How to write a website development brief

Define the change the website must create

Begin with the business outcome: enter a market, improve lead quality, explain a complex offer, support sales, recruit talent or reduce publishing friction. “We need a modern website” describes a preference, not success.

Include these nine parts

1. Context: What has changed in the business?
2. Goals: Which measurable outcomes matter?
3. Audiences: Who visits, what do they need, and what prevents action?
4. Offer and positioning: Which services, products and proof must be understood?
5. Scope: Required page types, languages, content and integrations.
6. Search strategy: Priority topics, current high-value pages, competitors and migration needs.
7. Content ownership: Who supplies, writes, approves and maintains each asset?
8. Governance: Decision-makers, review rounds and final approval.
9. Constraints: Timing, budget range, legal requirements and existing systems.

Describe functionality through user needs

Instead of requesting “an advanced filter,” state that a procurement lead must compare services by region and capability. This gives the design and development team room to propose a simpler, stronger solution.

Attach the evidence

Add an analytics summary, current URL inventory, brand guidelines, customer research, common sales questions and examples of relevant proof. Separate “must have for launch” from “valuable later” to protect focus.

Agree on acceptance

Define how the work will be approved: responsive layouts, browser support, accessibility expectations, redirects, analytics events, forms, metadata, structured data, performance checks, training and ownership transfer.

A good brief does not remove discovery. It makes discovery faster by showing which assumptions need to be tested.

Frequently asked questions

Questions, answered

How long should a website brief be?

It should be long enough to define goals, audiences, scope, constraints and decision-making. A concise core brief with supporting inventories is usually more useful than a long presentation.

Should a website brief specify the technology?

Include required systems and constraints, but avoid prescribing a platform unless there is a validated reason. Let the solution follow the operational need.

What should be ready before contacting a web agency?

Bring business goals, audience insight, current-site concerns, must-have functionality, stakeholders, timing and a realistic investment range. The agency can help resolve the rest.

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