The web experts since 1999
The web experts since 1999
Whether for your own business or employer, if you're looking to employ a web agency to design and build a new website, writing a fantastic website brief should be at the top of your to-do list. Think of your website brief as the blueprint or plans for your new website. If these plans contain incorrect data, your website won't perform to its highest potential, and in the worst-case scenario, be unfit for purpose.
Thankfully, writing a great website brief is relatively straightforward, and by following our tips below, you should be able to complete one with ease.
Besides being the blueprint for your website, which will aid in the build process, a website brief is an essential record of information passed to your web design company that you can refer to if, for any reason, disagreements occur during the build. By having a physical record of information rather than relying purely on phone calls and conversations, you can refer back to it if the need arises.
Another important reason to write a website brief is that it allows you to think about your new website; this translates into a better website because nothing is left out or forgotten.
For most people, the most challenging part of writing a website brief is working out precisely what they should include in it; luckily, we have you covered and have provided a list of sections below for you to include in yours.
As a web agency usually knows nothing about your company when you first make contact, it's essential to introduce your company. The information can be as exhaustive as you wish. Still, it should, as a minimum, include a little information on your company history, your beliefs, ethics and also outline any plans for the coming year.
You know many of the features and requirements needed on your new website, but your web designers may not. List the features and requirements you need being as detailed as possible. Standard features and requirements include payment integration with processors such as PayPal, e-commerce functionality, newsletter sign-up forms, calculators, password-protected account areas, subscriptions and contact forms.
Make sure to include a list of key pages you'd like on your new website. Although your new agency may think of including them on their own, it's easier to have an initial list to work from, meaning nothing essential gets missed.
Think about what you want your website to achieve, both as a primary objective and any secondary or tertiary objectives you require. For an e-commerce site, this may mean a primary goal of selling products, a secondary goal of encouraging more repeat business and a tertiary goal of enticing newsletter sign-ups.
You may have no design ideas or have in-depth branding guidelines essential to your business. Whichever way you're leaning, let your new web agency know here. It's no use asking them to show you some designs then revealing after that it's the wrong colour and needs lots of work because they don't follow your brand handbook which you failed to supply.
Do you have your content written and ready to supply in an accessible format such as a Microsoft Word document or text file? Or would you like to outsource this side of things to a copywriter? Again outline your wishes and let everyone know where the content will be coming from; many agencies can even write the content for you if required.
If you have an existing website, provide a link to it and indicate why you wish to change it. Also, outline any helpful information you have gained from operating the site, such as things that worked for you and things that didn't work.
Provide links to any websites you admire, like the look of or wish to emulate. You can also include a list of sites you don't like.
A good web design agency will build a website around meeting your ideal customers' needs. Provide information about who these customers are and any demographical information you have on them. You should use real-world data for this if you have it (see below).
If you have real-world data gathered from Google Analytics, Facebook, customer surveys, focus groups and feedback, you should include access to it here. Real-world data allows web agencies that focus on UX (user experience) to design higher performing websites.
List your main competitors, website links and other pertinent information on their digital and real-world activities. This information is crucial for competitor analysis, and the real-world data gathered can then be used to better your new site.
Although most people hate to include an idea of project budget with their website brief based on the fear of being charged more for the same website, the reality is that professional agencies would never take advantage of their customers in this way. A budget, in fact, allows them to tailor a solution to meet your needs.
If you have any deadlines you need to meet with your project, include them to keep your web developers in the loop. If they are unrealistic, a professional web firm will let you know and suggest alternative ideas to help you out.
When your website launches, it needs a home on the internet called web hosting. Web hosting can either be handled by the company building your new site (if they offer this service) or by yourself or a third party. If you'd like to handle the web hosting yourself, let your web agency know.
We'd be lying if we said most websites didn't need ongoing maintenance or support after they launch. Websites built on platforms such as WordPress, Magento, CS-Cart and many others all have regular security updates released by their makers, which will need installing to avoid issues. Indicate whether you wish ongoing maintenance to be undertaken by your web designers or if you plan on performing these tasks yourself.
Once your website is online, there is still the task of attracting visitors; this can be through digital advertising and search engine optimisation or real-world advertising, including adverts in publications, leaflets etc. If you'd like ongoing marketing to be added to the quotation, do say so.
Here, you should outline what KPI's will be used to calculate your new website's success. It could be the number of sales; for others attracting repeat business or increasing email sign-ups. Whatever your criteria, let your web developers know.
Finally, list the key contacts in your organisation and their role during the website build. Also, indicate any key decision-makers who must be involved in essential choices.
It's important to remember that your website brief doesn't have to be perfect. You're not expected to know everything, and a good web design agency will be able to help you fill in any gaps you may have. Additionally, if you'd like to gather more real-world data to help shape your new website, many web agencies can help you with this, or you can work with third-party marketing companies.
The important thing is thinking about your requirements and putting down on paper as much relevant information as possible to help the company building your website get things right.
Good luck with your new project, and if you'd like to get in touch, we'd be happy to quote on your future website.
We'll take your project from idea to reality... and do it with style!