What should you include in a small-business website brief?

A website brief is a shared reference for what is being built and why. It reduces assumptions, helps a designer recommend the right structure and makes later requests easier to classify as revisions or new scope.

You do not need to specify coding languages, plugins or exact layouts unless there is a genuine technical constraint. Describe the business in plain language and provide evidence where accuracy matters.

1. State the goal and audience

Identify the primary action the website should support. It might be a telephone call, quote request, booking, purchase, event ticket or portfolio enquiry. If several actions matter, rank them.

Then describe the intended customer. Useful details include whether they are homeowners or companies, whether the need is urgent, which locations you serve and what usually prevents them from making contact. “Everyone” is rarely a useful audience definition.

Questions to answer

• What problem does the business solve?
• Who most often buys the service?
• What should a visitor do next?
• What concerns must be resolved first?
• How will you know the new website is useful?

2. List pages and content ownership

List the pages you expect, but allow the structure to change after discussion. For each page, note its purpose and who will supply the words, images, prices, testimonials and legal wording.

Client-supplied content should be final and approved. A folder of notes is valuable source material, but turning it into customer-facing copy is a separate task. Decide whether the quote includes copywriting, proofreading, image sourcing or only upload and formatting.

Prepare these materials

• Business name and accurate contact details.
• Service descriptions, prices and coverage.
• Logo files and brand guidance.
• Photographs you own or are permitted to use.
• Approved reviews, qualifications and claims.
• Privacy, cookie and other required legal information.

3. Describe functionality by outcome

Explain what users need to accomplish. “Customers choose a service, select an available appointment and receive confirmation” is more useful than “add a booking plugin.” It leaves room to choose the right technical route.

List forms, maps, payments, product options, downloads, memberships, languages, integrations and accessibility requirements. Mention any external system the website must connect to and whether an account already exists.

Functionality changes cost because it must be configured, tested and sometimes licensed. If a paid tool is proposed, establish who owns the account, who pays renewals and what happens if the subscription ends.

4. Explain the visual direction

Provide the logo, colours and existing brand assets. If there is no formal brand guide, describe the impression the business should create: established, energetic, calm, technical, premium or approachable.

Share two or three website examples and explain the specific feature you like. “I like the way this page separates services” is actionable. “Make mine exactly like this” risks copying another business and may not serve your customers.

Also identify anything to avoid. Existing customers may associate the business with a colour, symbol or tone that should not disappear during a redesign.

5. Record domains, hosting and access

State whether you already own the domain and where it is registered. Note the current host, WordPress administrator access, email provider, analytics account and Search Console property where applicable.

Do not send passwords, recovery codes or payment details inside the first brief. Once responsibilities are agreed, create temporary accounts where possible and use a secure sharing method. Remove unnecessary access after handover.

Clarify ownership before purchase. With FLS, the completed website transfers after final payment. A standard new domain can be registered for £20 for the first year. Transfer to your registrar carries no extra FLS fee; Domain Guard is included only while the domain remains technically managed through FLS.

6. Set timing and approval responsibilities

A deadline should have a reason and an owner. If the website must launch before an event, campaign or premises opening, provide that date immediately. Work backwards to allow time for content, review, technical setup and unexpected changes.

Name the person who can approve the design and content. Feedback gathered from several people should be consolidated before it reaches the designer. Contradictory revision requests create delay and make it difficult to know when a stage is complete.

Agree how many revision rounds are included, what constitutes approval and what happens if the client materials arrive late. A clear process protects both sides without making the relationship inflexible.

A copyable website brief template

Once this information exists, use the interactive quote planner to identify a suitable starting package or send the brief directly to Freddie.