How to write a website brief: what to prepare before you ask for a quote
The more precise the brief, the closer the quote is to the final cost. You do not need technical knowledge to write one — just clear answers to the questions below.
Why a brief matters
Without a brief, every agency guesses — and quotes for different projects. With one, you get comparable quotes, fewer surprises during development and a clear list to check the finished website against.
What to include
1. The business and the goal
What the company does, and what the website must achieve: enquiries, bookings, online sales, recruiting, trust with partners. Add a number if you can, for example “30 enquiries a month”.
2. The audience
Who visits, from which countries, on which devices, and what they need to find or do. If there are several audiences — say, guests and corporate clients — describe each one.
3. Examples
Three to five websites you like and why, and competitors' sites. “I like how they show prices” is more useful than “I like the style”.
4. Pages and structure
A rough list of sections: services, portfolio, prices, blog, contacts. How many service or product pages, how many languages.
5. Features
Forms and where enquiries go (email, Telegram, CRM), online booking or payment, customer accounts, catalogue filters, calculators, search.
6. Integrations
The systems the website must work with: CRM, booking engine, payment provider, delivery services, accounting, spreadsheets. Name the actual products.
7. Content
Who writes the texts and provides photos, and whether content moves from an old website. Content is the most common cause of delays.
8. Design and brand
Do you have a logo and brand guidelines, or ready-made designs? Or should the agency design everything?
9. Budget and deadline
A budget range and the date that really matters, with the reason — a season, an event, a campaign. A range helps the agency propose the right scope rather than the most expensive one.
10. After launch
Who will update the website, whether you need hosting, support, SEO or advertising, and who makes decisions on your side.
What not to worry about
- Choosing the technology — that is the agency's job; explain the needs.
- A perfect document — a list of honest answers is enough.
- Every detail up front — a good agency will ask the remaining questions and agree the structure with you before development.
What happens next
We read the brief, ask questions, and send a proposal with the scope, timeline and cost broken down by stage. For typical prices, see how much a custom website costs in the UK. You can also send us your brief straight away through the consultation form.