Your Complete Web Design Questionnaire Template

Having a well-structured questionnaire template streamlines your client onboarding process while ensuring consistent, thorough information gathering. At AAMAX.CO, we've developed our questionnaire template through extensive project experience, refining questions to elicit the most useful responses from clients at every stage of engagement.

This template is designed to be adaptable for various project types and client situations. Use it as a starting point, customizing sections based on specific project requirements and your unique process needs.

Template Section 1: Business Overview

Begin with fundamental business information that provides context for all subsequent design decisions. These questions help you understand the client's world before diving into project specifics.

Include questions such as: What is your company name and primary business? How long have you been in business? What products or services do you offer? What makes your business unique compared to competitors? What are your primary business objectives for the next year?

These foundational questions help frame all website design decisions within the context of real business needs and competitive positioning.

Template Section 2: Target Audience

Understanding the intended audience shapes every aspect of design, from visual style to content approach. Include questions that paint a clear picture of who will use the website.

Ask clients to describe their ideal customers in detail. What are their demographics, including age, location, profession, and income level? What are their goals, challenges, and motivations? How do they typically find and interact with businesses in your industry?

Include questions about different audience segments if applicable. Many businesses serve multiple customer types with distinct needs and preferences.

Template Section 3: Current Website Assessment

For redesign projects, understanding the current state provides crucial context. These questions help identify what to preserve and what to change.

Ask: What is your current website URL? What do you like most about your current website? What frustrates you about your current website? What feedback have you received from customers about your website? Do you have access to analytics data we can review?

This section helps prioritize improvements and ensures valuable existing elements aren't lost in the redesign process.

Template Section 4: Design Preferences

Visual direction questions help align designer and client expectations before creative work begins. Gather references and preferences to guide design exploration.

Include questions like: Please share links to three to five websites you admire and explain what you like about each. Are there any websites in your industry that you particularly like or dislike? Describe the impression you want your website to create—professional, friendly, innovative, traditional? What emotions should visitors feel when browsing your site?

Ask about colors, both preferences and any colors to avoid. Discuss existing brand guidelines that must be followed.

Template Section 5: Brand Guidelines

Consistency with established branding ensures cohesive customer experiences across touchpoints. Gather all relevant brand assets and standards.

Request: Please provide your logo files in all available formats. Do you have established brand colors and typography? Please share any brand guidelines or style documents. Do you have existing marketing materials we should reference for consistency?

These materials form the foundation for design development that strengthens rather than dilutes brand identity.

Template Section 6: Website Goals and Success Metrics

Clear objectives enable strategic design decisions and provide benchmarks for measuring success. These questions establish what the website needs to accomplish.

Ask: What is the primary goal of your new website? What secondary goals should the website support? How will you measure whether the website is successful? What specific actions do you want visitors to take?

Understanding goals helps our website development team create experiences optimized for meaningful outcomes rather than arbitrary preferences.

Template Section 7: Content and Media

Content readiness significantly impacts project timelines. Understanding what exists and what needs creation enables accurate planning.

Include: Do you have existing website content that will be used, or is new content needed? Who will write the content for the website? Do you have professional photography of your products, team, or location? Will you need photography, video, or illustration services? How many pages do you estimate the website will need?

Content questions also influence platform recommendations, such as whether a CMS like WordPress or a more custom solution would best serve ongoing content needs.

Template Section 8: Functional Requirements

Technical functionality questions ensure the final product meets all operational needs. Be thorough in exploring feature requirements.

Ask about: Contact forms and lead capture mechanisms. E-commerce functionality and payment processing needs. User accounts, logins, or membership features. Booking or scheduling systems. Newsletter signup and email marketing integration. Social media integration requirements. Search functionality needs. Multi-language requirements.

Discuss integrations with existing systems like CRM platforms, inventory management, or marketing automation tools.

Template Section 9: Technical Specifications

Technical questions ensure appropriate platform and development approach selection. These answers guide recommendations for MERN stack, Next.js, or other technical approaches.

Include: Do you have existing hosting, or will you need hosting recommendations? Do you own your domain name? Do you need content management capabilities? Are there specific technologies or platforms you prefer or want to avoid? What are your security requirements or compliance considerations?

Understanding technical preferences and constraints prevents surprises during development.

Template Section 10: Timeline and Budget

Project constraints shape scope recommendations and planning. Address these practical considerations directly.

Ask: When would you ideally like the website to launch? Are there any events or deadlines driving this timeline? What is your budget range for this project? Are there any budget constraints we should be aware of? Is the budget flexible if additional valuable features are identified?

Open discussion about budget enables appropriate scope recommendations rather than disappointing misalignments.

Template Section 11: Ongoing Support

Post-launch needs influence both design decisions and service recommendations. Understand expectations for continued collaboration.

Include questions about: Who will be responsible for updating website content? How frequently do you anticipate making updates? Will you need ongoing technical support or website maintenance services? What level of training will you need for managing the website?

These answers help recommend appropriate platforms and support arrangements.

Template Section 12: Decision Making and Communication

Understanding the client's internal process prevents delays and miscommunications. Clarify how decisions will be made and who will be involved.

Ask: Who is the primary point of contact for this project? Who else will be involved in reviewing and approving work? How are decisions typically made in your organization? What is your preferred method of communication? How quickly can you typically respond to questions or approve deliverables?

These process questions set realistic expectations and prevent bottlenecks.

Using the Template Effectively

Send the questionnaire before your initial strategy meeting to give clients time for thoughtful responses. Review answers in advance so your meeting focuses on clarification and deeper exploration rather than basic information gathering.

Follow up on incomplete or unclear answers rather than making assumptions. Questionnaire responses form the foundation for proposals and project planning, so accuracy matters.

Consider creating versions of your template for different project types or client segments, emphasizing the most relevant questions for each situation.