Create a website design questionnaire (includes template)

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📅 Last update: January 20, 2021

Creating rock-solid systems and processes in your business help you get more done in the same time.

That means you can turn over more projects in the same time, which of course means more profit. Better yet, good client-facing processes make you look more professional, allowing you to charge more and be confident in doing so.

Closely related to your creative brief, a website design questionnaire is one of the first touch points you have with your clients. It’s arguably the most important thing to get right in the entire web development process. It helps you understand your client’s wants and needs. If you don’t know what your client needs, the project might be doomed before it has even started.

Tip #1 – Two for one

Get two for one and build your web design questionnaire with Content Snare. It’s a tool that also helps you collect content from clients, which is the biggest bottleneck in the design process.

Start your trial here
website design questionnaire

What is a web design questionnaire

A questionnaire is a series of questions you ask your clients (or prospects) before you start on their website. It’s closely related to what some people call a creative brief.

It helps you understand so much about their business: A typical initial assessment asks about:

  • Products & services
  • Audience & clients
  • Competitors
  • Unique selling proposition (what makes them different)
  • Brand
  • Budget

But you can go further than this, to get an understanding of their:

  • Problems
  • Fears
  • Goals
  • The real reason they want a new website (we’ll dig into this soon)

Why it is so important to get right

Benefit #1 – Avoiding project failure

We’ve touched on this already, but the main thing is that a good design questionnaire helps ensure that the project isn’t a giant failure.

That sounds extreme, but it’s the truth.

Without uncovering the real reason your client wants a new website, you could end up building something that doesn’t even come close to their expectations.

The standard assumption is that clients want a new website to generate more business… but even that can mean a few different things.

Do they need to rank in Google (so you should focus on SEO), do they plan on running ad campaigns (so they’ll need landing pages)?

I’ve even heard a story of an agency that uncovered a totally hidden reason: the client wanted their site to make them look good, because they were selling their business.

That results in a very different project that could have been doomed before it started.

Benefit #2 – Easier sales

Once you know the real motivation, you can propose the best possible solution. Even better, knowing what the want makes it easier to sell them a solution. When you can talk about their fears, wants and needs, you can use the right language and focus on the right things.

Understanding needs is so important that you’ll find people talking about it everywhere – like the classic 5 whys technique or what WP Elevation calls “go wide, go deep.”

Benefit #3 – Filtering bad clients

Another benefit is that a questionnaire can help you filter out bad clients.

One of fastest ways to kill your passion for your business is to end up working with a bunch of bad clients. Even just one can ruin an entire month.

Their answers to your questions can signal red flags very early on.

Benefit #4 – Setting cost expectations

Finally, it can help your clients see how much is really involved in a website so they appreciate the value in it.

While the questions ultimately help you do a better job, the process of filling them out gets your client thinking about their website. It forces them into understanding their target audience, goals, needs and hopefully how much this all might cost.

You can even ask for their budget directly in the form.

How to create your website questionnaire

A questionnaire is just a kind of form. The usual methods I see are:

I highly recommend using some kind of online form tool. Partly because I hate printing things and party because I like keeping processes as tight and automated as possible.

It can also be a giant pain for your clients to have to print things, fill it out and scan it back. Keeping things easy for your client means things get done faster.

Tools to build your form

If you don’t already have a forms tool of choice, there are a few options.

Google Forms

Google Forms is a simple way to get started. It works no matter what platform you are using, it’s easy to set up and it’s free. If you have a Google account, just go to and create a new form.

The designs are basic, but it’s easy to get something done quickly.

Gravity Forms

Gravity Forms is a WordPress plugin that is more versatile than most. At the end of this post, there is a place to download our exact website design questionnaire template that you can import right into Gravity Forms.

Important Consideration

Filling out a large form can intimidate clients and take a long time. Some clients will never finish it because they run out of time.

A way to fix this is to use a system that allows clients to complete their questionnaire in a few sittings.

Read on to see how.

Content Snare

web design brief template

Content Snare allows clients to fill things out in their own time. If they can’t do it all in one go, they click their link anytime to come back and resume where they left off.

To make sure they don’t forget, it automatically reminds them until they’ve finished everything you need.

This results in more people completing your web design questionnaire.

Content Snare helps with much more though.

Collecting content from clients in the biggest bottleneck in web design. Except in rare projects, it holds up jobs and delays you getting paid.

Content Snare makes this process easy and can also be used for your design questionnaire.

This helps you get your time back, complete more projects and get paid faster.

Create your questionnaire

Get two for one and build your web design questionnaire with Content Snare. It’s a tool that also helps you collect content from clients, which is the biggest bottleneck in the design process.

Start your trial here

I LOVE this system for acquiring information from clients. So much of it is already done for me and with a few tweaks, I can send the form and the client know exactly what they need to provide.

Create a website design questionnaire (includes template)

Jennifer Ward


I think the secret is just that we’ve made it easier for clients to give us stuff. There’s no barrier, there’s no friction. People haven’t even complimented us on that. It used to be a fight to collect stuff.

Create a website design questionnaire (includes template)

Jarrod Robinson


Question List

Now you know the why, what and how.

Let’s dig into the actual questions that you’ll ask.

How long your questionnaire is depends on your strategy. If you’re trying to do lots of sites at a lower price, you might want to get all the info for their entire website up front.

If you are doing higher priced sites where you include strategy discussions, the questionnaire might just be an initial filter to weed out bad clients, and to arm yourself with enough info for an in-person meeting.

