How to Write a Website Brief That Agencies Can Actually Quote From
Vague briefs get vague quotes. Spend an hour on this and you will save weeks and often thousands of pounds.
Ask three agencies to quote from a one line brief and you will receive three wildly different prices, because each is guessing at what you mean. A clear brief fixes that. It gets you quotes you can compare, helps the agency understand your business and avoids the arguments that start when expectations were never written down. It does not need to be long. It does need to be honest.
Start with the business, not the website
Explain what your business does, who your customers are and what makes you different. Describe where the business is now and where you want it to be in a year or two. A website is a tool for those goals, so an agency that understands them can design something that serves them.
State the goals and how you will measure them
What must the site achieve? More enquiries, more online sales, fewer phone calls about the same questions, better recruitment, a stronger brand? Put numbers beside the goals where you can, for example the number of enquiries you get now and the number you want. Measurable goals make it possible to judge the result afterwards.
Describe your audience
Who will use the site, what do they want and what worries them? Mention anything that affects design, such as older visitors, mostly mobile use or people who need accessible design. A few real customer questions are more useful than a page of marketing language.
List what the site needs to do
Pages, features and integrations all change the price. Say whether you need online booking, an online shop, a members area, a blog, multiple languages or connections to a CRM, accounting or stock system. If you are not sure, describe the problem and ask the agency to recommend a solution.
Be clear about content
Who will write the words and supply the photographs? Content is the most common cause of delay and extra cost. If you want the agency to write copy, arrange photography or create video, say so and make sure it is priced.
Show examples you like and dislike
Share a few websites you admire and say why, and some you dislike and say why. It is the quickest way to communicate taste and avoid a design that misses the mark.
Give a budget range and a timeline
Hiding your budget wastes everyone's time. A range lets agencies propose what is realistic and tells you quickly whether your expectations match the market. State any fixed dates, such as a product launch, and who must approve decisions along the way.
Say what happens after launch
Mention hosting, updates, support and search optimisation, and ask each agency to quote for them. A site is never really finished, and the ongoing cost is part of the real price.
If you would like help turning your ideas into a brief, K4O5 will talk it through with you for free and give you a fixed price in writing.