What to include in a website brief (with a checklist)
A good brief gets you a more accurate quote, a faster project and a better website. Here is exactly what to include, even if you are not technical.
You do not need to be technical to write a useful website brief. You just need to explain your business, your goals and your constraints clearly. A good brief helps an agency give you an accurate quote, and it saves weeks of back-and-forth once the project starts.
1. About your business
Two or three paragraphs on what you do, who you do it for and what makes you different. Include the one thing you wish every visitor understood about you.
2. The goal of the website
Be specific. "Look more professional" is a start; "get twenty qualified enquiries a month for our interior design service" is far better. The goal shapes everything from page structure to calls to action.
3. Your audience
Who are your best customers? What do they need to know before they contact you? What objections do they usually have? Real answers here lead to better copy and design.
4. Pages and features
List the pages you think you need and any features: a blog, online payments, booking, multiple languages, a customer login, integration with your CRM or shipping provider. Mark each as must-have or nice-to-have.
5. Content
Who is writing the text and providing photos? Content is the most common cause of delays, so be honest about what you have and what you need help with.
6. Examples you like (and do not)
Share three to five websites you admire, and say what you like about each, whether that is the feel, the navigation or the way they explain things. Examples you dislike are just as useful.
7. Budget and timeline
Sharing a budget range is not giving away your negotiating position. It lets the agency recommend the right approach instead of guessing. Mention any fixed dates such as a launch, an event or a campaign.
8. Practicalities
- Do you already own a domain? Where is it registered?
- Is there an existing website, and which pages get the most traffic?
- Who will approve the work, and who will manage the site after launch?
Quick checklist
- Business summary and what makes you different
- One clear, measurable goal
- Your ideal customer and their questions
- Pages and features, marked must-have or nice-to-have
- Content status: who writes, who provides photos
- Websites you like and dislike, and why
- Budget range and key dates
- Domain, current site and decision-maker
Do not worry about getting it perfect. A one-page brief that covers these points is far more useful than a long document that skips them. And if you would rather talk it through, that is what our discovery call is for.