"I want a modern website that looks professional." It is the sentence many projects begin with, and it is also the origin of many websites that arrive late, with endless revisions, or with a result that "isn't what I had in mind". The problem is almost never the designer's talent: it is that what you know about your business has not reached their desk in full.
A brief is simply that handover of information, in writing. It does not need to be long or technical; it needs to be clear.
Start with the why: goals
Before you talk about colours or sections, say what you want the website to achieve. "Having an online presence" is not a goal; "getting more calls from customers in my area", "selling my products without depending on a marketplace" or "letting candidates get to know me before the interview" are.
If you can, rank your goals by priority. A website that tries to inform, sell, capture leads and look pretty with equal weight usually does none of the four well. And tell the agency how you will know it has worked: more quote requests, more bookings, fewer repeated questions over the phone.
Who your customer is and how you are different
Describe the people you want to use the site: who they are, what they are looking for when they arrive, what doubts they have before buying from you and what device they usually use. Designing for a grandmother booking an appointment first thing in the morning is very different from designing for a purchasing manager comparing suppliers on a desktop.
Add what sets you apart. Name your direct competitors (the ones your customers see when they compare you) and what you think they do better or worse than you. With that, the agency can work on your positioning instead of building a website that is interchangeable with the one next door.
References: what you like and what you do not
Gather five or six websites you like and note what you like about each: the clarity of the menu, the style of photography, the tone of the copy, the overall feel. The most useful thing is to give the specific reason, because "I like this site" can mean very different things.
Do the same with what you dislike. Negative references save as many rounds of revisions as positive ones. And make clear they are a guide to your taste, not a request to copy them: the point is to understand your sensibility, not to clone anyone.
Content, features and what you already have
Take an honest inventory of what exists and what is missing. This is where projects slip the most: - Brand: a good-quality logo, colours, typefaces, and a brand guide if you have one. - Copy: will you write it, will the agency write it, or will you work on it together? Keep in mind that writing well takes time. - Images and video: your own photos, shoots still to be done, or stock images. - Features: contact form, bookings, online shop, blog, several languages, integration with your CRM or invoicing software. - What already exists: domain, hosting, email, logins and the current website, so it is clear what to keep and what can change.
Deadlines, budget and who decides
Say whether you have a real deadline (a campaign, an opening, a trade fair) or an approximate one, and be honest about how much time you can spend reviewing. A schedule depends as much on the agency as on how quickly you give feedback and supply materials.
Share a budget range too. It is not a trap to be charged the maximum: it helps the agency propose realistic solutions instead of three options out of your reach. And make clear who makes the decisions. If your partner, business partner or team will weigh in at the end, let them weigh in from the start, with a single contact who collects all the comments. It is one of the most common causes of delays and of redoing work that was already approved.
Frequently asked questions
How long should a brief be?
As long as you need to be clear; two or three pages are enough in many cases. A short document with concrete answers beats a long, vague one. If you do not know where to start, a good agency will ask you the questions.
What if I am not sure what I want?
That is common, and it is not an obstacle. Tell the agency what you do know (the problem you want to solve, your audience, what you like and dislike) and let them propose options. A first workshop or discovery meeting usually clears up a lot.
What happens if I change my mind during the project?
It happens in almost every project and some adjustment is normal, but a change of direction after a phase has been approved can affect deadlines and costs. That is why it helps to agree at the start which phases are signed off in writing and how many rounds of revisions are included.