How to Write a Brief for Your Website or Software Project

A good brief is the cheapest way to get a better project. It helps a partner quote accurately, design the right thing, and avoid the expensive back-and-forth that comes from guessing. You don’t need a technical document — you need clarity. Here’s how to write one that works.

Why a brief matters

Without a brief, you get vague quotes, mismatched expectations and scope creep. With one, you get accurate pricing, a faster start and a partner who’s solving your problem, not their assumption of it. Even a one-page brief dramatically improves the result.

What to include

1. The goal and the problem

Start with why. What business problem are you solving, and what does success look like? “We need more qualified enquiries” is more useful than “we need a website.” The goal shapes every decision that follows.

2. Who it’s for

Describe your users or customers — who they are, what they’re trying to do, and how they’ll reach you (mobile, desktop, search, ads). A product for busy tradespeople looks different from one for enterprise buyers.

3. What it must do

List the core things users need to accomplish — pages, features or actions. Separate “must have” from “nice to have.” Focus on what it should do, and leave the how to your partner — that’s their expertise.

4. Examples and style

Links to sites or apps you like (and why), plus any you dislike, tell a designer more than paragraphs of description. Include your logo, brand colours and any brand guidelines if you have them.

5. Content and assets

Note what you already have — copy, product data, images, existing accounts — and what you’ll need help with. Content readiness is one of the biggest factors in how fast a project moves.

6. Budget and timeline

Sharing a rough budget isn’t weakness — it lets a partner propose the right solution instead of guessing. A range is fine. Note any hard deadlines (a launch, an event) and how flexible they are.

7. How you’ll measure success

Enquiries, sales, sign-ups, time saved — whatever “good” looks like in six months. This keeps everyone focused on outcomes, not just features.

Common mistakes

• Specifying the solution, not the problem. Say what you need to achieve; let experts choose how.
• Being vague to “keep options open.” Vague briefs get vague quotes and unpredictable results.
• Hiding the budget. It just leads to proposals that miss the mark.
• Listing every feature imaginable. Prioritise — a focused first version beats an unfocused everything.

A simple brief checklist

• Goal / problem and what success looks like
• Who the users are and how they reach you
• Must-have features (and nice-to-haves separately)
• Examples you like / dislike, plus brand assets
• Content and assets you have vs need
• Rough budget range and any deadlines
• How you’ll measure success

Have a rough idea? That’s enough to start

You don’t need a polished brief to talk to us — even a few clear sentences about your goal and users is plenty. Tell us about your website, app or software idea and we’ll help shape the brief and give you a clear, fixed quote.