Key takeaways

  • A clear brief gets you comparable quotes, fewer surprises and a website built around your goals.
  • Start with business goals and target clients, not colours and fonts.
  • List the pages, features and integrations you need, and who will write the content.
  • Include compliance needs: cookie consent, privacy notice, accessibility and regulatory footer details.
  • Agree ownership of the domain, content and admin access before work starts.

Web designers can only build what they understand. A good brief explains your firm, your clients and what the website must achieve, so designers can propose the right solution and quote accurately. It also gives you a checklist to judge the finished site against.

What to include in your brief

1. About your firm

  • name, locations and size of team
  • professional body memberships and any regulated activities
  • what makes you different: specialisms, approach, technology, pricing model
  • your brand: logo, colours and fonts if you have them, and the tone you want (formal, friendly, modern)

2. Goals

Be specific and measurable where you can:

  • generate more enquiries from a particular client type, such as limited companies or landlords
  • reduce time spent answering basic questions, through FAQs and fee information
  • support recruitment
  • rank for local searches in your town
  • send traffic to your client portal or booking system

3. Target clients

Describe two or three typical clients: who they are, what they are worried about, what they search for and what would persuade them to get in touch. This shapes the copy and design more than anything else.

4. Pages and structure

List the pages you expect, using our guide to what pages you need. Say which already have content and which need writing.

5. Content responsibilities

State who will provide:

  • copy for each page (you, the agency, or a copywriter)
  • team photos and office images
  • case studies and testimonials, with client permission
  • blog content after launch

6. Features and integrations

  • enquiry forms and where submissions should go
  • online booking for consultations
  • links to your client portal or practice software
  • calculators, downloadable guides, newsletter sign-up
  • live chat, if you will staff it

7. Compliance and technical requirements

  • cookie consent that blocks non-essential cookies until consent; see cookie consent
  • a privacy notice and secure handling of form data; see the GDPR checklist
  • accessibility to WCAG 2.2 AA as a target; see accessibility
  • regulatory details in the footer
  • fast mobile performance, with clear targets for page speed
  • redirects from old pages if you are replacing a site, to protect search rankings

8. Platform, hosting and ownership

Say if you have a preferred platform, or ask for a recommendation. Require that the domain, content and administrator access remain yours. Ask how backups, updates and security will be handled after launch.

9. Budget and timescale

Give a budget range. It helps designers propose something realistic rather than guessing. State any deadlines, such as launching before the January Self Assessment season.

10. Examples

Include two or three websites you like (in any industry) and say why, plus any you dislike.

A short brief template

Firm: [name], [locations], [team size], [professional body]
What we do differently: [one or two sentences]
Goals: [e.g. 10 qualified enquiries a month from limited companies in [town]]
Target clients: [client type 1], [client type 2]
Pages: Home, About, Team, Services (x6), Sectors (x3), Fees, Blog, Contact, legal pages
Content: We provide [X]; we need copywriting for [Y]
Features: Contact form to [inbox], booking via [tool], link to [portal]
Compliance: cookie consent, privacy notice, WCAG 2.2 AA, regulatory footer
Platform: [preference or "please recommend"]; we must own the domain and admin access
Budget: [range]; Launch by: [date]
Sites we like: [links and why]

Comparing proposals

When quotes come back, compare:

  • what is included: number of pages, copywriting, photography, revisions, training
  • the proposed platform and why
  • ongoing costs for hosting, maintenance and changes
  • timescale and process
  • examples of similar work and references

See website costs and DIY vs agency.

Frequently asked questions

How long should a website brief be?

Two to four pages is usually enough. Clarity about goals, clients, pages and responsibilities matters more than length.

Should I tell designers my budget?

Yes. A budget range helps them propose a realistic solution and makes quotes easier to compare.

Who should write the website copy?

Whoever understands your clients best and writes clearly. Many firms combine their own expertise with a copywriter’s editing. See website copywriting.

What should the contract say about ownership?

That you own the domain, content and images you supply or pay for, and that you will have administrator access and can move the site.

Sources

Facts and rules in this guide were checked against the sources below in October 2026. Platforms, prices and regulations change, so check the current position before acting. This guide is general information, not legal or professional advice.