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How To Write A Website Brief

We’ve been designing and developing websites at iWeb for over 20 years for clients of all shapes and sizes so when it comes to website briefs, we’ve seen it all – the good, the bad and the ugly.

If you’ve been tasked with writing a website brief, you might be wondering where to start. The good news is that the art of writing a killer brief is actually pretty simple. This guide contains the core elements we recommend you include.

Why Create A Brief?

A great brief is the foundation upon which all successful websites are built. Get it right and it smooths the path to cost-effective, quality output; get it wrong and it leads to incorrect solutions, wasted time and lost enthusiasm.

The brief supplies a clear base from which the agency and client can align their thinking. It clearly defines your requirements and objectives as well as recording key information like budgets, deadlines and who is responsible for what.

The Brief

To deliver a fully efficient and successful website, it’s critical both parties understand your business and objectives inside and out. Think of it as the business plan for your website. The more information you can provide upfront the better placed an agency will be to deliver your vision.

1. The Big Picture

Provide a project description and background:

2. Target Audience

Who is the target audience and what do they care about:

3. Goals and Objectives

What should the customer think/do in response to visiting your website:

How To Write A Website Brief

4. The Current Website

If you already have a website, provide some insights:

5. Competitors

What is the competitive landscape:

How To Write A Website Brief

6. Project Management & Timeline

It’s important everyone knows what is involved and when it’s needed by. This will help you, and your agency, allocate the best resource to the project. Some factors to consider:

7. Technical

8. eCommerce

Is your site transactional, i.e do you want your customers to buy directly from the site? The details should be scoped out in a separate functional specification document but it’s worth including the basics:

9. Budget

What is the budget for design and development of the website? Some clients are very reluctant to give away their budget to an agency at the brief stage.

How To Write A Website Brief

But being open and honest about this means you will get better, more accurate quotes in response.

If you don’t have a fixed budget then specify a price bracket that you are comfortable with, e.g. between £10,000 – £15,000.

It’s also worth including:

If you follow these tips, you’re sure to be well on your way to creating a cool, killer brief that is on brand and right for your business.

Should you need further help writing your own website brief, then we can help! Get in touch.


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