What to include in a website design brief
A short brief can make a web project calmer and more productive. Here is the context that helps a design team make better decisions.
Start with the business and its customers
Describe what your business does, who you serve, and what makes customers choose you. Include the questions people ask before they buy and the moments where the current website falls short.
Specific examples are more valuable than broad adjectives. Explain what 'simple' or 'premium' means to your audience and point to references that show the feeling you want to create.
Name the outcomes
Choose a few outcomes the new site should support: more qualified enquiries, fewer manual bookings, or clearer product information. These goals help the team prioritize content, navigation, and functionality.
Also share how you will recognize progress after launch. A useful measure could be completed booking requests or the quality of incoming leads, not simply a larger traffic number.
Be clear about constraints
List the launch date, budget range, existing tools, required integrations, and who can approve decisions. Mention whether your team will provide copy and photography or needs help preparing them.
A brief is a starting point for conversation, not a test with perfect answers. A good design partner will help uncover missing details before they become expensive surprises.
