How to Write a Website Brief: A Step-by-Step Guide for Businesses

Introduction: Why does "make it look pretty" cost twice as much?

‍Many people think a technical specification (or project brief) is a document meant only for the programmer. In reality, it’s a document for the business owner. Without a clear brief, a project turns into an endless process of revisions, where every new idea costs money and pushes back the launch.

A solid brief allows you to get an accurate estimate and timeline before the work even begins.

The Structure of an Ideal Brief: Mandatory Sections

‍I recommend using this structure to ensure you don't miss anything crucial:

Brief Section	What should be included?	Status
Business Goals	Specific KPIs: sales, subscriptions, brand image.	✅ / ❌
References	3-5 examples with notes on exactly what you like.	✅ / ❌
Tech Requirements	SEO baseline, load speed, CMS requirements.	✅ / ❌
Timelines & Stages	Desired launch date and block prioritization.	✅ / ❌

1. Company Information and Goals

‍Don't just write, "We need a website." Write: "We need a tool to collect wholesale coffee orders."

Who is your target audience?
What is the primary action a user should take?

2. Structure and Functionality

‍List all the pages and blocks. For example: Home, Catalog (with a price filter), About Us, Contact.

Do you need CRM integration?
Do you need a multi-language setup?

3. Content and Materials

‍Specify who will provide the text and photos.

Tip: If you don't have ready-to-use content, allocate a budget for a copywriter right from the start so the design isn't built around dummy text (Lorem Ipsum).

4. Design and Visual Preferences

‍Provide links to 3-5 websites you like (references) and explain why.

"I like the clean layout and large typography here."
"I love the block entrance animations there."

5. Technical Requirements (The Most Important Section)

‍This is where you define the engineering standards for the project:

Fully responsive across all devices.
High load speed (90+ on Google PageSpeed).
Clean class structure (applying Occam's Razor).
A user-friendly admin panel for content edits (Webflow Editor).

Checklist: Is Your Brief Ready?

‍Use the table above to check your requirements before sending the task to a developer.

Conclusion: A Brief is a Map, Not a Straitjacket

‍A technical specification can evolve during the development process, and that's completely normal. However, having a foundational document ensures we speak the same language.

If you don't know how to describe the technical requirements—don't worry. I can help you put this section together during our initial meeting.

Do you already have ideas for your new website?

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