The Five Questions I Ask Before I Build Any Website

When I sit down with a new client, whether they lead a nonprofit, run a small business, or head a mission-driven organization, I don’t jump straight into design ideas or pricing.

Instead, I start with questions. These questions help me understand what the website really needs to do and why it matters. Over the years, I’ve learned that the biggest reason website pricing varies so much is because every project is different. The answers to these questions shape the entire website planning and design process.

Pull up a chair and let me share the five questions I ask before I build any website. These questions guide my website discovery process and help clients see why a website is more than just a pretty homepage.

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1. What is the primary goal of your website?

This might sound obvious, but it’s the foundation of everything. When I ask this, I’m not just looking for “to get more donations” or “to sell products.” I want to understand what success looks like for you. For example, a nonprofit website might want to increase volunteer sign-ups, raise awareness about a cause, or provide resources to a community. A small business website might focus on booking consultations or showcasing a portfolio.

Knowing the primary goal helps me tailor the website strategy. It influences the structure, the content, and even the technical features. Without this clarity, the website risks becoming a collection of nice-looking pages that don’t move the needle.

Example: I once worked with a nonprofit that thought their website’s main job was to collect donations. After digging deeper, we realized their bigger challenge was educating the public about a complex issue. That shifted the website planning checklist to include more educational content and interactive tools rather than just donation buttons.

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2. Who is your audience and what do they need from your website?

Understanding your audience is crucial. I ask clients to describe their typical visitor. What questions do these visitors have? What problems are they trying to solve? What kind of tone and style will resonate with them?

For a nonprofit website, the audience might include donors, volunteers, beneficiaries, or partner organizations. Each group has different needs. A small business website might serve potential clients, existing customers, or even collaborators.

This question shapes the website design process by influencing navigation, messaging, and calls to action. It also helps decide what content is essential and what can be left out.

Example: A community arts nonprofit I worked with had a diverse audience. We created separate pathways on the homepage for artists, donors, and event attendees. This made the site feel welcoming and useful to everyone.

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3. What content do you already have, and what will you need to create?

Content is often the biggest hidden factor in website planning. I ask clients to gather everything they have: text, images, videos, reports, testimonials. Then we figure out what’s missing or outdated.

Content creation takes time and resources. If you don’t have a clear plan for content, the website redesign can stall or end up with thin, ineffective pages. This is why I include content review as part of the website consultation.

Example: One small business client had a great product but very little written content. We worked together to develop clear product descriptions, customer stories, and FAQs. This made a huge difference in how the site connected with visitors.

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Access the Digital Toolkit for practical templates, checklists, guides and planning resources to help you build with confidence.

Taking time for website planning with a checklist helps clarify goals and content needs.

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4. What features or functionality are essential for your website?

Not every website needs the same features. Some nonprofits need event calendars, donation forms, or volunteer sign-up tools. Small businesses might require booking systems, online stores, or client portals.

I ask clients to list the must-have features and any nice-to-haves. This helps me estimate the complexity of the project and the time it will take to build. It also explains why some websites cost more than others.

Example: A nonprofit I worked with wanted a simple site at first, but during the website discovery process, they realized they needed a secure member login area for their volunteers. Adding that feature changed the scope and budget significantly.

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5. How will you maintain and update the website after launch?

A website is not a one-and-done project. I always ask clients about their plans for ongoing updates. Will they have someone on staff to handle content changes? Do they want training? Or would they prefer a maintenance plan with me?

This question affects the website strategy because it influences the choice of platform and the design of the backend. A nonprofit website with limited staff might need a simpler content management system and clear instructions.

Example: One small business owner wanted to update their blog regularly but had no technical background. We chose a platform that made posting easy and provided a website planning checklist for content updates. That helped them stay consistent without frustration.

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Wrapping Up

These five questions are my starting point for every website project. They help me understand what the client really needs and why. They also show why website pricing can vary so much: the answers affect the scope, design, content, and ongoing support.

If you’re thinking about a website redesign or building a new site, take some time to answer these questions for yourself. It will make your website planning clearer and your conversations with designers more productive.

Remember, a website is a tool to support your mission or business. When you build it with intention and strategy, it becomes a strong foundation for everything you want to achieve.

If you want to chat about your website goals or need a website consultation, I’m here to help. Let’s make sure your website works as hard as you do.

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Keep Learning

I hope this article gave you a new way to think about your website, your brand or your digital strategy!

If you're looking for practical tools, templates, and step-by-step guidance, I've built an entire learning ecosystem to help you continue your journey.

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One Last Thought

Technology shouldn't feel overwhelming.

Whether you're building your first website, refreshing your brand, or preparing for your next stage of growth, my goal is simple: to help you move forward with more clarity, more confidence, and a strategy you can actually sustain.

Thanks for reading, and I'll see you in the next article. 💻💚

Taylor Smith-Morrell

Founder & Lead Digital Strategist

The TTC Agency