Starting a website build can feel a bit like staring at a blank page. The vision is there — you know what you want — but turning that into something someone else can work with is another story. That’s where a website brief changes everything. A good brief helps a designer understand your goals, your audience, and the purpose of your site long before a single wireframe is drawn.
This article walks you through what to include in a website brief so the journey from your first idea to your homepage is smooth, structured, and useful.
Think Big Picture First
The first part of a good brief isn’t about colour schemes or layouts. It’s about clarity of purpose.
Ask yourself: Why does this website matter? What will success look like? Are you trying to:
• Get more enquiries?
• Sell products online?
• Build credibility in your market?
• Educate your audience?
Write that down clearly, in simple language. It doesn’t need to be fancy — just honest and specific. This becomes the foundation for every decision that follows.
Here’s a simple example: “Our goal is to increase online sales of handmade candles by 30% within 12 months.” That tells a designer something specific to work towards. Contrast that with “we want a nice website,” and you can already see the difference.
Understand Who You’re Talking To
Imagine you’re opening a shop in a busy town. You’d want to know who’s walking past the door. A website is the same — it needs to speak directly to the people who matter most for your business.
In your brief, describe your target audience. Who are your ideal visitors? What problems are they trying to solve? What questions are they likely to ask?
The more you can describe your audience — their goals, pain points, preferences — the better a designer can shape content, layout, and navigation to match their expectations.
A good brief might say, “Our customers are busy professionals looking for simple skincare solutions under £50.” That tells a designer something very different than “people who like skincare.”
Mapping Out Your Site Structure
A homepage is just one part of the puzzle. Your brief should guide the structure of the whole site: what pages are needed and how they relate to each other.
Common pages to consider (with a simple explanation) might include:
• Home page: A snapshot of who you are and what you offer.
• About page: The story behind your brand.
• Services or Shop pages: What you’re selling or providing.
• Product detail pages: For each item in an online store.
• Contact page: How people reach you.
Each page has a purpose, and thinking about that early helps designers build logical paths through your site so visitors don’t feel lost. For example, if you have a shop, users should be able to easily get from home to a product page to checkout without confusion.
You don’t need to be overly technical here. A simple list of pages with brief notes on what they’re for is enough.
Design Style and Inspiration
Words only go so far. Design is visual, so giving your designer something to latch onto — even if it’s just a feel — makes a big difference.
Instead of saying “make it look modern,” try collecting examples of sites you like and explaining why. Maybe you like the clean layout of one site because the navigation feels simple. Maybe you like the bold colours of another because it feels energetic.
It’s also helpful to explain design things you don’t want. For example, “I don’t want a layout that feels cluttered” or “avoid pastel colours.” That’s just as valuable.
Design inspiration isn’t about copying another site. It’s about shaping your own visual identity in a way that feels intentional and aligned with your voice.
What Content You’ll Provide
Content is the heart of your website. Before you begin working with a designer, think about what you already have and what you’ll need:
• Will you write your own text?
• Do you need help with copywriting?
• Do you have product photos ready?
• Do you need stock images?
Being upfront about content expectations helps set realistic timelines. If you plan to write every piece of text yourself, note that. If you’d like someone to help craft product descriptions or service details, include that too.
You might also want to think about consistency here — how you want your brand to sound. A consistent tone helps visitors feel at ease and makes your content easier to digest.
Features and Functionality
Here’s where the technical stuff comes in, but it doesn’t have to be complicated.
Ask yourself what you want your website to do:
• Do you need a contact form?
• Are online bookings important?
• Will you accept payments?
• Do you want a newsletter signup?
• Should product reviews be displayed?
Think of features as tools your visitors use to interact with your brand. The clearer you are, the more accurately the website can be built to support them.
For example, if you plan to sell products, it’s helpful to note whether you need variations (like size or colour), inventory tracking, or customer accounts. If you’re offering services, explain how bookings or enquiries should be handled.
Being explicit here prevents surprises later on.
Timelines and Budget
This part might feel awkward, but it’s one of the most useful sections of your brief.
No one likes surprises — especially when it comes to deadlines and money.
Be clear about when you’d like your site completed. If there’s a business event, product launch, or seasonal deadline, mention it. That helps prioritise the work.
Similarly, give an honest sense of your budget range. A website built with realistic expectations and clear constraints is far more likely to deliver value than one where everyone is guessing what’s possible.
Setting timelines and a budget doesn’t limit creativity — it helps keep the project grounded and achievable.
Final Tips to Make Your Brief Work
At its best, a website brief is a conversation starter, not a rulebook. Think of it as a shared reference point — a document you and your designer can look back on throughout the project.
Here are a few quick ideas to keep in mind:
• Write like you’re explaining your business to a new team member. Be clear and straightforward.
• Include visuals where helpful — sketches, mood boards, screenshots.
• Be honest about deadlines and content readiness.
• Don’t be afraid to ask questions. A good brief prompts good dialogue.
A strong brief doesn’t have to be long. It just needs to be clear.
Creating a website brief transforms a vague idea into a plan with purpose. It helps everyone see the same picture, reduces confusion, and guides the project from vision to homepage with less friction. When you invest a little thought upfront, the rest of the build flows more naturally.
Your website is one of your most important digital assets. Giving it a thoughtful brief sets the stage for a site that reflects your goals, speaks to your audience, and supports what you want your business to achieve.
Come back to this guide any time you’re planning a new site or refresh — and watch how much smoother the whole process becomes.
