How to Brief a Web Designer: 8 Things to Have Ready

On this page

1. 1. What is the website for?
2. 2. Who are your customers?
3. 3. What do you want visitors to do?
4. 4. What do you already have?
5. 5. Show examples you like (and dislike)
6. 6. What pages and features do you need?
7. 7. Who provides the words and pictures?
8. 8. Timing, budget and who decides
9. A one-page brief you can copy
10. Ready to talk about your website?
11. Frequently asked questions

The better you explain what you need, the better the website you get back. A good designer will ask you questions, but you can save everyone time by thinking about the answers first.

This guide shows you how to brief a web designer in eight steps. It is based on our own experience of building websites, not on a rulebook, so use it as a starting point and add what matters to your business.

1. What is the website for?

Start with the job it needs to do. Is it to bring in phone calls, take online orders, book appointments, or simply show customers you are real and trustworthy? Pick the one or two most important goals. A website that tries to do everything usually does nothing well.

2. Who are your customers?

Describe the people you want to reach: who they are, where they are and what they need when they find you. If you serve one area, say so, because it affects the design and the wording. Our web design for Lancashire page shows how local businesses can do that.

3. What do you want visitors to do?

Decide the main action: call, fill in a form, book, buy. Everything on the page should lead to it. Our guide on how to get more enquiries from your website covers the basics.

4. What do you already have?

List what exists: a current website, a logo, brand colours, photos, text and a domain name. If there is an existing site, say which parts work and which do not. If pages already bring in visitors, tell your designer so they are protected. See our website redesign checklist.

5. Show examples you like (and dislike)

Collect three or four websites you admire and say why: the layout, the tone, how easy it is to use. Include one you dislike. Examples tell a designer more than adjectives like “modern” or “clean”.

6. What pages and features do you need?

A simple list is enough: home, services, about, contact, and anything extra such as a gallery, bookings, an online shop or a blog. Say what is essential now and what could wait. It helps to know up front whether you want a bespoke design or a template.

7. Who provides the words and pictures?

Websites often run late because the text and photos are not ready. Agree who writes the content, who takes or supplies the photos and when they will be ready. Good photos of your real work and team make a big difference.

8. Timing, budget and who decides

Be honest about when you need the site and how much you can spend, so the designer can suggest what fits. Say who has the final say. A project with several people giving different feedback takes much longer. Ask who will look after hosting, updates and security afterwards; see our website hosting.

A one-page brief you can copy

• Business: name, what you do, where
• Goal: the main thing the site must achieve
• Customers: who they are and what they need
• Action: what visitors should do
• Have already: logo, photos, text, domain, current site
• Examples: three sites you like, one you dislike
• Pages and features: must have, nice to have
• Content: who supplies it and when
• Timing and budget: your date and your range
• Decision maker: one name

Ready to talk about your website?

If you are planning a new website or a redesign, see our web design service or book a call and tell us what you need.

Frequently asked questions