What’s the big deal about writing a website brief?

Author Sanja Gumhalter
Category Company
Date Oct 29, 2018
4 min read

Do you really need a website? Actually, you do, because a website is one of the foundations for long-term business planning. Here’s what you need to know about writing a website brief!

When we look at the times we live in, and the technologies we are surrounded with, most of our obligations are in one way or the other connected with the online world. Therefore, from the company perspective, it is very important to to be present online.

The website of a company, with its services or products, is a key point to the consumer. It’s like an online office, so it’s very important to present services and products as authentic as possible, and to share relevant information with consumers.

Below is a short research made by Kibo’s Consumer Trends Report in 2017. It’s about consumer shopping habits and online research made before shopping:

  • 94% of consumers do their research online before visiting a store
  • 81% of consumers said they have looked up inventory on a retailer’s website before visiting the store and 80% are less inclined to visit a store if a website does not provide current product availability
  • 92% of consumers reported interactive content influences them to make a purchase
  • 93% of consumers have reviewed product ratings before purchasing an item

Presentational or conversion website?

Now that you know how a website can help your business, there are two types of websites you should know about: presentational and conversion websites. The main difference between the two is the goal they achieve.

Presentational websites are the ones whose goal to present products and services or to raise awareness about something. On the other hand, the goal of conversion websites is to achieve a conversion (a desired action made by users on a site). For example: buying something on the site, making a reservation or doing any type of action that needs to be fulfilled on site.

How to get started?

Before you start writing a website brief, there are a couple of things you need to really think about. Basically, this is your business investment that’ll help you in long-term planning and attracting new customers, as well as building your revenue, so you need to approach it as such.

So, what are those main segments of the brief you really need to think about?

  1. Business background – details about the client as well as products and services
  2. Your long-term business goals
  3. Goals and objectives you want the website to achieve
  4. Your unique sales proposition
  5. How you want be perceived and positioned on the market
  6. What you like and dislike on your current website (if you have it)
  7. Target groups for your products and services
  8. Specific markets you want to target
  9. Your competition
  10. Benchmarks you aspire to be
  11. Special features you’d like to add (e.g. multiple language support, registration, user profiles, online payment, booking engine etc.)
  12. Website materials (visuals and text) – what’s available and what needs to be produced
  13. Preferred deadline for project delivery
  14. Budget you’re willing to invest

Segments listed above need to be in every website brief. Why? So the company creating the website could understand your plans, needs, business, goals and most importantly, your consumers.

If you’re having difficulties with sharing your vision, mission and passion with the company, finding and creating an appropriate solution could also prove to be very difficult. But don’t worry, we got you covered!

Going through the workshop

If you’re not sure how to fill out a website brief, there is another solution – the Discovery Workshop.

Discovery workshop is an in-depth analysis of your business, and it’s a part of the definition and planning phase of the website production process. Before we get started with production, it is crucial to understand every aspect of the project. This includes sharing the perspective, expected user behaviour, business goals and the overall vision. When set-up properly, this phase is guaranteed to ensure efficiency throughout the production process.

This type of workshop is recommended for clients who don’t have a clear vision and need business support, as well as for those who want to make very complex websites with lots of features.

Know your business

While writing a website brief, you need to focus on your company’s challenges, opportunities, targets and markets. It is very important you share the same vision and expectations with the company creating your website. When a company and the client are fully on the same page, then the final solution (in this case a website) is the right one for the business.

Website brief is a click away

To help you out with writing out a website brief, we created a detailed template. If you’re interested in cooperating with a company that’s not just a supplier, but a partner in business, you can fill out the brief and send us your inquiry.