6 min read

How to Create a Website Brief

To guarantee a successful website project, a well-crafted brief is paramount. It is vital for us to discuss your business thoroughly with you, along with the objectives, goals, obstacles, and expected outcomes of the project. 

A brief containing as much detail and information as possible, removes any scope for misinterpretation and assists us to help you achieve your goals. It also enables us to put together an outline of the project, including processes, requirements (photos to be provided etc) and timelines.

Here we show the important parts we need:

Tell us about your business

When it’s time to build your website, a detailed introduction to your business is the road map to success. We need to know all about you to help us understand your business, its goals and where you’re heading. Things to include: 

  • History
  • Brand, values and company mission
  • Brief summary of products and / or services
  • Size of company
  • Staff
  • Location
  • Important dates, interesting headlines and plans for the future.

Your customers and target audience

Describing your ideal client / target audience is crucial so we know who we are tailoring the site to. If you have customer personas, please include them. If not, please let us know the demographic data such as location, age, sex, personality traits, lifestyle, job titles etc.

Popular products/services

Please list the products and/or services that you sell the most of. Also, those that you would like to expand. Plus, please include the geographical area/s you are targeting, this could be the whole of the UK or a city.

Your competitors

Who are your main competitors? What are they doing well – and not so well? It’s always good to look at the competition. List the companies that you consider your rivals. Furthermore, list the websites you like and dislike, from both your industry and others.

Website Project - Current Marketing & after the website launch

Are you using any forms of marketing at the moment? If so, is this currently in-house or outsourced? 

Once your new website is built, how do you intend to promote it? Have you considered the marketing campaign or employing any of the following marketing channels?

  • PPC
  • SEO
  • Social Media

Current site

If you have an existing website, what are the pros and cons? What is working and what isn't? What do you like about it? And when was it built?

Are you happy with the sitemap, navigation and current pages on the existing website?

Project objectives

What do you want your website to achieve? Please list the aim, goals and objectives of the project. For example:

  • Brand awareness
  • Increasing sales
  • Lead generation
  • Improve search engine rankings
  • Etc. 

Copywriting & Content

Will you be writing the content for the website? And if so, do you require assistance with the editing and proofreading of content? Alternatively, do you require copywriting services? 


Does your company have existing brand guidelines? From fonts and colours to photography and tone of voice, are these prepared or do they need to be compiled as part of the project? Do you also have any other branding collateral (brochures, guides)?

Key features & functionality

The goals and objectives of your new site along with the sector of your business will likely determine its specific functionality and features. However, here are some examples of the requirements to consider:

  • Social media sharing
  • Live chat
  • Contact forms
  • CTA
  • Navigation
  • Size guides
  • News / blog section
  • Etc. 


Please let us know your proposed due date and projected timeline, if applicable.


The site features and functionalities that can be included will be largely influenced by your budget and once we have a figure, we will be able to discuss what can be achieved. You might find that your budget allows for more than you planned for. Alternatively, it may not be possible to meet those requirements within budget, meaning we will have to prioritise.

As standard, every Adtrak website: 

  • Is supported on wide range of devices from laptops to smartphones to widescreens
  • Is supported on all major browsers
  • Is built with SEO at its core
  • Includes mobile design and optimisation 
  • Can be hosted on the Adtrak server, if needed

Want to know more? Please don’t hesitate to get in touch and find out about what we do and how we can help.


Our starting point is you. We spend time getting to know your business, its challenges and your goals.


We listen, then we create. We explore different approaches, techniques and strategies based on your needs.


Our experts work collaboratively to build a complete and effective web design and digital marketing solution.


We prioritise measurable results and will report, analyse, test, assess, tweak and develop continuously.

Get in touch today on 0115 959 8900 or Contact Us

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