How to Write a Web Design Brief That Gets Great Results

A web design brief is the foundation of a successful project. It gives the designer or agency the context they need to make smart decisions, reduces the back-and-forth that eats into project time, and protects you when expectations need to be managed.

Most clients hand over a brief that is either too vague ("make it look modern and professional") or too prescriptive ("use this exact layout I found on Pinterest"). This guide explains what to include and how to strike the right balance.

Start With Business Context, Not Design Preferences

The brief should open with who you are as a business: what you do, who your customers are, what problems you solve for them, and what makes you different from your competitors. A designer who understands your business can make design decisions that serve it — one who only knows your preferred colour scheme cannot.

Describe your target audience in specific terms. "Adults aged 35 to 55 who own their own home and are looking for a reliable local tradesperson" is useful. "Everyone" is not. The more precisely you can describe your ideal visitor, the more precisely the designer can optimise the experience for them.

State your goals in measurable terms. "Increase online enquiries by 30 per cent" is better than "get more leads". Goals shape decisions about layout, calls to action, and content hierarchy throughout the project.

Cover Functionality, Content, and Technical Requirements

List every feature the site needs: a blog, a portfolio gallery, a contact form, an online booking system, a product catalogue, a client login area. Be specific about how each should behave. Vague descriptions like "a nice gallery" result in assumptions that may not match what you had in mind.

Be clear about who will provide content and when. If you’re supplying copy, state when it will be ready. If the agency is writing it, include that in the scope. List any images, logos, or brand assets that will be provided.

Include any technical requirements: hosting provider preferences, CMS requirements (do you want to be able to edit the site yourself?), integration with existing systems (CRM, email marketing, booking software), and any accessibility or compliance requirements your sector has.

Share Examples and Be Clear About Process

Include three to five websites you admire and explain what specifically you like about each. "I like the navigation on this site" or "the colour palette here fits our brand" is much more useful than a general "I like this site". Equally, share examples of what you don’t want and why.

State your brand guidelines if you have them: colours, fonts, logo usage rules. If you don’t have formal guidelines, describe your brand personality: professional but approachable, technical and precise, warm and family-focused.

Finally, be transparent about your budget range and your timeline. Designers and agencies use these to calibrate what they propose. Hiding the budget doesn’t get you a better deal — it just leads to proposals that miss the mark.