How to Write a Website Brief: A Step-by-Step Guide

The most common cause of website projects going wrong? A poor brief. When clients and designers aren't aligned on expectations from the start, the result is usually disappointment.

Here's how to write a website brief that sets everyone up for success.

What Is a Website Brief?

A website brief is a document that outlines your project requirements, goals, design preferences, and practical information. It gives your designer everything they need to understand your vision and deliver results.

What to Include in Your Brief

1. About Your Business

• What does your business do?
• Who are your customers?
• What makes you different from competitors?
• What are your core values and brand personality?

2. Project Goals

• What is the primary purpose of the website? (Generate leads, sell products, showcase work, etc.)
• What does success look like? (Number of enquiries, sales, page views)
• Do you have any specific conversion goals?

3. Target Audience

• Who is your ideal customer? (Age, location, profession, interests)
• What problems are they trying to solve?
• How tech-savvy are they?

4. Pages and Structure

• What pages do you need?
• What content will go on each page?
• Do you have existing content or will it need to be written?

5. Design Preferences

• Share 3–5 websites you like and explain what you like about them
• What colours and fonts represent your brand?
• Do you have an existing logo and brand guidelines?

6. Technical Requirements

• Do you need e-commerce?
• Do you need a booking system?
• Any specific integrations (CRM, payment system, etc.)?
• Who will maintain the website after launch?

7. Budget and Timeline

• What is your budget?
• When do you need the site live?
• Are there any fixed deadlines? (Event, launch date, etc.)

Tips for Writing a Great Brief

• Be as specific as possible — vague briefs lead to vague results
• Share examples of what you like AND what you don't like
• Be realistic about your timeline and budget
• Nominate one decision-maker to avoid conflicting feedback

Ready to Get Started?

Contact OWD Web Design and we'll walk you through the briefing process together.