A good web design brief is the foundation of a successful project. It tells your designer exactly what you need, why you need it, and what success looks like. A vague brief leads to misunderstandings, revisions, and frustration. A clear brief leads to a website that actually works for your business.

Here's how to write one, step by step.

Section 1: About Your Business

Start by giving your designer context about who you are. This isn't marketing fluff—it's about helping them understand your business deeply.

• Company name and brief description of what you do
• How long you've been in business
• Your location and whether you serve locally, nationally, or internationally
• Key products or services you offer
• What makes you different from competitors
• Your company culture and values (if relevant to your brand)

Example: "We're a boutique accountancy firm based in Cork. We've been helping small business owners with tax planning and bookkeeping for 8 years. We specialise in helping hospitality and retail businesses, which sets us apart from larger firms that focus on corporate clients. We're known for being straightforward and approachable—our clients appreciate that we explain things clearly without jargon."

Section 2: Project Goals

Why do you need a new website? Be specific. "To have a web presence" isn't a goal. "To generate 20 qualified leads per month from local businesses" is.

• What's the main business objective? (Generate leads, sell products, build brand awareness, etc.)
• What specific outcomes do you want? (Quantity matters: 10 enquiries per month? €50,000 in annual online sales?)
• What's the timeline? (Do you need this in 6 weeks or 6 months?)
• What's your budget? (A range is fine: €2,000–€4,000)

Example: "Our main goal is to generate 15–20 qualified lead enquiries per month from Irish businesses within a 50km radius of Cork. We currently have zero online presence and most of our work comes from word-of-mouth referrals. We need the site live within 10 weeks and have a budget of €3,500."

Section 3: Target Audience

Who is your website for? Paint a picture of your ideal customer so your designer can create something that actually speaks to them.

• Who is your ideal customer? (e.g., "Business owners aged 35–55 with 5–20 employees")
• What problems do they have that you solve?
• How do they currently find solutions? (Google search, referrals, social media?)
• What language do they speak? (Jargon they use, tone they respond to)
• What devices do they use? (Mobile-first? Desktop-heavy?)

Example: "Our ideal customer is a restaurant or hotel owner aged 40–60 with 20–100 staff. They're too busy to manage their own bookkeeping and worry about tax compliance. They find us through Google searches like 'accountant near me' and through referrals. They don't use jargon and appreciate practical, straightforward explanations. Most will check us on mobile before calling."

Section 4: Competitor Examples

Show your designer 2–3 websites you admire (they don't have to be in your industry). This helps them understand your aesthetic preferences without relying on vague words like "modern" or "professional."

• Link to a competitor's website and what you like about it
• Link to a company in a different industry whose website you admire
• Specific things you like: layout, colour scheme, type of imagery, functionality

Example: "We like [xyz.com] because the layout is clean and the testimonials section builds trust. We like [abc.ie] because the colour scheme feels professional but approachable. We don't want anything flashy or overly designed—we want visitors to feel confident in us."

Section 5: Content Inventory

List what pages and content your site needs. This helps your designer scope the work and plan the structure.

• Homepage
• About page
• Services/products pages (how many?)
• Blog or resources section?
• Testimonials
• Contact page / contact form
• FAQ page
• Privacy policy, terms and conditions
• Any other pages specific to your business

Example: "We need: Homepage, About Us, Services (3 main services), Client Testimonials, Blog (to post monthly tax tips), Contact form, FAQ, Terms and Privacy. We'll provide text for most pages but may need help writing the services descriptions."

Section 6: Technical Requirements

Do you have any technical needs or constraints? This affects what technology your designer recommends.

• E-commerce functionality needed? (If so, how many products?)
• Integration with accounting software, CRM, or email marketing?
• SEO requirements (want to rank for specific keywords?)
• Do you already have a logo? Brand guidelines?
• Hosting preferences? (WordPress, static site, etc.)

Example: "We don't need e-commerce. We do want SEO optimised for 'accountant Cork' and similar keywords. We have a logo but it's 10 years old and might need a refresh. We're open to any hosting recommendation your designer makes."

Section 7: Timeline and Budget

Be clear about timing and budget. It helps your designer scope the project and manage expectations.

• When do you need this finished? (Be realistic—most quality sites take 8–12 weeks)
• What's your total budget in EUR? (Include hosting, domain, design, any ongoing support)
• Are there specific milestones? (e.g., beta version by date X, launch by date Y)

Example: "We need it live by end of June. Budget is €3,500 including design, development, hosting setup, and 1 month of support. We'd like a preview version by mid-May."

Section 8: Success Metrics

How will you know if the website is successful? Define it now, not later.

• How many leads or enquiries per month is success?
• How much traffic do you expect? (e.g., 500 visitors per month)
• Are there specific actions you want visitors to take? (Fill a form, download a resource, call)
• What conversion rate would you be happy with?

Example: "Success means 15–20 enquiries per month from the website, with 10% of visitors filling the contact form. We'll consider this a win if we get 1000+ visitors per month from organic search and local search results."

Pro Tips for Writing a Great Brief

• Be honest about constraints: If budget is tight, say so. Your designer can prioritise features to match reality.
• Provide examples: Screenshots, links, and references are worth more than descriptions.
• Share your customer feedback: What complaints or questions do customers have? What do they ask for?
• Mention any brand restrictions: Are you part of a larger organisation with style guidelines?
• Be specific about tone: Do you want to sound friendly, formal, expert, or approachable?
• Include your competition: What are your main competitors doing online?

What NOT to Include in Your Brief

• Don't micromanage design decisions (unless it's critical to your brand)
• Don't specify exact font names unless you have a reason
• Don't ask for features you're not sure you'll actually use
• Don't include unrealistic timelines or budgets

Trust your designer's expertise on the technical side. Give them clear direction on business goals and audience—they'll handle the design and technology.

How long should a web design brief be?

2–5 pages is ideal. Long enough to be thorough but short enough that your designer will actually read it. Our guide on questions your web designer should ask you has additional details to discuss in meetings.

Should I include my budget in the web design brief?

Yes. Being transparent about your budget upfront helps the designer scope the project realistically. Learn more about realistic budgets in our guide on the real cost of running a website in Ireland.

Next Steps

A great brief is just the start. Find the right designer who understands your goals and can deliver on them. And make sure you have your content ready before the project kicks off.