How to Write a Website Design Brief: A Comprehensive Guide

A well-crafted website design brief is essential for ensuring your project’s success. It serves as a roadmap for both you and your web designer, outlining your goals, expectations, and specific requirements. Whether you’re planning a full website redesign or building one from scratch, a clear and concise brief helps translate your vision into a cohesive, well-executed final product. In this guide, we’ll walk you through everything you need to include in your website design brief to make the process as smooth and effective as possible.

Why Is a Website Design Brief Important?

A website design brief is more than just a set of instructions—it’s a strategic document that communicates the essence of your brand, your project’s purpose, and the outcomes you want to achieve. A well-structured brief will:

• Align expectations: Clearly define what you want your website to accomplish, reducing misunderstandings and miscommunications.
• Save time and money: Prevent unnecessary revisions and back-and-forth by providing a solid foundation for the project.
• Set the scope: Identify the specific features and functionalities you need, helping the designer estimate costs and timeline accurately.

What to Include in Your Website Design Brief

Project Overview
Begin with a high-level summary of your project. This should outline the purpose of your website, your business goals, and how the website will support those goals. It’s helpful to mention any existing challenges your current site faces and what you hope to achieve with the new design.

Example:
“We are an e-commerce business that sells eco-friendly products. Our current site struggles with high bounce rates and low conversion rates. The goal is to redesign the site with a focus on improving user experience, simplifying the checkout process, and increasing overall sales.”

Company Background
Give a brief description of your company, including your mission, vision, target audience, and key offerings. This context helps designers understand your brand’s personality and what makes you unique.

Include Information Like:

• Company history
• Brand values and voice
• Key products or services
• Primary target audience demographics

Objectives & Goals
List the main objectives you want to achieve through the website. Is it to generate leads, increase online sales, or showcase your portfolio? Be as specific as possible, as this will guide the design choices.

Example Goals:

• Improve lead generation by 25% within the first quarter after launch.
• Increase average session duration by 30%.
• Simplify site navigation to reduce bounce rates.

Competitor Analysis
Identify your main competitors and provide links to their websites. Note what you like or dislike about their sites. This helps the designer understand your industry’s standards and how you want to position your site relative to your competitors.

Example Questions to Consider:

• What design elements do they use effectively?
• What gaps or opportunities do you see in their websites?
• How is their user experience compared to yours?

Design & Style Preferences
Provide examples of websites you admire or design elements you want to incorporate. Specify your preferences for colours, fonts, imagery, and overall style. If you have brand guidelines, be sure to include them.

Things to Include:

• Colour schemes
• Typography preferences
• Layout styles
• Examples of websites you like (with a short explanation of why)

Functional Requirements
List all the features and functionalities your website needs. This could include a content management system (CMS), e-commerce capabilities, interactive forms, booking systems, or any integrations with third-party services.

Possible Functional Requirements:

• E-commerce functionality (e.g., shopping cart, product filters)
• Booking or scheduling system
• Blog or news section
• Integration with CRM or email marketing software

Content Requirements
Outline who will be responsible for content creation and if there is existing content to be migrated. Specify the type of content you’ll need, such as product descriptions, case studies, or blog posts.

Questions to Consider:

• Will you provide the content, or will the designer need to source or write it?
• What tone and style should the content reflect?
• Do you need multilingual content?

Technical Requirements
Identify any technical requirements or constraints, such as hosting preferences, SSL certification, or compatibility with specific devices or browsers. If SEO is a priority, specify any requirements for site structure, metadata, and load speed.

Budget & Timeline
Provide your budget range and preferred timeline for the project. This helps the designer suggest feasible solutions within your financial scope and schedule.

Budget & Timeline Example:
“Estimated Budget: £5,000 – £7,000
Desired Launch Date: 3 months from project start.”

Maintenance & Support
Specify if you’ll need ongoing maintenance, support, or training on how to use the site. Discuss any long-term plans for updating the site or adding new features.

Examples:

• Regular content updates and security patches.
• Technical support for troubleshooting issues.
• SEO support and content optimisation.

Contact Information
Include your contact details and preferred method of communication. If multiple people are involved, clarify who the main point of contact will be.

Tips for Writing an Effective Website Design Brief

1. Be Clear and Concise: Avoid jargon and keep your language straightforward. The clearer your brief, the easier it will be for the designer to understand your vision.
2. Provide Visual References: Use screenshots, links, or mood boards to illustrate your design ideas.
3. Prioritise Your Requirements: If you have a long list of needs, categorise them as ‘must-have,’ ‘nice-to-have,’ and ‘future considerations.’

Final Thoughts

Creating a comprehensive website design brief is the first step toward a successful web project. It aligns everyone involved and sets clear expectations, paving the way for a smoother design and development process. Whether you’re working on a simple landing page or a complex e-commerce platform, a well-prepared brief is crucial for achieving the best results.

Ready to get started on your new website? Contact SmartaStudio today, and let’s turn your vision into a stunning digital reality!