Ask three agencies to quote for “a new website” and you could easily get three prices that are wildly different. That is not usually because one is overcharging; it is because each has made different assumptions about what you want. A good website brief removes the guesswork, so the quotes you receive are accurate and comparable, and the project starts on the right foot.
You do not need technical knowledge to write a website brief. Here is what to include.
1. Start your website brief with your business
Start with a short overview: what you do, who you do it for, where you operate and what makes you different. Include anything an outsider might not know, such as seasonal patterns or the services that bring in most of your revenue.
2. Why you need a new website
Explain what is prompting the project. Is your current site outdated, hard to update or slow? Are you launching a new service? Is it failing to bring in enquiries? Be honest about the problems; they help an agency understand what success looks like.
3. Goals and how you will measure them
What should the new site achieve? More enquiries, more online bookings, fewer routine phone calls, better recruitment or simply a more credible first impression? If you can, say how you will judge success, for example “more quote requests from commercial customers”.
4. Your audience
Describe the people you want to reach. What are they looking for, what worries them and what do they need to know before contacting you? If you have more than one audience, such as customers and job applicants, list each one.
Photo by Zulfugar Karimov on Unsplash
5. Pages and features
In your brief, list the pages you expect to need and any functionality, such as:
- Contact and quote request forms.
- Online booking or payments.
- A blog or news section.
- Portfolio or case study pages.
- A customer login area.
- Integration with your CRM, accounts or other systems.
Separate the “must-haves” from the “nice-to-haves”. This helps agencies suggest a sensible first phase if your budget does not stretch to everything.
6. Content
Content is the most common cause of delays in website projects. Say in the brief who will write the text and supply the photos. If you would like help with copywriting or photography, mention it so it can be included in the quote. If you have a current site, note which content can be reused.
7. Design preferences
Share links to websites you like, and say what you like about them, whether that is the layout, the tone or the simplicity. Include any brand guidelines, logo files and colours. Links to sites you dislike are just as useful.
8. Technical details
Note in your brief who currently hosts your website and manages your domain name, and whether you have a preference for a particular platform. Mention any existing tools the site must work with. If you do not know these details, say so; a good agency will help you find out.
9. Budget and timescale
Many people are reluctant to share a budget, worried it will simply be spent. In reality, a budget range is one of the most helpful things you can provide. It tells agencies what scale of solution to propose, so you get realistic options rather than either a basic template or an expensive bespoke build. Include any important deadlines, such as a product launch or trade show, and why they matter.
10. Who is involved
Finally, say who will be the main point of contact and who needs to approve decisions. Projects run more smoothly when everyone knows who has the final say.
A website brief does not need to be perfect or long; two or three pages is plenty. If you would like a hand putting yours together, or want to talk through an idea before writing anything down, get in touch.
