How to Write a Website Brief That Gets Results

Let's be real for a second. You've probably tried to brief a web agency before and ended up with a website that feels nothing like what you imagined. Or worse, you handed over a vague paragraph and hoped for the best.

I get it. Writing a good website brief is hard. But it's also the single most important thing you can do to get a website that actually works. A brief that's clear, detailed, and strategic will save you time, money, and a whole lot of frustration.

Here's what we're covering today: exactly what goes into a killer website brief, what most people get wrong, and how to write one that makes your agency love you. I'm speaking from experience here at our Brisbane agency, Salt Agency. We've seen both sides – the bad briefs that lead to rework, and the good ones that lead to award‑winning sites.

So grab a coffee, open a fresh doc, and let's build a brief that gets results.

Why Your Brief Matters More Than You Think

Your website brief is the blueprint for your entire project. Think of it like house plans. You wouldn't ask a builder to start pouring concrete because you liked a Pinterest picture. You'd provide floor plans, material specs, and a clear vision.

Same goes for your website. A brief that's vague or missing key details forces your agency to make assumptions. And assumptions? They lead to revisions, scope creep, and a final product that misses the mark.

Here's a stat that hits home: a study by the Project Management Institute found that poor requirements management – essentially a bad brief – is a leading cause of project failure. In the web world, that translates to blown budgets and delayed launches. Don't let that be you.

A strong brief does three things:

• Aligns everyone on goals. You, your stakeholders, and the agency all see the same picture.
• Saves time and money. The agency spends less time guessing and more time building.
• Gives you a better website. Because the brief is built around your audience, your brand, and your business objectives.

I've seen projects at our Brisbane studio go from "it's okay" to "this is exactly what we wanted" simply because the client invested a couple of hours in writing a proper brief.

The 5 Essential Sections of a Website Brief

Every good brief should cover these five areas. Skip one and you're asking for trouble.

1. Project Overview & Goals

Start with the big picture. What's the purpose of this website? Who's it for? What does success look like?

Be specific. Don't say "we want a modern website." Say "we want a website that increases online bookings by 30% within six months."

I always ask our clients: "What's the one thing you want visitors to do when they land on your homepage?" That's your primary goal. Everything else should support it.

Here's a template for this section:

• Business name: Your company name.
• Project type: New build, redesign, or rebuild on a new platform?
• Core objective: What's the primary business goal? (e.g., generate leads, sell products, showcase a portfolio)
• Target audience: Who are you trying to reach? Be detailed – demographics, behaviours, pain points.
• Current website issues: If it's a redesign, what's broken? Slow load times? Low conversion? Ugly design? List them.

A good brief doesn't just describe what you want. It explains why you want it. That context helps an agency make smart design and development decisions.

2. Brand & Design Direction

Your website is an extension of your brand. So your brief needs to capture your brand's personality, voice, and visual identity.

I recommend providing:

• Your existing brand guidelines (logo, colours, fonts) if you have them.
• Links to 3–5 websites you love and 1–2 you hate, with notes on why.
• A brief description of your brand's tone. Are you professional and corporate? Fun and quirky? Somewhere in between?

But here's the catch: don't just say "make it look like this competitor's site." A good agency wants to differentiate you, not copy someone else. Use your examples as inspiration, not exact templates.

If you're working with an agency like Salt Agency, we'll help refine this. But the more direction you give upfront, the faster we can land on a design that feels like you.

3. Content & Functionality Requirements

This is where most briefs fall apart. You can't just say "we need a services page with text." You need to think about:

• How many pages are you expecting? List them all. Home, About, Services, Blog, Contact – plus any extras.
• What content do you already have? Copy, images, videos. Be honest about what's ready and what still needs to be created.
• What functionality is non‑negotiable? Ecommerce, booking forms, member login, blog, multilingual support, third‑party integrations (CRM, email marketing, etc.).

A great tactic: imagine a user's journey through your site. What pages do they visit? What actions do they take? Map that out and include it in your brief.

And don't forget about video. More than 80% of businesses now use video on their websites because it boosts engagement and conversions. If video is part of your plan, mention it. For example, a testimonial video on your homepage or a product demo on your services page. Check out our article on why video marketing works for Australian businesses for more on that.

