Define what the website must do
“We want a modern website” describes a preference, not a business goal. Decide whether the site should generate enquiries, present a catalogue or support sales conversations. Rank multiple goals by priority: that decision determines homepage content and calls to action.
List your customers’ questions
Questions repeated in sales meetings are useful for planning pages. Explain who the service is for, what it includes, how the process works and what the customer needs to prepare. Put answers on relevant service pages rather than crowding everything onto the opening screen.
Take stock of existing content
Gather texts, photos, catalogues, technical documents and references in one place. Mark what is current, what needs replacing and what will be removed. Check image rights and publication permissions, and assign responsibility for content preparation before design starts.
Describe functions with examples
Instead of simply requesting an admin panel, explain what the team will update and how often. Products, projects and enquiry records have different needs. For payments, CRM or shipping connections, name the providers and access requirements so the technical scope can be estimated accurately.
Agree on approvals and launch
Choose who approves design and content. Separate feedback arriving at different times can delay delivery. Document scope, schedule, deliverables, maintenance responsibilities and third-party licences. A useful brief does not require every answer; it should make unresolved questions clear.
