A good brief is the single biggest factor in whether a web project goes smoothly or turns into a months-long slog of misunderstandings and “that’s not what I meant.”
I’ve been on both sides of this. As a web designer, I’ve received briefs that were a dream to work from — clear, honest, specific enough to get started but open enough to allow good design decisions. And I’ve received briefs that were essentially “make us a website, here’s our logo, let us know when it’s done.” Those projects always take longer, cost more, and end with nobody entirely happy.
The good news is that writing a decent brief isn’t difficult. You just need to answer some straightforward questions about your business and what you want the site to do.
What your business does
This sounds obvious, but you’d be surprised how many people skip past it. Don’t assume the designer knows your industry. Give them a clear, plain-English explanation of what your business does, who you serve, and what makes you different.
Not your mission statement. Not your LinkedIn summary. Just the version you’d tell someone at a barbecue.
“We manufacture bespoke steel staircases for commercial fit-outs, mainly in the North West. Most of our work comes through architects and main contractors.”
That single sentence tells a designer more than three pages of corporate waffle ever would.
Who your customers are
This shapes everything — the tone of the copy, the style of the design, the way the site is structured. A website aimed at procurement managers looks completely different to one aimed at homeowners.
Think about who actually visits your website and what they’re looking for. Are they comparing prices? Checking whether you can handle a specific job? Looking for reassurance that you’re legitimate before picking up the phone?
If you serve different types of customers, say so. “About 60% of our work is trade, 40% is direct to consumer” is useful information.
What you want the site to achieve
“We need a new website” isn’t a goal. It’s a task. The question is: what do you want that website to actually do?
For most small businesses, the answer is some combination of:
- Get more enquiries from people who find us on Google
- Give existing customers somewhere to check our services
- Stop embarrassing us when someone looks us up online
- Reduce repetitive phone calls by putting the information on the site
All valid. But they lead to different design decisions. A site focused on Google rankings needs strong content and SEO foundations. A site that just needs to not embarrass you is a quicker, simpler project. Be honest about what you’re after.
Websites you like and websites you don’t
This is where people feel awkward, like they’re not qualified to have an opinion. You absolutely are. “I like how clean and simple that feels” or “this one feels too busy” is genuinely useful feedback.
Send three or four links to websites you like — they don’t have to be in your industry. And if there are things you specifically don’t want, say that too. “No dark backgrounds” or “nothing too corporate” saves time and avoids a first draft that misses the mark.
What content you have ready
Content holds up more web projects than anything else. The design can be finished in a fortnight, but if the text, photos, and case studies aren’t ready, the whole thing stalls.
Be upfront. Do you have written copy or are you starting from scratch? Do you have decent photos of your work and your team? Testimonials or case studies?
If the answer is mostly “no,” that’s fine — but the designer needs to know so they can include copywriting and photography in the quote, or plan the timeline around you getting it together.
The worst thing you can do is say “yeah, we’ll sort the content” and then go quiet for six weeks. That kills projects dead.
Your budget range
Nobody likes talking about money first. But giving a budget range upfront isn’t about being locked in — it’s about making sure the designer proposes something appropriate.
If your budget is two grand, a good designer will give you the best possible site for two grand. If it’s ten grand, they’ll propose something more ambitious. Without knowing the ballpark, they’re guessing.
You don’t need an exact figure. “Somewhere between three and five thousand” is plenty. It sets expectations and lets everyone have an honest conversation.
Your timeline
If you need the site live by a specific date — a trade show, a product launch, a rebrand — say so. If there’s no hard deadline, say that too. “No massive rush, but we’d like it done within a couple of months” is a perfectly reasonable brief.
Just be realistic. A ten-page website with custom photography and professional copywriting isn’t happening in two weeks.
What NOT to do
Right, here’s the bit where I’m going to be slightly blunt.
Don’t design the site yourself in PowerPoint. The intention is good, but it boxes the designer into your layout decisions, which almost certainly aren’t based on what works for users or search engines. Give direction and preferences, not a finished design. That’s what you’re paying them for.
Don’t give zero guidance. “Just do something modern” means something different to every person who reads it. If you give a designer nothing to work with, you’ll get their default style, and then you’ll both waste time going back and forth.
Don’t forget about the words. A website is not a collection of pretty pictures. The text is what tells visitors what you do and gets them to ring you. Plan for it.
Don’t hide your concerns. If your last website was a disaster and you’re nervous, say so. If you’ve been burnt by an agency that promised the earth and delivered a template, tell your new designer. It helps them understand where your anxiety sits.
A simple brief template
If you want a cheat sheet, here’s what to cover in an email:
- What we do (two or three sentences)
- Who our customers are
- What we want the site to achieve
- Three or four websites we like (with links)
- What content we have ready (copy, photos, testimonials)
- Our budget range
- When we need it by
That’s it. Half an hour of your time. And it will save you days of back-and-forth and potentially thousands of pounds in wasted design work.
If you’re at the stage where you know you need a new website but aren’t sure how to kick things off, you can get a quote from us with no obligation. And if you want to understand what the process looks like from first conversation to launch, take a look at how we work.
Frequently asked questions
What should I include in a web design brief?
Cover the basics: what your business does, who your customers are, what you want the site to achieve, websites you like, what content you have ready, your budget range, and your timeline. You don’t need a formal document — a clear email covering those points is enough to get a meaningful conversation started.
How detailed should a website brief be?
Detailed enough that a designer can understand your business, goals, and preferences without twenty follow-up questions. But not so detailed that you’re dictating the layout — that’s what you’re hiring them for. A page or two is about right.
Should I tell a web designer my budget?
Yes. A budget range helps the designer propose something realistic for what you can spend. Without one, they’re guessing, and that wastes time for both of you. A range is fine; you don’t need an exact figure.