How to write a website brief: a checklist

A brief is a short document that explains why you need a website and what it should do. It does not have to be technical; it is enough to answer a few questions.

What to include

• About the company — what you do, who your customers are, how you differ from competitors
• Goal of the site — leads, sales, image, appointment booking, information
• Audience — who visits the site and with what question
• Structure — a list of pages and sections, even a rough one
• Examples — two or three sites you like and what exactly you like about them
• Features — forms, payment, a calculator, user accounts, languages
• Materials — logo, brand colours, texts, photos
• Deadline and budget — even a range helps the studio propose a fitting solution

What to avoid

Do not describe the solution (“we need a button here”); describe the problem (“customers cannot find prices”). That lets the studio propose something better than what first came to mind.

What happens next

After the brief the studio clarifies details and proposes a structure and a timeline estimate. If you are unsure about some answers, that is fine: some questions can be settled at the first meeting.