You know what you want your website to look like—it's all clear in your head. But somehow, when the developer shows you the first draft, it's nothing like you imagined. Sound familiar?
This disconnect isn't your developer's fault. It's a communication gap, and it's incredibly common. The good news? A well-written brief can bridge this gap completely.
Why Your Brief Matters More Than You Think
Developers aren't mind readers. They're problem solvers who translate requirements into code. The clearer your requirements, the closer the result will be to your vision.
A vague brief like "I want a modern, professional website" gives developers almost nothing to work with. What's modern to you might be completely different from their interpretation.
The Essential Elements of a Good Brief
1. Define Your Business Goals
Start with why. What should this website accomplish?
- Generate leads through contact forms?
- Sell products online?
- Build credibility and trust?
- Provide information to customers?
2. Know Your Audience
Who will visit your website? Be specific:
- Age range and demographics
- Technical sophistication
- What problems are they trying to solve?
- What devices do they primarily use?
3. Provide Visual References
Show, don't just tell. Collect 3-5 websites you like and explain what you like about each:
- "I like the navigation on this site"
- "This site's color scheme feels right"
- "The way they showcase products here is what I want"
4. List Your Required Pages and Features
Be explicit about what you need:
- Homepage with specific sections
- About page
- Services or products pages
- Contact form with specific fields
- Blog or news section
5. Share Your Brand Assets
If you have them, provide:
- Logo files (preferably vector formats)
- Brand colors (with hex codes if possible)
- Preferred fonts
- Existing marketing materials
Common Mistakes to Avoid
Being too vague: "Make it pop" means nothing. Be specific about what you want.
Not sharing examples: Visual references eliminate guesswork.
Forgetting mobile: More than 60% of web traffic is mobile. Mention how important mobile is for your audience.
Ignoring content: The best design in the world can't save bad content. Plan your text and images.
A Simple Brief Template
Here's a structure you can follow:
- Project Overview: One paragraph about your business and this project
- Goals: What success looks like (be measurable: "10 leads per month")
- Audience: Who you're trying to reach
- Pages Needed: List with brief descriptions
- Features Required: Contact forms, booking systems, etc.
- Design Preferences: With visual examples
- Timeline and Budget: Be realistic and honest
The Conversation Matters Too
A brief is the starting point, not the end. Good developers will ask clarifying questions. Answer them thoroughly—these questions mean they care about getting it right.
At GMT, we always start with a discovery call to understand your business before writing any code. The brief is a living document that evolves through conversation.
Ready to Start Your Project?
If you're planning a website project, we'd love to help you think through these questions. Our discovery calls are free and obligation-free—we just want to understand if we're the right fit for each other.