Begin with the audience
Describe who the website needs to help and what they should accomplish. A procurement manager checking service capability has different questions from a shopper comparing products. Identify the main audience and a realistic secondary audience rather than trying to make every page serve everyone.
Define the essential journeys
List the tasks a visitor must complete: understand a service, compare options, submit an enquiry or make a purchase. For each task, note the information and functionality required. This is more useful than asking for a site that looks modern without explaining what it needs to do.
Gather constraints early
Include existing platform access, content availability, integration requirements and deadlines tied to real events. State what is fixed and what can change. If photography or copy still needs to be produced, include it in the scope rather than treating it as an invisible task.
Agree how decisions happen
Name the project contact and the person who approves content and design. Consolidated feedback reduces contradictory changes. Ask for a proposal that separates deliverables, assumptions, third-party costs and ongoing support so you can compare it meaningfully.
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