How to write a website brief

Points to check

• Start with the top customer tasks, the current site’s problems and the single action each key page should support.
• List required content, functions, integrations and accessibility needs. Mark which are essential for launch and which can follow.
• Name the person who will provide material, approve decisions and maintain the site after handover.

Start with the brief

Write down the business outcome you need, the people you want to reach and any practical constraints. This makes it easier to judge whether a suggested service or platform is appropriate.

A useful brief explains your audience, goals, content, essential features and launch constraints.

Compare the work, not just the headline

Ask providers to describe the deliverables, who will do the work, what they need from you and when the result will be reviewed. A written proposal should distinguish included work from optional extras.

• Page structure, content and visual design
• Mobile layouts, accessibility and launch checks
• Hosting, ownership and handover arrangements

Questions worth asking

• Who owns the finished website and accounts?
• What content and revisions are included?
• What happens after launch?

Separate must-have requirements from ideas to explore and list who will supply content.

Make a fair comparison

Use the same brief for each provider, request any missing details in writing, and consider ownership and ongoing support alongside price. You can use the free worksheet to record the answers.