What a good brief should achieve

A website brief gives the designer enough context to make informed decisions. It should explain the business, the people the site must reach, the action visitors should take and any constraints that cannot be discovered by looking at a logo.

You do not need polished marketing language. Clear, specific answers are more useful than impressive wording. When information is uncertain, say so instead of inventing it.

1. Business basics

  • Your trading name and the exact name to display on the website.
  • A plain-English description of what the business sells or provides.
  • The locations or markets you serve.
  • Your main services or products, in priority order.
  • Contact details and opening or response hours that may be published.
  • Any regulated statements, licences or required legal information.

2. Audience, problem and goal

  • Describe the customer you most want to reach.
  • Explain the problem they are trying to solve.
  • List the questions or objections they commonly raise.
  • Choose the main action: call, enquire, book, visit, buy or something else.
  • Add one secondary action only if it is genuinely useful.
Be specific about the main action.

“Learn more” is usually not a business goal. “Request a quote for commercial cleaning” gives the page a clear direction.

3. Content and brand assets

  • Logo files, ideally including vector or high-resolution versions.
  • Brand colours, font guidance and any existing brand document.
  • Approved service descriptions, biographies and contact information.
  • Original photographs you have permission to use.
  • Testimonials or credentials only when they are real, approved and attributable.
  • Links to current brochures, presentations, social profiles or an existing site.

Place the files in one clearly labelled shared folder. Do not send passwords or private customer information in the brief.

4. Visual direction

  • Three to five words that describe the desired feeling, such as calm, bold or premium.
  • Two or three websites you like, with a note explaining what you like about each.
  • Styles, colours, wording or competitors you do not want to resemble.
  • Any imagery that would misrepresent the business or audience.

References are direction, not instructions to copy another company’s design.

5. Domain and functionality

  • Your preferred domain name and whether you already own it.
  • The current website address, if there is one.
  • Required forms, maps, downloads or links to booking and payment services.
  • Any language, accessibility or legal requirements.
  • Whether the site needs logins, ecommerce, live inventory or custom integrations.

Complex functionality changes the project model. Mention it early so the designer can confirm whether a standard website service is suitable.

6. Review and decision process

  • Name the person who will consolidate feedback and approve the work.
  • Agree on the desired launch window and any immovable event date.
  • Separate corrections from new requests or additional scope.
  • Check names, prices, contact details and claims before approval.

Final brief checklist

  • I have explained what the business does.
  • I have identified the ideal customer and their problem.
  • I have chosen one main visitor action.
  • I have prioritised the services or information to feature.
  • I have shared usable, authorised brand assets.
  • I have described the desired visual direction.
  • I have declared any special functionality.
  • I know who will approve the website.

Use the checklist with JinggaWeb

Our free homepage brief asks for the essential information above. Once we accept a complete brief, we aim to prepare the first demo within three working days. You can review it before deciding whether to subscribe.