How to Write a Web Design Brief

A web design brief explains what your website needs to achieve, who it serves and what is included in the project. You do not need technical language or a finished specification: a clear outline is enough to start a useful conversation.

I’m Lee at Dreamkatcha, a freelance web designer in Berkshire. Here is the information I ask clients to gather before we discuss a new website or redesign, followed by a short template you can copy.

Updated 2 October 2026.

1. Your business, audience and main goal

Describe what you do, who you want to reach and where those customers are. Then choose the main action you want a visitor to take: request a quote, book an appointment, buy a product or contact your team.

Be specific about the problem. “More enquiries for kitchen installations in Berkshire” gives a designer more direction than “a modern website”. For a music project, the goal might be to help promoters find an artist’s music, press information and booking contact.

2. Your current website and what needs to change

Include your existing website address, if you have one. List what works, what frustrates visitors and which pages or features you want to keep. Note any enquiries, sales or useful search traffic the current site already brings in.

For a redesign, flag important existing page addresses and downloadable files before anything moves. Tell me who manages the domain, hosting and email so we can plan the handover. Access details can be arranged securely later; do not put passwords in the brief.

3. The pages and features you need

Start with a rough page list, such as Home, Services, individual service pages, About, Projects and Contact. Separate essential launch features from ideas for a later phase.

• Enquiries: what should the form ask and who should receive it?
• Bookings: do you already use a booking service that needs to connect to the site?
• Online sales: how many products are involved, and what payment, delivery or collection options are needed?
• Music: do you need an artist roster, releases, videos, event listings or press material?
• Updates: which parts will you want to edit yourself?

Use the website planning checklist to spot anything missing before requesting a quote.

4. Content, photographs and visual direction

List the text, images, videos and existing brand files you can supply. Make clear which content is ready, which needs updating and where you need help. Confirm that you have permission to use the material you provide.

Share two or three websites you like and explain why: perhaps the navigation is clear, the photographs are prominent or the services are easy to compare. This gives us a design direction without copying somebody else’s site. You can also refer to my website design case studies.

5. Search visibility and measurement

Tell me which services and locations matter commercially. Include the questions customers ask before buying, rather than only a long list of keywords. If you already use Search Console or Analytics, let me know so that existing performance can inform the redesign.

Decide what success will mean after launch: qualified enquiries, bookings, purchases or another measurable action. Tracking should reflect those actions. A new design alone does not guarantee search positions or more sales.

6. Budget, timing and decisions

Give a budget range and explain whether it covers just the build or also content, hosting and ongoing support. Mention any fixed launch date and why it matters, such as an event, release or business opening.

Identify who supplies content, who gives feedback and who approves the work. If several people are involved, agree how their comments will be combined. The schedule and quote can then be based on the actual scope and content readiness.

7. Hosting, updates and ownership

State whether you want to keep your existing provider or discuss website hosting and support. Agree who will handle updates, backups, domain renewals and routine content changes, and what support is included after launch.

Also flag any accessibility needs, integrations and business requirements that affect the build. These are easier to plan before designs are approved.

A web design brief template you can copy

Short answers are fine. If you are unsure about something, mark it for discussion.

Business and current website: [Name, website address and a short description]

Audience and location: [Who the site is for and where you work]

Main goal: [The action you want visitors to take]

What needs improving: [Problems with the current site, if any]

Pages and essential features: [A rough list, with later ideas separated]

Content and images: [What is ready and where help is needed]

Design examples: [Two or three links and what you like about them]

Budget and launch date: [A range and any fixed deadline]

Approvals and updates: [Who decides and who will maintain content]

Hosting and existing systems: [Providers or services to retain; no passwords]

Send your brief to Dreamkatcha

Send your website brief or call 01344 444405 to discuss the project. You do not need every answer before getting in touch; we can identify the remaining decisions together.

For an artist, DJ, band or agency, see my music industry website design page for relevant examples and the service scope.