The digital problem is rarely only a website problem.

A redesign can improve a screen without improving the experience around it. A customer may discover a business on Google, check its social presence, visit its website and ask a question on WhatsApp. If each step tells a different story, the customer has to do the work of joining them together.

Start with one real journey. Can someone understand what the business offers, find evidence that matters to them, and take the next step without repeating themselves? Look for outdated details, unclear choices and enquiries with no owner.

The useful brief is then more specific than ‘we need a new website’. It describes the uncertainty to remove, the handoff to improve and the action to make easier. Design and technology can follow that brief.