basics

• what's your thing? (the actual unique part, not the marketing speak)

• what needs fixing right now?

• who are you trying to beat?

• who are you trying to reach?

goals

• what's the one thing this site needs to do?

• what's broken on your current site?

• what numbers need to move?

• what features actually matter?

style

• got any sites you love? (and why?)

• what's your visual language? (colors, fonts, vibes)

• how many pages we talking?

• any weird features you need? (be honest)

real stuff

• who's maintaining this after launch?

• got content ready or are we waiting?

• any hard deadlines?

• decision makers - who's actually calling shots?