4. Technical & SEO Considerations

A website that looks pretty but doesn't get found is like a brochure nobody opens. Your brief should include your expectations around search engine optimisation.

Do you want to rank for specific keywords? If so, list them. Do you need a blog that's easy to update? Yes, you probably do. Does your site need to be lightning fast and mobile‑first? That's table stakes now.

I always recommend including a section on SEO goals. Even if you're not an expert, say something like "we want to rank in the top 5 for 'plumber Brisbane' within 6 months." That tells the agency they need to build the site with SEO in mind.

For a deeper dive, read our guide on what is SEO and how does it work. It'll help you write better SEO requirements in your brief.

Also think about integrations. Does your site need to talk to Google Analytics, a CRM, or a booking system? List every tool you plan to use.

5. Budget & Timeline

I know, I know. Talking about money can feel uncomfortable. But it's essential.

Without a budget range, the agency might pitch a solution that's way out of scope. And without a timeline, you risk endless back‑and‑forth.

Be upfront about:

• Your total budget (include a realistic range, e.g., $10k–$15k).
• Any hard deadlines (e.g., "must launch before June 1st for a product launch").
• Your availability for feedback. The faster you respond, the faster the project moves.

And please, don't treat budget as a secret. A good agency will help you get the most value for your money, but they can't do that if they're guessing.

If you're wondering what a typical website costs in Australia, check out our article on how much does a website cost in Australia for real numbers.

Common Mistakes to Avoid in Your Brief

Even with a solid structure, people still mess up. Here are the biggest mistakes I see in website briefs at our Brisbane agency.

1. Being too vague.

"Make it look modern" is not a direction. "Use minimal white space, bold headings, and a clean two‑column layout with a pastel colour palette" is a direction. Get specific.

2. Designing by committee.

The brief should be created by the key decision‑maker, not a group of ten people with different opinions. If you involve too many stakeholders, the brief becomes a compromise that pleases nobody.

3. Omitting your competition.

Your agency needs to know who you're up against. List your top 3–5 competitors and explain what they do well and where they fall short.

4. Forgetting mobile.

Over 60% of web traffic comes from mobile devices. If your brief doesn't mention mobile experience, you're already behind.

5. Ignoring content creation.

A great design needs great content to shine. If you don't have copy or images ready, say so. The agency can help, but it needs to be scoped in.

How to Present Your Brief

Once you've written your brief, don't just email a .docx and hope for the best. Present it like a pro.

• Use a clean format. A Google Doc or Notion page works well. Break it into clear sections.
• Include a summary at the top. A one‑page executive overview helps everyone get aligned fast.
• Attach your brand assets and reference images in a folder.
• If possible, walk through the brief with your agency. A 15‑minute call to clarify questions saves hours later.

At Salt Agency, we love clients who bring a well‑thought‑out brief. It shows they've done the work and they're serious about results. And it makes our job – building a website that kills it – so much easier.

FAQ: Website Briefs

Q: How long should a website brief be?

A: Aim for 2–5 pages. Too short and you miss important details. Too long and no one will read it. Be concise but thorough.

Q: Should I include wireframes or mockups?

A: Only if you have them. But don't stress if you don't. A good agency will create wireframes as part of the design process. Your job is to explain what you need, not how to design it.

Q: Can I use a template?

A: Yes, but customise it. Templates are a great starting point, but your business is unique. Add your specific goals, audience details, and functionality needs.

Q: What if I don't know exactly what I want?

A: That's okay. Say that upfront. A good agency will help you define your needs. The brief can start with high‑level goals and get refined together. But the clearer you can be, the smoother the project.

Q: How often should I update the brief during the project?

A: The brief should be a living document. If you discover new requirements, communicate them. But try to keep changes minimal once development starts to avoid scope creep.

References

• Project Management Institute, Pulse of the Profession – on requirements management and project success.
• HubSpot, Video Marketing Statistics – on video engagement rates.

Now go write that brief. Your future website will thank you. And if you need help, we're right here in Brisbane at our studio on Sandgate Road, Albion. You can also browse more articles on our blog to sharpen your strategy.