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Short answer: A website brief is a one- or two-page summary that tells a developer what your business does, who the site is for, what it must achieve, which pages and features you need, what content you have, sites you like, your budget and your deadline. A clear brief gets you accurate quotes and avoids costly misunderstandings.
The best projects I’ve worked on started with a clear brief. The messiest ones started with “I need a website, how much?”. Here is how to write a good one in 30 minutes.
1. About your business
- What you do, in two or three sentences
- What makes you different from competitors
- Your location and the areas you serve
2. Goals
What should the website achieve? Be specific:
- “Get 20 enquiries a month through WhatsApp”
- “Sell products online with cash on delivery”
- “Let patients book appointments”
- “Look credible when investors check us”
3. Audience
Who are your customers? Age, location, language, what they worry about, and what device they use (usually phones).
4. Pages
List the pages you think you need. A typical small business site:
- Home
- About
- Services (one page or one per service)
- Portfolio or gallery
- Reviews
- Blog
- Contact
5. Features
- Contact form, WhatsApp button, click-to-call
- Booking or appointments
- Online store and payment methods
- Multiple languages (English and Urdu, for example)
- Blog, newsletter, member login
- Integrations: CRM, email marketing, Google Maps
6. Content
Who provides the text, photos, logo and videos? Content is the most common cause of delays. If you need help writing it, say so.
7. Design preferences
- Two or three websites you like, and what you like about them
- Brand colours and fonts if you have them
- Anything you definitely don’t want
8. Technical details
- Do you already have a domain and hosting? (guide)
- Is there an existing site to redesign or migrate?
- Who will update the site afterwards?
9. Budget and deadline
Give a range. It helps the developer suggest what is realistic. See typical website costs.
Copy-paste template
WEBSITE BRIEF
Business name:
What we do (2-3 sentences):
Location / areas served:
Main goal of the website:
Target customers:
Pages needed:
Features needed:
Content ready? (text / photos / logo):
Websites we like + why:
Brand colours / fonts:
Existing domain/hosting/site:
Who will update the site:
Budget range:
Deadline:
Contact person + WhatsApp/email:Send it to any developer and you’ll get faster, more accurate quotes. Or send it to me. Here is how hiring me works.
Frequently asked questions
How long should a website brief be?
One or two pages is enough. Clarity matters more than length.
What if I don’t know what pages I need?
Describe your goals and customers. A good developer will suggest the structure.
Should I include my budget?
Yes. A range helps the developer recommend the best solution within it instead of guessing.
What is the difference between a brief and a contract?
The brief describes what you want. The contract or proposal confirms scope, price, timeline and responsibilities.
Written by Syed Imran Murtaza
Freelance software engineer and web developer in Karachi, Pakistan (also known as CtrlAltImran). I build websites, web apps, custom WordPress plugins and AI tools for clients worldwide. About me · Hire me · My work