How To Brief A Web Design Agency Properly (Template Inside)

Table of Contents

• Why briefs matter
• 10-section template
• Common mistakes
• Sample brief

Why briefs matter

Good briefs cut project timelines by 20–30%. They also raise the quality of every proposal you receive.

The 10-section template

1. Business in one sentence
2. Target audiences
3. Primary success metric (leads, sign-ups, sales)
4. Three sites you admire and why
5. Three sites you dislike and why
6. Required pages
7. Integrations (CRM, payments, calendar)
8. Budget range
9. Launch deadline
10. Decision-maker + sign-off process

Common mistakes

• Listing 40 features but no success metric
• No budget at all
• Asking for 'modern' without examples
• Multiple decision-makers without a sign-off owner

Sample brief snippet

"We're a 14-person UK construction firm. Goal: 5 commercial enquiries per month from organic. Audience: developers (Estates Directors, age 40+). Sites we love: lendlease.com, mace.com…"

Frequently Asked Questions

Do I need a brief before contacting agencies?

Not strictly, but it dramatically increases proposal quality.

How long should the brief be?

2–4 pages is ideal.

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