What is a website brief?
A website brief is a structured project description shared before a quote is prepared or work begins. It is not a contract or technical specification. Its purpose is to explain why the website is being created, who it is for and what job it needs to do.
A clear brief shortens the initial question stage and reduces the risk of the client and supplier imagining different outcomes. It does not need to be a long document. Direct answers to a few important questions are often enough.
Start with the business goal
The most important question is: what should change after the new website launches? “We want a modern website” describes appearance, but not the result. A stronger goal might be generating more enquiries, presenting the offer to partners, recruiting employees or selling a particular service.
Choose one primary visitor action. This might be making a call, sending an enquiry, booking a consultation, downloading a document or visiting a shop. That decision shapes the page structure and calls to action.
- the website's primary business goal
- the visitor's most important action
- the problem with the current website, if one exists
- the result that would make the project successful
Describe your customers and their questions
The website should reflect the customer's needs rather than the company's internal structure. Explain who usually buys the service, what they are looking for, what concerns them and which information they need before getting in touch.
You do not need detailed marketing personas. A few sentences about the typical customer, their situation and selection criteria are enough. If you serve different groups, such as small businesses and large organisations, identify which one matters most.
List the pages and functions you need
A page list helps estimate project size. A typical business website includes a home page, services, company information, work and contact. The final structure should follow the customer's decision process, so separate service pages, pricing, a knowledge base or language versions may be useful.
Describe features through the user's task. Instead of writing only “form”, explain which details a visitor should provide and what happens after submission. Mention bookings, payments, maps, sign-in, CRM integrations or newsletters at the brief stage.
- an indicative list of pages
- forms and the information they collect
- language versions
- integrations with other systems
- content your team should manage after launch
Gather materials and references
Tell the supplier whether you already have a logo, visual identity, photography, video and final copy. Missing materials do not need to block the project, but their preparation should be included in the scope, timeline and budget.
Reference websites are useful when you explain what you like about them. It could be the navigation, the presentation of case studies or the photography style. Competitor examples also help — not to copy them, but to make deliberate choices about differentiation.
Share the deadline, budget and decision process
A realistic schedule depends on more than development time. Providing materials, feedback and approvals also affects the launch date. If the website must be ready before an event, campaign or seasonal deadline, share the date and reason.
A budget range helps shape the right solution. It is not an invitation to increase the price; it helps decide whether to launch the essential scope first or include optional features immediately. Identify the person who gathers feedback and makes final decisions.
A checklist you can copy
To start a conversation quickly, copy this list into your message and answer each point in one or two sentences. We can clarify anything missing during a free initial call.
- What does the company do and which service matters most?
- What is the primary goal of the new website?
- Who is the most important audience?
- Which pages and functions are required?
- Do you have a logo, copy, photography and a domain?
- Which websites are useful references, and why?
- What is the target date and indicative budget?
- Who will approve the project?