The Complete Client Guide to Briefing a Web Project

Why Your Project Brief Matters

Think of your project brief as a roadmap. The clearer the directions, the smoother the journey. A comprehensive brief helps your developer understand your vision, avoiding costly revisions and ensuring your project stays on schedule and budget.

I've worked with hundreds of clients in Bristol and across the UK, and the projects that run smoothest always start with a thoughtful brief. Let me show you exactly what makes a brief effective.

Essential Information to Include

1. Your Business Context

Start with the basics. What does your business do? Who are your customers? What makes you different from competitors? Your developer needs to understand your business to create a website that truly represents you.

Include:

• Your company's mission and values
• Your unique selling points (USPs)
• Your target audience demographics
• Your main competitors
• Your current marketing channels

2. Project Goals and Objectives

What do you want your new website to achieve? Be specific. "Look better" isn't a goal; "increase enquiries by 30%" is.

Common website goals:

• Generate more qualified leads
• Sell products or services online
• Reduce customer service queries through better information
• Establish authority in your industry
• Improve local search visibility
• Streamline booking or appointment processes

3. Target Audience Details

Your website isn't for everyone—it's for your ideal customers. The more you can tell your developer about them, the better.

Consider:

• Age range and demographics
• Technical ability (are they tech-savvy or beginners?)
• What problems they're trying to solve
• What devices they use (mobile, desktop, tablet)
• What would make them choose you over competitors

Technical Requirements

Must-Have Features

List the functionality your website absolutely needs. This might include:

• Contact forms with specific fields
• Online booking or scheduling
• E-commerce capabilities
• Member login areas
• Blog or news section
• Gallery or portfolio
• Integration with existing tools (CRM, email marketing, etc.)
• Multi-language support

Nice-to-Have Features

These are features you'd like but could launch without. Identifying these helps your developer prioritise and potentially phase the project.

Design Preferences

Visual Direction

You don't need to be a designer, but sharing your preferences helps immensely:

• Websites you like: Share 3-5 websites you admire (and explain why)
• Websites you don't like: Equally important—what should we avoid?
• Brand guidelines: Logo files, colours, fonts if you have them
• Imagery: Do you have professional photos or need stock images?
• Tone: Professional, friendly, innovative, traditional?

Content Preparation

What You Need to Provide

Content often causes project delays. Here's what to prepare:

• Page list: What pages do you need? (Home, About, Services, etc.)
• Text content: Ideally provided in a Word document per page
• Images: High-resolution photos (at least 1920px wide for hero images)
• Videos: Any existing video content or YouTube links
• Downloads: PDFs, brochures, or other documents
• Testimonials: Client reviews with names and companies
• Team information: Bios and headshots if relevant

Timeline and Budget

Setting Realistic Expectations

Be honest about your timeline and budget from the start. This helps your developer propose the best solution within your constraints.

Timeline considerations:

• Do you have a specific launch date? (event, campaign, etc.)
• Are there seasonal considerations for your business?
• How quickly can you provide feedback and content?
• Do you need a phased launch?

Budget considerations:

• What's your total budget range?
• Does this include ongoing maintenance?
• Are you open to phasing features to manage costs?
• Have you budgeted for copywriting or photography if needed?

Common Briefing Mistakes to Avoid

1. Being Too Vague

"We want something modern and eye-catching" doesn't give your developer much to work with. Be specific about what modern means to you.

2. Trying to Please Everyone

Your website should focus on your ideal customers, not try to appeal to everyone. It's better to connect strongly with your target audience than weakly with everyone.

3. Underestimating Content Creation

Writing website content takes time. If you're doing it yourself, start early. If you need help, budget for professional copywriting.

4. Ignoring Mobile Users

Over 60% of web traffic is mobile. Your brief should consider how mobile users will experience your site.

5. Focusing on Personal Preferences Over User Needs

You might love purple, but if your audience associates trust with blue, that's worth considering.

Questions Your Developer Will Ask

Be prepared to answer these common questions:

• Do you have existing branding we need to follow?
• Who are your main competitors?
• What's working (or not) with your current website?
• How will you measure the success of this project?
• Who will maintain the site after launch?
• Do you need training on updating content?
• What's your preferred communication method during the project?
• Who are the decision-makers on your side?

Your Brief Template

Here's a simple template to get you started:

Section 1: About Your Business

• Company name and description
• Products/services offered
• Unique selling points
• Target audience

Section 2: Project Overview

• Why do you need a new website?
• What are your top 3 goals?
• How will you measure success?

Section 3: Requirements

• Must-have features
• Nice-to-have features
• Technical integrations needed

Section 4: Design Direction

• Websites you like (with reasons)
• Brand guidelines or preferences
• Tone and personality

Section 5: Practical Details

• Budget range
• Timeline and deadlines
• Who's involved from your team
• Existing assets available

Next Steps

Once you've prepared your brief, you're ready to approach developers with confidence. A good developer will use your brief as a starting point for deeper discussions, helping refine your ideas and suggesting solutions you might not have considered.

Remember, your brief doesn't need to be perfect. It's a conversation starter, not a final specification. The best websites emerge from collaboration between clients who know their business and developers who know the web.

Ready to start your project? I'd love to discuss your brief and help bring your vision to life. Get in touch for a free consultation where we can explore your requirements in detail.