How to Write a Website Brief Your Developer Will Love

A clear website brief saves time, money and frustration. It helps agencies quote accurately, reduces back-and-forth and makes sure the final site matches what you need. You don’t need technical knowledge, just clear answers to a few questions.

The website brief template

1. About your business

• What you do, in two or three sentences

• Your main products or services

• Where you operate

• What makes you different

2. Goals

What should the website achieve? Examples:

• More enquiries or calls

• Online bookings or orders

• A professional image for B2B buyers

• Recruiting staff

• Reducing repetitive phone questions

Pick one or two main goals.

3. Audience

• Who are your customers?

• What do they need to know before contacting you?

• What devices do they mostly use?

• What languages do they prefer?

4. Pages

List the pages you think you need, such as Home, About, each Service, Portfolio, Blog, Contact. Your agency can refine the list.

5. Features

• Contact forms, WhatsApp and call buttons

• Booking, payments or online ordering

• Catalogue or product listings

• Blog

• Login areas or dashboards

• Integrations with your CRM, billing or other tools

• Multiple languages

6. Content and images

• Do you have text ready, or need it written?

• Do you have professional photos, or need a shoot?

• Logo and brand colours available?

7. Design preferences

• Three websites you like, and what you like about each

• Websites or styles you dislike

• Words that describe how your brand should feel

8. Competitors

Two or three competitors and what you think of their websites.

9. Budget and timeline

A budget range and target launch date help agencies suggest realistic options.

10. After launch

• Who will update the website?

• Do you need maintenance, SEO or marketing support?

Tips

• Be honest about budget; it leads to better recommendations

• Focus on goals and customers, not just looks

• Share examples rather than abstract descriptions

Frequently asked questions

Do I need a technical brief? No. A business-focused brief is enough; your agency will handle technical details.

How long should a brief be? One to three pages is usually plenty.

Should I send the same brief to every agency? Yes, so quotes are comparable.