Unless you intend to build your own website, your web development team needs to be provided with a very clear picture of your expectations, before any design or development work is commenced.

A good web design brief, will ensure that all involved are on the same page, at every stage of the design, development, and eventual deployment of your new business website.

Even if you are building your own website, undertaking the process of preparing a proper web design brief, will help you to deliver a better outcome for your business.

How to prepare a web design brief 

Most website designers and developers, will provide you with their own web design template, after you have engaged them to construct your website.

However, if you are preparing a web design brief to use to obtain initial quotes from various web developers, you will normally need to prepare your own.

The simplest way of doing this is in a Word document using the tables feature.

A two-column approach works fine. Use the first column for a section heading, and the second column for the detail.

For example, for the first point below, the column one heading would be Our Business, and the relevant details would be then listed in column two.

What to include in your web design brief

To assist your web designer and web developer to do their best work for you and deliver a great website, we suggest that you include the following as a minimum requirement, when preparing your web design brief;


  • Describe your business and what it is that you do for your customers/clients.

  • If you have an existing website, provide its URL, and describe why the website needs to be updated.

  • Convey what you see as the Unique Point of Difference of your business.

  • Detail exactly what you want the website to deliver for your business

  • Submit the key message that you need the website to convey to site visitors.

  • Provide a clear description of the target market for your products or services.

  • Identify the major competitors in the market your business serves or intends to serve.

  • Describe the look and feel that your website needs to convey to reflect your branding.

  • List any social media, online marketing tools, or other systems that need to be integrated.

  • Provide images that must be included in the final design.

  • List font types you may have an aversion to and don't want utilised in your site.

  • Identify all data forms required and the text fields and dropdown options for each form.

  • List any common website features you do not require in your website build.

  • Identify the keywords that you intend to target for website traffic.

  • Specify how the website is to be structured and how it is to work to achieve key objectives.

  • Advise the measurements you will utilise to determine success of the website project.

  • Provide a clear budget and advise expected inclusions at that price level.

  • Nominate a project manager and identify who has authority for signing off if not them.

  • Provide any style guidelines the website needs to conform with as well as giving examples.

  • Establish timelines for the individual elements of design, development, and delivery.

How much time should you give developers to provide their quotes

Once you have provided your web design brief to your selected developers, you should give each developer up to a week, to respond with their quote. 

This will ensure that they have the time to;

  • research your business thoroughly,

  • decide if they are a good fit for you,

  • get back to you if necessary for clarification purposes,

  • assess their available resources against your timeline,

  • prepare a professional proposal.

Tips to help you to construct a great web design brief

The keys to constructing a great web design brief are clarity, conciseness, clear focus, and a realistic understanding of the costs involved in designing, developing, and delivering a unique and comprehensive business website.