The sentence we hear most when starting a new website project is: 'Honestly, we're not entirely sure what we want.' That's perfectly normal — figuring it out is part of the work we'll do together. But a little preparation doubles the value of the first meeting.
A brief is not a long document. One page of honest answers is worth more than a forty-page corporate deck.
Why does the brief matter so much?
Because most design decisions are really business decisions. Picking colors without knowing who the site speaks to is like setting sail without a route. A brief puts everyone on the same map — and melts away the 'actually, we imagined something different' surprises before they happen.
Five questions to answer
1. Who is it for? Describe the person who will visit the site. 'Everyone' is not a valid answer — a site that speaks to everyone speaks to no one.
2. What's the one-sentence goal? What should a visitor have done by the time they leave? Request a quote, buy a product, call you? One sentence, one action.
3. Which three sites do you like — and why? The 'why' is the valuable part. Is it the colors, the simplicity, the storytelling? Bonus points if you add an example you don't like.
4. What content is non-negotiable? List the copy, images, videos and product information you already have. Seeing the gaps lets us build a realistic timeline.
5. What does success look like? Six months from now, what will make you say 'this site worked'? More form submissions, fewer phone calls, a stronger first impression?
There's no such thing as a perfect brief
If you've answered these five questions briefly and honestly, most of the job is done. The rest gets clear by talking — asking the right questions is what a good agency is for anyway. Don't postpone starting because your brief feels incomplete; the best briefs are the ones written after the first meeting.