A website brief is a requirements document explaining why your business needs a new website and what will count as completed work at the end of the project. A good brief goes beyond collecting designs you like: it makes the visitor’s decision process, content responsibilities, and technical connections visible. This lets you assess agency proposals against the same scope.

Start with the objective and the visitor’s task

Begin by explaining why the project started, rather than writing a long company history on the first page. Entering a new market, routing quote requests to the right team, and making product documents discoverable are different needs. Match each objective to an observable user task. For example, visitors should be able to understand the service scope, find the right document, and submit an inquiry without using a phone. Then define the priority audiences and the information they need to make a decision. Common sales team questions and feedback from existing customers are good starting points for identifying these needs. Include accessibility and mobile usability expectations in the initial scope; do not leave them as extra work after design is complete.

  • Primary commercial objective
  • The task the visitor will complete
  • Evidence for assessing task success

Separate page counts, content work, and integrations

A request for thirty pages does not mean thirty different designs. List templates such as the homepage, service detail, product detail, and contact page separately from the amount of content to be entered into them. Specify who will supply copy, photography, translations, and product data. Make the boundary between agency-written content and business-approved technical information clear. Naming an integration system is not enough: explain which data moves in which direction, when it moves, and who handles errors. Also identify tasks such as preserving existing URLs, redirects, analytics permissions, and recording forms in the CRM. Keep unresolved needs separate from the initial scope under an assessment heading; do not hide every uncertainty inside a fixed price.

  • Template and content counts
  • Content owner and approver
  • Integration data flow and error owner

Set measurable acceptance conditions for delivery

Explain how delivery will be reviewed in the final section of the brief. One example acceptance task is reaching the form from a service page on mobile, seeing an understandable warning for missing information, and verifying that a successful submission is recorded in the administration panel. This can be tested in a controlled scenario without real customer data. Plan design approval, content approval, and publication approval as separate decisions. When comparing two proposals, check whether maintenance, hosting, licenses, source files, and training deliverables are included. The schedule should cover more than launch day; assign responsibility for content delivery and business approvals too. ReklamKlik recommends that the business and implementation team review this document together before deciding on a solution.

  • Acceptance checks using a mobile user task
  • Separate approvals for design, content, and publication
  • Clear scope for maintenance and handover

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