A good website brief saves time, money and misunderstanding. It gives your web designer a clear picture of what you want to achieve and how the site should work. Whether you are working with Godstone Web Design or another local agency, this template will help you produce a brief that leads to an accurate quote.
Business goals
Start with the outcome. What do you want the site to do? Common goals include generating enquiries, selling products, showcasing a portfolio, booking appointments or recruiting staff. Be specific. "Get more leads" is less useful than "increase qualified enquiries from people in Caterham and Redhill by 30 percent in six months."
Target audience
Describe your ideal customer. What are their problems, questions and concerns? If your audience is local, list the towns and areas you serve. This helps the designer structure the content and choose the right local SEO signals.
Content and features
List the pages you think you need, such as home, services, about, case studies, blog and contact. Mention any special features: a booking system, ecommerce, membership area, multilingual content or integrations. If you already have content, say where it lives and whether it needs updating.
Examples and budget
Share three to five websites you like and explain what appeals to you. Also state your budget range and ideal timeline. Designers can advise what is realistic and suggest the best approach within your constraints.
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Defining success criteria
A good brief does not stop at features. It should also describe what success looks like. Be specific: we want more enquiries is less useful than we want to increase qualified enquiries from Caterham and Redhill by 25 percent in the first year. Success criteria help the designer recommend the right pages, calls to action and tracking, and they make it easier to judge whether the project has delivered value.
It is also useful to include constraints. Note any brand guidelines, existing systems that must integrate, legal requirements such as accessibility standards, and content that is already available. The more context you provide, the fewer assumptions the designer has to make, which reduces surprises and change requests later in the project.
Do not be afraid to include the things you do not know. If you are unsure which features you need, say so in the brief. A good web designer will ask the right follow-up questions and suggest options. The brief is a starting point for a conversation, not a final contract, so a little uncertainty is better than leaving the designer guessing. We also suggest including any technical context such as your current hosting, email provider or CRM, because integrations with existing systems can affect both cost and platform choice. If you have brand assets, attach them or describe where they are stored. Finally, name the people who will make decisions and provide content, because unclear ownership is one of the most common causes of project delays. A strong brief can cut the quote stage in half. Send us your brief for a free, no-obligation consultation in Godstone.
Frequently asked questions
What is a website brief?
A website brief is a short document that explains what you want your website to achieve, who it is for, what it should contain, and how much you can invest. It helps designers and developers give you an accurate quote.
How long should a website brief be?
Two to four pages is usually enough. It should be detailed enough to answer the key questions but concise enough to be read quickly. Bullet points and examples are more useful than long essays.
Do I need content before contacting a web designer?
No, but it helps to know what content you have. You can list existing brochures, photos, videos and testimonials, and flag anything that needs rewriting. Many designers, including us, can also help with content as part of the project.
What budget should I include?
Include a realistic range rather than a fixed number. This lets the designer suggest the best approach within your budget and helps you avoid wasting time on proposals that do not fit.
How does a good brief speed up the project?
A clear brief reduces back-and-forth, helps the designer make good decisions early, and keeps the project focused on your goals. It often saves both time and money by preventing scope creep and misunderstandings.
