Why do I need a website design brief before talking to agencies?

A clear website design brief helps agencies quickly understand your business, goals, and constraints so they can give you accurate proposals, realistic timelines, and better ideas. Without a brief, you’re more likely to get vague quotes, missed expectations, and a longer back-and-forth before the project can even start.

How long should a website design brief be?

Most website design briefs are between a few pages and 10 pages long, depending on the complexity of the project. What matters most is clarity: it’s better to answer the key questions well than to write a very long document nobody reads.

What’s the difference between a website design brief and a design questionnaire?

A website design brief is the structured document that summarises everything the designer needs to know, while a design questionnaire is often a list of questions used to collect this information from the client. You can use a questionnaire to gather answers and then turn them into a more polished website brief, or keep everything combined in one template.

Can I reuse the same website brief template for different projects?

Yes — it’s common to keep a core website design brief template and adapt parts of it for different projects, brands, or audiences. You can keep most sections (business, goals, audience, features) and adjust only the details that change from one project to another.

How detailed should I be about features and technical requirements?

You don’t need to write a full technical specification, but you should cover any must-have features and constraints so your designer understands what they’re working with. Mention things like ecommerce, bookings, member areas, integrations, or specific platforms you want to use, and let your agency turn that into a detailed technical plan.

Website Design Brief Template (Free Example for Clients)

A strong website design brief is the first step toward a successful redesign or new site. It gives your designer or agency the context they need to make smart decisions instead of guessing what you want.

On this page, you’ll find a website design brief template, example questions to ask, and a simple way to turn it into a structured online brief inside BrieferFlow so clients can fill everything out in one place.

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What is a website design brief?

A website design brief is a document that explains what your new website should achieve, who it is for, and what needs to be designed and built. It lays the foundation for your web designer or agency to plan the project and give accurate proposals.

A good website brief covers business background, goals, target audience, scope and features, content, look and feel, timeline, and budget — enough information for your design partner to understand the project without leaving critical questions unanswered.

What to include in a website design brief

Most website design brief templates include the same core sections. Here’s what you should cover before you start talking to designers or agencies.

1. Company and website background

Start with who you are, what you do, and where your current website stands today.

Who are you and what does your organisation do? (short overview)
Do you have an existing website? If yes, what is the URL?
What is and isn’t working with your current website?

2. Objectives and reasons for change

Explain why you need a new website now and what you want it to achieve.

Why do you need a new website or redesign right now?
What problems is your current website failing to solve?
What specific goals should the new website help you reach? (e.g. more leads, more sales, more bookings)

3. Target audience and users

Describe who the website is for so design and content choices can be tailored to the right people.

Who is your primary target audience or ideal visitor?
Are there any secondary audiences we should consider?
What do these visitors want to do or find when they land on your site?

4. Scope, pages, and key features

Outline the pages and functionality you expect so your designer can plan the right architecture and effort.

What types of pages do you need? (e.g. home, about, services, blog, shop, contact)
Do you have a draft sitemap or list of key pages?
What features or functionality should the new website have? (e.g. forms, blog, bookings, ecommerce, member area, integrations)

5. Content and assets

Clarify what content you already have, what needs to be created, and who is responsible for it.

Do you already have brand guidelines, logo files, and imagery?
Will you reuse existing copy or create new content for the website? Who will write it?
What types of content will the website host? (e.g. pages, blog posts, case studies, downloads, video, etc.)

6. Design, look and feel

Help your designer understand how the website should look and feel without prescribing the exact solution.

How should your website feel to visitors? (e.g. friendly, premium, minimalist, playful)
Are there any websites you like or want to take inspiration from? What do you like about them?
Are there any colours, fonts, or visual elements we must use or avoid?

7. Technical requirements and integrations

Mention any constraints or technical expectations so there are no surprises later.

Do you have any preferred platforms or CMS (e.g. WordPress, Webflow, custom)?
Does the site need to integrate with other tools (CRM, email marketing, booking systems, payment gateways, etc.)?
Are there any legal, accessibility, or compliance requirements we should know about?

8. Timeline, budget, and success metrics

Finally, share your constraints and how you’ll measure success so expectations are aligned.

When would you ideally like the new website to launch? Are there any key dates to plan around?
What is your budget or budget range for this project?
How will you measure whether the new website is successful (e.g. traffic, leads, sales, engagement, usability)?

Website design brief template (copy-paste example)

Here’s a simple website design brief template you can copy, adapt, and send to your agency or freelancer. Each section corresponds to the questions above.

1. Company and website background — Describe your organisation and share a link to your current website (if you have one).
2. Objectives and reasons for change — Explain why you need a new website now and what you want it to achieve.
3. Target audience and users — Describe who your primary and secondary visitors are and what they’re trying to do.
4. Scope, pages, and key features — List the key pages and features you expect for this project.
5. Content and assets — Clarify what content and assets already exist and what needs to be created.
6. Design, look and feel — Share how the website should feel and any visual references you like.
7. Technical requirements and integrations — Note any platforms, integrations, or constraints we should know about.
8. Timeline, budget, and success metrics — Indicate your timelines, budget range, and how you’ll measure success.

How to use this website design brief template in BrieferFlow

You can send this website design brief template as a static document, but it becomes much easier for clients to complete when you turn it into a structured online brief in BrieferFlow.

In BrieferFlow, you can create a reusable “Website Design Brief” template with all the sections above as fields, then spin up a new brief for each project and share it with clients through a simple portal link — no account required.

Your BrieferFlow dashboard shows you which briefs are complete, what’s still missing, and lets you review and approve each brief so scope is locked before design and development work begins.

Turn this website brief into an online client portal

Create a free BrieferFlow account and start collecting website design briefs through a dedicated client portal instead of email threads and scattered documents.

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FAQ about website design briefs

Need more client-facing templates? Explore our client brief, onboarding questionnaire, and intake form templates.