How to Get the Right Info From Your Clients (So You Can Build a Brand + Website That Actually Converts)
Let’s be real: the prettiest logo or website in the world won’t do its job if it’s not built on strategy. And strategy starts with the right information.
If you’re a designer (web or brand), you’ve probably been there — stuck waiting on client details that never come, or piecing together random info that doesn’t really give you what you need to make smart design choices. That’s where a solid client questionnaire becomes your best friend.
Because here’s the thing: you can’t create a brand or website that works (aka: connects with their audience, sells their offers, and actually converts) without understanding the foundation of their business.
So, how do you actually get the information you need? Let’s talk about it.
Why Asking the Right Questions Matters
Your client might think they just need “a new logo” or “a cute website,” but your job is to guide them deeper. You’re not just designing something that looks good — you’re creating a tool that should help them run their business better.
When you ask the right questions, you uncover:
Who their target audience really is
What makes their offer different
How they want people to feel when they land on their site or interact with their brand
The customer journey (and whether it’s clear or confusing)
Without this? You’re just designing in the dark.
👉 This is exactly why I created my Branding Client Questionnaire Template and my Website Client Questionnaire Template — so you don’t have to reinvent the wheel every time. They walk your clients through all the right prompts, so you get the gold you need upfront.
What to Ask Your Branding Clients
When it comes to brand design, the questions should dig into identity and vision. Think:
What are your brand values?
Who are your dream clients/customers?
What feelings should your brand evoke?
What brands do you admire (and why)?
These answers are what help you build a brand identity that actually feels like them (instead of something they’ll want to re-do in a year).
👉 Pro tip: If you’re tired of writing the same questions over and over again, snag my Branding Client Questionnaire Canva Template. It’s designed, ready to use, and makes you look super professional from day one.
What to Ask Your Website Clients
Website projects need to go beyond “what colors do you like?” The focus here is on functionality and conversion. Some of my go-to questions:
What’s the main goal of your website (sales, bookings, portfolio)?
What do you want visitors to do after landing on your site?
Do you currently track conversions, and if so, what are they?
What frustrates you most about your current site?
When clients answer these, you can start designing a site that doesn’t just look pretty — it strategically guides visitors where they need to go.
👉 This is where my Website Client Questionnaire Template comes in. It covers everything from goals to must-have functionality, so you don’t miss a beat.
Making Questionnaires a Seamless Part of Your Process
Here’s the trick: don’t treat questionnaires like optional homework for your clients. Position them as a non-negotiable step in your process. Frame it like this:
“In order to design a brand/website that actually converts for your business, I need to understand your goals, audience, and vision. That’s why this questionnaire is so important — it sets us both up for success.”
Your clients will respect it more (and actually fill it out).
Ready to Take It Deeper?
Here’s the truth: a questionnaire will get you really good insights — but sometimes you need to dig deeper, ask follow-up questions, and uncover strategy that your clients don’t even know they need yet.
That’s where I come in. My Strategy Consultations are designed to bridge that gap. We’ll look at your brand or website from a strategic perspective, make sure your client journey is clear, and get you ready to build something that not only looks amazing but works.
Because at the end of the day, design without strategy is just decoration. Let’s make sure you’re building something that actually converts.