Brand Website Refresh - Client Onboarding Framework Phase 1: Discovery & Brand Foundation Current State Assessment Website Analysis What do you like most about your current website? What do you dislike or find frustrating about your current website? What specific functionality is missing that you need? How does your current website perform in terms of lead generation/conversions? What feedback have you received from customers about your current site? Business Context Tell us about your business - what makes you unique in your industry? How many locations/offices do you have? What's your primary business focus? (e.g., service-based, product sales, lead generation) What are your main revenue streams we should highlight? Are there any recent changes to your business model or offerings? Brand Identity & Positioning Brand Essence How would you describe your brand in 3-5 keywords? What do you want people to feel when they interact with your brand? What sets you apart from your competition? Would you describe your brand as more: Traditional/Modern, Professional/Casual, Luxury/Accessible? Brand Personality Is your brand more: Family-focused, Technology-driven, Service-oriented, or Product-focused? Would you describe your brand voice as: Authoritative, Friendly, Professional, Playful, or Sophisticated? Do you want your brand to feel more mature and established or youthful and innovative? Visual Identity Do you have a complete logo package (vector files: EPS, SVG, AI, PDF)? Are you open to logo refinements or must we work with existing branding exactly as-is? What are your primary brand colors? (Please provide hex codes if available) Are you open to expanding your color palette with complementary colors? Do you have established brand fonts, or are you open to new typography? Phase 2: Target Audience & Market Analysis Demographics & Psychographics Who is your ideal customer/client? (Create a detailed persona) What's the age range of your primary audience? What's the income level/socioeconomic status of your target market? What geographic area do you serve? What are the key demographics we should represent in imagery? Customer Journey How do customers typically find you? (referrals, search, social media, etc.) What's the typical customer decision-making process? What are the main objections or hesitations customers have? What information do customers need before they contact you? What's your average customer lifetime value? Competitive Landscape Who are your main competitors? What do their websites do well that you admire? How do you want to position yourself differently from competitors? Are there any industries outside yours whose websites you admire? Phase 3: Content Strategy & Messaging Key Messages What are the 3 most important things visitors should know about your business? What's your unique value proposition? What are your main service/product categories that need prominent placement? Do you have any special certifications, awards, or credentials to highlight? What calls-to-action are most important for your business goals? Content Inventory Do you have existing content (copy, images, videos) we can work with? Do you have professional photography of your business/products/team? Are you open to using stock photography where needed? Do you have customer testimonials or case studies to feature? Do you need help with copywriting, or do you have content creation handled? Tone & Style Should the website copy be more formal/professional or conversational/friendly? How technical should the language be for your audience? Do you have specific industry terminology that must be included? Are there any words or phrases you definitely want to avoid? Phase 4: Functional Requirements & User Experience Core Functionality What are the primary actions you want visitors to take on your site? Do you need e-commerce functionality? Do you need appointment booking/scheduling? Do you need customer portals or login areas? Do you need integration with existing systems (CRM, booking software, etc.)? User Experience Preferences Do you prefer clean, minimal designs or more dynamic, interactive experiences? Are you interested in modern web animations and transitions? Do you want the site to feel more traditional/classic or cutting-edge/trendy? How important is mobile optimization for your audience? Do you need multi-language support? Content Organization What pages/sections are essential for your new site? How do you want your services/products categorized? Do you need a blog or news section? Do you want team/staff profiles featured prominently? Should customer testimonials have their own section or be integrated throughout? Phase 5: Technical & SEO Considerations SEO & Performance What are your main target keywords? Do you have existing SEO rankings you want to maintain? Are there specific geographic areas you want to rank for? Do you have Google Business Profile optimization needs? What are your main conversion goals we should optimize for? Technical Requirements Do you have hosting preferences or requirements? Do you need the ability to update content yourself? Are there security requirements we should know about? Do you need analytics tracking set up? Are there compliance requirements (ADA, HIPAA, etc.)? Integration Needs What third-party tools do you currently use that need integration? Do you need social media integration? Do you need email marketing integration? Do you need payment processing capabilities? Do you need customer support chat functionality? Phase 6: Visual Design Direction Design Preferences Do you prefer geometric or organic design elements? Are you drawn to photography, illustrations, or a mix of both? Do you want literal imagery related to your industry or more abstract/lifestyle imagery? What style of photography resonates with your brand? (candid, professional, lifestyle, etc.) Are there specific visual elements from your physical space we should incorporate? Layout & Navigation Do you prefer traditional navigation or more modern, interactive menu styles? How important is it to showcase your physical location(s)? Do you want a prominent hero section, or prefer a more distributed layout? Are there specific sections that should be prioritized above the fold? Do you need mega-menus or will simple navigation suffice? Inspiration & References Please share 3-5 websites you admire (in any industry) What specifically do you like about each reference site? Are there any design trends you want to avoid? Do you have a Pinterest board or collection of visual inspiration? Phase 7: Project Logistics & Success Metrics Timeline & Resources What's your ideal launch timeline? Are there any specific dates or seasons that are important for your business? Who will be our main point of contact for feedback and approvals? What's your content creation timeline if you're providing materials? Budget & Scope Are there any features that are "must-haves" vs "nice-to-haves"? Do you need ongoing maintenance and updates after launch? Are you planning any major business changes that might affect the website? Success Measurement How will you measure the success of your new website? What specific metrics are important to your business? (leads, sales, engagement, etc.) Do you have baseline metrics from your current site for comparison? What would make this project a "home run" for your business? Phase 8: Post-Launch Considerations Ongoing Needs Will you need training on how to update content? Do you anticipate needing regular design updates or just content updates? Are you interested in ongoing SEO or digital marketing support? Do you need analytics reporting on a regular basis? Future Growth Are there features you might want to add in the future? How do you see your business evolving over the next 2-3 years? Are there seasonal updates or campaigns we should plan for? Do you anticipate expanding to new locations or services?