Client onboarding questionnaire for web designers (free template)
Last updated · by Cody Johnston
What should a web design client onboarding questionnaire ask?
A good onboarding questionnaire asks about the business and its best customers, the goal of the new site, who writes and approves content, preferred and disliked styles, the domain, hosting and tools to connect, the launch deadline and the budget. Keep it to about 15 to 25 questions so clients finish it.
A good questionnaire saves a discovery call from going in circles and surfaces content problems before they cost you weeks. Use these questions as-is or trim them to fit.
About the business
- What does your business do, in one sentence a customer would understand?
- Who are your best customers? Who do you not want to attract?
- What makes you different from the two or three competitors people compare you with?
- What is the single most important thing a visitor should do on the site?
Goals and measures
- Why are you getting a new website now?
- What would make this project a success six months after launch?
- Are there numbers you track today (calls, bookings, sales, enquiries)?
Content and ownership
- Who will write or supply the copy? Do you need copywriting help?
- Do you have professional photos, or do we need a shoot or stock images?
- Who approves content, and how quickly can they turn feedback around?
- Is there content on the current site that must be kept or redirected?
Look and feel
- List three websites you like and say what you like about each.
- Any sites, colours or styles you dislike?
- Do you have brand guidelines, fonts and colours?
Technical
- Who owns the domain and where is it registered?
- What tools must the site connect to (booking, payments, newsletter, CRM)?
- Do you need multiple languages, a shop, member areas or accessibility requirements beyond WCAG AA?
Timeline and budget
- Is there a hard launch date (event, season, campaign)?
- Who is the main contact, and how do they prefer to be reached?
- What budget range have you set aside, including ongoing hosting and maintenance?
Tips
- Send it before the kickoff call, then use the call to dig into the answers.
- Keep it under 20 minutes to complete. Long questionnaires get abandoned.
- The answers to "Content and ownership" tell you how much chasing to expect. Follow up with a content checklist.
Frequently asked questions
Is a questionnaire the same as a content checklist?
No. A questionnaire gathers answers that shape the project (goals, audience, style). A content checklist collects the actual assets: logos, copy, photos and logins.
How long should an onboarding questionnaire be?
Short enough to finish in about 15–20 minutes. Around 15–25 focused questions is plenty for most small-business sites.
Written by Cody Johnston, maker of BriefLasso. Last updated October 12, 2026.