If you’ve ever wondered what questions to ask on a discovery call as a website designer, this post will walk you through the exact ones I use to qualify clients, build trust, and book $3K+ projects with ease.
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Let’s talk about discovery calls.
That 20–30 minute convo where you’re supposed to make a great first impression, sell yourself, explain your process, and answer every question the client throws your way like a polished, professional expert.
And yeah… that pressure can make you sweat.
But here’s what I want you to remember: the discovery call goes both ways.
You’re not just there to prove yourself. You’re also there to evaluate them.
Is this client a good fit for you? Do they have realistic expectations? Will they respect your process? Are they ready to invest?
Too often, designers go into these calls feeling like we’re on trial—but the truth is, you’re interviewing them just as much as they’re interviewing you.
The best calls feel like a collaborative conversation.
You’re not a pixel-pusher. You’re a creative strategist, and this call is your chance to act like one.
So how do you flip the script?
Start by letting the client do most of the talking and asking better questions.
Here are the questions I always ask on discovery calls (especially when I’m pitching a $3K+ website project). These help me build trust and uncover red flags early.
Project Strategy & Goals
I like to open with a bit of background so I can get to know the client.
“Tell me a little bit about your business and what you’re looking for in a new website…”
This keeps the client focused on outcomes, not just aesthetics. Are they trying to get more inquiries? Sell digital products? Grow their email list? You need to know what the website is for before you can design something that works.
“What’s working (or not working) on your current site?”
This gives you insight into what’s already been tried and what their pain points are. It also helps you avoid repeating mistakes.
“What does success look like for this project?”
Skip the generic “I want a better website.” Push them to define success in their own words: “If your site launched tomorrow, what would make you feel like it was 100% worth it?”
“Are there any other decision makers we should include in this process?”
Nothing derails a project faster than last-minute feedback from a mystery stakeholder. Ask early.
Ideal Client & Audience
“Who is your ideal client or customer?”
Don’t settle for vague answers. Ask them to describe a real person: What do they want? What do they need to feel before they buy? What objections might they have?
Visual Style & Brand
“Do you already have branding in place?”
You’re looking for logos, fonts, color palettes, photography… not just “a vibe.” If they don’t have these assets, you’ll either need to refer them out or offer brand support. Personally, I build websites even when clients don’t want a “full rebrand” and that’s because I ask really in-depth questions that allow me to design a website even if they don’t have a clear direction just yet. This is great for newer businesses or clients who don’t quite have the budget to do everything right from the start.
“Are there any websites you love (or hate)—and why?”
This helps you understand their taste and gives you something visual to react to. Sometimes we don’t get to this one on the discovery call, but I’ll include it in my brand questionnaire later on.
Website Content & Structure
“Do you have a current website we’re working from?”
If yes…
- “Are we keeping the same page structure?”
Sometimes they’ll say yes… then send you 13 hidden landing pages later. - “Are there any off-menu pages like sales pages, thank you pages, or landing pages we’ll need to re-create?”
Ask now so you’re not scope-creeping later. - “Do any of those pages have long-form content (over ~500 words)?”
Pages like this can take longer to design and should be accounted for in your timeline and pricing.
“Do you already have copy written or will you need help writing or editing it?”
Copy can make or break a project. Figure out what shape it’s in and whether they’ll need support.
“Do you have brand photos or visuals ready?”
Lack of high-quality photos can delay the timeline and hurt the final result. I always like my clients to work with a professional brand photographer if possible first.
SEO, Tech & Timeline
“Do you have Google Analytics or Search Console set up?”
This is a great question to establish whether SEO has been a priority—or if it should be.
“Do you have any questions or concerns about SEO?”
You don’t have to be an SEO expert to ask this. It shows you care about performance, not just pretty pages.
“Do you know how your site is currently ranking or performing?”
Sometimes clients have strong traffic they want to preserve. Other times… they’re starting from scratch.
“Are there any tools or platforms we need to integrate (email marketing, booking, CRM, etc.)?”
This helps you prep for tech complexity and avoid last-minute surprises.
“What’s your ideal timeline and is it flexible?”
Get clear on urgency upfront. If they “need it yesterday,” that’s a red flag in some cases. I book out pretty far in advance so I like to make sure my clients are flexible.
A quick mindset reminder before you wrap the call:
You’re not just a service provider. You’re a creative partner. And when you treat the discovery call as a strategic conversation (not a sales pitch) you build more trust, attract better-fit clients, and book higher-paying projects with confidence.
Want more ways to attract better-fit, higher-budget clients?
Grab my free guide: 29 Ways to Attract Your Next $3K+ Client
These are strategies I use in my own business to connect with aligned clients, book projects I’m actually excited about, and confidently sell websites that are worth the investment.
