Website brief template: what to give a designer, developer or AI builder
A useful website brief records decisions. It gives the person—or AI builder—doing the work enough context to make good choices without pretending every detail is already fixed.
Business and project context
Explain what the organisation does, why the website is being created or changed, the problem with the current situation, the launch target and the people involved in approvals.
Audience, offer and positioning
Describe priority visitors, their situation, the offer they need to understand, likely objections, competitors and the tone the website should convey. Include evidence for any important claims.
Scope and structure
Add the agreed sitemap, the purpose of each key page, required content, calls to action and important visitor journeys. Mark what is essential for launch and what belongs in a later phase.
Functional and technical requirements
List forms, payments, bookings, accounts, integrations, data, permissions, accessibility, analytics, SEO, domain, hosting and migration requirements. Note what is already configured and who owns each account.
Outputs, testing and success
Define what will be delivered, who supplies content, how feedback works, which devices and journeys must be tested, and which measures will show whether the site is working.
Quick check
- Context and objective
- Audience and positioning
- Competitor references
- Sitemap and page briefs
- Content responsibilities
- Functionality and integrations
- Platform/domain requirements
- Accessibility and SEO
- Launch scope and phases
- Testing and measurement
Turn the advice into your finished website plan.
The £14.99 Website Planning Kit gives you a printable planner, editable workbook, visual planning board, completed example and your own planning SuperAgent.
See the Website Planning Kit