Here are our favourite questions and why we ask them.

How did you find out about us?

This is a great question to ask for a couple of reasons.

  1. It may present a marketing channel you’d never thought of
  2. If they put in someone’s name, you can do something special for that person (referrals are your best friend)

Do you have your web content ready?

I like this question just to get an idea of where they are at right now and to gauge how much work is required. It’s also an upsell opportunity if they want help with their content. We have a multi-choice answer with the following:

  • Yes, take it from my existing website
  • Yes, it’s in documents ready to go
  • Nope, but I will be writing it
  • Nope, and I need help with it

What are your products and services

Probably the most obvious question of the entire brief. You’ll need an understanding of what their business does, and this question helps with that.

Who are your ideal customers?

So you know who you’re targeting.

Why are the visiting your website? What’s their #1 goal?

You might split this into several questions, but this one is important as every business is different. Some just want to get the client on the phone, some want their clients to purchase online or simply enter their email somewhere.

What’s your average sale value (approx) -or- What is the lifetime value of your customer?

This one is a sneaky one for me. If you know someone makes $20k from a client, that’s something you can use to quantify the value in the site you are building. If the website helps them get just one more client a year, it’s much easier to justify a $10k price tag.

List 3 websites you like, preferably in different industries and include dot points what you do and don’t like for each

Everyone asks for comparable websites, but it’s important to find out what they do and don’t like. So many times they say they like a website, but it turns out they only like the header and hate the rest. If you’d based your design from that, you’re in trouble. Better to find that out early.

List out the pages you want on your website

This one is for the clients that already have a pretty good idea, or to help the other ones think about it some more. What they write here doesn’t have to be set in stone.

Do you have any concerns or worries?

This one is gold. This is where they tell you exactly what you need to address when you talk to them later.

To call your website a success, what would need to happen?

Just like the above question, this is gold. It helps you craft both your pitch and make sure the website achieves their exact goals. It can also help bring out hidden things that wouldn’t have come up otherwise.

What is your budget?

The ultimate filter. We use a dropdown list where the smallest amount is “<$2000”. Generally, you’d set the bottom level as the budget you don’t want to work with and may simply refer them to someone else.

What is your timeframe / launch date?

Just in case you get a surprise 2 weeks in that everything needs to be finished in 3 more days.

(Anything else that is a dealbreaker for you)

Include this as questions so you can make the decision not to work with them faster.

How to video

The below video walks you through creating a web design questionnaire using Content Snare.

Interpreting the results to filter clients

If you’re using your questionnaire as a client filter as well, here are some tips for deciding whether or not to proceed.

Sometimes it’s really obvious that a client isn’t going to be a good fit. For example, if they list out 25 pages and give a budget of $500.

But there are some things you can look out for in the results which might indicate a storm brewing.

  • If they are highly critical of other websites or previous developers. Sometimes this may be founded criticism, but sometimes it’s just a reflection of the client
  • Excessive detail in what they want. If they aren’t leaving anything open to you, there’s a real chance they are going to pick apart everything you do.
  • Or even worse “I’ll know what I want when I see it”
  • Silly words to describe what they want. If they want the site to “pop”, “have more pizzazz” or “be maybe 20% more playful”
  • Their target audience is “everyone” (this might just mean they need some business lessons)
  • In the free-text boxes, they’ve written essays
  • If you just get their feeling their expectations don’t match the budget. Yes, it’s OK to trust your gut. That bad feeling you get is the result of hundreds of thousands of years of decision-making evolution

Bonus: Automatic quote or estimate generation

This is just something to consider. It may or may not fit into your workflow, and it completely depends on your strategy.

I know some people that have all clients run through a questionnaire that generates an estimate or even a fixed quote. I know others who would never do this as they want the opportunity to talk to that client in person about their overall strategy, and to make the sale.

We haven’t personally done this with our form, but it works for some designers.

If you’re using a forms tool that supports calculations and conditional logic, you can build quote generation into it. The process depends on the form tool you are using, but try searching for something like “[TOOLNAME] conditional logic” or “calculations”.

As an example, you might require your clients to put in a number of pages and select a box that they want a contact form, Facebook tracking code and a popup. These might add fixed amounts to your quote, so you can deliver them an instant quote with the form.

Get our full question list and Gravity Form import

If you’d like to:

  1. See our full question list
  2. Get started immediately by getting a downloadable file you can import directly into Gravity Forms

Simply sign up below.

Related resources


What is a web design questionnaire?

A questionnaire is a series of questions you ask your clients (or prospects) before you start on their website

What tools can you use to create a web design questionnaire?

Content Snare or forms tools like Google Forms & Gravity Forms

What questions should go in a web design questionnaire?

We think there are at least 13 questions that you should ask. These include basic business info, product and services, ideal customer, budget and more. You’ll find all of those above!

Next steps

That’s easy – if you haven’t already got a questionnaire, go and create one!

If you already have one, read through and see if anything needs adding or adjusting.

Read through our questions to see if there are any that make sense for you to add.

Have any awesome stories or tips you’d like to share? Drop them in the comments below, and maybe we’ll invite you on the show to share them 🙂

James Rose

James is the co-founder of Content Snare and Aktura Technology. Once a web designer, his new priority is to help web designers and developers regain their lives, work less and get better clients.

He does this by writing helpful posts, building software and working with web designers to deliver the complex web development that they don't normally handle.

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