I can usually tell when a discovery conversation is about to get interesting. Someone tells me what they need, and then we start talking about what the business actually does.
Recently, a prospective client described a four-page website. Fair enough. Four pages gave us a starting point. But as we talked, those pages also needed to support consultation booking, paid downloadable resources, and more than one type of audience.
That's a different conversation from simply deciding where the Home and About pages should go.
This is something I've learned after years of designing websites: the language people use to describe a project gives me a clue, but I still need to understand the business behind it.
And I don't assume a client is wrong about what they need. They know their business. My job is to ask questions that help us make a good decision about the website.
The question I like to ask first
“What's happening in your business that's making you think about your website right now?”
I like this question because it gives us context. Maybe you're launching something new. Maybe your work has evolved, and the website is still introducing an older version of your business. Maybe referrals have picked up, but people keep asking the same questions before booking.
Those situations might lead to very different recommendations, even if everyone initially asks for a new website.
Here are five things I hear in website conversations and what I want to understand next.
“I just need a simple website.”
I love a clear, focused website. Simple can be a smart choice, especially when you're starting out or testing a new offer.
But “simple” can describe how the site looks, how many pages it has, or how easy it should be for someone to use. Those aren't the same thing.
A four-page website with information and a contact form may be fairly straightforward. A four-page website that needs appointment scheduling, paid digital products, and different paths for different audiences involves more decisions behind the scenes.
So I'll ask: What does the visitor need to do? Are they booking, purchasing, applying, downloading, or just getting in touch? What needs to happen after they take that step?
Page count matters. Functionality and the experience around those pages matter too.
“I want my website to look more professional.”
Okay, tell me more. What feels off to you?
For one business owner, professional might mean more consistent typography, better photography, and cleaner layouts. For someone who's been in business for years, it may mean the website is still presenting them like they're brand new, even though their experience has grown.
I want to know what changed. Are you speaking more? Serving a different audience? Leading a larger organization? Offering a different kind of service?
That helps me figure out whether we're talking about visual refinement, clearer positioning, or a more substantial shift in how the business is presented.
“I'm not getting clients from my website.”
This is frustrating, especially when you've invested time and money into getting the site online.
Before I recommend a redesign, I want to understand what's happening. Are people visiting the website? Where are they coming from? Do they understand the services? Is the next step clear? Is the inquiry form working? What happens after someone reaches out?
If hardly anyone is finding the site, we may need to look at visibility and traffic. If people are visiting but not inquiring, we may need to examine messaging, trust, and the user journey. And if inquiries are arriving but aren't turning into conversations, the issue might sit beyond the website itself.
Those are different problems. I don't want to hand someone a beautiful redesign if the thing holding them back hasn't been addressed.
“I already built something myself.”
My next question is usually: Can I see what you've built?
There are good DIY websites out there. AI website builders and templates can give business owners a real starting point, and that can be exactly what they need in a particular season.
In a recent conversation, someone asked about help with an existing DIY site. I hadn't reviewed it yet, so I wasn't going to tell them they needed to start over. We talked about looking at what was already there and determining whether focused improvements might make more sense.
Maybe the content is strong, but the layout needs help. Maybe the site is functional, but the visitor's next step is unclear. Maybe the platform really is limiting what the business needs to do. I can't know that without seeing the work and understanding the goals.
A full rebuild is one possible recommendation. It shouldn't be the automatic one.
“I need a website that can grow with me.”
I understand this request, especially from founders with more than one idea or professionals entering a new chapter.
But I like to get specific about growth. Are you planning to add workshops, a resource library, speaking inquiries, team members, online booking, or a new audience? Which of those plans are real priorities for the next six to twelve months, and which are possibilities for later?
That conversation helps us decide what needs to be built now and what simply needs room in the structure for the future.
You don't have to pay to build every idea you've ever had into version one of your website. We can make thoughtful choices today without pretending to know exactly what the business will look like three years from now.
What happens after those questions?
Once I understand what's prompting the request, we can look at the right level of support. That might be an audit, a focused refresh, a small new website, or a more involved strategic revamp.
It also helps us talk about budget with a clearer picture of the work. Two websites can have the same number of pages and require completely different amounts of planning and implementation.
I don't expect someone to come into a discovery conversation knowing all the technical language. What matters is being able to explain what's going on in your business and what you're hoping will change.
For me, good website strategy begins with listening for the reason behind the request, understanding what the experience needs to accomplish, and recommending a path that makes sense for the business in front of me.
The website should support the work you're actually doing, not just the list of pages we wrote down at the beginning of the call.
Final Thoughts
Thinking about a new website, a refresh, or a site you've already started building? Tell me what's changing in your business and what you need your online presence to help you do. Explore my website design services, or start with a website review if you're still figuring out what deserves attention first.
