Before we start
Set the scene
Just the basics so the summary at the end has a name on it. Skip anything you don't need.
Who are we building this for, and who lands on the site? One sentence each is plenty.
Exercise one
The feeling, in words
Tap the words that match how the site should feel. Aim for three to five — the ones that really land.
When the right client lands on the homepage, what should they feel in the first five seconds?
Exercise two
Sites you like & don't
Pull up a couple of each. The note matters more than the link — name the one thing that works or grates.
Forget the industry — what about this one makes you lean in, or pull back?
Drawn to
Put off by
Exercise three
Colour & mood
No need to land the exact palette today. Point at the directions that feel right — pick as many as resonate.
Don't overthink the shades. Which of these feels like the brand, and which feels like someone else?
Exercise four
Photography feel
How should the images carry the mood? Pick the direction that fits — one is fine, two if they blend.
Picture the hero image. Is it bright and open, quiet and moody, or caught in the moment?
Lock it in
The page list
Toggle off anything you don't need, add what's missing. This is the list we both agree to fill next.
This is what we're committing to build. Anything here that's a maybe? Anything missing?
The deliverable
Look & feel summary
This builds itself from everything above. Copy it into your follow-up, or print to PDF to send as the one-pager.