Website brief

DC Digital · Planning template · October 2026

A useful website brief explains the business problem before listing the pages. Use this template to collect what you know and spot what still needs deciding. Short answers are fine. Write "not sure" where you need help.

Keep your completed copy on your own device. Do not add passwords, access codes, private customer records or confidential financial information. Use account names and the name of the person who manages access instead.

1. The job the website needs to do

Business name:

Current website, if you have one:

What do you sell, and who buys it?

What has prompted the project now?

What is the single most important action a visitor should take? Examples: request a quote, call, book through an existing system, enquire about a service.

What currently gets in the way of that action?

How will you recognise an improvement? Describe an observable change, such as fewer unsuitable enquiries or more enquiries about a priority service. Avoid setting a numerical target without a baseline.

2. Your customers and services

Which services matter most commercially?

Which areas do you actually serve?

What questions do people ask before they buy?

What puts them off or delays a decision?

What would make an enquiry unsuitable?

List three pieces of information a good prospect should know before contacting you:

1.
2.
3.

3. Pages and content

For each proposed page, write its purpose. A page should answer a distinct customer need.

| Page | Question it answers | What the visitor should do next | Content ready? |
|---|---|---|---|
| Home | | | |
| Priority service | | | |
| About | | | |
| Work or case studies | | | |
| Contact | | | |
| Other | | | |

Which existing pages or documents must be retained?

Who will check the factual accuracy of the copy?

4. Proof and visual material

List the project photos, brand files, videos and other assets you can supply:

For any testimonial, result or client example, record the source, the period it covers and permission to publish. Leave unverified claims out of the public copy.

| Asset or claim | Source or owner | Permission confirmed? | Anything to remove or anonymise? |
|---|---|---|---|
| | | | |
| | | | |
| | | | |

Give up to three website references and explain what you like about each. "The pricing is easy to compare" is more useful than "it looks modern".

5. Functions and account owners

Which functions are essential? Examples: enquiries, downloads, booking, payments, member access or links to an existing customer system.

Which functions can wait?

Where should enquiries arrive, and who will handle them?

Who manages the domain, hosting, email and any existing analytics accounts? Record names or roles, not credentials.

Are there existing URLs, forms, integrations or email services that must keep working?

6. Budget, timing and decisions

Available project budget, if known:

Any allowance for ongoing hosting, maintenance or marketing:

Preferred launch date and the reason for it:

Dates when you cannot review work:

Who gives final approval, and who needs to be consulted?

What could delay the project? Examples: missing photographs, a rebrand, legal review or unavailable approvers.

7. Before launch

Use this as a discussion list with whoever builds the site. Do not tick an item until it has been checked.

- [ ] The priority customer tasks work on a phone.
- [ ] Forms reach the intended inbox or system, and someone owns the replies.
- [ ] Contact details, prices, claims and permissions have been checked.
- [ ] Old URLs have been reviewed and necessary redirects planned.
- [ ] Privacy information and any required cookie choices match the tools in use.
- [ ] Domain, email, hosting and access responsibilities are clear.
- [ ] Backup, recovery, maintenance and handover arrangements are understood.
- [ ] Any measurement setup has been tested rather than simply installed.

8. Your next decision

The three biggest unanswered questions:

1.
2.
3.

What can you prepare yourself, and where would you like help?

Use your answers when discussing a website project. You do not need to finish every field before starting a conversation with DC Digital.

DC Digital | Planning resources | October 2026