How to brief a web designer

The best websites start with a good conversation, and a good brief makes that conversation quicker. You do not need a formal document or a technical vocabulary. A page of plain answers is enough, and it will save you rounds of changes later. Here is what to put in it.

1. Who you are and what you do

A short paragraph about the business: what you sell, who it is for and what makes you different. Write it as if explaining to a friend who has never heard of you.

2. What the site is for

Name the one or two things you want people to do. Call you, fill in a form, book, buy, download. If everything is a priority, nothing is, and the design will have no clear path. Ask yourself what a successful month would look like.

3. Who it is for

Describe your typical customer: who they are, what they are worried about, what they search for and what makes them choose one supplier over another. The more specific you are, the better the site can speak to them.

4. What you have ready

• Logo and brand colours, if you have them.
• Photography, and whether it is good enough or needs reshooting.
• Copy: written, rough notes or nothing at all.
• Testimonials, case studies and awards.

Content is the usual cause of delays, so be honest about what exists and what will need creating.

5. Sites you like, and why

Send a handful of websites, and say what you like about each: the layout, the tone, the way it feels. Include one you dislike. It helps a designer understand taste faster than any description.

6. What it needs to do

List any functions: contact forms, bookings, a shop, a members area, a quote calculator, links to other systems. These affect price and timeline more than the look does, so mention them early.

7. Budget and timing

Give a realistic budget range and any fixed deadline. It is not a negotiation tactic, it lets the designer propose something that fits, or tell you honestly it will not. Our guide to what a website costs will help you set one.

8. Who decides

Name the person who signs things off, and who else needs to be consulted. Consolidated feedback from one person keeps a project moving. Feedback that arrives piece by piece from five people does not.

9. What happens after launch

Think about who will update the site, who will host it and how you will know whether it is working. These are easier to plan before you start.

Do not worry about getting it perfect

A brief is a starting point, not a contract. If you are not sure about something, say so, and a good designer will help you decide. To talk through yours, see how I work or get in touch.