How to Write a Website Brief Before You Talk to Any Design Company
A website brief is a one or two page document that explains your business, the website's goal, your audience, the pages you need, the features (payments, bookings, languages), the state of your content and brand, examples of websites you like, an approximate budget and a deadline. It makes quotes accurate and comparable, and shortens the project.
Imagine walking up to a builder and saying, “I want a nice house. How much?” They will either give you a random number or ask you twenty questions. The same happens with websites. “I want a website for my company” gets you quotes from JOD 200 to JOD 5,000 that you can’t compare.
The fix is simple: a page or two you write before contacting any company, called a website brief. In this guide we give you a ready template to fill in yourself.
Why a website brief is worth an hour of your time
- Comparable quotes: every company prices the same thing.
- Clarity in your own head: many people discover while writing that they never defined the website’s goal.
- A faster project: fewer questions, fewer revisions and fewer changes.
- A reference if there is a disagreement: if you said you need bookings and it’s in the brief, it’s part of the agreement.
The website brief template: 10 sections
1. About the business
A short paragraph: what you do, since when, where, and what sets you apart. Example: “An AC maintenance company in Amman since 2015, serving homes and businesses, known for same-day service and a parts warranty.”
2. Website goal
What is the single most important thing you want the visitor to do? Then the secondary goals. And how will you measure success?
- Main goal: calls and WhatsApp messages requesting maintenance.
- Secondary goals: present annual maintenance contracts for companies, and build trust.
- Success after six months: 60 requests a month from the website.
3. Audience
Who is the customer? Their age, location, what they search for, and what worries them before working with you? The more precise you are, the more precise the content and design.
4. Competitors
List two to four competitors and their websites, and what you like or dislike about them.
5. Pages needed
If you aren’t sure, this is the common list for company websites:
- Home
- A page for each main service (list them)
- Work / projects
- About us
- FAQ
- Contact
- Blog (if you plan to publish content)
- Legal pages: privacy and terms
6. Features needed
Tick what you need:
| Feature | Needed? |
|---|---|
| WhatsApp and call buttons | |
| Quote request form | |
| Appointment booking | |
| Selling products with online payment | |
| Two languages (Arabic/English) | |
| Customer accounts | |
| Integration with another system (accounting, CRM…) | |
| Blog |
7. Content and brand
- Do you have an approved logo, colors and fonts?
- Is the text ready, or do you need someone to write it?
- Do you have real photos of your work and team?
8. Examples of websites you like
Two or three links, each with one line: why do you like it? (The colors, the simplicity, the way projects are shown…). “I like it” without a reason doesn’t help much.
9. Domain, hosting and current website
Do you have a domain? In whose name is it registered? Do you have a current website that gets visits from Google? This is very important, because it decides whether we need a migration plan to protect your rankings.
10. Budget and deadline
An approximate budget range, and the date you need the website by (and why: opening a branch, an exhibition, a campaign…). For sensible ranges, see the guide to website design cost in Jordan.
Common mistakes when writing a brief
- Focusing only on looks: “I want blue colors and animations” without mentioning the goal.
- A list of features you don’t need: every feature adds cost. Ask: will my customers actually use it?
- Copying a competitor’s website: inspiration is fine, but your website should answer your own customers’ questions.
- Hiding the budget: you get quotes that don’t fit and waste your time and the companies’.
What next after writing the brief?
Send the brief to every company you contact, and ask for a written quote that responds to each item. Then compare the quotes using the criteria in the guide to choosing a web design company, and before signing, review the clauses that should be in the contract.
And if you wrote half the brief and stopped, no problem. Send us what you have and we will finish the questions with you in the free discovery session.
Frequently asked questions
Does a website brief need to be technical?
No. Write in your own words about your business and what you want the website to achieve. The technical details are the company's job; yours is to explain the goal and the need.
Should I mention the budget in the brief?
Yes, even as an approximate range. It helps the company suggest the right solution for your budget instead of offering something bigger or smaller than you need.
What if I don't know which pages I need?
Write down the services and information you want to show, and a good company will suggest the right structure. You can also use the list of common pages in this guide.
