What makes a good website brief?
A good website brief does not need to be perfect, polished or full of technical language. It simply needs to give the project enough direction to start in the right place.
A good brief helps the whole project start better
When a business decides it needs a new website, it is tempting to jump straight into design. Colours, layouts, images and examples from other sites are all useful, but they are not the starting point.
The starting point should be the brief. A good website brief explains what the website needs to achieve, who it needs to speak to, what information it needs to contain, and how success will be judged.
A website brief is not there to limit creativity. It is there to give the project direction, reduce guesswork and make sure the finished website supports the business properly.
At Phast Media, we often help clients shape the brief as part of the early planning process. Many people know their current site is not working, but they are not always sure how to describe what they need next.
What should a website brief include?
A website brief does not need to be long. In many cases, a clear two or three page document is more useful than a long document full of vague statements.
The most useful briefs usually cover the business, the audience, the website goals, the content, the required functionality and any practical details that may affect the project.
| Brief section | What to include | Why it helps |
|---|---|---|
| Business background | Who you are, what you do and what has changed. | Helps the project team understand the business behind the website. |
| Website goals | What the website needs to achieve. | Gives the project a clear purpose beyond looking better. |
| Audience | Who the website is for and what they need to know. | Shapes tone, structure, content and user journeys. |
| Content | Pages, services, case studies, blogs, images and downloads. | Helps define the scale of the site and the work required. |
| Functionality | Forms, booking links, search, downloads, filters or integrations. | Prevents important technical needs being discovered too late. |
| Support | Hosting, updates, security, analytics and ongoing changes. | Helps plan what happens after launch. |
The best briefs are specific enough to guide the project, but flexible enough to allow for better ideas once strategy, content and structure have been explored properly.
Start with what the website needs to do
One of the most useful questions in any website project is simple: what does this website need to do for the organisation?
Some websites need to generate enquiries. Some need to explain services more clearly. Some need to support paid advertising campaigns. Some need to improve search visibility. Others need to reposition a business that has outgrown its old website.
The brief should explain what a good enquiry looks like and which services matter most.
The site may need stronger proof, clearer expertise, better reviews, case studies or professional positioning.
The brief should identify important services, locations, search themes and content gaps.
The project may need better page templates, a cleaner structure and ongoing support.
It is also important to define the audience. A website for patients will read differently from a website for solicitors, clinics, referrers, business owners or professional partners. The clearer the audience is, the better the content and design decisions become.
A good brief should think about content early
Content is often treated as something to add after the design. That can create problems. A website cannot be properly structured if nobody has thought about the pages, services, messages, questions and search terms the site needs to cover.
For a strong SEO foundation, the brief should explain which services are most important, which locations matter, what questions customers or clients ask, and where the current website is weak.
Good website content is not just copywriting. It is part of the structure, search strategy and user journey.
A useful brief may include a list of current pages, proposed new pages, existing content that can be reused, and content that needs to be rewritten. It should also highlight any important downloads, testimonials, case studies, professional profiles or evidence that supports trust.
This is especially important for healthcare marketing, consultant websites and specialist service businesses, where users often need reassurance before they take action.
Do not leave practical details until the end
A website brief should also cover what the site needs to do technically. This does not mean the client has to know how everything should be built, but it does help to list what is needed.
Useful details include enquiry forms, booking systems, newsletter sign-ups, downloadable resources, search tools, maps, filtering, payment links, member areas, analytics and third-party platforms.
| Requirement | Questions to ask | Why it matters |
|---|---|---|
| Forms | What information should the form collect? | Forms should be useful without becoming too long or off-putting. |
| Booking links | Does the site need to connect to a booking platform? | The user journey should be smooth from page to enquiry or booking. |
| Downloads | Are there brochures, PDFs, referral forms or guides? | Important assets should be easy to find and track where possible. |
| Analytics | What actions should be measured? | Contact clicks, form submissions and key page visits can show whether the site is working. |
| Ongoing support | Who will update, maintain and protect the site? | Launch is not the end of the project. The site still needs care. |
It is also worth thinking about hosting, email and support early, especially if the current website has reliability, speed, email delivery or security concerns.
What weak website briefs often miss
A weak brief usually focuses too much on appearance and not enough on purpose. Design is important, but it needs to sit on top of a proper structure.
Common problems include vague goals, unclear audiences, no content plan, no SEO thinking, no decision on who will provide images, and no plan for what happens after the website goes live.
Modern can mean many things. It is more useful to explain what the current site fails to do.
A site should be shaped around the people using it, not just the organisation behind it.
Content affects page structure, design, SEO and project timings.
If success is not defined, it is harder to know whether the new site is performing.
A good agency should also be able to challenge and refine the brief. Sometimes the most useful part of the process is working out what the website really needs before design begins.
Website brief FAQs
How long should a website brief be?
A website brief does not need to be long. A clear document of two or three pages can be enough for many projects, provided it explains the goals, audience, content, functionality and practical requirements.
Do I need a website brief before contacting an agency?
No. It helps if you have some initial thoughts, but a good agency can help shape the brief with you. Many website projects start with a conversation rather than a finished document.
Should SEO be included in the website brief?
Yes. SEO should be considered early because it affects page structure, content planning, internal linking, headings and technical setup. It should not be treated as something to add after launch.
What is the biggest mistake in a website brief?
One of the biggest mistakes is focusing only on how the website should look. A strong brief should also explain what the website needs to achieve and how users should move through it.
Can Phast Media help create the website brief?
Yes. Phast Media can help shape the brief, plan the structure, review existing content, identify SEO opportunities and turn early ideas into a clear website plan.
Planning a new website or redesign?
Phast Media can help turn early ideas into a clear website plan, then design, build and support a site that works properly for your business.
