Website & Application

Project briefing form.

A longer, guided brief. The more honestly and specifically you answer, the closer the first version will be to what you actually want.

This form helps us design and build your website or application faster and with fewer revisions. It takes around 30 to 40 minutes.

You don't need polished writing anywhere here. Notes, half-sentences and dinner-party language are genuinely more useful than corporate copy. If a question doesn't apply, skip it. If you'd rather talk a section through on a call, write "discuss" and we'll cover it together.

What happens next: we turn your answers into a structured build brief covering positioning, design direction, pages, features and build order. You sign that off, and it becomes the single agreed scope we build against.

The Basics

1.1 What is the working name for this project?

1.2 Do you own a domain, or have one in mind?

For example yourname.com or yourname.uk. If not, we can advise.

1.3 Who is the decision-maker, and who else will feed in?

Name the one person who signs things off. Too many voices is the single biggest cause of delay.

1.4 Is there a deadline or event driving the timeline?

A launch, a speaking slot, a funding round, a rebrand going public.

1.5 What budget range are you working with?

Even a rough bracket changes what we recommend. There is no wrong answer here.

Links & References

2.1 Your current website and social profiles

Paste links: current site, LinkedIn, Instagram, X, YouTube, whatever exists.

2.2 Three websites you love, and one sentence each on why

Any industry at all. 'I like how calm it feels' is a perfectly good answer.

2.3 One website you dislike, and why

Often more revealing than the ones you love.

2.4 Competitors or peers we should look at

People in your space whose online presence we should understand, for better or worse.

Purpose

Purpose & Positioning

This is the most important section in the form. Take your time here.

4.1 Finish this sentence: 'When someone lands on this site, I want them to think ______ and then do ______.'

4.2 Who are the three audiences for this site, in priority order?

Be specific. Not 'everyone'. For example event bookers, journalists, founders seeking investment, potential clients of a certain size.

4.3 What is the one action the site absolutely must generate?

Speaking enquiries? Sales leads? Credibility that supports something happening elsewhere? Pick one primary outcome.

4.4 What do people consistently get wrong about you or your business that this site should correct?

The misconception, the underestimate, the outdated impression.

4.5 Is there a line, tagline or phrase you already use that feels like you?

Something you say in talks, pitches or bios that lands well. If nothing exists, we'll write one.

Tone & Taste

These questions look odd but produce far better design direction than 'describe your brand' ever does.

5.1 If your site were a magazine, which one would it be? If it were a hotel, which one?

Monocle or Grazia? A boutique townhouse or a glass-tower Hilton? Trust your gut.

5.2 Three words the site should feel like

5.3 Three words it must never feel like

5.4 Visual instincts, note your leaning on each

Light background or dark (or a toggle for both)? Minimal or rich? Classic serif headlines or clean modern type? Soft corners or sharp edges? Lots of imagery or mostly words?

5.5 Anything you already know you hate?

Stock photos of handshakes, autoplaying video, pop-ups, particular colours. Get it on record now.

Content

Content & Structure

6.1 Tell us your story the way you'd tell it at a dinner party

How you got here, the turning points, where you're going. Write it as you'd say it out loud. This often becomes the About page almost word for word. Bullet points are fine.

6.2 What pages do you imagine the site having?

List them, then for each one ask yourself honestly: what breaks if we cut it? Fewer, stronger pages beat many thin ones.

6.3 What proof points exist?

Numbers, client names, press outlets, awards, results, quotes. Proof is what separates a credible site from a brochure.

6.4 Is there a point of view or manifesto you want to own?

A belief about your industry, a philosophy of working, a stance others won't take. These often become the most-shared page on a site.

Functionality

Functionality & The Future

7.1 Beyond a contact form, what must the site actually do?

Newsletter sign-up, booking or scheduling, gated downloads, payments, member area, blog. List anything you're sure about and anything you're only wondering about.

7.2 Who will update the content after launch, and how comfortable are they with technology?

This decides whether you need an editing system at all, and how simple it must be. Be honest, 'nobody will ever touch it' is a valid and useful answer.

7.3 What might you want in six to twelve months that we should plan for now but not build yet?

A podcast section, a course, a product, an AI feature. Cheap to design for now, expensive to bolt on later.

7.4 Where should enquiries go, and how do you want to be notified?

Email address or addresses, and whether you want instant notifications or a digest.

Success

Success & Final Thoughts

8.1 It's ninety days after launch and this project has been a clear success. What has happened?

Be concrete: enquiries received, a talk booked, a story published, a feeling when you send someone the link.

8.2 Anything we haven't asked that's on your mind?

Worries, ideas, constraints, politics. Anything at all.

8.3 Your name and the best email to reach you on

When you're done, send your answers along with your asset folder link. Within a few days you'll receive a structured build brief for sign-off covering positioning, design direction, technology, pages, features and build order.