Website Cost Calculator
Template • Website Planning
Website Brief Template
A detailed website brief template for aligning business goals, audiences, scope, content, functionality, SEO, measurement and project ownership.
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How to use it
A useful website brief defines the decisions the project must solve—not just the pages the team wants built.
Use this template before asking for design concepts or proposals. It creates enough context for a designer, developer or agency to understand the business problem, while leaving room for the team to recommend a better structure than the one you already have in mind.
Business context
- What does the business sell and how does the website contribute to revenue or operations?
- Why is the project happening now?
- What is not working well enough on the current website?
- What business change would make this project successful 6–12 months after launch?
Audience & journeys
- List the priority audience groups in order of importance.
- What does each audience already know before arriving?
- What questions or risks slow their decision?
- What is the most useful next action for each audience?
- Which existing customer research, call notes or sales objections can inform the journey?
Scope & content
- List must-have page types, not only individual URLs.
- Separate pages that need unique design from pages that can use a reusable template.
- Identify content that must be migrated, consolidated or removed.
- Record who writes, reviews and approves copy.
- List downloadable files, video, case studies, reviews and other proof assets.
Functionality & CMS
- What forms, calculators, filters, directories or gated content are required?
- Which CRM, calendar, email or third-party platforms must connect to the site?
- Which sections must the internal team edit without developer support?
- Are there user roles, multilingual requirements or structured content relationships?
SEO, accessibility & performance
- Which organic landing pages and search topics are commercially important?
- Will URLs change, and who owns the redirect map?
- What accessibility expectations should design and development follow?
- What performance targets or Core Web Vitals issues are already known?
- Which analytics and Search Console properties need to continue through launch?
Constraints & acceptance
- Target launch window and any immovable business dates.
- Budget range or procurement constraints.
- Required stakeholders and approval process.
- Hosting, WordPress or technical constraints.
- What must be true for the team to approve launch?
Research references
Need help applying it?
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Use the resource to get clearer. Use us when you are ready to turn the decisions into the actual website.
The resource should expose the important questions before the work becomes a list of disconnected tasks.
Ready to move from planning to execution?