Most website projects that run late or end in disappointment have the same root cause: a thin brief. The designer guesses, the owner reacts, and the two spend weeks closing the gap. A good brief takes an hour to write and removes most of that.
You do not need a formal document. A page of plain notes is enough. Here is what to put in it.
1. What the website is for
Start with the single action you want a visitor to take. Book a call, buy a product, request a quote, sign up. If you list five goals, the design will serve none of them well.
Write it as one sentence: "Visitors should book a 15-minute call." Everything on the page can then be judged against it.
2. Who the visitor is
Describe the person who lands on the site. What are they looking for? What do they worry about? What would make them leave?
A homeowner comparing three quotes needs different things from a procurement manager at a manufacturer. A designer who knows which one they are designing for makes better decisions about layout, tone and what goes above the fold.
3. What you do and what makes you different
Explain your business the way you would to a new customer. Include your price range if you are comfortable sharing it, the kinds of customers you serve, and why people choose you over the alternatives.
Avoid vague claims like "quality service". Specifics help: how you work, what is included, how fast you deliver.
4. Three to five sites you like (and one you don't)
Examples are the fastest way to share taste. Send a few sites and say what you like about each: the spacing, the photography, the way the pricing is explained.
Add one site you dislike and say why. This is often more useful than the favorites, because it shows the designer where the edges are.
You do not need examples from your own industry. Some of the best references come from elsewhere.
5. What content already exists
List what you have: logo files, brand colors, photos, product images, testimonials, case studies, videos. Be honest about gaps.
Content is the most common cause of delay. If the copy and images are not ready, the design waits. Decide early whether you will write the copy, or whether the agency will. At Branded Webs, design and copy are included in both the Launch and Flagship packages, but we still need your facts: what you sell, who you have worked with, and what you want to say.
6. Pages and features
Write down the pages you think you need and anything unusual: a booking calendar, a contact form, a shop, a blog. If you are not sure whether you need one page or ten, say so. For many businesses a focused landing page does more than a larger site, and a good designer will tell you that rather than sell you more pages.
7. Deadline and budget
Give a date if one exists, and the reason for it, such as a product launch or a trade show. Give a budget range. Designers can only suggest the right scope if they know the limit. A range is fine, and it does not weaken your negotiating position; it prevents a proposal that misses by a mile.
8. Who decides
Name the one person who gives final approval. Projects stall when feedback arrives from four people who disagree. If several people must weigh in, collect their comments first and send one consolidated list.
Also say how fast you can respond. Quick feedback is the biggest factor in how fast a site goes live.
What a designer should do with your brief
A good designer reads the brief and asks follow-up questions. They push back where goals conflict. They show you something early, before you have committed much.
That last point matters. Every Branded Webs project starts with a free hero-section redesign, so you see a new version of the top of your homepage before committing to anything. It is also a quick test of whether the brief was understood. If the first design misses, you learn it on day one rather than in week three.
A one-page template
Copy this into a document and fill it in:
- Goal: the one action visitors should take
- Visitor: who they are and what they worry about
- Business: what you sell, to whom, and why you
- References: 3 to 5 sites you like, 1 you don't
- Content: what exists, what is missing
- Pages and features: what you think you need
- Deadline and budget range
- Final decision maker, and how fast they can respond
If you want to see what the outcome of a clear brief looks like, browse the websites we have built.
FAQ
How long should a design brief be?
One page is enough for most small business sites. Clarity matters more than length. A short brief with a clear goal beats ten pages of general description.
What if I don't know what I want?
Say that, and bring examples. A good designer can work from a goal and a few reference sites. The first call exists to fill gaps, and a quick design draft can help you react to something concrete.
Should I include my budget in the brief?
Yes, at least a range. It lets the designer propose the right scope. Branded Webs packages start at $1,500 for a Launch landing page and $2,999 for a Flagship site of up to 10 pages, so you can see where your project is likely to fall before the first call.