A well-written web design brief is the foundation of a successful project. It helps designers understand your vision, reduces miscommunication, and ensures everyone is aligned from day one. Yet many businesses rush through this crucial step, leading to costly revisions and disappointing results.
Whether you're hiring a freelance designer or working with an agency, this guide will help you create a brief that gets you the website you actually want.
Why a Good Brief Matters
Think of your design brief as a roadmap. Without clear directions, your designer is essentially guessing where you want to go. A thorough brief:
- Saves time and money by reducing back-and-forth revisions
- Sets clear expectations for both parties from the start
- Helps designers quote accurately so there are no surprises
- Keeps the project focused on what actually matters to your business
- Creates accountability with documented objectives and requirements
The 30 minutes you spend writing a proper brief can save weeks of frustration later.
What to Include in Your Brief
1. About Your Business
Start with context. Your designer needs to understand who you are before they can represent you online.
Include:
- What your business does (in plain English)
- Your target audience and ideal customers
- What makes you different from competitors
- Your brand values and personality
- Any existing brand guidelines, logos, or colours
Example:
"We're a family-run bakery in Clifton, Bristol, specialising in artisan sourdough and custom celebration cakes. Our customers are typically 30-55, value quality ingredients, and are willing to pay more for something special. We're warm, authentic, and take pride in traditional techniques."
2. Project Goals
Be specific about what you want to achieve. "I want a nice website" isn't helpful. "I want to increase online cake orders by 50%" is.
Consider:
- Primary objective (sell products, generate leads, inform visitors)
- Secondary objectives
- How you'll measure success
- What's not working with your current website (if applicable)
3. Target Audience
Who will be using this website? The more detail, the better.
Think about:
- Demographics (age, location, income level)
- What problems they're trying to solve
- How tech-savvy they are
- What devices they typically use
- What would make them choose you over a competitor
4. Competitor Analysis
Share 3-5 competitor websites and explain what you like or dislike about each. This gives designers concrete reference points.
For each competitor:
- What do they do well?
- What could be better?
- How do you want to position yourself differently?
5. Design Preferences
This is where many briefs fall short. Don't just say "modern and professional." Instead:
Share:
- 3-5 websites you love (even outside your industry) and why
- Specific elements you like (navigation style, use of imagery, typography)
- Colours you're drawn to or must include
- What you definitely don't want
- Any mandatory brand elements
6. Content and Functionality
What pages do you need? What should visitors be able to do?
Consider:
- Required pages (Home, About, Services, Contact, etc.)
- Special functionality (booking system, e-commerce, member login)
- Content you'll provide vs. content the designer will create
- Integration needs (CRM, email marketing, payment systems)
7. Technical Requirements
Include:
- Preferred platform (WordPress, Webflow, Shopify, etc.) or if you're open to suggestions
- Hosting requirements or preferences
- Domain situation (new or existing)
- SEO requirements
- Accessibility needs
- Speed and performance expectations
8. Budget and Timeline
Be upfront about both. Designers can then tell you what's realistic within your constraints.
Budget tips:
- Give a range rather than a fixed number
- Be honest about whether there's flexibility
- Consider ongoing costs (hosting, maintenance, updates)
Timeline tips:
- Note any hard deadlines (product launch, event, seasonal)
- Be realistic about feedback turnaround times
- Factor in content creation time if needed
Common Mistakes to Avoid
Being Too Vague
"Make it pop" or "keep it clean" mean different things to different people. Be specific. "I want plenty of white space, minimal text per page, and the focus on product photography" is much clearer.
Copying Competitors
While competitor research is valuable, asking a designer to "make it like their site" rarely works well. Focus on what makes you unique and how your website can communicate that.
Involving Too Many Stakeholders
Design by committee leads to bland, compromised results. Decide upfront who has final sign-off and keep the decision-making group small.
Forgetting About Content
A beautiful design is useless without great content. Think about your content strategy early. Will you write it? Do you need a copywriter? What about photography?
Ignoring Mobile
More than half of web traffic is now mobile. Ensure your brief addresses how the site should work on phones and tablets, not just desktops.
Brief Template Checklist
Before sending your brief, ensure you've covered:
Business Context
- Business description and values
- Target audience profiles
- Competitive positioning
Project Scope
- Primary and secondary goals
- Required pages and features
- Technical requirements
- Content plan
Design Direction
- Brand guidelines or assets
- Visual inspiration and references
- What to avoid
Practical Details
- Budget range
- Timeline and key dates
- Decision-making process
- Main point of contact
How bristol.dev Can Help
Writing a brief can feel overwhelming, but you don't have to do it alone. Our freelancers are happy to jump on a call to help you clarify your requirements. Many find that a 30-minute conversation can shape a much stronger brief than hours of solo writing.
When you're ready to find the right designer for your project, browse our vetted Bristol freelancers or get in touch for a personalised recommendation.
Need more guidance? Check out our article on 10 Questions to Ask Before Hiring a Web Designer.