Quick answer
A discovery call is a 20 to 45 minute conversation where an agency learns what your business needs before quoting. Expect questions about your customers, goals, budget, deadline, existing website and who will supply the content. Prepare short answers to those, plus examples you like, and finish the call knowing exactly when you will receive a written quote.
The call is not a sales pitch you have to sit through, and it is not a test. Done well, it saves both sides from a quote built on guesses. This guide explains what happens on the call, the ten questions you will almost certainly be asked, what to have ready, what to ask in return, how to handle logins safely and what you should receive afterwards.
What a discovery call is for
An agency cannot price a website, rebrand or marketing campaign properly from a one-line enquiry. Build a website could mean a four-page brochure site or a booking system with a client portal. The discovery call fills that gap: the agency learns enough to propose the right thing at the right price, and you learn whether this agency understands your business and is someone you want to work with.
It works both ways. You are interviewing them as much as they are scoping you. If you come away unsure what they would actually do, or what it would cost, the call has not done its job.
What happens on the call, stage by stage
| Stage | What the agency asks or does | What you should come away with |
|---|---|---|
| Introductions | Who is on the call, what the agency does | Who your contact will be during the project |
| Your business | What you sell, to whom, where, and what makes you different | A sense of whether they understand your market |
| The problem | Why now, what is not working, what success looks like | A shared definition of the goal |
| Scope | Pages, features, integrations, content, timescale | A rough outline of what would be built or done |
| Budget | A range you are comfortable with | Whether your budget fits, and what it buys |
| Next steps | What they will send and when | A date for a written quote or proposal |
Ten questions you will probably be asked
- What does your business do, and who are your best customers?
- What is the main thing you want this project to achieve? More calls, online sales, fewer admin hours, a more premium look.
- Why now? A launch, a new service, an old site that embarrasses you, a competitor.
- What do you have already? Logo, brand colours, website, domain, hosting, photos.
- Which websites or brands do you like, and why?
- Who will write the content? This one question changes timelines more than any other.
- What features do you need? Booking, payments, a shop, a quote form, a client login.
- What is your budget range?
- When do you need it live? And is that date fixed or a preference?
- Who makes the final decision? If a business partner must approve, say so now.
None of these need long answers. A sentence or two each, written down before the call, will make you sound clear and help the agency quote accurately.
What to have ready before the call
- Three to five example websites you like, with a note on what you like about each.
- Your existing brand files, or a note that you do not have them.
- A list of the accounts you own: domain registrar, hosting, Google Business Profile, social pages. The names of the services, not the passwords.
- A budget range. If you are not sure, our website cost calculator and our guide to how much a website costs in the UK give realistic starting points.
- Your deadline and the reason for it.
- The status of your content: written, half-written or not started.
If you are not sure where your domain is registered, our UK domain names guide explains how to find out and why it should be in your name.
Questions to ask the agency
Bring your own list. The answers tell you more about how the project will feel than any portfolio.
| Ask | A good answer sounds like |
|---|---|
| Who will actually do the work? | A named designer or developer, and how you will reach them |
| What is included, and what costs extra? | A written list of inclusions, with extras priced before they happen |
| How many rounds of changes are included? | A clear number or rule, and what counts as a change of direction |
| Will I own the website, domain and files? | Yes, in writing, with the domain registered in your name |
| What platform will you build on? | A named platform, and confirmation another developer could take it over |
| What happens after launch? | A set support period, then optional hosting or care with a monthly price |
| How and when do I pay? | A schedule tied to clear milestones, not open-ended invoices |
| Can I see similar projects? | Two or three live examples close to your size and sector |
Write the answers down during the call. When quotes from two or three agencies arrive, you can compare them line by line rather than on gut feel.
Platform questions matter more than most owners realise. If you want to understand the trade-offs before the call, our comparison of WordPress, Wix and Squarespace covers ownership and lock-in.
Logins and access: never on the call
An agency does not need your passwords during a discovery call, and you should not read them out or paste them into a chat. When work starts, the safer route is to add the agency as a user on each account rather than sharing your own login. Many services support this. For example, Google Business Profile lets owners invite managers who can help run the profile but cannot add or remove users or remove the profile.
Turn on two-step verification on your key accounts before any project starts. The National Cyber Security Centre says turning on 2-step verification is one of the most effective ways to protect online accounts, helping keep criminals out even if they know your password.
Check the agency is real
If the agency trades as a limited company, look it up on Companies House, where you can search by company name or number and see its officers. Check that the name matches the one on their website and invoices. Look at their own website as a sample of their work, check their reviews on a platform they do not control, and ask for examples close to your project.
Red flags on a discovery call
- A firm price before they have asked about scope.
- Pressure to sign or pay a deposit on the call itself.
- Vague answers about who owns the website and the domain.
- Guarantees of first-page rankings or a set number of leads.
- No mention of how changes, support or hosting work after launch.
- Asking for your passwords before any agreement exists.
One red flag on its own may be a clumsy salesperson. Two or three together usually describe how the whole project will run, so trust the pattern and keep looking. A good agency is happy for you to take a few days, compare quotes and come back with questions.
If a quote you received afterwards feels high, our guide to spotting a web designer overcharging sets out what is fair.
What you should receive afterwards
Within the time they promised, you should get a written quote or proposal covering what will be delivered, what is not included, the price, the payment schedule, the timeline, what they need from you and what happens after launch. If anything said on the call is missing, ask for it in writing before you agree. A discovery call is only as good as the document it produces.
Read it the same day while the call is fresh. Check the page count, features and content responsibilities match what you discussed, and that the timeline allows for your own part, such as supplying text and photos. If the proposal says content to be supplied by client and you said you needed help writing it, raise it now rather than in week three. Small gaps in a proposal become arguments later.
When you can skip the call
Not every project needs one. Where the scope is standard, a fixed price published online does the same job. Our custom WordPress websites are £499 for up to eight pages, a one-page site is £299 and a landing page is £199, and you can order these online and send your brief by email. Bigger sites, member areas and web applications from £1,999 are quoted in writing before any work starts. Every price is on our pricing page, and you can email support@luxbranding.co.uk with any question first.
Get the UK Website Project Brief Template (free)
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Frequently asked questions
How long is a discovery call with an agency? +
Most discovery calls run between 20 and 45 minutes. Smaller projects such as a brochure website can be scoped quickly, while projects with bookings, payments or integrations take longer. Ask the agency how long to allow when you book, and keep your answers short so there is time for your own questions at the end.
Do I need to know my budget before a discovery call? +
A range is enough. Without one, the agency has to guess what to propose, and you may get a quote that is far too big or too small. Use a website cost calculator or published price lists to find a realistic range, then ask on the call what that budget buys and what it does not.
Should I give an agency my passwords on the call? +
No. An agency does not need passwords during a discovery call. When work starts, add them as a user on each account where possible, such as a manager on your Google Business Profile, rather than sharing your own login. Turn on two-step verification first, which the National Cyber Security Centre strongly recommends.
What should I receive after a discovery call? +
A written quote or proposal, within the time the agency promised. It should cover what will be delivered, what is excluded, the price, the payment schedule, the timeline, what they need from you, who owns the finished work and what happens after launch. If anything said on the call is missing, ask for it in writing.
Does Luxbranding need a discovery call before a website? +
Not for fixed-price work. Our custom WordPress websites are £499 for up to eight pages, one-page sites £299 and landing pages £199, and you can order online and email your brief. Bigger sites, member areas and web applications from £1,999 are quoted in writing before any work starts. Email support@luxbranding.co.uk with questions.
