Your project is set, your product ready to go, and the excitement is palatable. Then you sit down with the designer and they start asking questions… record scratch- aren’t they supposed to build the website from just your product, logo, and a rough idea?
Designing a website or marketing materials for your business is an exciting step. It’s where your brand’s personality will take shape and your ideas become something tangible. But before your designer starts their magic, there’s some groundwork to cover. Taking time to share key details up front can make the entire process smoother for both the designer and you. What do they need to know? Let’s dive into four essential things you should tell your designer before starting a project.
1. Your Goals & Objectives
This is your north star guiding the project. The brighter it shines the easier the journey will be. Without clear goals, it’s like sailing without a map– we will drift where ever our ideas take us, but that can quickly lead us to where we don’t want to go. Being specific about what you hope to achieve is the best way to make sure each decision pushes the project towards that star.
Ask yourself:
- Is this project about driving sales, generating leads, or building brand awareness? Each of these answers will have a different path to navigate.
- Are you aiming for a modern redesign or starting from scratch? This is like choosing your journey’s starting point- and depending on your north star for the project might mean one is more optimal than the other.
- What dose success look like for you? Success is subjective- which means its definition for the project can vary . Make sure your designer knows your definition so you are working along the same path.
For instance, if you’re launching an e-commerce site, your goal might be to create an intuitive shopping experience that increases conversions. If it’s a portfolio site, the aim could be to showcase your work in a visually eye-catching way.
Communicating these objectives clearly allows your designer to tailor their approach and ensure the final product aligns with your vision.


2. Your Target Audience
So we know our end goal. The north star is set. Who are we going to invite along for the journey? Design isn’t just about making something look good; it’s about creating something that resonates. To do that, your designer needs to know who they’re designing for.
Describe your ideal audience in detail:
- Are they tech-savvy millennials or traditionalists who appreciate simplicity? This will heavily influence design concepts on your site. If your ideal target audience are the later then removing flashy design opting for simple links and buttons may be ideal.
- Do they prefer sleek and modern, or do they lean towards warm and approachable? People looking for a holistic healing experience are going to want warm and approachable. While those looking into a finance product are going to want sleek, modern, and professional.
- What problems do they need solved, and how does your business address those? Getting very specific on the pain point your services offer to solve and exactly how you solve it will influence the design choices and direction of the website build.
The better your designer is able to understand your audience, the more effective they can be when crafting designs to connect your audience with your product.
3. Your Likes, Dislikes, and Inspirations
Designers love a good mood board. Gather up all of the elements you like, dislike, or that inspire you in a folder or email that you can quickly share with the designer when meeting with them.
Here are some things to collect and share:
- Websites, designs, or branding you admire. Not just which ones but take time to consider why you admire them.
- Things you absolutely don’t want to see in your design. This is vastly important in making sure the designing process is efficient and smooth. If we know what to avoid at the start it can save hours of revisions later.
- Specific colors, fonts, or styles you love (or loathe). Again this saves time so your designer can focus on building rather than asking what shade of yellow you most want.
Visual references can be incredibly helpful. A picture is worth a thousand words and showing examples ensures everyone is on the same page.
However, while we love our mood boards and visual illustrations to help move us towards a certain look its incredibly important to trust the process and your designer. They aren’t going to just lift a look and copy it verbatim but rather will guide your likes towards a cohesive design.


4. Budget & Timeline
While not the glamorous or fun part of starting a creative project like a website your budget and timelines expectations are crucial. Getting onto the same page and setting expectations from the beginning can save a lot of stress and help you avoid incompatible designers.
Be transparent about:
- How much you’re prepared to invest. In fact this might should be the first thing you discuss. If the designer can’t fit into your investment threshold its time to find another designer.
- What hard deadlines you need met? If your designer doesn’t know when you need certain things they will make their own schedule and it won’t be the same as yours. If you are upfront they can plan the build around those timelines making sure they are hit.
By sharing these key details before your project kicks off you’re setting yourself and your designer up for success. Think of it as a collaboration where the more information you provide, the better equipped your designer is to bring your vision to life.