Use the questionnaire right away
Web design questionnaire
1. Business and goals
- What does your company do, in one sentence a stranger would understand?
- Why do you want a new website now — what triggered the project?
- What should the website measurably achieve in 12 months (inquiries, sales, applications)?
- How will you personally judge whether the project was a success?
2. Audience
- Who exactly should the site convince (role, industry, age)?
- What do these visitors want to find or solve when they arrive?
- What doubts or objections do they typically have before buying?
- What is the single action a visitor should take on the site?
3. Content and scope
- Which pages does the site need (list what comes to mind)?
- Who writes the copy — you, us, or together?
- What photos, videos or downloads exist already, and in what quality?
- Is any content from the current site sacred and must be carried over?
4. Design and taste
- Name three websites you like — and what specifically you like about each.
- Name one website you find terrible — and why.
- Which existing brand assets are fixed (logo, colors, fonts)?
- Should the new site feel more like a bank, a studio, or a friend? (Pick one.)
5. Technology and budget
- Do you need to edit content yourself after launch? How often, realistically?
- Which tools must the site connect to (newsletter, booking, shop, CRM)?
- What budget range is realistic for this project?
- Are there fixed dates the launch must hit (trade show, campaign, season)?
6. Process and decision-making
- Who gives final approval — one name, please?
- Who else will want a say, and how will their input be bundled?
- How quickly can you typically turn feedback around (in working days)?
- Have you worked with an agency before — what went wrong that we should avoid?
How to get it actually filled in
A questionnaire only works if the client finishes it. Three things raise the completion rate more than anything else:
- Send it with a reason, not as homework. One sentence — “your answers decide what we quote and what we build first” — turns a chore into leverage.
- Allow “I don’t know”. An honest gap is more useful than an invented answer. The gaps become your kickoff agenda.
- Turn the answers into the brief. Feed them into a structured document — our design brief template maps almost one-to-one onto these six blocks.
Block 6, answered in advance
The questionnaire asks who approves and how fast feedback turns around. bepeq makes those answers operational: one review link for every stakeholder, no login, rounds with deadlines, and a sign-off that documents itself.
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About this template
Created by David Malewski, founder of bepeq (DAMA Solutions GmbH), based on real client onboarding in web projects. Free to use and adapt. Last updated July 10, 2026.
Common questions about client questionnaires
What is a web design questionnaire?
A structured list of questions you send a client before or at the start of a website project. The answers give you goals, audience, scope, taste, budget and the decision process — the raw material for the design brief and the proposal.
What’s the difference between a questionnaire and a design brief?
The questionnaire is the question list the client answers; the brief is the document you distill from those answers. Skipping the questionnaire means writing the brief from assumptions — which is how projects end up redesigned twice.
When should I send the questionnaire?
Before the proposal, ideally before the first detailed call. The answers tell you the real scope — and pricing a project before knowing scope is guessing. A filled questionnaire also makes the kickoff call twice as productive.
How many questions are too many?
Above roughly 25, completion rates drop. This questionnaire has 24 questions in six blocks — enough to cover what matters, short enough that a busy owner actually finishes it. Cut blocks that don’t apply rather than adding more.
Why ask about the decision process (block 6)?
Because the most expensive project problems aren’t about design — they’re about approvals. Knowing the single approver and the feedback turnaround before you start lets you put feedback rounds and deadlines into the proposal, where they protect both sides.