Start with what has changed
A redesign is often triggered by how a website looks. But the more useful question is what has changed in the business since it was built. A new audience, a different offer or a more ambitious direction gives the project a purpose.
Write down the three things your current website no longer communicates accurately. That list is a stronger starting point than a folder of visual references.
Decide who needs to understand you
Your site cannot give every visitor equal attention. Identify the people who matter most to the next stage of the business, and what they need to know before taking the next step.
Use real conversations with customers. Their questions often make better page headings than the language you use internally.
Give the project a useful measure of success
A successful redesign might mean better qualified enquiries, easier product discovery or less time explaining your services. Pick a small number of outcomes that you can actually observe.
Agree on content ownership and a realistic review process at the beginning. A clear brief is as much about the way you work together as the way the finished website looks.