Start with the change you want
Describe what is happening now and what should be different after the project. This keeps the conversation focused on outcomes rather than a list of requested sections.
Explain the audience in practical terms
Who arrives at the site? What do they already know? What makes them hesitate? What information do they need before they can contact you, buy, book, apply, or trust the brand?
List the offer and priority actions
Identify the products or services that matter most and the primary action you want visitors to take. Secondary actions can exist, but every page should not have five equal CTAs.
Share constraints early
- Launch date or external deadline
- Required CMS or hosting environment
- Existing brand guidelines
- Legal or regulatory requirements
- Languages and markets
- Internal approval process
Provide references with reasons
Instead of saying “make it like this website,” explain what you like: the editorial typography, concise navigation, motion restraint, content hierarchy, or product photography. The reason is more useful than the reference itself.
Leave room for the solution
The brief should define the problem space. Wireframes, visual direction, page hierarchy, and interaction choices should be developed during the project using that context.
Published October 2, 2026. Written by Gozin.