A website project brief is a short document, usually two to four pages, that tells a designer or developer what you need: your goals, audience, pages, features, budget and timeline. A clear brief gets you more accurate quotes, makes quotes from different vendors easier to compare, and prevents most of the misunderstandings that derail projects. Below is what to include and a free template you can copy.
You do not need technical knowledge to write a good brief. You need to know your business, your customers and what you want the website to achieve. The developer’s job is to turn that into a technical plan.
Why a project brief matters
Without a brief, every agency fills the gaps with its own assumptions. One quotes for a five-page site, another for twenty pages with a blog and booking system, and the prices look wildly different for reasons that have nothing to do with value.
A written brief helps you:
- Get accurate, comparable quotes. Every vendor prices the same scope, so you can compare like with like.
- Clarify your own thinking. Writing it down often reveals decisions your team has not made yet, such as who will write the content.
- Reduce scope creep. When something new comes up mid-project, everyone can check whether it was in the original brief.
- Speed up kickoff. A good brief can shorten the discovery phase by days. We cover how this affects the schedule in how long it takes to build a website.
What to include in a website project brief
These are the sections we find most useful when quoting a project. Short answers are fine. Honest answers matter more than polished ones.
1. About your business
Describe what you do, who you serve, where you operate and what makes you different. Include your current website address if you have one, and a couple of competitors you watch.
2. Goals for the website
What should the site do for the business? More quote requests, online sales, fewer support calls, recruiting, or credibility with larger clients? Pick one or two main goals and, if possible, how you will measure them, such as form submissions per month.
3. Target audience
Who are the main visitors and what do they need to find? A homeowner comparing contractors needs different things than a procurement manager checking credentials. If you serve both US and Canadian customers, say so, since it can affect currency, tax, shipping and content.
4. Pages and features
List the pages you expect and any functionality you need, for example contact forms, online booking, a blog, a members area, an online store, multi-language content or integration with your CRM. Mark each feature as must-have or nice-to-have. This single section has the biggest effect on price.
5. Content
Who will write the text and supply photos? Is existing content being reused, rewritten or replaced? Content is the most common cause of delays, so be realistic here. If you need help with copywriting or photography, say so up front.
6. Design preferences
Share links to two or three websites you like and say what you like about each, whether it is the layout, the tone or the simplicity. Include your logo, brand colors and fonts if you have brand guidelines, and mention anything you definitely do not want.
7. Technical requirements
Note any platform preference (such as WordPress or Shopify), where the site will be hosted, the tools it must connect to, and who will update it after launch. If you do not know, say “open to recommendations.” That is a perfectly good answer.
8. Existing site and SEO
If you are redesigning, mention how much traffic the current site gets, which pages perform best and whether you rely on search for leads. This tells the developer how carefully redirects and SEO need to be handled.
9. Budget
Many people hesitate to share a budget, but a range helps enormously. It lets a vendor recommend the best solution for that amount instead of guessing. For a sense of typical pricing, see our guide to website redesign costs.
10. Timeline and contacts
Give your ideal launch date and explain whether it is fixed (a trade show, a product launch) or flexible. Name the main contact and the person who gives final approval.
Free website project brief template
Copy the outline below into a document and fill in each line. Aim for clear and complete rather than long.
- Company: name, what you do, location(s), current website URL.
- Main goals: the one or two things the site must achieve, and how you will measure them.
- Audience: who visits, what they need, and which countries or regions you serve.
- Pages: list of expected pages, such as home, about, services, contact.
- Must-have features: forms, booking, store, blog, integrations.
- Nice-to-have features: items that can wait for a later phase.
- Content: who writes copy, who supplies photos, what is reused.
- Design: brand assets, two or three example sites you like and why, things to avoid.
- Technical: platform preference, hosting, tools to connect, who edits after launch.
- Existing site: traffic level, top pages, importance of search rankings.
- Budget range: in USD or CAD.
- Timeline: target launch date, whether it is fixed or flexible.
- Contacts: main contact, final decision maker, preferred meeting times and time zone.
Common brief mistakes to avoid
- Describing solutions instead of problems. “We need a chatbot” is less useful than “customers keep calling with the same five questions.” The second lets the developer suggest the best fix.
- Listing every possible feature as essential. Separating must-haves from nice-to-haves keeps your budget focused and makes phased launches possible.
- Leaving out the budget. Without it, you may receive proposals that are far above or below what you planned.
- Forgetting who maintains the site. Updates, backups and security after launch should be part of the plan from the start.
- Writing a 30-page document. Long briefs often bury the important points. A focused few pages is usually better.
What happens after you send a brief
A good developer should respond with questions, not just a price. Expect them to clarify unclear features, suggest simpler options where they fit and flag anything that could affect the timeline. When we receive a brief, we reply with a fixed quote within 24 hours, a breakdown of what is included, and a phase-by-phase schedule.
It also helps to look at a vendor’s past work alongside their proposal. You can browse our portfolio to see the kinds of sites we build.
Want a team to handle this for you? See our custom web design services for US and Canadian businesses.
FAQ
How long should a website project brief be?
Usually two to four pages. That is enough to cover goals, scope, budget and timeline without burying the key details.
What if I do not know all the answers?
That is normal. Write “not sure” or “open to recommendations” where needed. A good developer will help you fill the gaps during the first call.
Is a brief the same as a contract or statement of work?
No. The brief describes what you want. The developer’s proposal or statement of work then defines exactly what will be delivered, at what price and by when.
Ready to send your brief?
A clear brief is the quickest way to get a realistic quote and a smoother project. It does not need to be perfect; it just needs to be honest about your goals, scope, budget and timeline.
Have your brief ready, or even half ready? Send it over and get a fixed quote within 24 hours.
