Web Design
What to Include in a Web Design Brief: A Guide for Small Businesses
We receive briefs every week, and the clearest ones lead to the fastest, most accurate quotes. This guide is for business owners preparing to approach web designers. It covers what a brief should include, how to describe your goals and how to share it. Use it before you contact any designer, so every quote is based on the same clear picture.
What a web design brief should include
A brief explains what you need your website to do and why. It does not need technical language or a long document. One or two pages usually cover everything a designer needs. Include each of these sections.
- About your business: what you do, who you serve and where you work.
- Goals: what the site must achieve, such as enquiries, bookings or sales.
- Audience: who your customers are and what they look for.
- Pages: the main pages you need, such as services, about and contact.
- Features: forms, bookings, payments, galleries or integrations.
- Content: who will write the copy and supply photos.
- Budget and deadline: a realistic range and a target launch date.
Add links to two or three websites you like, with a note on why. Add one or two you dislike as well. These examples tell a designer more than a long description of style.
How to describe your goals and audience
Clear goals let a designer plan the right pages, features and calls to action. Vague goals, such as "a modern website", lead to vague quotes. Specific goals lead to specific proposals. Answer these questions in your brief.
- What should a visitor do on your site, such as call, book or buy?
- How many enquiries or sales do you want the site to bring each month?
- Who are your best customers, and what do they need to know before contacting you?
- Which towns or areas do you serve?
- What makes customers choose you over competitors?
- What is wrong with your current website, if you have one?
Keep each answer to one or two sentences. Plain words work better than marketing language. A designer can then turn your answers into the right structure and design.
How to share your brief and compare quotes
A good brief is only useful if every designer receives the same one. Consistent briefs produce quotes you can compare line by line. They also show which designers read carefully. Follow these steps when you send it out.
- Send the same brief to three designers or agencies.
- Ask each one for a written, itemised quote and a timeline.
- Ask what is included after launch, such as hosting and support.
- Compare how well each reply reflects your goals and audience.
- Shortlist the supplier whose questions and proposal show the best understanding.
Our campaign brief tool helps you write a brief in a few minutes. Our guide to freelance vs agency web designers helps you decide who to send it to. Our website costs guide shows typical price ranges.
Web design brief checklist
Use this checklist before you send your brief to any designer. Each item helps you receive accurate, comparable quotes. Tick every line before you send it.
- Business summary in two or three sentences
- Clear goals for enquiries, bookings or sales
- Customer description and areas served
- List of main pages and features
- Content responsibilities agreed
- Example websites you like and dislike
- Budget range and target launch date
- Same brief sent to every supplier
Good to know
Web design brief FAQs
How long should a web design brief be?+
Most small business briefs fit on one or two pages. Clear, short answers are more useful than long descriptions. Focus on goals, pages, features, budget and deadline. Add examples of sites you like to show style.
Should I include my budget in the brief?+
Yes, a budget range helps designers propose the right solution. Without it, quotes often vary too widely to compare. A range shows what is realistic without fixing a single figure. Designers can then explain what fits within it.
What if I do not know which pages I need?+
List the services you offer and the questions customers ask most. A designer can turn those into a page plan. Many agencies include page planning in their discovery stage. Say in your brief that you would like help with structure.
Do I need a brief for a website redesign?+
Yes, a brief matters just as much for a redesign. Explain what works and what does not on your current site. Include any pages that bring traffic, so they are kept or redirected properly. Share access to your analytics if you have it.
Keep this checklist with your brief and the quotes you receive. Share it with anyone involved in choosing a designer. So you can brief every supplier clearly and choose the one that understands your business best.
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