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How to write a website project brief

3 min read

Back to Blog

3 min read

How to write a website project brief

Author: Kelly Baker
Posted in Websites on 17th July 2018 11:53 am

Whether you’re creating an online presence that’s brand new or revitalising your existing site, you need to be able to write an effective brief for your website. In this article, we’ll take you through all of the information that you need to cover to get this project up and running smoothly.


Understanding what your site should do is tantamount to creating something that can reach this vision. Whether you want customers to buy, learn more about your company or to book your service – your site needs to be up to the task.

This should be high on your website brief, as every other design choice will feed into getting your user to complete this objective. You can map out ways that you want to complete this objective and use that within the user flow of the site.

Keep your objective short and to the point, you can elaborate on the details later in the brief.


Your website also has to be right for the audience that you wish to attract, so you should inform your designer of who these people are. This may require some market research on your part, but it will allow for a higher conversion rate as the design resonates with your user.

This will also come into play with the content of the site too, as this should speak to this ideal user. If you have Google Analytics installed on an existing site then you can use the audience function to work out who is interested in your product or service already.


If your designer doesn’t know who you are as a brand, then they won’t build the right site for you. Provide them with as much information as you can regarding your tone of voice, company values and branding.

This allows the designer to create a website that is cohesive with your existing branding. Sites that don’t reflect the brand tend to be jarring for the user, as they don’t know what to expect.


The best way to avoid being disappointed by a project is to define clear expectations. Plot out when you would like the entire project to be completed by, as well as the smaller milestones that you want to touch base on. These could include a deadline for the first mock up, integration of a feature or when the first draft of the site should be ready to view.


Setting out expectations regarding costs is also important, as you don’t want a bill that is larger than anticipated. This also gives the designer a chance to work out which things are feasible within that budget and which would need to be changed. For example, if you want a bespoke CMS and booking system, then you need to have a large enough budget to make this possible.

Sites that you like and dislike

Take a look around at sites that operate within your industry and pick out some that stand out. This could be for positive or negative reasons! Take notes on aspects of these sites that you like and dislike, as this gives the designer an idea of your personal tastes.

These notes can take the guesswork out of some elements of the design process, as they can refer to this information to guide them. It will also save you time too, you won’t need to look at as many versions of the site to get one to suit your tastes.

Writing an effective project brief is the first step on the way to creating a suitable site for your purposes. These essentials will get you started down the right path.

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