Updated for 2026 · 8 min read
Most website projects that go off track don't fail because of design taste — they fail because the designer was working from a vague starting point and had to guess at what the client actually wanted. A good website brief removes that guesswork. It doesn't need to be long, formal, or technical; it just needs to answer the handful of questions that actually shape the work, before any design or development begins.
Start with what the site needs to do
Before anything about colours, layout, or imagery, be clear on the job the site has to do. Is it there to generate leads, sell products directly, explain your services in depth, or simply act as a credible home base people land on after finding you elsewhere — on social media, in a directory, or through word of mouth? Naming the primary goal up front helps a designer prioritise the right pages and calls to action, instead of treating every section of the site as equally important.
A site built to convert local service enquiries needs a very different structure — clear contact prompts, service pages, trust signals near the top — than one built purely to look credible to enterprise buyers doing background research before a sales call.
Say who the site is for
A site aimed at busy local customers booking a service reads very differently to one aimed at enterprise buyers doing due diligence before signing a contract. Describe your typical visitor in the brief: what they're looking for when they land on the site, what might make them hesitate or leave, and what would actually convince them to get in touch or make a purchase.
This single section shapes almost everything downstream — the tone of the copy, the length of each page, how much proof (reviews, case studies, credentials, client logos) needs to be visible early, and how much explanation versus how much simplicity the design should lean toward.
Show examples — don't just describe with adjectives
Words like "clean," "modern," or "professional" mean genuinely different things to different people, and a designer has no way to know which version of "clean" is in your head. Instead, gather two or three sites you genuinely like — even from completely unrelated industries — and say specifically what you like about each one: the layout, the pace of scrolling, the imagery style, the way it handles navigation or menus.
It's just as useful, if not more so, to point out a site you actively dislike and explain why. Examples close the gap between what you're imagining and what a designer pictures far faster than a list of adjectives ever will, and they dramatically reduce the number of revision rounds needed to get the visual direction right.
A quick way to gather references
- Screenshot or bookmark 2-3 sites you like, ideally from different industries so it's clear you're referencing style, not copying a direct competitor.
- For each one, jot down one or two specific things you like — not just "I like this site" but "I like how the homepage only has one clear button."
- Do the same for one site you dislike, and be specific about why.
Give the practical details early
A brief should also cover the unglamorous logistics that often get overlooked until midway through a project: how many pages you expect the site to have, whether you already have a logo and brand colours or need those created as part of the project too, what content (written copy, photos) you can supply versus what needs to be written or sourced on your behalf, and any must-have functional features — a booking system, an online shop, multi-language support, integrations with other software you use.
Flagging these details early avoids expensive scope surprises halfway through the project, when adding a missed requirement can mean reworking pages that were already designed around its absence.
Set a realistic timeline and decision-making process
Finally, be upfront about your timeline and who actually needs to approve the work at each stage. A project with five stakeholders each reviewing separately, with no clear final decision-maker, moves very differently — and usually much slower — to one with a single person empowered to sign off on each stage.
Naming this at the start, along with any hard deadlines such as a launch event, a campaign, or a financial year-end, helps the designer plan revision rounds realistically and avoid last-minute bottlenecks that push the whole project past deadline.
Putting it all together
None of this needs to be a formal document with headings and sign-off pages. A single page of clear, specific notes covering these five areas — goal, audience, visual references, practical logistics, and timeline — is usually enough to save both sides significant back-and-forth, and gets you to a website you're genuinely happy with faster than starting the conversation with "surprise us."
Frequently asked questions
What should be included in a website design brief?
A good brief covers five areas: the site's primary goal, who the target audience is, examples of sites you like (and dislike) with specifics, practical logistics like page count and existing brand assets, and a realistic timeline with a clear decision-making process.
How long should a website brief be?
It doesn't need to be a formal document. A single page of clear, specific notes is usually enough to save significant back-and-forth during the project.
What examples should I show a website designer?
Gather two or three sites you genuinely like, even from unrelated industries, and note specifically what you like about each. Pointing out a site you dislike, and why, is equally useful.
Do I need my content ready before briefing a designer?
Not necessarily, but be clear about what content you can supply versus what needs to be written or sourced. Flagging this early avoids delays and scope surprises partway through the project.