Starting a new website project is exciting, but without a clear roadmap, it can quickly become overwhelming. At Zephi, we’ve found that the difference between a seamless launch and a frustrating delay often comes down to one thing: the website brief.
Knowing how to write a website brief is the most important step you can take to ensure your agency understands your vision, your goals, and your technical requirements.
Here is our step-by-step guide to creating a brief that gets results.
1. Define Your Business and Brand
Don’t assume the agency knows your history. Start with a brief overview of who you are and what you do.
- What is your core product or service?
- What are your brand values? (e.g., Professional and corporate, or bold and disruptive?)
- Who is your target audience? Be specific—are you targeting local homeowners or international procurement managers?
2. Set Clear Goals and Objectives
What is the primary purpose of the new site? A “pretty” website is great, but a functional one is better. Common goals include:
- Lead Generation: Capturing enquiries via contact forms.
- E-commerce: Selling products directly to consumers.
- Brand Awareness: Establishing authority in your sector.
- Information Hub: Providing resources or portal access for existing clients.
3. Map Out the Scope and Functionality
This is the “technical” heart of your brief. List the features you cannot live without.
- Sitemap: What pages do you need? (Home, About, Services, Blog, Contact, etc.)
- Integrations: Do you need the site to talk to your CRM (like ActiveCampaign, our integrated CRM software) or an email marketing tool?
- Special Features: Do you require a booking system, a member’s login area, or a multi-language toggle?
4. Design and Aesthetic Preferences
You don’t need to be a designer to have a vision. Provide references to help the agency understand your taste.
- Competitor Sites: What are they doing well? What do you want to do better?
- Inspiration: Share 2–3 websites (even from different industries) that you find easy to navigate or visually appealing.
- Brand Assets: Do you have an existing logo and brand guidelines, or is this a total rebrand?
5. Budget and Timelines
Be transparent about your expectations.
- Budget: Providing a range helps the agency propose the right technology stack (e.g., a custom build vs. a template-based solution).
- Deadline: Do you have a hard launch date, such as a product launch or an upcoming trade show?
Why the Briefing Process Matters
A well-constructed brief acts as a “single source of truth” for both you and your web team. It prevents “scope creep,” ensures accurate quoting, and keeps the project moving through the design and development phases without constant backtracking.
Ready to Start Your Project?
Now that you know how to write a website brief, you’re ready to take the next step. At Zephi, we specialise in turning complex briefs into high-performing digital realities so get in touch today to discuss your project – hello@zephi.co.uk.
