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You’ll be joining the 130,000 Smart Insights members from 80 countries who trust our advice to Plan, Manage and Optimize their marketing. Writing the perfect brief may not be a wholly realistic goal, but you can go a long way to ensuring the success of your new (or refreshed) website by aiming for just this. This template has 12 sections to help you create a comprehensive website brief that will help produce an effective website that meets the needs of the business.
That responsibility isn't with the client alone though, any design partner has a responsibility to ask questions and to keep confirming a common understanding. Aside from the actual brief though, there are some other things you should be aware of right at the outset, this isn't a form filling exercise.
So, in summary, the website design brief template now on the site (LINK) will guide you through the different steps to providing as comprehensive a set of information as possible. Speaking as someone on the agency side, I find that holding a workshop with the client to help them understand their requirements is always a good option. During the workshop we would look at the target audiences, create personas for them and then keep the project team focused on those personas during each stage of the project.


Once the workshop has taken place and the information collected has been analysed, we are better placed to confirm the brief and therefore provide a cost for the work.
Forming a client-side team rather than having just one contributor would provide a rounder view and would (although not formally) create a workshop scenario and remove any potentially myopic behaviour.
I think workshops are really important though and I referenced them a couple of times in the briefing template. This is not actually an easy task since when you start your research, you’ll discover tons of companies offering the same services.
I have found them to be very professional and the team are always friendly and accommodating, they have a good understanding of our technical requirements and are responsive to our needs. I've seen all kinds of briefs over the years ranging from a short email to a verbal 'we need a new site that looks like the BBC', often used as an apocryphal tale but in this case actually true. Assemble a team within your business.Gather representatives from across the business, at the outset, who'll stay involved for the lifetime of the project.
Mark is a freelance digital marketing consultant working with agencies and direct clients of Mark Kelly digital consultancy You can follow him on Twitter or connect on LinkedIn. Often a client finds it difficult to write a brief, because they are thinking too much about their requirements and not the requirements of their target audiences.
I guess I was focussing more on a competitive situation where clients might be liaising with 3 or more agencies, So may not have the time to meet each prospective partner, or may need to follow procurement due process so can’t workshop up-front. Getting together as soon as possible is invaluable and helps with a more holistic, customer-focused approach as you say.
The ideas was to allow both client side marketers (and agency practitioners in some cases) to take a stepwise approach to formulating a brief. The website design and build projects that have been the most satisfying (all round) and ultimately the most successful are the ones where the brief was crafted and discussed fully, right at the start. Provide clear business (not just marketing) objectives to the design partner as this will inform their proposed solution right from the start. This could include I.T, Logistics, Sales, Customer Service and HR (to differing degrees, depending on the type of site it will be).


Although that can be a bit chicken and egg in terms of response from the design partner, it really is helpful to set some ballpark guides for them at the start. It will be too time consuming for you to source and review more than a small number of potential providers.
Price This varies depending on your website’s status or if you are planning on starting a website. Websites are often instigated and managed by the Marketing team but impact the whole enterprise, so canvass thoughts and request information where appropriate from your departmental compadres. And not best practice to have lots of providers working hard (proposals and pitches cost a fortune in time to expedite) for 'small odds' of being successful. If you are a start-up or SME and don't have departments as such, then think as each department would when you re-read the brief (before sending it out for responses). Portfolio You need to know whether they have rendered their services for other companies before.
Look at those projects and decide whether they are capable or good enough for what you are looking for.3. Will the company help you improve your website or build your website according to what you need or want? And once you hire a web development team, know that they will also commit their time with you. Talk about your style and ask them if they have samples of similar look or ask suggestions from them on what fits for you and your website. If both agree, then perfect.There are still more but these are the basic things you need to look for.



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