What to Put in a Website Brief (Free Template)

Most website projects that go wrong start the same way. The client says “I need a website” and the designer starts guessing. Three weeks later, both sides are unhappy, because nobody wrote down what the site was for.

A website brief fixes that. It is a short document that says who you are, what you want the site to do and what you can spend. This article explains what goes into a good brief and gives you a template you can copy, fill in and send.

What a website brief is

A brief is one or two pages of answers to the questions every designer will ask you anyway. You write it once. You can then send it to three studios and compare their replies fairly.

It is not a technical document. You do not need to know how websites are built. You only need to know your business and your customers.

Why it saves you money

• You get quotes that match what you want, not a guess.
• You avoid paying for pages and features you did not need.
• You avoid extra costs halfway through, because the scope is clear from day one.
• The project finishes sooner, because fewer questions go back and forth.

At Cyprogram we give fixed quotes after a free call. A good brief makes that call shorter and the quote more exact. For typical prices, see our website pricing guide.

What to put in it

Cover these eight areas. Keep each answer short.

1. About your business

Say what you sell, where you work and how long you have been running. Two or three sentences is enough. Add your current website, if you have one.

2. The goal of the website

Pick one main goal. For example: get customers to message you on WhatsApp, sell products online, take bookings, or show your work so people trust you. If you list five goals, the site will do none of them well.

3. Your audience

Describe the person you want to reach. Where do they live? What do they want? What phone do they use? Do they pay with mobile money or a card? These answers change the design.

4. Pages and features

List the pages you expect, such as Home, About, Services, Contact. List any special features, such as an online shop, a booking form, a blog or multiple languages. If you are unsure, say so. A designer can suggest.

5. Content

Tell us who will write the text and who will supply photos. Many delays come from content that arrives late. If you have no photos, say that now, so a plan can be made.

6. Look and feel

Share your logo, brand colours and fonts if you have them. Send links to two or three websites you like and say what you like about each one. Also name one site you dislike and say why.

7. Budget and deadline

State a budget range and a date you need the site live. A budget is not a trap. It lets the studio suggest what fits. For a sense of the range, our websites start from $500 for a starter site of up to 5 pages. Business sites usually run $800 to $1,500. Custom projects start from $2,000.

8. After launch

Say who will update the site and how often. Say if you want help with hosting, search engine setup or ongoing changes.

Copy and paste brief template

Copy the list below into a document or a WhatsApp message. Replace each line with your answer.

• Business name:
• What we sell or do (2 sentences):
• City and country, and where our customers are:
• Current website (if any):
• Main goal of the new site (pick one):
• Who we want to reach:
• Pages we expect:
• Special features (shop, booking, blog, languages):
• Who writes the text, who supplies photos:
• Logo and brand colours available (yes or no):
• Three sites we like, and why:
• One site we dislike, and why:
• Budget range:
• Date we need it live:
• Who updates it after launch:
• Best contact name, number and email:

A short example

Question	Weak answer	Useful answer
Goal	“Look professional”	“Get 20 enquiries a month on WhatsApp”
Audience	“Everyone”	“Parents in Yaounde who want a school tutor”
Pages	“Normal pages”	“Home, Subjects, Prices, Contact”
Budget	“Cheap”	“Up to $800”

The useful answers are specific. You can check later whether the site met them.

How to fill it in without stress

Set aside thirty minutes. Open the template and answer the easy lines first, such as your business name, city and contact details. Then move to the harder ones.

1. Talk it out. If writing is hard, record a voice note answering each question and type it up later.
2. Ask your customers. Message three recent customers and ask what they looked for before they found you. Their answers will sharpen your goal and audience.
3. Gather your files. Put your logo, photos and any old text in one folder, so you can share it in one go.
4. Cut it down. If an answer runs past three sentences, shorten it.

When you finish, read it as if you were a stranger. Could a designer who has never met you picture the site? If not, add the missing detail.

What happens after you send it

A good studio reads the brief, then asks follow up questions. Expect questions about your priorities, your content and your deadline. This is normal and it is a good sign. It means someone is thinking about your project.

You then get a fixed quote that lists the pages, the features, the timeline and the price. Compare quotes line by line against your brief. If a quote leaves out something you asked for, ask why.

Mistakes to avoid

• Writing a wish list with no priorities. Mark what you must have and what can wait.
• Hiding the budget. Studios then quote high or low by chance.
• Forgetting content. A great design with no text or photos cannot launch.
• Copying a competitor. Use their site as a reference for features, not for identity.

How to send it

Do not worry about formatting. A plain list on WhatsApp works well and many clients prefer it. Paste the template with your answers and we reply within one working day with questions or a call time. Then we book a free call and send a fixed quote.

Our process is simple. You pay 50% upfront and 50% at launch. A starter site takes about 2 weeks. Larger projects take 3 to 6 weeks. See our web design service for what each package includes.

Final tip

Do not wait until the brief is perfect. A rough brief sent today beats a perfect one sent next month. Fill in what you know, mark the rest as “not sure”, and let a designer help with the gaps.