What is a Website Design Brief?

A website design brief is a document that provides a clear understanding of what’s expected from a website project. What’s more, it offers an in-depth look at your business, objectives, desired features, deliverables, a project schedule, and post-launch support plan. Discover the steps needed to create the ultimate website brief, ensuring the best agency experience.

A person writing in a red notepad and holding multicoloured pens

Why is it Important?

Having a captivating website that delivers a positive online experience is crucial for business success. Therefore, here are some eye-opening statistics to highlight the importance of a well-designed website:

• 94% of first impressions on websites are design-related.
• 75% of consumers judge a company’s credibility based on its website design.
• 88% of online consumers are less likely to return to a site after a bad experience.

To develop a well-functioning website that aligns with your business, you need to write a thorough website design brief.

A woman sat on an orange rug with a silver laptop on her lap, typing

How to Write The Ultimate Website Brief

Creating a website is more than just a visual endeavour—it’s about crafting an online experience that aligns with your brand, meets your business goals, and resonates with your audience. Therefore, to ensure your website project starts on the right foot, a well-crafted design brief is essential. A website design brief acts as a blueprint, outlining your project’s objectives, target audience, technical requirements, and aesthetic preferences. This document not only guides designers and developers but also ensures everyone involved in the project is on the same page, helping to avoid misunderstandings and keep the project on track. Here’s how to write the ultimate website brief that sets the stage for a successful collaboration.

A person writing in a notepad on a white desk

1. It’s All About You!

Your website should reflect your business. Start with an overview, including your mission and vision statement, values, future plans, and brand image. Emphasise what differentiates you from competitors, such as your unique selling points. Include your contact information and any stakeholders to improve communication throughout the project.

A man looking at a whiteboard with wireframes on it from behind

2. Project Overview

What’s the big idea? Outline what you want to achieve from the website, including desired conversions, page content, branding, and tone of voice. For existing websites, analyse technical issues, mobile responsiveness, UX, loading speed, and functionality to identify areas for improvement.

People writing on a whiteboard with a website concept on it

3. Define Your Goals

Set SMART goals (Specific, Measurable, Attainable, Relevant, Time-based) to measure success. For example:

• Increase conversion rate by 2% in the first 6 months.
• Increase time spent on the page by 5-10 seconds in the first 3 months.

A yellow dart sticking out of a black and white dartboard

4. Identify Your Audience

Include a detailed customer persona with demographics, psychographics, geographical, as well as behavioural information. Understanding your audience’s pain and gain points will help designers create a website that meets their needs.

Man stood holding an iPad and talking to a room full of people

5. Identify Your Competitors

Research your competitors’ websites to understand their features and functionality. Identify what works, what doesn’t, their USPs, and how you can differentiate yourself. Look beyond your industry for fresh design and functionality ideas.

6. Specifications

List all desired features and functionalities, such as integrated payment systems for eCommerce stores, shipping requirements, and customer portals. The more detailed your specifications, the fewer costs you’ll incur later. Discuss your requirements with your chosen agency to identify the best options for your business.

A person writing in a notepad with a blue pen

7. Make a Schedule

Set a realistic website development timeline, detailing who will do what and by when. What’s more, an attainable timeframe ensures better results for you and the agency.

A close up of a calendar showing different dates

8. Set a Budget

Set a realistic website development timeline, detailing who will do what and by when. An attainable timeframe ensures significantly better results for you and the agency.

A close up of a calculator on a sheet of paper with values on it

9. Identify Your Marketing Activity

Outline your marketing plan, including social media, email campaigns, link building, affiliate marketing, direct marketing, microsites, pay-per-click advertising, and display advertising. A cohesive marketing plan ensures consistency with your brand.

A iPad and notepad with notes in it on a wooden table

10. Create a Maintenance & Hosting Plan

Detail your hosting and maintenance requirements. If you need hosting services or have specific needs like targeting different countries, note them. Ensure the hosting is secure, fast, and also provides regular backups. Specify your maintenance support needs, whether in-house or ongoing from the agency.

Two women sat at a white table looking at a laptop screen

Wrapping Up…

Above all, writing a thorough website design brief ensures clear understanding and enhances communication between you and the agency, leading to the best possible results and early issue identification.
If you’re looking for a new website, our specialist developers have decades of experience and can help transform your business into a thriving digital presence. Get in touch or check out our portfolio.

We’re an Amasty Platinum Partner!

More Archive

Google Analytics 4 Transition

Our Top Tips For Rebranding

Captivating Web Design Trends: 2023

How to Write a Successful Content Strategy in 2023

How to Write the Ultimate Website Brief in 2023

10 Signs You Need A Website Redesign