How to write a website brief that gets you the right site.

A good brief saves weeks of back-and-forth and makes quotes comparable. It does not need technical words, just honest answers to a few questions.

Many website projects go wrong before they start, because the studio and the client imagine different things. A brief is the simplest way to avoid that. It is not a technical specification: it is a clear description of what you want the site to do for your business.

The questions to answer

• Why now: what is the problem or the opportunity?
• Goals: more enquiries, online sales, bookings, recruitment, credibility?
• Audience: who are your customers, what do they need to know, in which languages?
• Content: which pages, who writes the text, which photos exist?
• Features: forms, booking, payment, client area, links with your tools.
• Examples: sites you like and dislike, and why.

Practical constraints

• A budget range, even approximate, so proposals match reality.
• Key dates: a launch, a trade fair, a season.
• Who decides, and who will be the day-to-day contact.
• What exists already: domain, hosting, brand guidelines, current site.

Leave room for advice

Describe the problem rather than imposing the solution. A good studio may suggest a simpler path, or a phase two for some features. The brief is the start of a conversation, not a contract.

The clearer the question, the better the answer.

Ready to describe your project? Our estimate form walks you through these questions, and we will reply with an estimate and the next steps.