How to write a website brief that actually helps

Most website projects start with a call. The agency asks questions, the client answers them, and everyone leaves feeling like they've made progress. Then the proposal arrives and it doesn't quite match what the client had in mind. A written brief, sent before any call, tends to produce better outcomes. Here's what to put in it.

The five things a brief needs to cover ¶

What the site needs to do. Not what it needs to look like, but what action you want a visitor to take. Book a call, submit an enquiry, understand what you offer and decide whether to get in touch. One primary goal is enough.

Who the audience is. A brief description of the person you're trying to reach: what they know about your field, what they're looking for, and what would make them trust you enough to take the next step.

What you already have. Existing brand assets, copy, photography, competitor sites you like or dislike. This saves a lot of time in the early stages.

The constraints. Budget range, timeline, and any technical requirements (an existing CMS, an integration with a third-party tool, a specific hosting environment).

What success looks like. Not 'a beautiful site' but a specific, observable outcome. More enquiries, a lower bounce rate on the pricing page, a faster onboarding flow.

What to leave out ¶

Design preferences in detail. 'I want it to feel modern and clean' is not useful information. 'I want it to feel like this site' with a link is much more useful. Save the detailed design conversation for after the brief.

A list of every feature you might want. A brief that lists twenty possible features makes it hard to scope accurately. Focus on the core goal and let the agency ask about additional features if they're relevant.

Why written beats verbal ¶

A written brief forces you to make decisions before the project starts. It's harder to be vague in writing than in conversation. It also gives the agency something to refer back to when scope questions come up mid-project, which they always do.

Two pages is usually enough. If you're not sure where to start, send a rough version and ask the agency to help you fill in the gaps.