01
Choose the main job of the website
Start with the visitor. What do they need to understand, and what should they be able to do? A service business may need clear service information and a relevant enquiry path. An online store needs understandable products, purchase information, and a reliable checkout. The brief should describe these journeys before naming a technology.
Choose one primary outcome and a small number of supporting ones. This gives the design a clear priority and helps you judge features by whether they support the business.
02
Treat content as part of the project
List the pages you need and assign an owner for their content. For each service, explain who it helps, what is included, and the questions customers usually ask. Collect your logo, usable photographs, business contact details, and any copy that has already been approved.
Agree who will write, review, and maintain the text. Missing content can delay a project even when the design and code are ready. Avoid filling gaps with invented testimonials, unverified claims, or pricing that has not been approved.
- Home and an understandable service or product structure
- Company information and accurate contact details
- Service-specific questions and practical next steps
- Privacy and other information appropriate to the website’s features
03
Separate essential features from later ideas
Write each required feature as something a visitor or administrator needs to do. “Customers can request an appointment” is more useful than “add a booking system.” Clarify whether the appointment is immediately confirmed or reviewed by your team. Similar distinctions matter for payments, order handling, and customer portals.
Ask whether your existing tools can support the workflow. Every integration introduces account access, configuration, and ongoing responsibilities. Keep the first release focused enough to test properly.
04
Agree ownership and handover before launch
Record who owns the domain, hosting account, content system, analytics, and other business-critical services. Agree which accounts should belong to the business and how access will be granted to the people doing the work. Credentials should not be passed around in a public brief.
The handover should explain how to update the agreed content, where the source and assets are kept, and who is responsible for ongoing changes. Hosting costs, maintenance, support, and new features are separate topics unless expressly included.
- Test enquiries, checkout, or booking flows before launch
- Review mobile layouts and keyboard access
- Confirm account access and recurring costs
- Document what is covered after handover