About the business and the goal
Describe what you sell, who buys it, where you operate and what sets you apart in a few sentences. Then state the goal of the website in terms you can measure: for example, more quote requests, bookings, or online orders. If the current site exists, say what is wrong with it.
Include your timeline, such as a launch before the busy season, and whether a date is firm or flexible.
Add a line about what you have already tried, including past agencies or tools, and what you learned. It saves a new designer from repeating mistakes.
Audience and tone
List your two or three main types of customers and what each needs to know before contacting you. Describe how you want to sound: friendly and plain, formal and precise, local and relaxed. Mention any words you avoid.
If you have brand materials such as a logo, colors and fonts, share them. If you do not, say so, because a branding step may be needed.
Pages and features
Write the list of pages you expect: home, services, about, contact, reviews, blog. Add the features: online booking, payments, a quote form, a gallery, a newsletter signup, a map. Mark each as essential or nice to have.
Note any systems the site must work with, such as your calendar, accounting software, email service or payment processor.
If you plan to sell products later, say so now. A site built without that in mind can be costly to extend.
Content: who provides what
Say who writes the copy, who takes the photos and who collects customer reviews, and by what date. Sites often stall because content arrives late. If you want the designer to write, make it explicit and ask how it is priced.
List existing pages you want to keep, and give the current address so redirects and search considerations can be planned.
Gather logos, photos, text and login details into a shared folder before the project begins so the first week is not spent searching.
Examples and constraints
Include links to three sites you like and what you like about each, plus one you dislike. Add practical constraints: budget range, accessibility needs, languages, legal requirements for your field, and ongoing maintenance expectations.
Share your budget honestly. A designer can then propose what fits instead of guessing, and you can see which features to cut or phase in.
Mention how you will measure success after launch, such as calls per month or form submissions, so the designer sets up tracking from the start.
Decisions and logistics
Name the person who gives final approval and who else gives feedback. Too many opinions slow a project. State how you prefer to communicate and how quickly you can respond to review requests.
End by asking each designer for a few specific things: a scope breakdown, timeline, payment schedule, ownership terms and ongoing costs. Send the same brief to everyone so the proposals line up.
Common questions
How long should a brief be?
One to two pages is enough. The goal is clarity, not a technical specification.
What if I do not know what I want?
Say so. Describe your customers and goals, and ask the designer to recommend pages and features. A good designer will.
This guide is general information. Search engines change how they work and their guidelines; check Google's current documentation for your situation. Nobody can guarantee a ranking.