A useful website brief explains the business problem, target users, required outcomes, content, functionality, constraints and decision process. It should give providers enough context to propose a solution without dictating every design choice. Give each shortlisted agency the same brief so quotations are comparable.
1. Describe the business and project trigger
Summarise what the company sells, priority markets and why the project is happening now. Explain whether this is a first website, redesign, migration, ecommerce launch or lead-generation improvement.
2. Define measurable outcomes
Choose business outcomes such as qualified enquiries, consultation bookings, product sales, recruitment applications or reduced support effort. Include the current baseline where reliable. Avoid vague goals such as “make it modern” without explaining the customer or commercial problem.
3. Identify audiences and decisions
Describe priority users, their concerns and the information they need. A Kent B2B company may serve technical evaluators, procurement and directors. Rank audiences rather than treating everyone as equally important.
4. List content and ownership
Inventory existing pages, case studies, documents and brand assets. State who will write, review and approve content. Identify regulated or technical material that needs a qualified reviewer. Do not assume copywriting is included.
5. Define functionality and integrations
List forms, booking, ecommerce, CRM, email, accounting, stock, recruitment, multilingual or member needs. Explain the workflow and data, not only the product name. State privacy and security requirements.
6. Explain SEO and migration needs
Share access to relevant analytics and Search Console data through proper accounts. Identify priority pages and existing visibility. Require URL mapping, redirects, canonical checks, sitemap and post-launch monitoring when URLs or platforms change.
7. State budget, timing and governance
A realistic budget range helps providers recommend proportionate scope. Include the desired launch window, immovable events, stakeholders, decision-maker and approval turnaround. Separate “must have” from “later”.
8. Define acceptance and handover
List expected testing, accessibility, performance, training, documentation, ownership and warranty/support. Clarify control of domain, DNS, hosting, source, CMS and analytics accounts.
Maidstone context
State whether the company needs in-person workshops in Maidstone or can work remotely. Location can influence collaboration but should not replace evidence of relevant capability.
Frequently asked questions
How long should a website brief be?
It should be concise but complete. Several well-structured pages plus supporting inventories are often more useful than a long narrative.
Should the brief specify a platform?
Include a required platform when a verified business constraint exists. Otherwise, describe needs and ask providers to justify recommendations.
Should a budget be disclosed?
A range helps agencies propose realistic scope and reduces mismatched quotations. It does not remove the need for itemised assumptions.
Have a draft brief? Send it for an initial scope discussion before requesting
