How to Write a Killer Website Brief

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How to Write a Killer Website Brief

Your website is your business’s shopfront, salesperson and marketing engine rolled into one. And just like any successful project, it all begins with a plan.

That plan? Your website brief.

But not just any brief. A well-written, strategic website brief can be the difference between a high-converting website and one that drains your time and budget without results. So, how do you write a killer one?

Let’s break it down.

What is a Website Brief And Why Does it Matter?

A website brief is a document that outlines your business objectives, user needs, and the project requirements for your new site. It’s what guides your chosen design or development partner to deliver the best possible solution.

Without it, you risk vague timelines, spiralling costs and disappointing results. But with it? You build alignment, clarity, and momentum.

Think of your brief like a building blueprint – it ensures every piece, from layout to content to integrations, fits together seamlessly.

Start With the Big Picture: Who Are You and What Do You Do?

Begin your brief with an overview of your business. It doesn’t need to be long, but it should help your web team understand your background and ambitions.

Who are you? What do you do? Who are your customers? And, importantly, why are you investing in a new website now?

Maybe your current site is outdated. Maybe it doesn’t convert. Maybe your brand has evolved. Be honest and specific.

The more context you provide, the more tailored your new site will be.

Define Clear, Measurable Goals

Every effective website brief includes goals – but not vague ones like “I want a better website.” Instead, get specific.

Do you want to increase quote requests? Improve mobile usability? Boost eCommerce sales by 20% in the next six months?

Goals like these give your project direction – and they allow everyone to measure success.

If you’re unsure what your goals should be, ask yourself: What would make this project a win for my business?

Who Are You Talking To? Know Your Audience

Understanding your audience is critical for any website project. Your brief should describe who they are, what problems they face, and what motivates them.

Are your users tech-savvy? Do they need fast access to services on the go? Are they price-sensitive, or value-driven?

Paint a picture of your ideal customer. What questions do they have when they land on your site – and how should your website answer them?

This information influences everything from layout to language to conversion strategy.

Content, Pages & Features: What Does the Site Actually Need?

Now it’s time to get into the detail. Think about what content and features your site needs to meet your goals and serve your users.

You might need:

A homepage that explains who you are and what you do
A service page for each of your key offerings
A blog to drive organic traffic
Contact forms, booking tools or a client portal

Don’t worry if you don’t know every page or feature yet. Just start listing what’s essential, and what would be nice to have. Your agency or freelancer can help refine the list.

And if you’re planning to reuse content from your existing site, make a note of that too.

Design Direction: What Should It Look and Feel Like?

Design is subjective – but your brief can guide the visual and emotional tone of your website.

Do you want something bold and attention-grabbing? Or clean and understated? Should it feel high-end or friendly and approachable?

It helps to reference websites you like (and don’t like), with notes on what appeals to you. Share your brand guidelines if you have them, including logo files, colour palettes and fonts.

Tone of voice matters too. Should the copy sound professional? Casual? Quirky? This helps copywriters match the language to your audience.

Technical Considerations and Integrations

Even if you’re not a technical expert, it’s helpful to flag any platforms or tools your website will need to work with.

That might include:

Your CRM (like HubSpot or Salesforce)
Email marketing tools (like Mailchimp or Klaviyo)
Booking systems or calendars
Payment gateways (for eCommerce)

Do you need content management access to update pages yourself? Mention your preference – whether that’s WordPress, Shopify or something else entirely.

You don’t need to know how these tools work – but you do need to make your web partner aware of them.

Learn From the Competition: Who Are Your Rivals?

Your competitors can be one of your biggest sources of insight when planning a new website.

In your brief, it’s useful to list 2–3 of your closest competitors and explain what you like or dislike about their websites. This isn’t about copying them, but about learning what works (and what doesn’t) in your space.

Ask yourself:

What kind of user experience do they offer?
Is their content clear and persuasive?
Do their calls to action make you want to engage?
Are there features or layouts you think could work even better for your business?

Being specific helps your web team understand the landscape and where you can stand out.

Example:

“We like Competitor A’s clean layout and simple navigation, but their messaging feels generic. Competitor B has great blog content but the site feels too corporate for our brand. We want something that feels approachable but still professional.”

It’s also worth noting what they’re doing wrong – slow load times, cluttered layouts, outdated branding. These are opportunities to differentiate your site and deliver a better user experience.

If your competitors are investing heavily in SEO or content, highlight that too, it can shape the strategy for your own digital presence.

Set a Realistic Budget and Timeline

Let’s talk about two things clients often avoid: money and deadlines.

Sharing your budget upfront doesn’t weaken your position. It helps the designer recommend the right solution for your investment level.

Whether you have £2,000 or £20,000, there’s a right-fit approach. You can find out more about how much a website costs here.

Timelines matter too. If your website needs to launch ahead of an event, campaign or peak season, make that clear. Don’t just say “ASAP”- say “We need this live by 1st October to support our autumn promotion.”

Don’t Forget Post-Launch Support

A website isn’t a one-and-done project. After it launches, you’ll need support, whether that’s hosting, updates, SEO, or help uploading blog posts.

Make it clear in your brief what you’ll need ongoing. This will avoid future surprises and help your web team plan ahead.

Common Mistakes to Avoid

Even great businesses sometimes write poor briefs. Watch out for:

Being too vague – “we want something modern” is not a design brief

Focusing only on aesthetics, not goals

Forgetting your user – your site isn’t for you, it’s for them

Unrealistic deadlines or expectations

Skipping over content – good design can’t fix bad words

A Killer Website Brief in Action: A Mini Example

Company:

LushLaw, a boutique family law firm in Leeds

Objective:

Increase qualified consultation bookings through the website

Audience:

Professional women aged 30–50 seeking clarity during separation

Pages Needed:

Home, Services (4), About, Blog, FAQs, Contact

Design Direction:

Warm, trustworthy, professional—not too corporate

Content:

Will be supplied but needs copy editing support

Competitor Analysis:

Competitor A (example.co.uk) has a clean and calm design, but their service pages feel cluttered. We’d like to simplify this. Competitor B (exampledomain.com) has strong client testimonials and trust signals but their mobile layout is poor. We want to combine emotional appeal with strong mobile UX.

Budget:

£8,000–£10,000

Deadline:

Launch by September 15th

This type of brief gives any web designer a clear starting point to deliver a focused, on-brand, user-first website.