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A proper brief for a website – what does it contain?

A well-completed brief is a basis for working for the web development company. The document should explain in a clear and transparent way what are your goals and expectations regarding the development company. So, a good brief for a website should contain elements such as:

• description of your business and its environment,

• expectations regarding the new website in relation to its old version,

• description of your users and traffic sources,

• your budget.

1. The description of your business

Let the web development company know more about you. At the beginning of the brief, write a few paragraphs about your company:

• What do you do?

• When was the company founded?

• What do you sell?

• How big is your company?

• In which countries do you work?

• What are your vision, mission, and values?

• Who are your main competitors?

At this point, you can also describe your company using adjectives, values, colors or other characteristics that will allow the web development company to feel the climate and identity of your business.

2. Your expectations

Familiarize the developers with the reason why you need a new page and how it should look like. You can use your old page to describe what you want to improve or change. In the brief for a website, write, for example:

• What are the aims of a new website (e.g. generating more sales, increase the traffic etc.)?

• How will you measure a conversion rate?

• What are your competitors’ websites?

• What industry is your website aiming at?

• What do you like/dislike about your old website?

• What level of traffic is your old page receiving?

• What are the sources of this traffic?

• What kind of functions do you require (e.g. sliders, social media, Google maps, blog, e-commerce etc.)?

• How does your dream website look like?

• What values should your website communicate (feminine vs. masculine, contemporary vs. traditional etc.)?

• Do you run any other advertising that the new website should tie in with?

Perhaps it will be easier for you to visualize your dream page. For this purpose, you should attach to the brief for a website:

• URLs of sites you like,

• table of inspiration, so-called mood board, created on Pinterest,

• Corporate Identity documentation (regardless of your vision, the new website must be consistent with the image of your company: fonts, colors etc.).

3. The description of your users

You should enable a web development company to learn as much as possible about your current users as well as about your target group. To do this, answer these questions:

• Who are your users (male/female, language, country, age group etc.)?

• Why do they visit your site? What is the problem that your site can solve?

• What kind of devices they use (mobile, desktop, tablet)?

• What is your target group (your current users can differ from your target group)? What is an example of your Persona?

4. Your budget and deadline

Inform the web development company about what financial resources you have and how long the site should be ready. Thanks to this, you will know which elements of your expectations are realistic and which are not. If it turns out that the budget or deadline does not allow for the implementation of the whole project, decide which elements of the site are a priority for you and which can wait. In the brief for a website, include:

• What is your budget for a web design and development?

• Do you have a budget for maintenance and additional services such as technical support or digital marketing?

• When do you want to start the project and do you have any deadline for it?