How to write a website design brief

Start with the decision, not a feature list

A website design brief should help a studio understand why the project matters, who must be persuaded, what is changing in the business, and how success will be judged. It does not need to prescribe every page, component, or technology. Those decisions should follow discovery.

Describe the current situation in plain language: what the website supports today, where it fails customers or the team, and what prompted action now. If this is a redesign, include the current URL and the evidence behind the decision. The guide to building a redesign business case can help organize that evidence.

Define the audience and the action they should take

Name the primary customer groups and the questions each group brings to the site. Avoid broad labels such as “everyone” or “B2B buyers.” Explain the buying situation, decision makers, common objections, and what visitors already know when they arrive.

Choose one primary commercial action for the site, such as requesting a consultation, asking for an estimate, booking a demonstration, or completing a purchase. Then list supporting actions only where they help a visitor move toward that decision.

Share known scope without locking the solution

List confirmed requirements: markets, languages, integrations, compliance constraints, content types, internal systems, launch deadline, and any immovable dependencies. Separate these from assumptions and ideas. A studio can challenge an assumption; it cannot plan around a hidden constraint.

If you have an expected page list, include it as a starting point and explain the purpose of each important page. Also say what content already exists, who can approve it, and whether you need strategy, writing, photography, illustration, migration, or ongoing support.

Give budget, timing, and selection context

A realistic budget range helps a studio propose an appropriate route instead of guessing whether to reduce or expand the work. State whether the range includes content, development, third-party costs, tax, and post-launch support. If the budget is not approved, explain the investment options the business is considering.

Name the target launch window and the event behind it, but distinguish a true deadline from a preference. Explain how proposals will be evaluated, who decides, when shortlisting happens, and whether the studio must answer a fixed procurement format.

Include the material a studio needs to respond

• Business: offer, market, positioning, and reason for change.
• Audience: priority buyers, questions, objections, and desired actions.
• Evidence: analytics, research, sales insight, and current-site problems.
• Requirements: content, functions, systems, markets, and constraints.
• Delivery: owners, reviewers, budget range, and launch window.
• Selection: proposal format, evaluation criteria, and decision date.