How to Write a Website Design Brief
A design brief is a short document that tells a designer or developer what you need. Without one, quotes vary wildly because everyone imagines a different project. With one, you get comparable proposals and a smoother build. It does not need to be long. Two pages is plenty.
Start with the business
Explain who you are in a few sentences: what you sell, who your customers are, and what makes you different. A designer who understands your business makes better decisions than one who only receives a list of features.
State the goal
Say what the website must achieve, such as generating quote requests or selling products. If you are not sure yet, our guide to setting website goals will help you decide.
Describe your audience
Who will use the site? Note their age range if relevant, how they usually find you, what device they probably use, and what they need to know before contacting you.
List the pages and features
Sketch the pages you expect and any special functions. A simple list works:
- Homepage, about, services, contact
- Online booking or payments
- Blog or news section
- Photo gallery
- Integration with tools you already use
A rough sitemap makes this easier.
Share your look and feel
Include links to three to five sites you like and say why. "I like how simple the navigation is" is far more useful than "make it modern." Mention your logo, brand colors, and fonts if you have them, and note anything you want to avoid.
Explain content responsibilities
State who will provide text, photos, and product details, and by when. Many projects stall waiting for content, so be honest about what you can deliver and what you need help with.
Set budget and timeline
You do not have to reveal an exact figure, but a range helps providers propose something realistic. Mention any fixed deadlines, such as a product launch or event.
Add practical details
Say who has final approval, how many rounds of revisions you expect, and who will manage the site afterward. If you need ongoing maintenance, mention it now.
The bottom line
A clear brief signals that you are organized, attracts better proposals, and prevents the misunderstandings that cause budget overruns. Spend an hour on it before you contact anyone.