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Website and Web Portal for Startups – 10 Questions

From landing page to web portal – what to clarify before your brief.

Updated: September 2026

1. Landing page or company website?

A landing page has one goal, such as a waitlist or demo booking, and is ideal for a launch. A company website with 5–10 pages explains offer, team and contact in more depth.

2. Which CMS is right?

Webflow and Framer suit marketing websites, WordPress lots of content, Shopify online shops. Custom solutions for portals and complex functions.

3. What is a web portal?

A web application with login, customer area, dashboards and roles – often the core of a digital product and far more complex than a website.

4. Who writes the copy?

Either you supply the copy or the agency writes it. That changes price and timeline noticeably – state it in the questionnaire.

5. Do I need my own photos?

Your own photos look more credible than stock photos, especially of team and product. A photo shoot can be part of the website project.

6. What legal pages does the website need?

Usually a privacy policy and, depending on country, a legal notice or imprint; depending on functions also cookie notices or terms. The agency integrates them; the texts come from you or your legal advisor.

7. Is SEO included in the website project?

The technical basics should be: clean structure, page titles, descriptions, load time, sitemap. Ongoing search engine optimisation is a separate topic.

8. Who takes care of hosting and maintenance?

Either the agency with a maintenance contract or you. Clarify this before starting – updates and security are ongoing tasks.

9. How long does a website take?

Landing page 2–4 weeks, company website 6–12 weeks, web portal or custom shop 3–6 months.

10. Can I maintain the website myself later?

Yes, with a CMS and training from the agency. State in the questionnaire how much your team wants to handle itself.

Service page: Website, web portal & e-commerce →

A proposal, not questionnaires

Describe your project once – we forward it to the ideal agency.

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← FAQ overview

Your branding brief

About 10 minutes. The more precise your answers, the more precise the proposal – and the fewer calls you need.

Take your time – you don't have to do it all at once.Your answers are saved automatically in this browser. Fill in the brief in two or three sessions: close the window, come back later – everything you entered is still there. To continue on another device, save your answers as a file.

1. Your startup

The basics every agency asks first. Associations, NGOs and non-profits are welcome too.

Stage

Business model

Target markets

2. What you need

From strategy and logo to web portal, app and trade-fair booth.

What do you need? Tick everything that applies. Grouped the way branding agencies structure their services. Not sure where to start? Select the essential kit – you can add or remove items afterwards.

Nothing selected yet

★ = essential kit every startup needs

Website, web portal & e-commerce

Add more services

Brand strategy & positioning

Naming & corporate wording

Logo & corporate design

Business stationery

App & product design (UX/UI)

Pitch deck & investors

Marketing, campaigns & editorial

Packaging design

Trade-fair booth, signage & space

Launch, film & photo

PR & communications

Employer branding & culture

Ongoing support (per month)

3. Starting point

What exists already and where the brand should go.

Why now? The trigger for the project.

What already exists?

What must stay?

at least 20 characters

Interested in a digital competitor analysis?How your competitors show up online: website or shop, which pages and search terms (keywords) bring them the most traffic, social media (Instagram, Facebook, LinkedIn, TikTok), apps and ads. Many agencies do this together with SEO and online-marketing partners.

Brand characterMove the sliders – the middle means «no preference».

PlayfulSerious
ClassicModern
AffordablePremium
UnderstatedBold
Warm & humanTechnical & precise
4. Budget & timing

The two questions that decide whether an agency can help you.

Budget for this project Excl. VAT. A realistic range saves everyone time – agencies scale the scope to it.

Is the budget approved?

Payment models you are open to

Would you be willing to pay part of the fee in company shares (equity)? Some agencies work with startups partly in exchange for a stake – this can lower the cash amount. Whether it is possible is always up to the agency.

How would you like to pay? Some agencies also accept cryptocurrencies – please tell us so we can match you with a suitable agency.

Which cryptocurrencies could you pay with?Only if crypto is possible – tick all that apply.

How fixed is the deadline?

5. Working together

So you are matched with agencies that work the way you do.

Who makes the final decision?

How do you want to choose an agency?We do not forward requests for unpaid creative pitches.

Location of the agency

Preferred agency size

Experience with agencies

Should the agency also take care of legal protection?Trademark search and registration for name and logo, design protection, domains and transfer of usage rights. Agencies usually coordinate this with an IP lawyer. Patents protect technical inventions and are a matter for a patent attorney, not a branding agency.

6. Contact

Who the agencies should talk to.

Preferred first contact

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