How to Write a Website Brief for Your Web Designer

A website brief is the foundation of every successful web project. It tells your designer what you need, why you need it, and who it is for. A clear brief saves time, reduces revisions, and leads to a better end result. Here is how to write one.

Why a Brief Matters

Without a brief, your designer is guessing. They might build something beautiful that completely misses the point. A brief aligns everyone on the goals, scope, and expectations before any design work begins. It protects both you and the designer.

What to Include in Your Brief

About Your Business

• What does your business do?
• Who are your customers?
• What makes you different from your competitors?
• What is your brand personality? (professional, friendly, bold, minimal)

Goals for the Website

• What is the primary purpose of the website? (generate leads, sell products, provide information)
• What actions do you want visitors to take? (fill out a form, call you, buy something)
• How will you measure success?

Scope and Features

• How many pages do you need?
• Do you need e-commerce, booking systems, or other custom features?
• Do you need a blog or news section?
• Do you need integration with any third-party tools? (CRM, email marketing, payment gateway)

Content

• Do you have existing content or does it need to be written?
• Do you have professional photography or will you need stock images?
• Do you have brand guidelines, logos, and colour palettes?

Budget and Timeline

• What is your budget range? (Being upfront helps the designer scope appropriately)
• When do you need the site live?
• Are there any fixed deadlines? (product launch, event, seasonal campaign)

Examples and Inspiration

Include 3 to 5 websites you like and explain what you like about each one. Is it the layout, the colours, the photography, the functionality? Be specific. "I like this site" is less helpful than "I like how this site uses large images and minimal text to tell a story."

Common Mistakes to Avoid

• Being too vague. "Make it look modern" means different things to different people.
• Listing features without explaining why you need them.
• Not mentioning your budget. Designers cannot scope properly without a range.
• Forgetting about mobile. Over 60% of web traffic in New Zealand comes from phones.
• Ignoring content until the last minute. Content shapes the design.

Keep It Simple

A brief does not need to be a 20-page document. One to two pages covering the sections above is enough. The goal is clarity, not length. A focused brief leads to a focused project.