A better website starts before the first design. The most useful preparation is a clear account of the business, the audience and what the site needs to help people do.
AT A GLANCE
The useful takeaway.
A website brief becomes useful when it connects customer questions, content, ownership and a clear next step.
Start with your visitors.
List the people who will use the site and the questions they bring. A prospective customer, an existing client and a job applicant may need different information. Decide which journeys the website should prioritise.
Define the next step.
What should someone be able to do after understanding the offer? Enquire, buy, book, compare or contact the right person? Describe the steps and any people or systems involved. This gives the project a practical purpose beyond updating its appearance.
Take stock of the content.
Gather existing copy, photography, brand assets and product information. Note what can be retained, what needs permission and what must be produced. Content ownership and approvals deserve a place in the plan.
Map the dependencies.
List domains, hosting, the current platform, analytics, forms and external systems. You do not need every technical answer before enquiring, but identifying the relevant accounts and their owners helps scope the work.
Be open about constraints.
Share the intended timing, budget range, approval process and any immovable launch date. Ask what is included in launch, handover and ongoing support. A clear scope makes the proposal easier to assess.
BRING THIS TO THE CONVERSATION
Your next-step checklist.
- Name the priority visitors and their key questions.
- Gather content and identify missing material.
- List platforms, integrations and account owners.
- Share budget, timing and the approval process.
CONNECT THE THINKING TO THE WORK
Web design & development