pages you’ll build. Each service or product typically needs its own page — and each page requires written content and photos.
Those two things — content and photos — are almost always the hardest pieces to get from a client. More on that later.
7. List all nearby cities, towns, or counties within your service area.
For local businesses, it’s best to start small. Dominate your city first, then expand outward as Google rankings improve.
One effective strategy: create case studies on their website that reference specific locations where they’ve completed work. This signals to Google that the business actively serves those areas.
8. What makes you different from your competition?
Whatever it is, you need to figure it out early. The truth is that what separates your client from their next customer is a lack of trust. The website’s job is to be transparent, share useful information, and help potential customers choose them over the competition.
This is also where you can build trust through specific design and content choices — testimonials, certifications, real photos, detailed service descriptions — that most competitors skip.
I once lost a cleaning company contract worth over $5,700 per year because I underpriced the project. The client equated my low price with low expertise. Understanding what makes their business unique — through this exact question — helps you price and position the project correctly from the start.
9. What types of advertising do you use now, or have you used in the past?
One observation from years of working with local businesses: almost all offline advertising isn’t tracked well enough to know if it’s actually working. People spend hundreds per month on mailers or yellow page ads with no idea what the return looks like.
Online advertising is the polar opposite. You get all the data. You can track conversions — booked appointments, form submissions, phone calls. When you explain this to a client who’s been throwing money at billboards, it clicks fast. That’s where you add serious value.
Part 2 — Website Content & Design
Now we get into the nuts and bolts. These questions help you understand what they need on the site, what assets they already have, and where the gaps are that could delay your launch.
10. Do you have a domain name and/or website hosting?
It’s common for business owners to leave this entirely to their web provider. The domain might be buried in someone else’s account. The hosting might be bundled with a builder they no longer use.
My preference is to manage everything under my accounts so I can handle updates and maintenance without chasing logins. But if the client already owns their domain and hosting, I’ll gladly work within their setup.
Here’s a cautionary story: I once helped a former client after they’d switched to a new designer. When I looked into their domain, it was gone from their registrar account — apparently transferred into the new designer’s personal account. The client had no idea. That’s a hostage situation waiting to happen.
Always confirm who owns the domain and where it’s registered. Protect your client’s most important digital asset.
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11. What is the main goal of the website? (Phone calls, email leads, sell products, bookings?)
Every design decision flows from this answer. A site built for phone calls looks different from one built for e-commerce.
On the back-end, set up Google Analytics to track these goals from day one. Tracking phone calls directly is tricky unless you use a tracking number, but you can track phone number clicks on the website as a solid proxy.
Over time, this data tells you exactly which traffic sources convert to leads — and that’s the kind of insight that keeps clients paying you month after month.
12. List all the pages you want on your website.
This ties back to the services and products question, but the client might have additional ideas — a careers page, a gallery, a blog, a resource section.
Once you know what great websites look like in their industry, you can suggest pages and features they haven’t considered. That’s how you shift from order-taker to trusted advisor.
13. Do you want a contact form on your website?
You’d think this is a yes every time. It’s not.
I have two clients who both offer a local service. One accepts leads through a quick contact form on the sidebar. The other refuses email communication entirely — he wants every question to come through a phone call.
Understanding this preference shapes the layout, the calls to action, and even which plugins you install.
14. Do you want to list any organizations, certifications, or awards?
Adding badges and logos of respected organizations is a proven way to build credibility. Think BBB accreditation, industry associations, manufacturer certifications, “Best of” awards.
From an SEO perspective, you also want to get the business listed in those organization directories with a link back to their website. The more relevant links from trusted sources, the better the chance of free Google traffic.
15. Do you have social media accounts you want linked from the website?
If the business is active on social media, the website becomes the central hub connecting everything. You can also browse their social feeds to get a better idea of their work, personality, and brand voice — all of which informs the website design and copy.
16. Do you have any website analytics data? How many visitors do you get per month?
There’s a high probability the answer is “I don’t know.”
It’s rare to find small business owners who check their analytics. Several of my clients have been amazed when I showed them how many people actually visit their site and what they do when they get there.
That’s why I send video reports to my best clients every quarter. I break down their analytics data into simple terms and suggest actions they can take — like encouraging online reviews — to improve results. It’s a retention goldmine.
17. What is your current main source of website traffic?
This depends heavily on the business type. Some thrive on social media and word of mouth. Others rely entirely on Google search. A restaurant gets traffic differently than a roofing contractor.
Once you track analytics for about 3 months, trends emerge showing which traffic sources actually convert to leads. That insight alone justifies an ongoing management retainer.
18. Do you have text, photos, and/or testimonials ready for the website?
Here it is — the biggest hassle in launching a client website.
Clients always have a vision for what they want. But when they need to put in the effort to get photos of the team, the office, and their work? Radio silence. Unexpected delays. Projects that should take two weeks drag into two months.
I learned to double every timeline estimate early in my career. The biggest launch delays were never about code — they were client content bottlenecks. Now I offer to write short bullet points for each page and use stock photos to launch, with the agreement that we’ll replace them with real content over time.
