The Email That Started Everything
A few months ago we got a brief from a potential client. The entire message was: "We need a website. Modern design. How much?"
We've been there. We've all been there. And the truth is: we can't give a meaningful answer to that question. Not because we're being difficult, but because "a website" could mean anything from a one-page brochure to a full-blown e-commerce platform with multi-currency support.
That one email led to three weeks of back-and-forth before we even had a clear picture of what they needed. Three weeks.
So I decided to write down what we actually need from clients to give them a fast, accurate estimate — and to make the entire project run smoother from day one.
Step 1: Know Your "Why" Before Your "What"
Before you think about features, ask yourself: Why does this project exist?
"We need a new website" is not a reason. These are reasons:
- "Our current site loads in 8 seconds and we're losing mobile customers"
- "We're launching a new product line and our existing site can't handle it"
- "Competitors in our space all look better than us — we're losing credibility"
- "We're spending 4 hours a week on manual processes that should be automated"
When you share the why, your agency can suggest solutions you haven't considered. Maybe you don't need a new website — maybe you need a landing page and a better checkout flow. Or maybe you need more than a website — maybe you need an API integration with your inventory system.
The why changes everything.
Step 2: Define Your Audience (Be Specific)
"Everyone" is not an audience. The more specific you can be, the better decisions we can make about design, content, and technical architecture.
Good examples:
- "B2B procurement managers in the DACH region, ages 35-55, who currently compare suppliers via phone calls"
- "Young parents in urban areas looking for organic baby products, primarily on mobile"
- "Existing customers who need a self-service portal to manage their subscriptions"
This information directly affects technical decisions. A B2B audience in Germany likely needs GDPR-compliant forms, German-language support, and a design that prioritizes trust. A mobile-first consumer audience needs fast load times, large touch targets, and probably an Instagram-friendly aesthetic.
Step 3: Bring Examples (But Explain Why)
"I want it to look like Apple's website" — we hear this a lot. And it tells us almost nothing.
What would help:
- "I like this competitor's site because their pricing page is very clear" → you value transparency
- "This brand's color palette feels right for our industry" → you have a visual direction
- "I hate this website because I can never find the contact form" → you care about navigation
Screenshots with annotations are worth more than paragraphs of description. Circle what you like. X out what you don't. Tell us why.
Step 4: Be Honest About Budget
This is the part nobody likes. But here's the reality: knowing your budget doesn't mean we'll charge more. It means we can tell you what's possible.
There's a big difference between:
- €5,000 → Clean, professional one-pager with a contact form
- €15,000 → Multi-page site with CMS, multilingual support, and SEO optimization
- €40,000+ → Custom web application with user accounts, dashboards, and integrations
If we don't know your range, we might spend two weeks preparing a proposal for a €30,000 solution when your budget is €8,000. That's time wasted for both of us.
A range is fine. "Between €10,000 and €20,000" gives us everything we need.
Step 5: Timeline — Real Talk
"As soon as possible" is not a timeline. But neither is an arbitrary date.
What actually helps:
- "We're launching the product on September 15, so the site needs to be live by September 1"
- "There's no hard deadline, but we'd like to have something by Q4"
- "We have a trade show on March 20 and need at least the landing page by then"
Business context helps us prioritize. If your deadline is tight, maybe we launch with 80% of the features and add the rest post-launch. If you have time, we can invest more in animation, custom illustrations, or SEO groundwork.
Step 6: Content Readiness
This one surprises most clients: content is almost always the bottleneck.
The most common cause of project delays isn't code — it's waiting for copy, images, and product data. If you come to the first meeting with:
- Your company description (who you are, what you do)
- A rough outline of the pages you need
- High-quality photos or a photography plan
- Product data (if e-commerce)
...you'll shave weeks off the timeline.
Don't have content yet? That's fine — just be upfront about it. We can work with a copywriter in parallel, but we need to plan for it.
The Ideal First Meeting
When a client comes prepared, the first meeting goes from "what do you need?" to "here's how we'd build it." In 60 minutes, we can:
- Confirm scope and priorities
- Identify technical requirements
- Give a ballpark estimate
- Propose a timeline
- Agree on next steps
No back-and-forth. No "we'll get back to you in a few weeks." Just clarity.
It's Not About Being Perfect
This isn't a test. You don't need a 40-page requirements document. You don't need to know the technical stack or understand responsive breakpoints.
You need to know what problem you're solving, who you're solving it for, and roughly how much you're willing to invest. We'll handle the rest.
That's literally what you're hiring us for.