You've decided you need a new website. You've found a web designer you like. Now comes the bit most business owners dread: explaining what you actually want.
Don't panic. A good web designer will guide you through this. But the more prepared you are, the smoother your project will go. And the more likely you'll get exactly what you need.
Here's what your web designer actually needs to know to build you a brilliant website.
Start with the Basics
Your Business and Goals
Your designer needs to understand your business before they can design for it. Don't assume they'll figure it out from your existing website or a quick chat.
Tell them:
- What your business does (in plain English)
- Who your customers are
- What problems you solve for them
- Your main business goals for the next 2-3 years
- How the website fits into those goals
What Success Looks Like
"I want a nice website" isn't helpful. "I want 20% more enquiries from my website" is gold.
Be specific about what you want your website to achieve:
- More phone calls or emails?
- Online bookings or sales?
- Better brand credibility?
- Easier customer support?
Technical Requirements That Matter
Content Management
Do you want to update content yourself? This affects the entire project approach.
If yes, tell your designer:
- What you want to update (blog posts, prices, team photos)
- How often you'll update things
- Your technical comfort level
Most designers will suggest WordPress for content management. It's reliable and you can learn the basics quickly.
Integrations You Need
List any systems your website needs to connect with:
- Booking systems
- CRM software
- Email marketing platforms
- Payment processors
- Social media accounts
Don't worry if you're not sure about technical details. Just mention what you use and your designer will work out the connections.
Performance Expectations
Page speed matters for both users and Google rankings. If you've used our free website audit tool, share those results.
For most businesses, aim for:
- Pages loading in under 3 seconds
- Good mobile performance
- Reliable uptime
Design Direction and Preferences
Visual Examples
Don't say "make it modern". Show examples instead.
Send your designer:
- 3-5 websites you like (explain what you like about each)
- 2-3 websites you hate (explain why)
- Any existing brand materials (logos, colours, fonts)
Screenshots help, but URLs are better. Your designer can inspect the code and see how things work.
Functional Examples
Show websites with features you want:
- Contact forms that work well
- Photo galleries you like
- Navigation that makes sense
- Booking systems that are easy to use
Content Planning
What You Have
List your existing content:
- Professional photos
- Written copy
- Videos or testimonials
- Legal documents (privacy policy, terms)
What You Need
Be honest about what you don't have. Most designers can help with:
- Copywriting
- Professional photography
- Stock image selection
- Privacy policy generation
Don't let missing content delay your project. Your designer can use placeholder content and you can add the real stuff later.
Budget and Timeline Reality
Your Real Budget
Don't make your designer guess. Give them a range you're comfortable with.
If you're not sure about website costs, check our website pricing guide first. It'll give you realistic expectations for different types of projects.
Genuine Deadlines
"As soon as possible" isn't a deadline. Neither is "before Christmas" in November.
Real deadlines have reasons:
- Product launch on March 15th
- Conference where you need business cards on May 3rd
- End of financial year for budget reasons
Tell your designer why the date matters. They can then advise if it's realistic.
DIY vs Professional: When to Get Help
You can prepare most of this brief yourself. But some parts benefit from professional input:
Do yourself:
- Gathering existing content and materials
- Listing required features and integrations
- Setting realistic budgets and timelines
Get help with:
- Technical architecture decisions
- SEO strategy planning
- Security and compliance requirements
- Performance optimisation planning
Brief Template Checklist
Use this as your briefing checklist:
Business Context:
- [ ] Business description and services
- [ ] Target audience details
- [ ] Main business goals
- [ ] Website success metrics
Technical Requirements:
- [ ] Content management needs
- [ ] Required integrations
- [ ] Performance expectations
- [ ] Mobile requirements
Design Direction:
- [ ] Example websites (likes and dislikes)
- [ ] Existing brand materials
- [ ] Functional requirements
- [ ] Accessibility needs
Project Details:
- [ ] Content inventory
- [ ] Budget range
- [ ] Realistic timeline
- [ ] Key stakeholders
Ongoing Support:
- [ ] Who will maintain the site?
- [ ] Training requirements
- [ ] Hosting preferences
- [ ] Support expectations
Common Briefing Mistakes to Avoid
Being Too Vague "Something modern and professional" could mean anything. Show examples instead.
Focusing Only on Looks Your website needs to work, not just look good. Explain what visitors should do when they land on your site.
Unrealistic Expectations A £2,000 website won't have every feature of a £20,000 one. Be realistic about what your budget can achieve.
Leaving Out Key People Include everyone who'll use or approve the website in early discussions. Last-minute stakeholder changes kill projects.
FAQ
Q: How detailed should my brief be? A: Detailed enough that your designer understands your business and goals. But don't worry about technical specifications - that's their job.
Q: What if I don't know what I want? A: That's fine. A good designer will help you figure it out. Just be clear about your business goals and budget.
Q: Should I get quotes from multiple designers? A: Yes, but compare more than just price. Look at their portfolio, process, and how well they understand your needs.
Q: How long does the briefing process take? A: Usually 1-2 meetings or email exchanges. Don't rush it - getting this right saves time later.
Q: What if my requirements change during the project? A: Small changes are normal. Major changes will affect timeline and cost. Discuss how your designer handles changes before starting.
Getting Your Project Off to the Right Start
A good brief sets everyone up for success. Your designer gets the information they need. You get a website that actually helps your business.
Take time to think through these points before your first meeting. Your designer will appreciate the preparation, and you'll get better results.
Need help working through your website requirements? We offer free initial consultations to help Cardiff businesses plan their web projects properly. Get in touch and let's talk through what you need.