The brief
The client describes the business goal — a new page, copy change, lead form, or design tweak. The clearer the brief, the faster the first version lands. You do not need to be technical or write in a specific format.
Clients are encouraged to sketch ideas in any tool they are comfortable with: a Word document with rough page outlines, a Canva frame showing colors and layout, a hand-drawn photo, or annotated screenshots of sites they like. A shared visual reference is far easier to develop from than translating everything from words alone.
The existing site conversation
Early in the process there is a practical conversation about whether a current site already exists — URL, who hosts it, what it does today, and what must be preserved, replaced, or retired.
An honest look at how complex that site is sets expectations for effort, risk, and timeline.
Simple
A few static pages, a contact form, basic info — low risk, fast to migrate or rebuild.
Moderate
A blog, a few integrated tools, or a custom design — needs planning and a defined scope.
Complex
An online store, member logins, or many integrations — requires a detailed assessment before quoting.
Unknown
The client isn't sure what the site does technically — discovery work clarifies this before anything is scoped.
Turning a goal into a scope
The developer turns the brief into a concrete scope: which routes, components, and content need to change, and what "done" looks like. There is no mystery CMS; the plan maps directly to files in the repository and a path to preview the result.
This is also where the development builds an initial version of the site in Cursor — a real, clickable test-drive that turns the discussion into something both sides can see and react to before any contract is signed.