Below are some questions to consider when re-designing your website.  You can send us your answers, or we can discuss them when we meet.  These particular questions are mainly geared toward the look and feel of your public website, rather than toward the back end functionality or more complex features.


  1. Why are you re-designing your website?
  2. If you could only tell visitors one thing on your website (apart from contact information), what would it be?
    • What if you could tell visitors three things, or allow them to do three things via your website?
    • Would your answer change over time? What would it be in 3 months? In 6 months?
  3. What action would you most like your visitors to take, after viewing your website?
    • What would be your top three actions?
  4. How would you know that your website was a success?
    • ​​What measurement would tell you that you had succeeded?
  5. What feelings do you most want the website to convey (e.g., “friendly”, “professional”, “rebellious”, “optimistic”, “outraged”, “transparent”, “innovative”), or inspire?
    • Trust, Honesty, Authority, Serenity, Intelligence
    • Creativity, Spirituality, Individuality, Quality, Royalty
    • Excitement, Energy, Passion, Action, Desire
    • Optimistic, Uplifting, Rejuvenating, Friendliness, Fun
    • Happiness, Enthusiasm, Confidence
    • Hope, Growth, Refreshing, Balance, Reassurance (adapted from



  1. If you could reach only one audience through your website, who would it be?
    • Are there secondary audiences for your website?
  2. What are the goals of your visitors?  What do they want to do with your site?  Why are they here?
    • In this section, think about what they want to do, not what you want them to do.
  3. What other websites or tools are they using to reach their goals?
  4. What are their biggest pain points?  What prevents them from achieving their goals?
    • ​​Why wouldn't they use your website to help them?  What pain points do they experience on your website?


Existing Websites

  1. Review other websites from organizations that do similar work:
    • ​What websites do you like?  Why?
    • What websites do you dislike?  Why?
    • What sets you apart from other similar organizations?
  2. Review the look and feel of your curent website:
    • ​What do you like about it?
    • What do you dislike about it?
  3. Review the functionality of your current website:
    • ​​​What do you like about it?
    • What do you dislike about it?
  4. Do you have analytics (e.g., Google Analytics) for your website?  
    • Could we log in to see those, or could you send us a report?
    • Are you currently tracking any goals in your analytics?
  5. What features do you wish your site had?  What would you want to remove?​​


Style and Content

    1. Do you have a style guide already, that should be followed?
    2. Do you have a colour scheme?
    3. Do you have a logo that we should use?
    4. Do you have imagery (e.g., high-quality photos related to your work)?
    5. Have you done any other visual design work?
      • If so, please send us any examples that you like (e.g., newsletter, brochure, presentation).  You can also let us know if there is something that you dislike.



    1. What is your budget for re-designing the site?
    2. If you need to focus your efforts, what are the most important parts of the site that need work?
    If you have any questions about the above, please contact us.