1. Business Identity & Positioning
In one or two sentences, how would you describe your business to a stranger?
What industry or niche do you consider yourselves part of? Are there sub-niches or specialties within that?
What makes you different from other businesses offering similar products/services? (Your actual differentiators, not just "quality" or "service.") Why do customers choose you over competitors?
Do you have a formal mission statement, tagline, or positioning statement? If so, share it.
2. Products & Services
List every product or service you currently offer, including ones that might not be on the website yet.
Which of these are your primary revenue drivers vs. secondary/supporting offerings?
Is there a typical process or methodology clients go through when working with you?
3. Target Audience / Clientele
Who is your ideal customer? (Industry, size, role, demographics — whatever applies)
Are there multiple distinct customer segments you serve differently?
What problem or pain point are they usually trying to solve when they find you?
What do customers typically NOT understand about your business before working with you?
Is there anyone you explicitly do not want as a customer, or any audience the current site attracts incorrectly?
4. Geography & Service Area
What physical locations, service areas, or regions do you operate in?
Do you serve clients remotely/nationally, or is this strictly local?
Are there location-specific pages needed that don't currently exist?
5. Value Proposition & Messaging
What are the top 3 objections or hesitations prospects have, and how do you address them?
What outcomes or results do you help clients achieve? (Concrete, ideally measurable)
Are there credentials, certifications, awards, or affiliations that build trust but aren't currently highlighted?
6. Brand Voice & Attitude
How would you describe your brand's tone? (e.g., formal/technical, friendly/casual, bold/irreverent, warm/reassuring)
Are there words, phrases, or tones you specifically want to avoid?
Do you have brand guidelines or examples of writing that "sounds like us"?
Is the current website's tone accurate to how you actually talk to customers in person/on calls?
7. Content & Goals
What action do you most want a website visitor to take? (Call, form fill, purchase, book a consult, etc.)
What questions do you get asked repeatedly that the website should be answering but isn't?
Are there pages you know are outdated, thin, or no longer relevant?
Is there content on competitor sites that you wish you had an equivalent of?
Any upcoming changes (new services, rebrand, expansion) the content should anticipate?
8. Trust & Social Proof
Do you have testimonials, case studies, or reviews we can pull from?
Any notable clients, partners, or press mentions worth surfacing?
What's your current Google Business Profile category, and does it still match your primary service?
