How to brief a website designer: a checklist for first-time clients
By Pranjal Agarwal · Published · Updated · 4 min read
To brief a website designer well, tell them what the site must achieve, who it is for, which pages you need, what content you already have, examples you like, your budget and your deadline. A clear brief gets you a more accurate quote, a faster project and a site that actually works for your visitors. Below is the checklist I send to first-time clients, with an explanation of why each point matters.
1. The goal of the website
Start with one sentence about what the website must do. More enquiries, more admissions, online sales, or simply looking credible when someone searches your name are all valid goals, but they lead to very different sites.
For New Public College, the goal was clear: help parents find accurate admission information quickly and trust the school enough to visit. Every page decision came back to that sentence.
2. Who the visitors are
Describe your main visitors in plain language. Age, location, what device they use and what they are worried about all matter. A site for busy parents on mobile data needs to be fast and direct; a site for luxury buyers can afford more atmosphere.
3. The pages you need
List the pages you think you need. Your designer will refine this, but a starting list helps with the quote. A typical small business site includes:
- Home
- About
- Services or products
- Work, portfolio or gallery
- Contact, with a form and map
- Optional: blog, FAQ, careers or admissions
4. Content you already have
Content is the most common reason website projects run late. Tell your designer honestly what exists: logo files, photos, service descriptions, testimonials. If you need content written, say so up front. I write content for most of my website projects because good structure depends on real words, not placeholder text.
5. Examples you like and dislike
Share two or three websites you like and one you dislike, and say why. You do not need design vocabulary. Comments like this feels calm, or this is too busy, are genuinely useful. They help the designer understand your taste much faster than a long description.
6. Features and integrations
Mention anything functional the site must do: booking forms, payments, WhatsApp chat, newsletter signup, Google Maps or a login area. Features affect cost more than the number of pages, so listing them early avoids surprises.
7. Budget and timeline
Share a budget range, even a rough one. It lets the designer suggest what is realistic instead of guessing. My website design projects start from ₹15,000 for a small business site, and most take three to four weeks from brief to launch.
Also share any fixed dates, such as an admissions season or a product launch, so the plan works backwards from them.
8. Who approves the work
Name the person who gives final approval. Projects slow down when feedback comes from many people at once. One clear decision maker keeps revision rounds focused and the project on schedule.
Common briefing mistakes to avoid
The most common mistake is asking for a website that looks like a famous brand without explaining why. A large company's site is built for a different audience and budget. Share what you like about it instead, such as the calm layout or the clear pricing, so the designer can adapt the idea to your business.
The second mistake is leaving content until the end. When text and photos arrive after the design is finished, layouts break and deadlines slip. Even rough notes for each page help the designer plan the right amount of space.
The third is skipping the goal. Without a clear goal, every opinion feels equally valid and feedback rounds multiply. Keep your one sentence goal at the top of the brief and use it to settle disagreements during the project.
What happens after you send the brief
A good designer will reply with questions, then a written scope and quote. Read the scope carefully: it should list the pages, what is included, how many revisions you get and when payments are due. Once that is agreed, the real work begins.
Further reading: New Public College website case study and my website design service.
Frequently asked questions
Do I need to write all the content myself?
No. I can write the content for you from a short call and any notes you have.
What if I do not know which pages I need?
That is fine. Share your goal and I will suggest a page structure.
How much does a small business website cost?
My website design starts from ₹15,000. Features like payments or bookings increase the price.
Can I update the website myself later?
Yes. I set up sites so you can edit text and images, and I show you how.
Need help with website design?
Starting from ₹15,000. Clear scope, clear timeline.
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