So, you’ve decided to take the plunge and work with an agency to build or refresh your website—fantastic! But before you dive into the design, there’s one crucial step you can’t afford to skip: the briefing. A well-thought-out brief is the foundation of a successful website project. It sets the direction, ensures everyone is on the same page, and avoids costly miscommunications down the line.

As someone who’s worked with countless clients at Purple Octopus, I can’t stress enough how important it is to get this part right. So, here are my top tips for creating a clear website brief that will make your agency’s job easier, save you money in costly changes—and ensure you get the website of your dreams!

1. Define Your Purpose and Goals

Before anything else, be clear about what you want your website to achieve. Ask yourself:

• Is it about generating leads?
• Showcasing your portfolio?
• Selling products directly?

Clearly defining your goals gives the agency direction and focus and ensures we select the right platform for you. Remember, your website isn’t just an online brochure—it’s a tool that should work hard for your business. The clearer you are about the goals, the better the agency can tailor the design and functionality to deliver results.

💡 Pro Tip: Don’t just think about what you want right now—consider where your business might be in 2-3 years. If you plan to scale, make sure your website can grow with you.

2. Know Your Audience

Your website isn’t for you—it’s for your customers. So, who are they? A good website brief should outline your target audience’s demographics, behaviours, and needs. For example, are you targeting young professionals looking for quick and convenient services? Or perhaps retirees who appreciate a more traditional approach?

By understanding who your audience is, the agency can craft a user experience (UX) that resonates with your customers, from the tone of the copy to the style of the design.

💡 Pro Tip: Share any data or insights you already have, like customer personas, feedback, or social media interactions. It’s pure gold for agencies!

3. Provide Inspiration

While your agency is there to come up with creative ideas, giving them a bit of inspiration never hurts. Share examples of websites you like (and don’t like). Be specific about what elements stand out to you, whether it’s the layout, colour scheme, typography, or navigation style.

It’s much easier to communicate visually than trying to describe abstract concepts like “I want it to feel modern, but classic.” Show them what modern-but-classic looks like to you.

💡 Pro Tip: Keep your competitors in mind. If there are features on their websites that you love (or hate), flag those up too. It helps your agency understand the landscape you’re operating in.

4. Content, Content, Content

The content on your website is just as important as the design. In fact, I’d say it’s what truly drives conversions. Your website brief should include an overview of the types of content you need. Will you provide the content, or do you need the agency’s help with copywriting or visuals?

Key content areas to think about include:

• Product or service descriptions
• About Us page
• Case studies or testimonials
• Blogs, FAQs, and resources
• Visuals (do you have your own images or require stock photography?)

The agency will need to know how much content to expect and who’s responsible for creating it so they can plan the project timeline accordingly.

💡 Pro Tip: Always think about SEO (search engine optimisation) when it comes to content. Share any keywords you’d like to target and make sure the agency builds an SEO-friendly structure into your site.

5. Consider Functionality

This is where things get technical, but it’s also where you need to be specific. What functionality do you need on your site? Think about features like:

• E-commerce (shopping cart, payment gateways, product search)
• Online booking systems
• Live chat or chatbots
• Contact forms
• Social media integration
• Membership areas or gated content

If you’re unsure, that’s okay—agencies can advise on what would be best. But it’s worth thinking through the customer journey. What actions do you want visitors to take, and what tools will help them do that?

💡 Pro Tip: Ask the agency about future-proofing. If you want to add functionality later (like an e-commerce section), they can ensure your site is built in a way that easily allows for this.

6. Set Your Budget and Timeline

A key part of any brief is being upfront about your budget and timeline. This helps manage expectations on both sides. Your agency will have a clear idea of what they can deliver within your parameters and can tailor their solutions accordingly.

Don’t be afraid to be honest if your budget is tight—agencies can often find creative ways to deliver a strong product without overspending. Likewise, if you need the website to be live by a specific date, make sure that’s communicated clearly from the start.

💡 Pro Tip: Have a little flexibility in both budget and timeline. Web projects can sometimes take longer than expected due to unforeseen circumstances like technical issues or content delays.

7. Keep Communication Open

A website project isn’t a ‘set it and forget it’ type of deal. Keep communication open with your agency throughout the process. The more feedback you provide, the closer the final product will be to what you envisioned. Make sure there’s a clear point of contact on both sides to ensure smooth collaboration.

💡 Pro Tip: Set up regular check-ins or milestone meetings to review progress and catch any issues early. This ensures your project stays on track.

Conclusion

Creating a clear, detailed website brief is the secret to a successful collaboration with your agency. It sets expectations, reduces misunderstandings, and ensures you’re both working towards the same goals. At Purple Octopus, we love working with clients who are as invested in the process as we are. So, take the time to think through what you need from your website, and we’ll help bring it to life!

If you need help crafting the perfect brief or want to discuss your website project, get in touch with us today. We’re here to make your digital vision a reality!