Begin with the business goal
Explain what the website needs to help people do: enquire, book, compare products or understand your offer. A clear goal is more useful than a long list of visual preferences.
Describe the audience
Identify the people using the site, what they already know and the questions they need answered before taking action.
List the essential journeys
Describe the steps from arrival to the desired action. Include forms, booking, product discovery and any handoffs to other systems.
Bring the constraints
Share the existing platform, available content, required integrations, internal reviewers and desired timing. Unknowns can be investigated as part of scoping.
Agree the handover
Discuss who will update the site, which files and access are required, and what support should follow launch.
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