A questionnaire collects answers. A website design brief turns them into one page everyone agrees on: the client, the designer, the copywriter and the developer. When a question comes up mid-project, the brief answers it.
The 9 sections of a website brief
- Project summary: one paragraph on what is being built and why.
- Goals: measurable outcomes (calls, bookings, sales).
- Audience: who the site is for and what they need to see.
- Key messages: what visitors must understand in five seconds.
- Pages and features: sitemap and must-have functions.
- Design direction: references, brand files, words that describe the feel.
- Content: who provides what, and by when.
- Budget and timeline: price, milestones, launch date.
- Approvals: who signs off and how many review rounds.
Example brief (filled in)
Project: New website for Brightline Plumbing, Austin TX.
Goal: 25 quote requests a month from the website within 6 months (today: about 6).
Audience: homeowners in Austin and Round Rock with an urgent leak or a planned bathroom remodel; mostly on phones.
Key messages: licensed local plumbers, same-day emergency service, upfront prices, 400+ five-star reviews.
Pages: Home, Emergency plumbing, Water heaters, Bathroom remodels, Service areas (Austin, Round Rock), Reviews, About, Contact.
Features: click-to-call on every page, quote form with photo upload, Google reviews widget.
Design: clean, trustworthy, blue and white; real team photos; no stock photos of models.
Content: client sends photos and service list by June 10; we write all text.
Budget and timeline: $4,200; design in 2 weeks, launch by July 1. Approver: owner, replies within 2 working days, 2 review rounds.
Brief questionnaire: what to ask to fill it in
- In one sentence, what should the new website do for your business?
- How will we measure success?
- Who is the website for, and what do they need to know before contacting you?
- What three things must every visitor understand?
- Which pages and features are must-haves?
- Which websites do you like and why?
- What content do you have, and what do you need help with?
- Budget range and launch date?
- Who approves the work?
Need the full question list? Use the web design questionnaire template, then summarize it into the brief.
Brief vs proposal vs requirements
| Document | Purpose | Who writes it |
|---|---|---|
| Brief | Shared understanding of goals, audience and direction | Designer, from client answers |
| Proposal | Options, price and timeline to win the project | Designer |
| Requirements | Detailed features and acceptance criteria | Designer/developer with client |
See also the website design proposal template and the website requirements questionnaire.
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Frequently asked questions
Who writes the website design brief, the client or the designer?
Usually the designer writes it from the client's questionnaire answers and the discovery call, then the client approves it.
How long should a website brief be?
One to two pages. It should be quick to read and easy to check decisions against.
What is a website project brief template?
A reusable document with the brief sections (goals, audience, messages, pages, design, content, budget, approvals) that you fill in for each client.