Ask three web designers to quote on “a new website for my business” and you will probably get three very different prices. That isn’t always because one of them is overcharging. It is usually because each of them has imagined a different website.
A website brief fixes that. It is a short document that explains what you need, so designers can quote on the same job and you can compare their proposals properly. It doesn’t need to be technical or long. This guide walks through what to include, section by section.
Why a brief saves time and money
- Quotes become comparable, because everyone is pricing the same scope.
- Fewer surprises later, when features you assumed were included turn out to cost extra.
- A clearer project, because you have thought through what the website needs to achieve before design starts.
Our guide to what a website really costs explains why scope is the biggest driver of price.
1. About your business
A few sentences covering:
- What you do and who your customers are.
- Where you operate, including the suburbs or regions you serve.
- What makes you different from competitors.
2. What the website needs to achieve
This is the most important section. Be specific about the main job of the website. For example:
- “Get more quote requests for bathroom renovations in the south-east.”
- “Let customers book appointments online without calling.”
- “Sell our product range online and take payments.”
If there is one main action you want visitors to take, say so. It shapes the whole design.
3. Who the website is for
Describe your typical customers. What do they need to know before they contact you? What questions do they ask most often? Are they mostly on mobile? This helps the designer decide what goes on each page and in what order.
4. Pages and content
List the pages you think you need, such as home, about, individual service pages, a contact page and perhaps a blog. Then be honest about content:
- Who is writing the words? You, or the designer?
- Do you have good photos of your work, team and premises, or will you need photography?
- Is there existing content to move from an old website?
Content is often the part that delays projects most, so it is worth planning early.
5. Features and functions
List anything the website needs to do beyond displaying information:
- Contact or quote forms
- Online bookings
- Online shop and payments
- Integration with tools you already use, such as a CRM, booking system or email marketing platform
- A chatbot or AI assistant
- Multiple languages
Mark each as “must have” or “nice to have”. That makes it easier to adjust the scope if the budget is tight.
6. Look and feel
Share your logo, brand colours and fonts if you have them. Then list two or three websites you like, and say why: the layout, the photography, the tone. Websites you dislike are useful too. You don’t need design language; plain descriptions work fine.
If your branding needs work before the website, it may be worth sorting that first. Our article on brand refresh vs rebrand can help you decide.
7. Technical details
- Do you already own a domain name, and who has access to it?
- Do you have existing hosting or business email?
- Is there an existing website to replace, and does it get useful search traffic that needs protecting?
- Do you have a preference for a platform, such as WordPress or Shopify? Our guide to choosing a platform covers the main options.
8. Budget and timing
Many owners hesitate to share a budget, but a rough range helps designers suggest what is realistic. Include any important deadlines, such as a launch date, trade show or seasonal peak.
9. After launch
Ask how the website will be maintained, who will make updates and what ongoing costs to expect. Our article on what website maintenance involves explains what to budget for.
Keep it short
A useful brief is often two or three pages. Bullet points are fine. The goal is clarity, not polish. A good designer will ask follow-up questions, and the brief gives those conversations a solid starting point.
Want help writing your brief?
Madexify designs and builds websites for small businesses across Pakenham, Officer, Beaconsfield, Berwick, Narre Warren, Cranbourne, Clyde and Bunyip. We are happy to talk through your brief with you, even before you are ready to commit. See our services, or contact us to start your website project.
This article is part of our Small Business Website Guide. Browse all our guides on the guides page.
