How to develop a good brief

To ensure we provide the best solution, we need to understand the "why" behind  request. Here are the key questions that help us build the right context:

1. The "Why" & Business Goals

• What prompted you to look for help right now? (e.g. a declining conversion rate, an outdated look, or a new product launch).

• What are your primary objectives? Are you trying to generate leads, increase online sales, or improve brand awareness?

• How will you measure success? (e.g. 20% more enquiries, faster page load speeds, or better mobile usability).

2. Audience & Messaging

• Who is your target audience? Describe your ideal customer—their needs, pain points, and what they value.

• What is the core message? What do you want visitors to think, feel, and do when they land on your site?

• How do you want to come across? (e.g. professional and corporate, or bold and innovative).

3. Scope

• What specific features do you need? (e.g.,e-commerce, a booking system, a blog, or integration with your CRM/AI tools).

• What is out-of-bounds? (e.g. any brand colour changes) 

4. Inspiration

• What is your visual inspiration? Share 2–3 examples of sites you love (or dislike) and tell us why. This helps align our creative direction.

• Who are your main competitors?

• Are there any other companies / organisations doing the same thing in other markets?

5. Logistics & Constraints

• What is your budget range? Even a rough estimate helps us suggest the most effective approach for your investment.

• What is your target deadline? Are there specific dates tied to events or marketing campaigns?

• Who are the key stakeholders? Who will be our main point of contact and final decision-maker?