Free resource

Custom Website Design Brief Template (One Page)

A one-page brief that gets you accurate quotes and aligned outcomes from any designer or agency.

An RFP is for procurement. A brief is for design. This one-page template covers everything a designer needs without the procurement overhead.

Best used after you have shortlisted 1-2 providers and are ready to start work.

Business in one sentence

What you do and who you serve. No jargon. Test it on a friend who does not know your industry.

Site goal in one sentence

What this site needs to do for the business. Be specific: 'Drive consultation bookings,' not 'Increase awareness.'

Audience

Primary persona: who they are, what they want, what stops them from buying.

Inspiration (3-5 sites)

List sites you like with one sentence per site on what you like specifically.

Tone of voice (3 words)

Pick three: confident, warm, authoritative, playful, technical, premium, friendly, no-nonsense, refined.

Must-have pages

List the pages you know you need. The designer will recommend the rest.

Brand assets ready

Logo, colors, fonts, photography. Note what is missing — you will need to create or budget for it.

Launch date

Hard date if you have one. Soft date otherwise. 'When ready' is not useful.

FAQs

How is this different from an RFP?

An RFP collects quotes from multiple providers. A brief aligns the chosen provider on what to actually build.

Do I need to fill in every section of the brief?

No. Skip what you do not know — your designer will help fill the gaps during discovery. The most important sections are goals, target audience, and success metrics.