Ask for the outcome, not just the deliverable.
“We need a website” tells you what someone has in mind, not what the work needs to accomplish. Ask what should be different when the project is finished and how the client will know it helped.
- What prompted this project now?
- What would a successful outcome look like?
- Who is the work for, and what do they need to do?
Make the practical details easier to share.
Ask about timing, budget ranges, and decision-makers without turning the first conversation into procurement. Explain why each detail matters. Include an “unsure yet” option where uncertainty is reasonable.
- Is there a fixed deadline or a preferred launch window?
- What budget range should we plan around?
- Who will review the work and make the final decision?
Leave space for the unexpected.
A long checklist can make it difficult to share the most important thing. End with one open question: “What else would help us understand the project?” Keep it optional and explain what happens after submission.
- Only require what is needed to start the conversation.
- Use follow-up questions only when the earlier answer makes them relevant.
- Test the published form on a phone before sharing it.