HomeChecklists and templatesWebsite brief template
Website brief template
Fill in this brief before you speak to a web designer. You will get clearer quotes, fewer surprises and a site built around what your business needs.
This template is for small business owners planning a new website or a redesign. A clear brief helps designers quote accurately and saves rounds of back and forth later.
Every section is pre-filled with an example for a fictional joinery firm. Replace the example text with your own answers and skip anything that does not apply, then download, copy or print the finished brief to send to designers.
About the business
Give the designer a quick picture of who you are, what you sell and what makes you different. Keep it short and plain.
Goals and success measures
Say what the website needs to achieve and how you will know it is working. Specific goals help the designer decide what matters most on each page.
Audience
Describe the people you want to reach and what they need to see before they get in touch.
Pages needed
List the pages you expect, with a line on what each should cover. The designer may suggest changes, but this gives them a starting point.
Features and integrations
Note anything the site needs to do beyond showing pages, and the tools it must connect to.
Content and photos
Be clear about who writes the words and who supplies the images. Content that arrives late is a common cause of website delays.
Brand and examples you like
Share the brand assets you already have and describe websites you like, saying what you like about each. This tells a designer more than a list of adjectives.
SEO and existing site
Tell the designer about your current website and how people find you in search, so nothing valuable is lost in the move.
Budget and timeline
Give a budget range and any fixed dates. A realistic range helps designers suggest what is possible rather than guess.
Contacts and sign-off
Say who the designer should deal with and who makes the final decisions, so approvals do not stall the project.
Your edits save in this browser only. Nothing is sent anywhere.
Tips.
What makes the difference when you put it to work.
- Send the same brief to every designer you contact, so you can compare quotes like for like.
- Be honest about your budget. A range lets designers suggest what fits rather than pitching too high or too low.
- Spend most of your time on goals and audience. Those answers shape every other decision about the site.
- Gather logins for your domain, hosting and current website before the project starts, as missing access often holds up a launch.
- If you would rather hand it over, Infinity can take a brief like this and quote for the design and build.
Questions, answered.
What is a website brief?
A website brief is a short document that explains what your business needs from a new website. It covers your goals, audience, pages, features, budget and timeline. Designers use it to quote accurately and plan the work.
How long should a website brief be?
For a small business, two to four pages is usually enough. Clear, specific answers matter more than length. Leave out any section that does not apply to you.
What should I include in a website brief?
Include your business background, goals, audience, the pages and features you need, and who supplies the content. Add your brand assets, websites you like, your current site and search terms, budget, deadlines and contacts. This template has a section for each, with an example.
Should I include my budget in a website brief?
Yes. Without a budget, designers have to guess, and quotes can vary widely as a result. A range shows what is realistic and helps them suggest the best option for the money.
What is the difference between a website brief and a website specification?
A brief explains what you want the website to achieve and why. A specification is a more detailed technical document that sets out exactly how the site will be built. The designer or developer usually writes the specification from your brief.
Related free resources.
More checklists, templates and tools that go with this one. See them all
Custom websites and landing pages built for speed and sales.
Want it done for you?
Tell us what you need. Charlie will come back with a plan and a price, usually within one working day.