A well-written website brief is the foundation of a successful website. It aligns stakeholders, saves time and money, and ensures designers and developers understand exactly what you need. Whether you’re building a brand-new site or redesigning an existing one, this guide will walk you through how to write a clear, effective website brief – and includes a free, ready-to-use template at the end.
What Is a Website Brief?
A website brief is a document that outlines your website’s goals, audience, scope, features, design preferences, content needs, timeline, and budget. It acts as a single source of truth for everyone involved in the project.
Think of it as the roadmap that answers:
- Why the website exists
- Who it’s for
- What it needs to do
- How success will be measured
Why a Website Brief Matters
A strong website brief helps you:
- Avoid scope creep and miscommunication
- Get accurate timelines and cost estimates
- Reduce revisions and rework
- Ensure the final website meets business goals
Without a clear brief, projects often run over budget, miss deadlines, or fail to deliver the expected results.
What to Include in a Great Website Brief
1. Company Overview
Provide context about your business.
- Company name
- Industry
- What you do
- Brand values and tone
This helps the team understand your brand personality and positioning.
2. Project Background & Goals
Explain why you’re building or redesigning the website.
- What problem are you trying to solve?
- What are your top 3 goals? (e.g., lead generation, online sales, credibility)
Example goals:
- Increase inquiries by 30%
- Improve mobile usability
- Establish a more premium brand image
3. Target Audience
Clearly define who the website is for.
- Age range
- Location
- Job role or lifestyle
- Pain points
- Tech comfort level
If possible, include 1–2 user personas.
4. Scope of Work
List what is included in the project.
- Number of pages
- Blog or resources section
- E-commerce functionality
- Booking forms or portals
- Multilingual support
Be specific to avoid misunderstandings.
5. Design Preferences
Share your visual expectations.
- Brand colors and fonts
- Websites you like (and why)
- Websites you dislike (and why)
- Overall feel (modern, minimal, corporate, playful)
Include links and screenshots if possible.
6. Content Requirements
Clarify who is responsible for content.
- Will you provide text and images?
- Do you need copywriting or photography?
- Do you need SEO-optimized content?
Mention any existing content that needs to be reused or migrated.
7. Technical Requirements
Outline any technical needs.
- CMS preference (WordPress, Webflow, custom)
- Hosting and domain status
- Integrations (CRM, email marketing, payment gateways)
- Accessibility or compliance requirements
8. Timeline & Milestones
Provide a realistic timeframe.
- Desired launch date
- Key milestones (design approval, development, testing)
- Any fixed deadlines
9. Budget Range
Even a rough range helps agencies propose the right solution.
- Minimum and maximum budget
- Flexibility (if any)
This saves time for both sides.
10. Success Metrics
Define how success will be measured.
- Traffic increase
- Conversion rate
- Bounce rate
- User engagement
Clear KPIs ensure accountability.
Free Website Brief Template
You can copy and paste the template below and customize it for your project.
Website Brief Template
Company Name:
Industry:
Company Overview:
(Brief description of your business and brand)
Project Background:
(Why you need this website or redesign)
Primary Goals:
1.
2.
3.
Target Audience:
(Age, location, needs, pain points)
Scope of Work:
- Number of pages:
- Key features:
- Functionality required:
Design Preferences:
- Brand colors/fonts:
- Websites you like:
- Style/tone:
Content:
- Content provided by: (Client / Agency)
- SEO required: Yes / No
Technical Requirements:
- Platform/CMS:
- Integrations:
- Hosting/domain status:
Timeline:
- Project start date:
- Desired launch date:
Budget Range:
(Approximate range)
Success Metrics:
(How you’ll measure success)
Additional Notes:
(Anything else the team should know)
Final Tips for Writing an Effective Website Brief
- Be honest about budget and timelines
- Focus on business goals, not just aesthetics
- Keep it clear and structured
- Update the brief as the project evolves
A great website starts with a great brief. Investing time upfront will save you stress – and money – later.
NerdyNodes 