What a Good Website Brief Actually Needs

A website brief does not need to be a perfect document.

Many teams delay starting a website project because they feel they need every detail decided first: the complete sitemap, final copy, exact visuals, budget, timeline, and every feature. In reality, a good brief is not about having all the answers. It is about giving the project a clear place to begin.

The best briefs help everyone understand the same basics: what is changing, why it matters, who the website is for, and what a successful outcome should look like.

Here is what a useful website brief actually needs.

1. A clear picture of the business

Start with the basics.

Explain what your business does, what you offer, and where you fit in your market. You do not need polished brand language. A direct explanation is often more helpful than a formal company profile.

Useful details include:

What the business does
Main products or services
Location or markets served
Main customer groups
What makes the business different
What has changed recently

This gives the project context before design decisions begin.

2. The reason for the website project

A redesign can happen for many reasons, but the reason should be specific.

Maybe the current site is outdated. Maybe the business has added new services. Maybe it is difficult to update. Maybe people do not understand what the company offers. Maybe the website needs to support sales, bookings, registrations, or enquiries more effectively.

Try to describe the problem in plain language.

For example:

Our business has grown, but the current website still presents only our original services.

Or:

Visitors are interested, but they do not understand the difference between our service options.

A clear problem statement gives the website a purpose beyond “we need something new.”

3. The people you need to reach

A website should not speak to everyone in exactly the same way.

Think about who will visit the site and what they need from it. They may be customers, business partners, event participants, investors, job applicants, students, patients, or existing clients.

For each main audience, consider:

What do they want to know first?
What problem are they trying to solve?
What might make them hesitate?
What action should they take after visiting?

This helps shape the page structure, content priority, and calls to action.

4. What success should look like

A good website project needs a practical definition of success.

That does not always mean a specific number. Sometimes success is a clearer brand presence, an easier booking journey, a more useful product explanation, or a website that the internal team can update confidently.

Examples of useful goals:

Make it easier for people to understand our services
Increase qualified project enquiries
Give event participants one clear place for information and registration
Present our work more professionally
Make the site easier to manage after launch
Improve mobile usability

Clear goals help the project team make better decisions when there are several possible directions.

5. The key pages you believe you need

You do not need to have a final sitemap, but it helps to list the pages you expect.

For a service business, that might include:

Home
About
Services
Work or portfolio
Contact

For a hospitality business, it may include:

Home
Menu or offerings
Reservations
Gallery
Location and contact

For an event, it may include:

Event overview
Agenda
Speakers
Registration
Sponsors
Frequently asked questions

This is only a starting point. During the project, some pages may be combined, removed, or expanded.

6. Existing content and assets

A website project moves more smoothly when everyone knows what already exists.

Share anything that may be useful, including:

Existing logo files
Brand guidelines
Photography or video
Product or service descriptions
Presentation decks
Old website links
Social media accounts
Previous marketing materials
Competitor or inspiration websites

Not everything needs to be final. Even rough materials can help identify what is useful, what is missing, and what should not be carried forward.

7. Examples of websites you like

Reference websites are helpful, but explain what you like about them.

Instead of saying, “Make ours like this,” try to describe the part that stood out:

The homepage feels calm and easy to follow
The service pages are structured clearly
The typography feels premium but approachable
The project pages explain the work well
The mobile menu is simple and easy to use

This gives the design team a stronger direction without turning another website into a template.

8. Practical project details

A few practical details make planning easier from the beginning.

Include what you know about:

Target launch date
Internal review process
Main decision-makers
Required languages
Existing technical setup
Required integrations
Budget range, if available

You do not need to know everything, but early context helps avoid surprises later.

A simple website brief checklist

Before starting a website project, try to gather:

A short description of your business
The reason for the project
Your main audiences
What success should look like
Important pages or features
Existing content and visual assets
Reference websites and notes
Timeline and practical constraints

The goal is clarity, not perfection

A good brief creates momentum.

It gives the project enough structure to begin while leaving room for the right questions, ideas, and improvements to emerge along the way.

The most useful website projects usually start with an honest view of the current situation: what is working, what is unclear, and what needs to become easier for the people using the site.

Krapik helps teams turn that early direction into clearer websites, stronger digital systems, and practical online experiences.

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