There is a lot of discussion in the web industry about who does a web brief and when. Is it done in-house? Is it done by a design agency? Does strategy have anything to do with it or is it just a tool for project management?
Creating a website brief
A website brief is a document that details a website’s structure, design, content and functionality. It is a detailed breakdown of a client’s requirements or expectations for a website. Identifying the main objectives of the project and outlines, key messages that the client would like to convey through their website.
When writing a brief there are many things to consider from the client’s viewpoint as well as from the designer’s viewpoint. In this article I will discuss how to write a good web brief.
How to know what you are looking for
There are two main things you need to know before you start writing a brief. The first is the purpose of your brief. For each piece of work you commission, there should be a reason it’s being made and an overall objective that’s driving the entire project. The purpose is typically communicated through a strategy document, which sets out all your objectives, or aims.What are your aims? What are you trying to achieve with this project? Why are you doing it?
How to set your website goals
Setting your website goals is important for measuring your site’s success. You can set your goals by making a list of desired outcomes.
Your website goals should be specific, measurable, attainable, relevant and time-bound.
Having a clear idea and vision of the things that you want to achieve, you can start setting up manageable goals for yourself.
It is very important to be realistic when setting up these goals. You should define clear action steps and define time frames for each of them. For example, if your business goal is to increase revenue by 20% in the next 6 months, then break down this goal into smaller chunks such as increasing it by 5% in the first month and another 3% in the second month etc.
When setting up a goal, make sure that it is measurable. This will allow you to know when your goal has been achieved or not.
For example, if your website goal is to increase traffic on your website from 1000 visitors per month to 5000 visitors per month, make sure that this goal is measurable so that once it has been achieved, you will be able to track it easily through statistics or other available means of tracking. Also make sure that this goal can be tracked.
Common mistakes people make when they write web briefs
The web brief is not just an opportunity to sell. It’s also an opportunity to for your Agency to learn about your Business and your project. The best briefs are not too prescriptive, but they do give a clear understanding of what you’re looking for and what the end result should be.
The following are a few things to avoid when writing a web brief:
Being too prescriptive – If you’re asking for a specific format for the site, make sure you understand the reasoning behind it. Keep it simple and outline the issues you are having or the real problem, this gives your Agency to offer you a valid solution.
Too much text – It’s tempting to go into great detail in your web brief, but it can often be better to keep it short and sweet. Not only does this mean that there’s less reading on your part, but it also gives the client room to ask questions and offer further suggestions.
Excluding key information – This is a common mistake with web briefs. Make sure that you include as much information as possible so that you give them a good understanding of how you work. Explain your USP and any other unique workflows you have in your business which could be relative. An agency should be an integrated part of your business so being open and honest about the details is essential.
Writing a good web brief
A web brief is an essential part of the website development process. It describes everything that should go into your website, and all the various elements. The web brief is like the blueprint to the entire site, and it’s vital to get this right.
The web brief sets out clearly what your requirements are for your new website, and ensures that the designer fully understands what you want. It also acts as a guide so that there are no nasty surprises down the line when it comes to building your new site.
To take the effort out of writing a Web Brief, we have put together a Project Planner enquiry form. By answering the questions in as much detail as possible gives us a good starting point of your requirements for your next project.
Looking for a new Website or Redesign? Head on over to our Project Planner.