How to Write a Brief

TimBerr Designs will need to know a bit about your company in order to get a feel for how they should design your web site.

  1. A couple of paragraphs about your company

  2. The products you sell or services you provide

  3. Are you an international company? If so, which countries?

  4. How long have you been established?

  5. Describe the company using five or ten words (e.g. young, vibrant, technology based etc)

The Old web site

If you have an existing web site firstly let the web design company know the URL! (the web address). Then answer the following questions:

  1. What is good about the web site?

  2. What is bad about the web site? (i.e. old colour schemes, out-dated design)

  3. How long ago was it built? and who built it?

  4. What levels of traffic is it currently receiving?

  5. How often do you get a genuine sales lead through the web site?

  6. Who is responsible for updating the site?

The New web site.

What do you need from the new web site.

  1. Outline the aims of the web site (to increase traffic, increase product awareness,

  2. generate more sales, offer e-commerce, advertise a new product or service)

  3. Who is the target audience?

  4. Is the new web site part of a re-brand or a new product launch?

  5. Is there other advertising taking place that the new web site should tie in with?

  6. What are the unique selling points for your company, your products or your services.

  7. List a few competitors web sites.

The Look and Feel of the New Web Site

The web site should be an extension of any offline media, advertising or branding that you
have. It is always helpful to be provided with a brochure, some marketing literature or the
annual report to help get a feel for the company.
It is worthwhile noting three or four web sites that you like.
Do you have access to any corporate images?
Another area that is always overlooked is copy writing. Have you got the copy text ready to
go into your web site?


You are proposing spending money on a new web site, so you want customers to see it,
right? So now consider how you will promote it.

On-line Promotion

The on-line promotion of a web site is often overlooked when considering the web site
brief. The promotion of your web site on the internet, both in terms of getting it on the
search engines and also building links with other web sites are vitally important to the
continued success of the site.

You should consider:

  1. Building link partners

  2. Search engine optimisation and submission

  3. Search engine paid listings - Google Adwords (the sponsored links you see on the side of your search results)

  4. Email marketing - emails that are branded inline with the web site.

  5. Adsense advertising on high traffic volume web sites.


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