Website Discovery Questions



  • What is the product or service that you offer? What do you do?
  • What is your business model?
  • How are you better than your competitors?
  • What do customers feel makes you special?


  • Who are your target segments / personas?
  • What are their biggest challenges (pains)?
  • What are their goals (gains)? What problems are they trying to solve?
  • What tasks do they need to accomplish (jobs-to-be-done)?
  • What steps do the customers take from awareness, interest, desire, and action?


  • Who are your direct competitors?
  • What differentiates you? What do you do better than your competitors?
  • What are some things your competitors do better than you?


  • What are some attributes that accurately describe your brand?
  • Describe (or provide) brand colors, fonts, or other design elements.
  • Describe (or provide) key messages, taglines, and proof points
  • How do customers/consumers describe your brand?
  • How do you hope to differentiate your brand?
  • Do brand guidelines exist?
  • Does a style guide exist?


  • What does your current marketing, social, and content strategy look like?
  • What other digital channels are used within your marketing efforts?
  • How are marketing and sales efforts aligned? Describe the sales process?
  • What channels distribute content on after published on your site?



  • What are the main goals of your website? How does it fit into the overall strategy?
  • How will you measure results?
  • What is and isn’t working about your current website? What stays and what goes?
  • What products/services/elements need to be prominently featured?
  • What new features / functionality would you like implemented?
  • How do you see this site next year or in 5 years?


  • Consider competitor websites. What works and what does not work?
  • What others sites might users be on? What elements might they like?
  • What websites do you like? Describe what you like about the style and functionality.


  • Do you need to purchase a domain name?
  • Who is currently hosting your website? Are you looking to switch hosts?
  • Do you know where your DNS is controlled?
  • Do you have an SSL certificate in place?
  • What security measures do you currently have in place?
  • What technologies are you currently using? Versions?



  • What triggers users to come to your website / reach out to your business?
  • What content is your user often looking for? What questions do they commonly ask?
  • What do you want newcomers to know or do on your site?
  • What do you want current customers to know or do on your site?
  • What are the biggest challenges within your industry?


  • What key actions would you like users to take on your site?
  • What forms need to be in place on your site?
  • What happens after forms are submitted / actions are taken?


  • What pages should be on your site?
  • What key pieces of info should be available on every single page of your website?
  • What CTAs / conversions need to be in place on your site?


  • What terms would people search for to find your company?
  • What search terms are you targeting? What about your competitors?



  • When do you want to start work on your new website?
  • When do you want it to go live?
  • What is your budget for this project?
  • Are there any constraints (technological, commercial, organizational, etc.)?


  • Who will be responsible for reviewing and providing feedback on the new website design?
  • ****Who will have final approval for the website prior to launching?
  • Who will develop and maintain content?
  • Do you have someone who can create and optimize content for search engines?


  1. What does a typical weekday look like?
  2. Tell me about your role in your business.
  3. What are your daily responsibilities?
  4. What are some of the apps and websites you use the most?
  5. How do you currently manage such and such a problem or task?
  6. With this project, are you looking for a solution/an alternative to a particular problem or task?
  7. Tell me about the last time you tried to solve this problem or that task
  8. How do you think our solution could help you?
  9. Can you tell me about your most notable experience/interaction with the existing solution?
  10. What do you like/dislike about the existing solution?
  11. How does this problem affect you?
  12. How did you solve/work around this problem?
  13. What is most difficult / most frustrating about the existing solution?
  14. If you had a magic wand, what would you change?
  15. Could you describe the ideal product/experience…?
  16. What would your friend/partner/colleague think about this?
  17. Is there anything you would like to add?
  18. Do you want to talk about a specific topic before we finish?
  19. Do you have any questions for me about the project?
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