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Written by: Todd Burgett
Category: Blog
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Crafting a Killer Website Brief: Your Blueprint for Success

A well-written website brief is the cornerstone of any successful web design or development project. It acts as a clear and concise roadmap, ensuring everyone involved – from the client to the designers and developers – is on the same page. Here's how to write a good one:

1. Start with the Basics: Project Overview

  • Project Title: Give your project a clear and concise name (e.g., "New Company Website," "Website Redesign").
  • Client Information: Include your company name, contact person, email, and phone number.
  • Project Goals & Objectives: Clearly define what you want to achieve with this website. Be specific and measurable. Examples:
    • Increase online sales by X% within the next year.
    • Generate Y number of leads per month.
    • Improve brand awareness and establish authority in the industry.
    • Provide better customer support and resources.
  • Target Audience: Who are you trying to reach? Be as detailed as possible. Consider demographics, psychographics, needs, and online behavior. Creating user personas can be helpful here.
  • Key Performance Indicators (KPIs): How will you measure the success of the website? Examples: website traffic, conversion rates, bounce rate, time on page, social media engagement.
  • Timeline & Budget: Outline your desired project timeline, including key milestones and deadlines. Be realistic. Also, clearly state your budget range for the project. This helps agencies understand the scope they can work within.

2. Delve into the Details: Website Functionality & Content

  • Website Type & Scope: Specify the type of website you need (e.g., e-commerce, informational, portfolio, blog). Outline the number of pages and the general structure you envision.
  • Key Features & Functionality: Detail any specific features required. Examples:
    • E-commerce capabilities (shopping cart, payment gateway integration).
    • Contact forms, lead generation forms.
    • Blog section with commenting functionality.
    • User accounts and login system.
    • Search functionality.
    • Integration with other platforms (CRM, email marketing).
    • Mobile responsiveness.
    • Accessibility requirements.
  • Content Outline & Existing Content: Provide a clear outline of the content for each key page. If you have existing content, specify which parts will be reused, revised, or need to be created from scratch.
  • Technical Requirements (if known): If you have specific technical preferences (e.g., preferred CMS like WordPress, specific programming languages), mention them. If not, be open to recommendations.
  • Search Engine Optimization (SEO): Outline your basic SEO expectations. Are there specific keywords you want to target? Do you require on-page optimization as part of the project?

3. Visual Identity & Branding:

  • Brand Guidelines: If you have existing brand guidelines (logo, color palette, typography), include them. This ensures visual consistency.
  • Design Preferences & Inspiration: Describe your desired aesthetic. Provide examples of websites you like or dislike and explain why. Mood boards can be a great way to communicate your visual preferences.
  • Imagery & Media: Specify the type of imagery you envision (photography, illustrations, videos). Indicate if you will provide the visuals or if you need stock photos or custom creation.

4. The Nitty-Gritty: Maintenance & Support

  • Maintenance Plan: Outline your expectations for website maintenance (updates, security patches). Will this be handled in-house or will you require ongoing support?
  • Training & Documentation: Specify if you need training on how to manage the website content and features. Request any necessary documentation.

5. Submission Guidelines & Contact Information:

  • How to Submit Proposals: Clearly state how agencies should submit their proposals (e.g., email, online form).
  • Evaluation Criteria: Briefly outline the criteria you will use to evaluate proposals (e.g., cost, experience, portfolio, understanding of the brief).
  • Deadline for Submissions: Set a clear deadline for proposal submissions.
  • Contact Person for Questions: Provide a point of contact for any questions regarding the brief.

Key Tips for Writing a Great Website Brief:

  • Be Clear and Concise: Avoid jargon and ambiguity. Use straightforward language.
  • Be Specific: The more detail you provide, the better the agencies can understand your needs.
  • Be Realistic: Understand your budget and timeline constraints.
  • Prioritize Information: Clearly distinguish between essential requirements and desirable features.
  • Encourage Questions: Let agencies know you are open to clarification.

By investing the time and effort to create a comprehensive website brief, you significantly increase your chances of receiving relevant and effective proposals, ultimately leading to a website that meets and exceeds your expectations. Good luck!