Who it is for
Not a demographic — a person. The customer who already loves you, and why. Every design decision gets easier when there is one real person to design for.
The one job
What must a visitor be able to do? Book, buy, ask, sign up. Pick one. A site that tries to do five things equally does none of them well.
What exists already
Domains, logins, an old site, a product spreadsheet, the payment account. Knowing what is there stops a studio from rebuilding what you already own.
Three sites you envy
Not to copy. To show what ‘good’ looks like to you. The reasons you give — ‘it feels calm’, ‘I found the price fast’ — are more useful than the links.
A rough budget band
It is not a negotiating move. It tells the studio whether to propose a focused first release or a complete build, and saves you both a round of guessing.
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