A website brief is a short document for your web designer or developer. It explains what your business does, who it’s for and what the new website needs to achieve. It’s the foundation for everything that follows: the quote, the copy, the design and the build.
A good brief saves weeks. A missing one means more calls, more guesswork and a website that takes longer to get right.
The good news: you don’t need to be a marketer to write one. You need about 20 minutes and honest answers. This guide walks you through each part, explains why it matters and gives you a free template to fill in.
Key Takeaways
- A website brief covers your business, your offer and why clients choose you: the raw material for your website’s copy.
- Most of a good brief is about your business, not design. The words come before the look.
- Specific answers beat long ones. Real examples, real numbers and real client questions help most.
- Pages, features, budget and deadline are usually agreed on the first call, before the brief.
- Set aside 10–20 minutes. You don’t need to have every answer.
- Use the free template at the end of this post to fill it in step by step.
What Is a Website Brief?
A website brief answers two kinds of questions:
- About your business: what you do, who you help, why clients choose you and what they ask before they buy.
- About the project: what the website needs to do, which pages and features it needs, your budget and your deadline.
Many brief templates focus only on the second part: colors, fonts, sites you like. That’s the easy part. The first part is what makes a website sound like your business instead of every other one. It’s also what a copywriter needs to write your pages.
That’s why my template focuses on your business. The project details usually come earlier, on the first call. More on that below.
Why a Good Brief Matters
- A more accurate quote. When the pages and features are clear, the quote reflects the real project. There are fewer surprises later.
- Better copy. Your answers are the raw material for your homepage, services and about pages.
- A faster project. Fewer calls, fewer rounds of “can you send me…” and fewer changes halfway through.
- A shared picture. You and your designer or developer agree on what success looks like before any work starts.
In my own projects, the questionnaire is the first thing a client fills in, in the first couple of days. It’s the most important part of the whole project, because the strategy and the homepage copy are built on it.
What to Include in Your Website Brief
Here are the parts of a strong brief, in a sensible order. Each one comes with the questions to answer and why they matter.
1. Your Business and Its Story
- What does your business do? Describe it in as many sentences as you like.
- How did it start? Two or three sentences on its history, with dates if you have them.
Why it matters: this becomes your About page and gives the copywriter the background to write in your voice.
2. Your Services and Offers
- What are your main services? List them one by one.
- Do you offer any additional services?
- Do you have special offers, such as discounts or finance options?
Why it matters: every service needs a clear name and description. Missing services are a common reason for redesigns later.
3. Why Clients Choose You
- Why should someone choose you over others? Think about quality, care, price, speed, guarantees and reviews.
- What makes your business special or unique?
- What are the key messages you want your ideal clients to know?
- Which features and benefits give clients a reason to choose you? For example fast replies, a free first consultation, flexible appointments or a guarantee.
Why it matters: this is the heart of your copy. It’s what turns a generic site into one that gives visitors a reason to contact you.
4. Proof and Trust
- Which trust badges can we show? For example Google reviews, Facebook reviews, industry memberships, certifications, awards, partner logos or a guarantee.
- List as many as you can. Your designer or developer can find the graphics for them.
Why it matters: visitors trust reviews, awards and memberships more than they trust your own words.
5. Where You Work
- Where do you work? List the cities, regions or countries you serve, as many as possible.
Why it matters: your locations tell visitors and search engines where you can help. It also helps to know exactly who your ideal client is. A website written for “everyone” speaks to no one. If you need help with that, my free ideal client profile analysis and AI prompt walks you through it.
6. How Clients Buy From You
- What happens from first contact to finished work? For example: they call or fill in a form, you have a consultation, you send a quote, then the work starts.
Why it matters: the website should guide visitors through the same steps a client takes.
7. Your Competitors
- Who are your closest competitors? List a few.
Why it matters: it shows what clients compare you with and where you can stand out.
8. The People Behind the Business
- Who are the owners or partners? Write a few lines about each person and their vision for the business.
- Can you share clear photos of each owner or partner for the About page?
- Do you have a photo for the top of your homepage? A good half-body photo of you or your team in your work setting is enough. No professional shoot needed.
Why it matters: for a service business, people buy from people. Real photos of you and your work do far more than stock images.
9. Frequently Asked Questions
- What do clients usually ask you before they buy? List the questions you hear most often in calls, emails and messages.
- Do you already have answers to them? Add them, even in rough form.
Why it matters: these questions become your website’s FAQ. Answering them on the page saves you time and helps visitors decide. Clear answers also help search engines and AI assistants understand your business.
10. Anything Else
- Is there anything else your designer or developer should know to understand your business?
Why it matters: the small details often make the copy feel like you. A story, a habit or a value you care about can end up on your homepage.
What About Pages, Features and Budget?
These are the project details. They decide the quote, so they’re usually agreed on the first call, before the brief. Prepare short answers to these:
- What should visitors do? Send an inquiry, book a call, sign up or buy?
- Which pages do you need? A rough list is enough.
- Which features? Contact forms, bookings, payments, multiple languages, a blog.
- What do you already have? Logo files, brand colors and fonts, photos, existing copy.
- Which websites do you like? What exactly do you like about each?
- What’s your budget range and your deadline?
- Who makes the decisions on your side?
Clear answers here mean a quote you can rely on.
Mistakes to Avoid
- Starting with design. “Modern and clean” doesn’t tell anyone much. Focus on your business first.
- Vague answers. “We offer great service” fits every business. Give examples, numbers and real client stories.
- Leaving out the hard questions. Budget and deadline feel awkward to share, but they shape every decision.
- Too many decision-makers. Agree internally who has the final say before the project starts.
- Waiting for perfect answers. A rough answer now beats a perfect one in three weeks.
How I Use the Brief
In my projects, the brief is a questionnaire in a shared Notion page, the client portal where the whole project lives. You fill it in during the first couple of days. Then:
- I spend 1–2 days on strategy, turning your answers into a clear structure for the site.
- I write the first draft of your homepage copy, built on your answers.
- You review and approve it, then the other pages follow.
That’s why the brief comes first. The better your answers, the better the copy. And copy comes before design. Here’s the full website design process, week by week.
Get the Free Website Brief Template
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Download all 17 questions in one page, ready to fill in before you talk to any web designer or developer.
Frequently Asked Questions
What should a website brief include?
Your business and story, your services and offers and why clients choose you. Add trust badges, your locations, how clients buy, competitors, the people behind the business and your FAQ. Pages, features, budget and deadline are usually agreed on the first call.
How long should a website brief be?
As long as it needs to be to answer the questions clearly. For most small service businesses, that’s a few pages. Filling it in takes around 10–20 minutes, longer if you add detail.
Do I need a brief before contacting a web designer or developer?
No. A good designer or developer will help you fill in the gaps. Having one ready makes the first call more useful and the quote more accurate.
Should the web designer or developer write the brief for me?
You know your business best, so the answers should come from you. A good designer or developer will guide you with questions and turn your answers into a plan.
Your Next Step
Download the template, fill in what you can and tell me about your business. I’ll reply within 1 business day.
Tamas Pocs is a freelance web designer and WordPress developer based in Hungary. For 5+ years he has written, designed and built websites for service businesses (more than 50 so far) and looked after them once they’re live. See his work or connect on LinkedIn.
