The one-page brief we fill in before any redesign

Fill this in before you speak to a designer, or before you ask an AI tool to design anything. Short answers are fine. "I don't know" is an answer too: it tells you what to find out first.

THE BRIEF

1. Who the site is for
a) Your best customers, one sentence for each kind (up to three). For example: "Homeowners in Guildford with an old boiler who want it sorted this week."
b) What they're trying to do when they land on your site.
c) What makes them hesitate: price, trust, timing, not sure you cover their area.

2. The homepage's one job
The one action that matters most: call, book, ask for a quote, buy, visit. Only one. Everything else on the homepage supports it.

3. The proof you can actually show
Only what you can point to today: your review score and count (and where they're from), years trading, clients who've agreed to be named, photos of your own work, accreditations, guarantees, prices. If you don't have it yet, leave it off.

4. What must not break
a) The pages that bring enquiries now (from Search Console's Pages report, Analytics' Landing page report, or your best guess if you have neither).
b) Every form, booking tool, payment, phone number and email address on the site, and where each one sends to.