People who browse are perceptive. They know when you’re putting up a facade. Being detailed and transparent always wins online.
19. Do you have videos to feature on your website?
There has never been a better time to add a short intro video to your homepage. A 60-second clip where the owner introduces themselves and explains what they do builds instant trust.
Over time, you can add short customer testimonial videos to keep the site active — which Google rewards. All you need is the phone in your pocket.
20. Do you have marketing materials (brochures, business cards, lawn signs) to use as design inspiration?
This is always a good starting point for colors, text, and imagery. With local businesses, think business cards, brochures, lawn signs, t-shirts, vehicle wraps, and small publications. These give you the visual DNA of the brand even when there’s no formal brand guide.
21. List 2–3 websites you admire or want to emulate.
Local businesses usually have a competitor website in mind they want to beat. Each person also has a unique design taste — what’s beautiful to one is ugly to another.
The website needs to be something they’ll look at and love, plus built the right way to generate leads. This question bridges the gap between their aesthetic preferences and your functional expertise.
Part 3 — Project Scope & Budget
Most new freelancers skip these questions because they feel awkward. Don’t. Talking about money, timelines, and expectations upfront is what separates professionals from hobbyists. It’s also what protects you from scope creep.
22. What is your target date for launching the website?
Be realistic — both in terms of your own schedule and the back-and-forth communication that every project requires.
There comes a point in most projects where momentum stalls. Having a documented launch date gives you something to reference when you need to get things moving again.
23. What is your budget range for this project?
This is the question that makes new freelancers sweat. Ask it anyway.
You don’t need an exact number. A range works fine: “Are you thinking $500–$1,000, $1,000–$3,000, or $3,000+?” Their answer tells you immediately whether the project is a fit — and saves both of you weeks of back-and-forth on a deal that was never going to close.
I once lost a project because I quoted too low. The client assumed that if I charged so little, I couldn’t deliver much. Understanding their budget expectation — and the scope that comes with it — helps you price your web design services with confidence.
24. Are you interested in ongoing website maintenance after launch?
You must educate your potential client: simply having a website isn’t enough. If it launches and collects dust for years, it drops off the map — literally on Google.
Active businesses stay busy, put out new content, consistently get reviews, and make a mark in their local community. People who come into a project with this mindset are better clients than those who need to hear this message over and over.
This is also your natural bridge to a monthly retainer. Some of my earliest clients who started with tiny $300 projects have paid me over $20,000 in recurring management fees over 15+ years. Those retainers turned feast-or-famine freelancing into a predictable, stable income. The questionnaire is where that conversation starts.
If you want to explore this model, I wrote a detailed guide on how to manage a client WordPress website for the long haul.
25. Who will be responsible for updating the website after it’s handed off?
This determines your training requirements and the complexity of the CMS setup. If the owner’s 22-year-old kid is going to manage updates, you build differently than if a marketing director will handle it — or if they want you to handle everything.
Knowing this upfront prevents the “I broke something” phone call three weeks after launch.
26. How often do you plan to update the website content after launch?
Some clients want a “set it and forget it” brochure site. Others want to blog weekly and update their portfolio monthly. The answer here shapes your CMS configuration, your training plan, and whether an ongoing content retainer makes sense.
Part 4 — AI, Technology & Tools
This is new territory for most freelancers, but it’s 2026. Your clients have opinions about AI — or they should. These questions help you build a smarter, more integrated website and position yourself as a modern professional.
27. What tools and platforms does your business currently use? (Google Workspace, CRM, booking software, email marketing, etc.)
A website doesn’t exist in a vacuum. If they use Calendly for bookings, their site needs a Calendly embed. If they run email campaigns through Mailchimp, you need a signup form. If they track leads in a CRM, the contact form should connect to it.
Asking this upfront prevents the “Oh, I forgot to mention, we need this integrated” conversation two days before launch.
28. Are you interested in using AI-generated content for your website?
More clients are open to this than you’d expect. Some want AI to draft their service descriptions. Others want nothing to do with it. Either way, you need to know.
If they’re open to AI-assisted content, tools like the AI Article Generator can produce solid first drafts of service pages and blog posts in minutes — content you can then refine with the client’s real voice and expertise. It dramatically cuts down the “waiting for the client to write copy” bottleneck.
29. If your ideal customer was searching for you, what would they type into Google? List 5–10 phrases.
The key here is that a professional with years of experience thinks and speaks differently than someone Googling a problem they know nothing about.
A kitchen remodeler says “full gut renovation.” A homeowner types “how much does it cost to redo my kitchen.” You have to meet the customer where they are — and this question gives you raw material for keyword research and page copy.
You can cross-reference their answers with Google’s Keyword Planner to find real search volume and identify opportunities they’ve never considered.
30. What is your preferred method of communication during the project? (Email, phone, text, Zoom, project management tool?)
I’ve had clients who respond to every email within the hour. I’ve had clients who disappear for three weeks and then text me at 10 PM on a Saturday.
