A useful website brief does not need to predict every design decision. It needs to give the delivery team enough context to define the right structure, identify risk and begin without repeatedly returning to the client for basic information. This checklist is designed for agencies handing a client website into design and development.
1. Commercial context
Start with why the website exists. “A modern redesign” describes an aesthetic preference, not a business outcome. The delivery team needs to understand what the client wants visitors to do and how success will be judged.
- What does the organisation offer?
- Why is the website being created or replaced now?
- What is the primary visitor action?
- Which outcomes matter: qualified enquiries, bookings, sales, applications or credibility?
- Are there fixed campaign, event or contractual deadlines?
2. Audience and positioning
A clear audience prevents generic copy and design. If the client serves several groups, rank them. The homepage cannot give five audiences equal priority without weakening the journey for all of them.
- Who is the primary audience?
- What do they already understand about the service?
- What problem or decision brings them to the website?
- What objections or trust concerns must the website resolve?
- Which alternatives does the client expect visitors to compare?
3. Page and content scope
List the required pages and identify which ones need unique layouts. A fifteen-page website built from five reusable templates is different from fifteen completely distinct pages. Content volume and readiness affect both design and production.
- Confirmed page list and provisional navigation
- Purpose and primary action for each important page
- Existing pages that must be retained, redirected or removed
- Named owner for copywriting, editing and final approval
- Status of images, video, testimonials, team profiles and downloadable files
- Any content migration and the quality of the source material
4. Brand and design direction
References are useful when the reason behind them is explained. “Make it look like this website” leaves the designer guessing whether the client values typography, pacing, colour, animation or the type of imagery.
- Current brand guidelines, logo files, fonts and colour values
- Three to five relevant website references with specific comments
- Existing campaign or product assets the website must align with
- Accessibility or audience requirements that affect the interface
- Design decisions already approved by the client
5. Functional requirements
Describe what the website must do in plain language before choosing tools. Mark each requirement as essential for launch, desirable later or still undecided. This prevents optional ideas from quietly becoming launch blockers.
- Forms, required fields, recipients and confirmation behaviour
- CMS content types and who will maintain them
- Booking, CRM, email, analytics or payment integrations
- Search, filtering, memberships, localisation or gated content
- Browser, device or performance requirements
- Consent, privacy and legal requirements supplied by the client
6. Platform, hosting and access
Platform choice should follow editing needs, functionality, integrations and the client’s internal capability. If the platform is already decided, explain the constraint. Provide access securely and verify it before scheduling production.
- Domain registrar and DNS access
- Hosting or platform account access
- Existing CMS, repository or staging environment
- Analytics, Search Console, tag manager and form destinations
- Required third-party licences, themes, apps or plugins
- Named person authorised to approve production launch
7. Feedback and approval rules
The brief should name one decision-maker who consolidates client and agency feedback. It should also state the expected review window. A technically simple site can still miss its date when approvals sit unresolved for two weeks.
- Agency project owner and final approver
- Client stakeholders who will review the work
- Where feedback will be recorded
- Expected turnaround for reviews and approvals
- How conflicting feedback will be resolved
- How new pages or functionality will be assessed as scope changes
8. Readiness check before the clock starts
A brief is ready when the delivery team can state what it is building, for whom, with which content, on which platform and who can approve it. If those answers are missing, beginning design usually creates movement without dependable progress.
Keep a short readiness gate: active commercial agreement, agreed deliverable, one decision-maker, approved scope, available brand assets, ready copy or an approved content service, reference direction and the required access. Only then should the delivery timeline begin.
Turn the guidance into a dependable delivery system.
Oncreation works behind agencies on website structure, custom UI, development, QA and launch—with the agency remaining in control of its client relationship.
