In brief - Professionals who prepare a clear brief before contacting a web provider save time on preliminary discussions, get more accurate quotes, and considerably reduce the risk of misunderstandings during the project, without needing any technical skills to write an effective document.
You've decided to create your website or redesign the existing one. You contact a provider, and the first question arrives: "Can you send me a brief?" And then, confusion. What's a brief? What goes in it? How detailed should it be?
A good brief isn't a 30-page technical document. It's a simple document that summarizes what you want, why you want it, and what you need to get there. The clearer it is, the faster and smoother the project goes.
Why the brief is essential
Save time from the first meeting
Without a brief, the first meeting with a provider consists of asking dozens of questions to understand your project. The second one too, sometimes. With a brief, the provider comes prepared. They understand your context, needs, and constraints. The conversation focuses on solutions, not discovery.
Get comparable quotes
If you contact three providers without a brief, you'll get three quotes based on three different understandings of your project. Impossible to compare. With an identical brief sent to each, proposals are aligned on the same scope.
Avoid misunderstandings during the project
"That's not what I asked for." This sentence, spoken halfway through a web project, is a nightmare for everyone. The brief serves as a shared reference. When in doubt about a feature or design choice, you go back to the brief.
What your brief should contain
No technical jargon needed. Simply answer these questions in a text document, an email, or even a PDF.
Your business in a few lines
Who are you? What do you do? Since when? Where are you located? Who are your customers? This section lets the provider understand your world in 30 seconds.
Example: "Cabinet maker in Beaune since 2015. We create custom kitchens, staircases, and furniture for private clients in Burgundy."
The website's objective
Why do you want a website? What do you concretely expect from it? This question seems obvious, but answers vary enormously:
- "I want to be found on Google when someone searches for a cabinet maker in Beaune"
- "I want my clients to see my work before contacting me"
- "I want to receive quote requests online rather than by phone"
- "I want to sell my products online"
A site designed to generate online quotes isn't built the same way as a site designed to sell products. The objective determines everything.
Your target audience
Who is your site for? Individuals? Businesses? Both? What age range? What level of web familiarity?
A site aimed at retirees looking for a local craftsman isn't designed the same way as a site aimed at marketing directors looking for a technical provider.
The content you already have
Do you have presentation texts? Photos of your work? A high-resolution logo? Client testimonials? An existing site with elements you want to keep?
List what exists and what needs to be created. Content is often the bottleneck in web projects. A provider who knows in advance what they'll need to produce can estimate their work more accurately.
Desired features
List what you want your site to do. Not in technical terms, in terms of needs:
- "Visitors should be able to request a quote by filling out a form"
- "I want to showcase my work in a photo gallery"
- "I want people to be able to book appointments online"
- "I want to be able to edit the texts myself"
Separate what's essential from what would be a bonus. This prioritization helps the provider propose a solution that respects your budget.
Sites you like (and ones you don't)
Name two or three websites whose design, navigation, or atmosphere you like. And if possible, explain why: "I like this site because it's clean and information is easy to find" is more useful than "I like this site."
Similarly, if a style doesn't appeal to you, say so. This prevents the provider from proposing a direction that doesn't suit you.
Your budget and timeline
This is the point many hesitate to address. Yet giving a budget range allows the provider to adapt their proposal. "My budget is between X and Y" doesn't commit you: it frames the discussion.
Likewise, do you have a deadline? An event, a launch, a peak season that imposes a tight schedule?
Mistakes to avoid in a brief
Being too vague
"I want a modern and professional site" says nothing. Modern how? Professional for whom? Be concrete. "I want a clean site with full-screen photos of my work and a simple quote form" is much more actionable.
Being too prescriptive about technology
"I want a site in React with a headless CMS and a REST API." Unless you're a developer, don't prescribe the technical solution. Describe your needs and let the provider suggest the right tools. That's their job.
Forgetting content
The most beautiful design in the world is useless without content. If you don't have texts or photos, plan for it in the brief. Some providers include content writing and photography in their offering.
Not involving the right people
If multiple people in your organization have opinions about the site (partner, management, communications), involve them from the brief stage. Discovering halfway through that the CEO wanted something completely different is a recipe for failure.
Our methodology for projects that move forward
A good brief is the first step toward a successful project. In our methodology, the initial exchange with the client is structured to complete and refine the brief together. Even if your document is imperfect, the essential thing is to lay the groundwork.
We guide our clients through each step: needs assessment, tailored proposal, design and development, launch and follow-up. The brief is the starting point of this collaboration, not an entrance exam.
A simple template to get started
If you don't know where to begin, structure your brief like this:
- Who: your business, your activity, your target
- Why: the site's objective
- What: features and content
- How: your inspirations, your preferences
- When and how much: your timeline and budget
Two pages are enough. No need for more.
Have a web project in mind but the brief still feels unclear? Book a call for a 30-minute conversation. We'll help you structure your needs and ask the right questions before you get started.