Name the business outcome
Start with one or two priorities. You may need better-qualified enquiries, a clearer explanation of a specialised service, online product sales or a replacement for an outdated website. Record what is happening now and what would count as an improvement. A goal such as “more suitable project enquiries from Surrey and Langley” gives a designer more direction than “a modern website.”
Describe the customer and their questions
List who you serve, where you can provide the service and the questions people ask before contacting you. Include any limits: minimum project scope, travel boundaries, product availability or the information needed to quote. If several audiences need different information, explain the distinction. A procurement manager comparing suppliers follows a different path from a homeowner requesting a small repair.
List the essential pages and actions
Outline the services or products that deserve their own page. Identify the action on each: request a quote, send a brief, book through an existing system or buy a product. Include support pages such as contact, privacy and FAQs. Avoid turning an early page list into a rigid limit before the content has been reviewed; use it to make the proposed scope concrete.
Identify content and account ownership
Collect current logos, brand guidance, approved photographs, product information and useful articles. Note who can approve copy and how much new writing or photography is needed. List the systems the website touches, including booking, payment, CRM and email tools. You do not need to put passwords in a brief. Access should be arranged through the appropriate account and permission process.
Explain timing and practical constraints
State the preferred launch window and why it matters. Include review availability, events, campaign commitments and dependencies such as new photography or product data. Share a budget range if you have one so the scope can be designed realistically. Ask the proposal to separate initial development from hosting, subscriptions, content changes and ongoing support.
Use a short starting template
Send: business name; website address if one exists; city and service area; main customer; two business goals; essential services or products; required actions; existing systems; available content; preferred launch window; and the person who will approve the work. We can turn that into a clearer page plan and identify decisions that still need discussion.