How to Write the Perfect Website Design Brief

Crafting the perfect website design brief can feel like a daunting task, but it doesn’t have to be. Think of it as telling your story — one that inspires creativity and sets the tone for the best possible collaboration. Whether you’re revamping your site or building from scratch, here’s your guide to writing a brief that designers will love.

1. Start with the Big Picture

Before you dive into the details, take a step back and think about the why.

• Why are you creating or updating your website?
• What’s your ultimate goal? (Hint: it’s usually something like “more leads,” “better usability,” or “world domination.”)

Share a bit about your brand — what makes you tick, who your audience is, and how you’re different from the rest.

2. Break It Down

A good brief is clear, concise, and covers all the essentials:

• Who: Your target audience. What do they need, love, or hate?
• What: Features, functions, and must-haves (blog, shop, search, a pun generator —whatever!).
• Where: Is there an existing site we’re working from? What’s staying, what’s going?
• When: Your timeline. Is there a hard launch date, or any important events driving your deadline?

3. The Look & Feel

Think tone, style, and personality. Got some brand guidelines? Share them. Found a site that feels just right? Share that too (and tell us why).

4. Content rules

Be honest — do you have the copy, images, and videos ready to go, or will you need help creating the content? 

5. Think budget

Talking money doesn’t have to be awkward. Whether you want to budget for the best possible ideas or working within constraints, transparency helps your designer recommend the best solutions for your goals.

6. Collaboration is Key

Web design isn’t a one-and-done deal. Outline how involved you’d like to be and what you expect from the process. Whether you’re hands-on or hands-off, set the tone early. 

And think about what the longer term relationship looks like — do you see this as a one off project, or do you want support developing and optimising the site over time (the best, most effective websites are ever-evolving after all).

7. Don’t Forget the Details

Little things make a big difference:

• If you have a preferred platform and technical requirements (do you need enquiries sent to a CRM? Do you need to use a particular payment gateway?) 
• SEO ambitions — how important is organic search traffic to growing your audience? Do you have effective SEO already that you need to protect?

A Brief Template for Your Brief

Here’s a format that’s as snazzy as it is simple:

• Project Overview: What's the background and what are the goals.
• Audience: Who’s visiting your site and what do we want them to do?
• Must-Haves: Features, pages, and technical information.
• Design Style: Inspirations, brand personality or guidelines.
• Timeline: Important dates and milestones.
• Budget: Be bold, be transparent.
• Contact Info: What does the project team look like on your side?

Wrapping up

A well-thought-out brief is like handing over a treasure map — it guides your designer to the X that marks the spot. The clearer your vision, the smoother (and more fun!) the process.

Need a hand? Drop us a line. We’re pretty great at turning briefs into brilliant websites.