A good website brief is the difference between a project that runs smoothly and one that drifts, blows the budget, and disappoints. It aligns you and your designer on what success looks like before a pixel is designed. Here is how to write one that works.
Start with the goal, not the pages
The first question is not “how many pages” but “what should this website achieve?” More qualified leads? A premium reputation? Less admin? Name the outcome, and every design decision flows from it.
Describe your ideal customer
Who is the site for, what problem are they solving, and what do they need to believe to enquire? A designer cannot build for a buyer they cannot picture — see defining your ideal customer.
What to include in the brief
- Business goals and the single most important outcome.
- Target audience and the action you want them to take.
- Must-have pages and features (booking, forms, CRM, automation).
- Brand assets you have, and what needs creating.
- Examples you like and why — and ones you do not.
- Budget and timeline, honestly stated.
Be clear about outcomes and success
State how you will judge the finished site — enquiries per month, a premium feel, less manual admin. Clear success criteria keep everyone honest and focused. If you are choosing who to brief, see how to choose a web designer.
Frequently asked questions
How long should a website brief be?
Long enough to be clear, short enough to be read. One to three pages is usually plenty.
What if I do not know what I want?
Focus on the outcome you want and the examples you like. A good partner helps translate that into a plan.
Should the brief include budget?
Yes. An honest budget lets your designer propose the right scope instead of guessing.
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Related reading
- B2B Website Maintenance: What to Do After Launch
- Website Security Basics for Small Business
- How to Get More Google Reviews for Your Business
- About Pipeline Plan
- Free Website Scorecard
- B2B lead generation strategy
- More B2B growth guides
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Pipeline Plan builds websites and automation for businesses on the Mornington Peninsula and across Australia. Tell us what you are working on and we will come back within one business day.
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