What to include in a website brief before your next redesign

A website project becomes easier to scope when the brief explains what the business needs to change. Visual references help, but the most useful starting point is a shared understanding of your customers, your priorities, and the actions a visitor should be able to take.

Start with a business outcome

Describe the reason for the project in plain language. You might need to explain a new service, attract more relevant enquiries, make a large catalogue easier to explore, or reduce the time your team spends answering basic questions. Give the project one primary outcome and a few supporting priorities.

Define who the site needs to help

List the main audiences and what each needs to know. A business buyer comparing suppliers has different questions from a returning customer looking for support. Explain the locations and languages you serve, the typical buying journey, and the concerns people raise before working with you.

Map the content and the next step

Outline your core services, project examples, company information, and contact options. For each important page, identify the question it answers and the next action it supports. Gather existing copy, approved photography, brand files, and evidence for any results you want to publish.

Describe the practical requirements

Explain which tools the site must connect to and who will maintain it. Include the CRM, enquiry destination, ecommerce needs, booking requirements, or internal workflows that matter. Identify any existing content and URLs that must be preserved or reviewed during the project.

Agree how the work will be reviewed

Set out who gives feedback, who signs off content, and what a successful launch requires. Include mobile usability, accessibility, performance, functional forms, and a clear measurement plan. Agree on scope, budget, and timing before detailed production begins.