Setting this expectation early — “We’ll use email for all approvals, and schedule a 15-minute Zoom check-in every other week” — prevents communication chaos and keeps the project on track.
If you use AI System Prompts for client communication, you can even automate follow-up templates and project update emails to keep things moving without adding hours to your week.
How to Use This Web Design Questionnaire
Having 30 great questions means nothing if you use them wrong. Here’s how to get the most out of this questionnaire:
Send it before the first meeting. Email the questionnaire (or a link to your form) a few days before your discovery call. Let the client fill in what they can. This way, your first conversation focuses on the gaps, the nuances, and the relationship — not basic data entry.
Adapt it per project type. A brand-new business that needs everything from scratch gets different emphasis than a company requesting a website redesign. Skip questions that don’t apply. Add industry-specific questions when they matter.
Watch for red flags. If someone can’t answer the budget question at all, they may not be ready to invest. If they list 40 pages they want but expect a $500 budget, that’s a scope mismatch you need to address before signing anything. If they refuse to provide content or photos, remember — that’s the number one cause of stalled projects.
Use the answers to build your proposal. Every response feeds directly into your pricing, your timeline estimate, and the scope of work document. The more thorough the questionnaire, the more accurate your proposal — and the fewer surprises for either side.
A competitor once promised one of my clients better performance and lower costs. Five months later, the client apologized and asked to come back. The new designer had charged for every small change and buried the client in hidden fees. Thoroughness — the kind this questionnaire forces — is what sets you apart from those overpromise-and-underdeliver shops.
When you’re ready to turn questionnaire answers into a winning pitch, that’s your bridge to finding and closing high-paying web design clients.
Frequently Asked Questions
Aim for 25–35 questions. Fewer than 20 and you’ll miss critical details that lead to scope creep. More than 40 and you risk overwhelming the client before the project even starts. The 30 questions in this guide cover every major category without feeling like a tax audit.
Before. Send it 2–3 days ahead of your discovery call so the client can fill in the straightforward answers (company name, services, contact info) on their own time. Use the meeting to dig into the subjective questions — design preferences, goals, budget, and expectations. This makes your first conversation dramatically more productive.
That’s actually useful information. A client who can’t articulate their goals, budget, or target audience may not be ready for a website project — or they may need more hand-holding than your typical client. Either way, you know what you’re working with before you commit.
Absolutely. For redesigns, add a few extra questions: What do you like and dislike about your current site? What’s not working? Are there pages or content you want to keep? These help you preserve what’s valuable while fixing what’s broken.
Map each answer to a deliverable. Their service list tells you the sitemap. Their budget range sets the tier. Their timeline sets your milestones. Their content readiness determines your launch risk. Stack those details into a proposal document with clear scope, pricing, and payment terms — and you’ll close more projects than freelancers who show up with a generic template. For detailed pricing guidance, check out the web design pricing guide (https://websiteprofitcourse.com/how-much-should-i-charge-for-website/).
Quick Reference — All 30 Questions
Here’s the complete web design client questionnaire as a scannable checklist. Grab the free PDF below to use on your next sales call.
- List the company name, address, phone number, and current website.
- What year was the company founded?
- Do you have a company logo, brand colors, or font preferences?
- Do you have existing brand guidelines or a style document?
- List all primary contacts: name, email, and phone.
- List all services or products you want featured on the website.
- List all nearby cities, towns, or counties within your service area.
- What makes you different from your competition?
- What types of advertising do you use now, or have you used in the past?
- Do you have a domain name and/or website hosting?
- What is the main goal of the website? (Phone calls, email leads, sell products, bookings?)
- List all the pages you want on your website.
- Do you want a contact form on your website?
- Do you want to list any organizations, certifications, or awards?
- Do you have social media accounts you want linked from the website?
- Do you have any website analytics data? How many visitors do you get per month?
- What is your current main source of website traffic?
- Do you have text, photos, and/or testimonials ready for the website?
- Do you have videos to feature on your website?
- Do you have marketing materials (brochures, business cards) to use as design inspiration?
- List 2–3 websites you admire or want to emulate.
- What is your target date for launching the website?
- What is your budget range for this project?
- Are you interested in ongoing website maintenance after launch?
- Who will be responsible for updating the website after it’s handed off?
- How often do you plan to update the website content after launch?
- What tools and platforms does your business currently use?
- Are you interested in using AI-generated content for your website?
- If your ideal customer was searching for you, what would they type into Google? List 5–10 phrases.
- What is your preferred method of communication during the project?
Get the Free Questionnaire Template
There you have it — a complete web design client questionnaire built from years of real freelance experience. Every question exists because I either learned the hard way that it mattered, or because it saved a project from going sideways.
Use this on your next sales call. Print it out, send it as a Google Form, or customize it for your niche. However you use it, you’ll walk into every project with clarity, confidence, and a scope of work that actually holds up.
Grab the free PDF copy below so you’re ready for your next client conversation. And when you’re ready to level up the rest of your freelance process, check out how to deliver a client website the right way — from final review to handoff.