--- title: "How to write a website brief · Ingenious Hub" description: "What a good website brief contains: goals, audience, pages, content, references, a budget and timeline as ranges, and who decides. Write one in an evening." canonical: https://www.ingenioushub.com/notes/how-to-write-a-website-brief updated: 2026-11-05 publisher: Ingenious Hub (https://www.ingenioushub.com) --- Strategy # How to write a website brief A good brief is one or two pages: what the site must achieve, who it is for, which pages it needs, what content exists, two or three references, a budget and a timeline as ranges, and the one person who decides. Write it before you speak to anyone. By [Daitiva Sharma](https://www.ingenioushub.com/studio) 5 Nov 20264 min readReads at about Class 6 or below **In this article4 min read** 1. Start with the goal 2. Say who it is for 3. The parts of a brief 4. Pages and content 5. References: say what you like, not what to copy 6. Budget and timeline as ranges 7. Name the decision maker 8. Do you need a custom site at all? 9. Use it 10. When you do not need a studio Most website projects that go wrong went wrong at the start. The owner had a feeling about what they wanted, the designer heard something else, and each quote answered a different question. A brief fixes that. It is a short document that says what you need, so that every studio or freelancer quotes for the same thing and you can compare the answers fairly. You do not need design words. You need to be clear about your business. ## Start with the goal Write one sentence that finishes 'This site is successful if...'. For example: 'people in Jaipur can find our services and send an enquiry', or 'our existing customers can reorder without calling us'. A second goal is fine. A list of seven is a sign that nobody has decided. Be honest about what the site is for today, not what it might be for in five years. ## Say who it is for Describe the one or two kinds of visitor you most want, in plain terms: what they are looking for, what worries them, what language they read in, and whether they arrive on a phone. A parent choosing a school and a purchase manager comparing suppliers need different pages. If you already know what customers ask on the phone, put those questions in the brief. ## The parts of a brief What to put in, and who answers it | Part | What to write | Who decides | | --- | --- | --- | | Goal | One sentence on what success looks like. | You. | | Audience | Who visits, what they want, what they worry about. | You, with your team. | | Pages | A list of the pages you think you need, even if rough. | You, then the studio advises. | | Content | What exists (text, photos, logos) and what must be made. | You. | | References | Two or three sites you like, and one line on why. | You. | | Budget | A range you are comfortable with, and what is flexible. | You. | | Timeline | A date that matters, and why it matters. | You. | | Decision maker | The one person who approves, and who else gives feedback. | You. | ## Pages and content **List the pages as you imagine them:** home, about, services, contact, and anything special such as a catalogue, a gallery or admissions. Then mark, for each, whether the words and photos already exist. This is the part owners skip and then regret, because content is what usually delays a launch. If you have no photos, say so. If your text is in Hindi and English, say that too. Our [guide to writing website copy](https://www.ingenioushub.com/notes/how-to-write-website-copy-for-a-small-business) helps you draft what is missing. ## References: say what you like, not what to copy Pick two or three websites, from any field, and write one line on what you like about each: the way it is easy to scan, the photos, the calm feeling. Add one site you dislike, and why. This tells a designer about your taste faster than adjectives do. It is not an instruction to copy anyone. ## Budget and timeline as ranges Give a range, not a single figure, and say which end is firm. A studio can then tell you honestly what fits and what to leave for a second phase. If you are unsure of the range, use our [website cost calculator](https://www.ingenioushub.com/tools/website-cost-calculator) and read our note on [what website design costs in India](https://www.ingenioushub.com/notes/website-design-cost-india) before you decide. For time, name any date that is fixed, such as a launch event or an admission season, and use the [project timeline estimator](https://www.ingenioushub.com/tools/project-timeline-estimator) to check that it is realistic. Hiding the budget does not get you a better quote. It gets you quotes for different things. ## Name the decision maker Projects slow down when five people give feedback and nobody decides. Write the name of the person who approves, and the names of the people whose views they will ask. Say how quickly you can reply to drafts. A studio can plan around a slow reviewer. It cannot plan around an unknown one. ## Do you need a custom site at all? **Part of the brief is an open question:** what kind of site is right? A simple template site is often enough, and sometimes a custom build is worth it. Our note on [WordPress, Wix, Shopify or custom](https://www.ingenioushub.com/notes/wordpress-wix-shopify-or-custom-website) gives the trade-offs. Write your needs in the brief and let the replies show which route each person recommends, and why. ## Use it Our [brief template](https://www.ingenioushub.com/brief-template) has these headings ready to fill in. Send the