Website Brief Template
20 questions to answer before you build anything. A complete brief eliminates miscommunication, tightens scope, and gets your project off to a faster start.
Brief vs. RFP: Which Do You Need?
Use this Brief Template when:
- You have already chosen an agency or freelancer
- You want to organize your own thinking before a kickoff call
- Your project is relatively straightforward (under 20 pages)
Use the RFP Template when:
- You are comparing 3-6 agencies competitively
- Your project is complex or involves significant budget
- You need formal documentation for budget approval
Goals and Outcomes
4 questions
What is the single most important thing this website needs to accomplish?
Be specific. "Get more leads" is not specific enough. "Get 20 inbound contact form submissions per month from local homeowners searching for roofing services" is.
Your answer here...
What does success look like 12 months after launch?
Name the metrics: number of leads, revenue from web-generated clients, organic search traffic volume, search ranking for key terms, or online sales revenue.
Your answer here...
What is not working about your current online presence?
List specific problems: slow load time, outdated design, not ranking on Google, no contact form, no clear service descriptions. Be honest about what is broken.
Your answer here...
Are there secondary goals beyond lead generation?
Examples: build credibility before sales calls, reduce time spent answering basic questions (FAQs), onboard new clients, or attract potential hires.
Your answer here...
Audience
3 questions
Who is your primary customer? Describe them specifically.
Age range, location, income level, what they do for work, their biggest concern when hiring someone in your category, and what they use to find you (Google, referral, social).
Your answer here...
What is the first question your ideal customer asks before hiring you?
Common answers: "How much does it cost?", "Are you licensed/insured?", "How long will it take?", "Do you serve my area?" — this shapes your homepage content.
Your answer here...
What objections do potential customers have before reaching out?
Examples: "This might be too expensive", "I don't know if they are reliable", "I am not sure they handle my type of project." Your site needs to address these directly.
Your answer here...
Content and Brand
5 questions
Do you have an existing brand guide? What does it include?
Inventory what you have: logo files (SVG preferred), color hex codes, font names, any written tone of voice guidelines. If none, describe the feeling you want the site to convey.
Your answer here...
Who will write the website copy — you or the agency?
If you are writing it, build the content deadline into the project timeline. If the agency is writing it, expect to review and approve drafts before development begins.
Your answer here...
What photography and video assets do you currently have?
List what is usable: team photos, project/before-after photos, location photos, any existing video. Note if professional photos need to be shot before the site can launch.
Your answer here...
List 2-3 websites you like and note what specifically you like about each.
Refer to the design, layout, color scheme, tone of voice, or how they present services. Being specific ("I like how their services page uses icons to break up text") helps the designer immediately.
Your answer here...
Are there any design elements or styles you specifically want to avoid?
Examples: "No dark/black backgrounds", "Avoid corporate stock photography", "No flashy animations", "Not too minimal — needs to feel warm". Knowing what you dislike is as useful as knowing what you like.
Your answer here...
Scope and Structure
3 questions
List all the pages the site needs.
Common for service businesses: Home, About, Services (with individual pages per service), Service Area or Locations, Reviews/Testimonials, Blog (optional), Contact. List any additional pages your business specifically needs.
Your answer here...
What features or functionality does the site need?
Be specific: online booking, payment processing, photo gallery, client login, live chat, email newsletter signup, map integration, quote calculator, social feed. Distinguish "must have" from "nice to have".
Your answer here...
Do you need a CMS (content management system) to update the site yourself?
If yes, note your comfort level with technology and how often you expect to update content. This affects platform choice — WordPress, Webflow, and custom CMS options each suit different needs.
Your answer here...
Technical and Timeline
5 questions
Do you have a preference for the technology or platform?
Examples: WordPress (most flexible for DIY editing), Next.js (fast, good for SEO), Webflow (visual editor with clean code). If you have no preference, your agency will recommend based on your goals.
Your answer here...
What third-party tools need to integrate with the site?
List everything: CRM (HubSpot, Salesforce), booking software (Calendly, Acuity), email platform (Mailchimp, Klaviyo), payment processor (Stripe, Square), Google Analytics, and any industry-specific tools.
Your answer here...
What is your target launch date, and is there a hard deadline?
If you have a hard deadline (trade show, seasonal push, product launch), state it and the reason. This helps the agency plan resources. If flexible, give a target range.
Your answer here...
What is your budget range for design and development?
Give a range — this helps the agency scope work to what is realistic. A $5,000 budget and a $25,000 budget produce very different project plans. Hiding your budget does not produce lower quotes.
Your answer here...
Who on your team will be the primary decision-maker for approvals?
Identify one person with authority to approve designs and copy. Projects with multiple approvers and no clear decision-maker take significantly longer to complete.
Your answer here...
Website Brief Questions Answered
Common questions about the website planning process.
What is the difference between a website brief and an RFP?
A brief is a shorter internal planning document — typically 1-3 pages — that you share with a single agency you have already chosen to work with. An RFP (Request for Proposal) is a formal document sent to multiple vendors asking for competitive bids. Use a brief when you have selected a partner. Use an RFP when you are still evaluating options.
How long should a website brief be?
A good brief is thorough without being exhaustive. Aim for 2-4 pages. Answer all 20 prompts above honestly and completely. If a prompt does not apply to your project, say so. Agencies use the brief to scope your project and allocate time — vague answers lead to vague proposals.
Do I need to answer every question before the kickoff call?
Try to answer at least 15 of the 20 before the call. Goals, audience, scope, and budget are the four areas where gaps cause the most problems. Leave the technical questions for discussion if you are unsure — the agency can help you work through platform and integration decisions on the call.
What happens if my goals change mid-project?
Communicate changes to your agency immediately and in writing. Most agencies have a change order process for scope changes that emerge after kickoff. New features or goals that were not in the original brief may require a revised timeline and additional cost — this is normal and should be expected for any project over 6 weeks.
Should I share competitor websites with my agency?
Yes. Sharing 3-5 competitor sites helps the designer understand the visual landscape in your industry and where you want to position relative to others. Note specifically what each competitor does well and what you think could be done better — that is often where your design opportunities live.
Ready to Start Your Project?
Bring your completed brief to our kickoff call and we can scope your project on the spot.