Hiring a web designer is a significant investment for any business.
A new website can improve credibility, attract more customers, and support long term growth. However, many web design projects fall short of expectations, not because of poor design skills, but because the brief was unclear.
A web design brief does not need to be complicated or full of technical language. What it does need is clarity. When your designer understands your business, your goals, and your audience, they can make informed decisions that lead to a better website.
This guide explains how to brief your web designer properly, what information really matters, and how to avoid the common pitfalls that slow projects down or lead to disappointing results.
Why a Strong Web Design Brief Is So Important
Your brief sets the direction for the entire project. It influences structure, design, content, functionality, and even how long the project takes.
Without a strong brief, designers are forced to guess. Guessing leads to revisions, frustration, and a final website that might look nice but fails to deliver results.
A clear brief helps:
- Reduce unnecessary revisions
- Keep the project on schedule
- Control costs
- Align expectations on both sides
- Deliver a website that supports real business goals
Think of the brief as a roadmap. The clearer it is, the smoother the journey.
Start With Clear Business Objectives
Before discussing colours, layouts, or features, you need to define why the website exists.
Ask yourself:
- What do I want visitors to do on the website
- Is the goal to generate enquiries, calls, or bookings
- Am I selling products or services directly
- Do I need the site to educate visitors before they contact me
Your web designer needs to know whether success is measured in leads, sales, downloads, or engagement. These objectives shape everything from page layout to calls to action.
Without clear goals, design decisions become subjective instead of strategic.
Explain Your Target Audience in Detail
Your website is not for everyone. The clearer you are about your target audience, the better the final result.
Provide information such as:
- Who your ideal customer is
- Whether you serve local, national, or international clients
- The type of problems your customers want solved
- Whether they are price sensitive, quality focused, or time poor
For example, a website aimed at homeowners will feel very different from one aimed at corporate decision makers. A designer can only make the right choices if they understand who the site is for.
Share Examples of Websites You Like and Dislike
Visual examples communicate far more effectively than vague descriptions.
Instead of saying you want a modern website, show examples and explain:
- What you like about the layout
- How the navigation works
- Why the content feels easy to read
- What you dislike and want to avoid
Also share competitor websites. This helps your designer understand the market and identify opportunities to differentiate your brand rather than copy others.
Be Honest About Your Content Situation
Content is one of the biggest causes of delays in web design projects.
Let your designer know:
- Whether existing content will be reused
- If content needs rewriting or improving
- Who is responsible for writing new content
- Whether images, videos, or downloads are available
If content is not ready, say so early. A good designer can plan around this, but only with honest communication.
Outline the Pages and Features You Need
You do not need to define every detail, but you should give a clear overview of what the website requires.
This might include:
- Core pages such as home, about, services, and contact
- Location based pages if you serve specific areas
- Blog or news sections
- Contact forms, booking systems, or ecommerce
- Integration with tools like email marketing or analytics
This information helps your designer scope the project accurately and avoid surprises later.
Be Clear About Budget Expectations
Budget conversations can feel uncomfortable, but they are essential.
Being upfront about budget helps your designer:
- Recommend the right platform and features
- Avoid proposing solutions that are unrealistic
- Design a site that fits your priorities
A smaller budget does not mean a bad website. It simply means choices need to be made. Transparency leads to better recommendations and fewer compromises later.
Discuss Timelines and Deadlines Early
If you have a deadline, explain why it matters.
For example:
- A product launch
- A marketing campaign
- A seasonal promotion
Your designer can then advise whether the timeline is realistic and suggest alternatives if necessary. Rushed projects often lead to shortcuts, so open discussion is key.
Provide Branding and Visual Guidelines
If you already have branding, share it at the start of the project.
This includes:
- Logos in usable formats
- Brand colours and fonts
- Any existing brand guidelines
- Tone of voice preferences
If branding does not exist yet, say so. Many designers can help develop brand elements, but it needs to be planned and budgeted for properly.
Talk About Website Management After Launch
A website is not finished when it goes live.
Let your designer know:
- Whether you want to manage updates yourself
- If you need ongoing support or maintenance
- Plans for SEO, marketing, or content updates
- Whether the site needs to scale as your business grows
Designers build better websites when they understand future needs, not just immediate requirements.
Common Mistakes That Weaken a Web Design Brief
These mistakes come up repeatedly:
- Being vague about goals
- Focusing only on how the site looks
- Withholding budget information
- Assuming the designer understands your business
- Changing direction late in the project
Avoiding these issues saves time and produces better results.
Final Thoughts
When your designer knows your goals, audience, content needs, and expectations, they can focus on what they do best. The result is a website that looks good, works properly, and supports your business.
A little time spent on a clear brief at the start can save weeks of frustration later and lead to a website you are genuinely proud of.