finished brief to two or three studios or freelancers, ask each for the plan, the timeline and what is not included, and compare the answers line by line. If you would like to see how we work on sites, see our [web design service](https://www.ingenioushub.com/services/web). ## When you do not need a studio If you need a one-page site for a small shop and you are comfortable with a template builder, write the brief anyway and build it yourself. The act of writing it will save you hours. Bring in a studio when the site has to carry real enquiries, many pages, a catalogue or a brand that must look consistent. About the author [Daitiva Sharma](https://www.ingenioushub.com/studio) is the founder of Ingenious Hub, a brand and design studio in Jaipur. A designer, brand strategist and photographer, he has worked in design since 2007, leading design teams before founding the studio. [LinkedIn](https://www.linkedin.com/in/daitiva) Disagree, or want to argue the point? hello@ingenioushub.com Share this note - [LinkedIn](https://www.linkedin.com/sharing/share-offsite/?url=https%3A%2F%2Fwww.ingenioushub.com%2Fnotes%2Fhow-to-write-a-website-brief) - [X](https://twitter.com/intent/tweet?url=https%3A%2F%2Fwww.ingenioushub.com%2Fnotes%2Fhow-to-write-a-website-brief&text=How%20to%20write%20a%20website%20brief) - [WhatsApp](https://wa.me/?text=How%20to%20write%20a%20website%20brief%20https%3A%2F%2Fwww.ingenioushub.com%2Fnotes%2Fhow-to-write-a-website-brief) - 4 min read Share this note - [LinkedIn](https://www.linkedin.com/sharing/share-offsite/?url=https%3A%2F%2Fwww.ingenioushub.com%2Fnotes%2Fhow-to-write-a-website-brief) - [X](https://twitter.com/intent/tweet?url=https%3A%2F%2Fwww.ingenioushub.com%2Fnotes%2Fhow-to-write-a-website-brief&text=How%20to%20write%20a%20website%20brief) - [WhatsApp](https://wa.me/?text=How%20to%20write%20a%20website%20brief%20https%3A%2F%2Fwww.ingenioushub.com%2Fnotes%2Fhow-to-write-a-website-brief) - ## Tools and terms for this note Try it yourself, free - [Cost calculatorAn honest range for branding, a website, marketing or PR, from our published prices.](https://www.ingenioushub.com/tools/website-cost-calculator) - [Timeline estimatorHow long a brand identity or a website takes, counted from a start date or back from a launch.](https://www.ingenioushub.com/tools/project-timeline-estimator) - [Brief templateA printable design brief to fill in before you talk to anyone.](https://www.ingenioushub.com/brief-template) ## Keep reading More on [Websites](https://www.ingenioushub.com/notes/topic/websites) - [Instagram profile setup for small businessMarketing · 4 min read](https://www.ingenioushub.com/notes/instagram-profile-setup-for-small-businesses-india) - [Local SEO checklist for a Jaipur businessMarketing · 3 min read](https://www.ingenioushub.com/notes/local-seo-checklist-for-jaipur-businesses) - [Project fee or monthly retainer: how to chooseStrategy · 5 min read](https://www.ingenioushub.com/notes/project-fee-or-monthly-retainer-for-design-and-marketing) - [Questions Jaipur business owners askStrategy · 1 min read](https://www.ingenioushub.com/notes/questions-jaipur-business-owners-ask) - [Brand positioning, with Indian examplesStrategy · 5 min read](https://www.ingenioushub.com/notes/brand-positioning-examples-india) - [Preparing for school admissions seasonStrategy · 2 min read](https://www.ingenioushub.com/notes/preparing-for-school-admissions-season) [All notes](https://www.ingenioushub.com/notes) The argument, applied ## WooCom Pro: A SaaS site that talks like an operator. Repositioning + product UI for a WooCommerce store-manager. [Read the case study](https://www.ingenioushub.com/work/woocom-pro) [All work](https://www.ingenioushub.com/work) [ *(image: WooCom Pro: A SaaS site that talks like an operator.)* ](https://www.ingenioushub.com/work/woocom-pro) ## Where this thinking goes to work - [Website & UI/UXA site that gets to the point.](https://www.ingenioushub.com/services/web) ## More on this topic. Something we haven’t covered? [Ask us](https://www.ingenioushub.com/contact?from=notes-how-to-write-a-website-brief). **How long should a website brief be?** One or two pages is enough. Clear and short beats long and vague. The goal, the audience, the pages, the content you have, a budget range, a date and the decision maker cover most of it. **Should I put my budget in the brief?** Yes, as a range. It lets a studio propose what fits and say what to leave for later. Without it, each quote answers a different question and you cannot compare them. **What if I do not know which pages I need?** Write down the questions your customers ask and the actions you want them to take. A studio can turn those into a page list. A rough list is better than none. **Do I need to write the content before I brief?** No, but say what exists and what does not. Content is the most common cause of delay, so knowing early helps everyone plan. **Who should approve the work?** One named person. Others can give feedback, but one person decides, and the brief should say who that is and how fast they can reply. ## Want this applied to your brand? [Start a project](https://www.ingenioushub.com/contact?service=web&from=notes-how-to-write-a-website-brief) [See what Website & UI/UX starts at](https://www.ingenioushub.com/pricing#price-web) [Free brand audit](https://www.ingenioushub.com/brand-audit) Based in Rajasthan? [Web Design Company in Jaipur](https://www.ingenioushub.com/website-design-company-jaipur) Source: https://www.ingenioushub.com/notes/how-to-write-a-website-brief