Getting started
What does a web designer actually need from you?
Less than most people expect. A designer needs to understand the business clearly — the rest is their job to work out and propose back to you.
The practical minimum
Twelve things worth having ready.
What the business does
Described plainly, as you'd explain it to a new customer, not a mission statement.
Priority services
The two or three things you most want the website to sell — not an exhaustive list treated equally.
Ideal customers
A specific description is far more useful than 'anyone who needs our service'.
Geographic coverage
Where you actually work — local, regional or national — affects structure and SEO.
Existing website
A link is enough, even if it's outdated. It gives useful starting context.
Goals
What the new site needs to achieve that the current one doesn't.
Competitors
A handful of names so the designer understands the market you're up against.
Brand assets
Logo files, colours, fonts — whatever already exists, even informally.
Contact details
Every way customers should be able to reach you, kept current.
Genuine proof
Real testimonials, reviews or completed work — not made up figures.
Project imagery
Photos of your work, team or premises, at whatever quality you currently have.
Legal and business information
Company details, policies or disclosures relevant to your industry.
Worth knowing
What you do not need to arrive with.
- A finished sitemap
- A keyword plan
- Wireframes
- Technical specifications (unless you already happen to have them)
Where the value is
You know the business. That's the point.
Nobody understands your customers, your services and what makes them choose you better than you do. The designer's job is turning that knowledge into a website that communicates it clearly — not the other way round.
If you find yourself trying to guess at layouts or technical structure, that's a sign to hand it back to the designer rather than a gap in your preparation.
Common friction
What actually slows projects down.
- Waiting on copy that hasn't been written yet
- Waiting on photography that hasn't been taken
- Several decision-makers giving conflicting instructions
- Scope changing significantly partway through
- Slow approvals holding up the next stage of work
For a fuller content list, see the website content checklist. If you're ready to put it all together, see how to write a website brief. For timing, see how long a website takes, and for imagery specifically, see our photography guide.
Before you ask
Questions about what's needed, answered plainly.
Next step
Not sure what you've got ready?
Send over what you have.
You don't need a perfectly organised set of information. Tell us about the business and we'll tell you what's still missing.