A website brief that gets you a better site
Most briefs describe pages. The useful ones describe customers, decisions and numbers. Here is the template we send.
A brief that lists "home, about, services, contact" tells a designer nothing. A brief that says "our best customers are operations managers at 50-person manufacturers who need to trust us before a phone call" tells them everything.
Who is the site for?
Name the two or three customer types that matter and what each needs to see to take the next step.
What is the one action?
Every page should have one. Decide what it is before design starts.
What numbers define success?
Enquiries per month, demo bookings, online sales. Pick one and measure it today so you can compare later.
What must not change?
Rankings, URLs, integrations and anything legal. List them so nothing breaks at launch.
What do you dislike?
Three sites you find cheap or confusing are more useful than ten you admire.