If you want a great website, you need to start with a great brief. Yet, many business owners make the mistake of handing their web designer vague instructions like, “Make it modern,” or “I want it to pop.” The result? A frustrating back-and-forth, endless revisions, and a final product that doesn’t quite hit the mark.
A well-written brief isn’t just a courtesy—it’s the blueprint that ensures your designer understands your vision, your audience, and your business goals from the start. And the most important part of that brief? A clear definition of your ideal customer. Because if your designer doesn’t know who they’re designing for, your site will be built for no one.
In this article, you’ll learn:
- The key elements of an effective web design brief.
- How to define your ideal customer to guide the design process.
- A simple template to create a brief that sets your project up for success.
Let’s break it down and make sure your next website project is smooth, efficient, and frustration-free.
1. Why a Web Design Brief Matters
A web design brief is like a roadmap—it tells your designer where you want to go and what you need to get there. Without it, they’re left guessing, which leads to:
- Confusing revisions (“This isn’t what I wanted, but I don’t know why.”)
- Misaligned expectations (“I thought you were handling the content?”)
- Unnecessary delays (“We have to change the whole layout because we forgot to plan for X.”)
A strong brief ensures that both you and your designer are on the same page from day one, saving time, money, and sanity.
2. The Most Important Part: Defining Your Ideal Customer
Many business owners focus their web design brief on themselves—their favorite colors, their personal preferences, their industry competitors. But the real question is: Who is your website actually for?
Your ideal customer is the person you want to attract, engage, and convert into a paying client. If your designer doesn’t have a clear picture of this person, they can’t build a website that speaks to them.
How to Define Your Ideal Customer
Answer these key questions:
- Who are they? (Age, gender, job title, industry, location)
- What are their biggest problems? (What pain points do they have that your business solves?)
- How do they make decisions? (Do they research online? Rely on referrals? Need lots of details before buying?)
- What websites do they already use? (Looking at sites they trust can guide design choices.)
- What messaging resonates with them? (Should the site feel professional? Fun? Straight to the point?)
Example of an Ideal Customer Profile:
Name: Sarah, 35, small business owner
Industry: E-commerce (handmade jewelry)
Pain points: Struggles with marketing, needs an easy way to showcase products
Decision-making process: Needs to trust the brand, prefers a clean and visual shopping experience
Websites she likes: Etsy, Shopify, minimal and modern designs
Ideal messaging: Friendly, approachable, emphasizes ease of use
If your designer knows this about your ideal customer, they can create a website that actually works—not just one that looks nice.
3. What to Include in Your Web Design Brief
Now that you’ve defined your ideal customer, it’s time to build a complete brief. Here’s what to include:
1. Your Business Overview
✔ What your company does and what problem you solve.
✔ Your unique selling points—why customers should choose you over competitors.
Example:
“We are a local coffee shop that specializes in organic, ethically sourced beans. Our customers love us because we offer a cozy atmosphere, great customer service, and an easy-to-use online ordering system.”
2. Your Website Goals
✔ What do you want your website to achieve? (More leads, online sales, brand awareness?)
✔ How will you measure success? (Higher conversion rates, more contact form submissions?)
Example:
“The goal of our website is to increase online orders by 30% and encourage more customers to sign up for our loyalty program.”
3. Your Ideal Customer (From Section 2!)
✔ Include your customer persona to help the designer make informed choices.
4. Required Features & Functionality
✔ Do you need e-commerce, booking systems, blogs, or custom forms?
✔ Are there any integrations required (CRM, email marketing, payment gateways)?
Example:
“We need an online store with at least 20 product listings, a loyalty rewards sign-up form, and an Instagram feed integration.”
5. Design Style & Inspiration
✔ What kind of look and feel do you want? (Minimalist, bold, elegant, corporate?)
✔ Examples of websites you love (and why).
Example:
“We like the clean, modern feel of [Website A] and the fun, engaging visuals of [Website B]. We want a mix of both.”
6. Content Plan
✔ Will you provide text, images, and branding materials, or do you need help?
✔ If you need content created, who will be responsible for it?
Example:
“We will provide all written content, but we need help sourcing high-quality stock images.”
7. Timeline & Budget
✔ What’s your ideal launch date? (Be realistic—good design takes time.)
✔ What’s your budget range? (Avoid vague answers like “as cheap as possible.”)
Example:
“We need the site live in three months. Our budget is $5,000–$7,000.”
4. Web Design Brief Template
Here’s a quick template you can copy and fill in:
1. Business Name & Overview
- [Briefly describe what your business does and who you serve.]
2. Website Goals
- [What do you want this website to accomplish?]
3. Ideal Customer
- [Describe their demographics, needs, and online behavior.]
4. Required Features & Functionality
- [List any must-have features, like e-commerce, booking, blog, etc.]
5. Design Style & Inspiration
- [Describe your preferred style and include links to example sites.]
6. Content Plan
- [Who is providing the written content and images?]
7. Timeline & Budget
- [What’s your expected launch date and budget range?]
A solid web design brief isn’t just about making life easier for your designer—it’s about making sure you get a website that actually works for your business. By clearly defining your ideal customer, setting realistic goals, and outlining the key details upfront, you’ll avoid costly revisions, endless back-and-forth, and a disappointing final product.
Next step: Before you hire a web designer, take 30 minutes to fill out this brief. It will save you weeks of headaches and ensure you get a website that truly represents your brand.
