In this note
What needs to change?
“We need a new website” describes an object but leaves its job open. Perhaps the offer is hard to understand, enquiries come from the wrong people or the catalogue has grown without structure. Writing the problem down makes it possible to assess the work using criteria more useful than personal taste.
Who are we building for?
The audience is not a box to tick. People have different knowledge, doubts, vocabulary and time. A technical buyer may need product details; a small business may need an explanation of a service. The brief should surface the questions that come before a decision and the content needed to answer them.
What materials already exist?
Content, imagery, catalogues and data rarely arrive at the same time. An initial inventory separates what we can use, what needs updating and what is missing. It helps establish a realistic sequence and avoids approving a design around text that will later change completely.
How do we decide together?
A useful brief also identifies who collects feedback, who approves and which constraints cannot move. Reviews become more effective when a choice is compared with the page’s purpose. The layout follows as a visible response to questions we have already learned to ask.
Editorial draft for the mockup. To be approved before publication.
Before we begin
Frequently asked questions
Answers about Before the layout, ask the better questions. and the decisions around it.
Why define the problem before the layout?
Because a visual choice makes sense in relation to purpose. Defining the problem clarifies what the website should help people understand or do.
How do a goal and a feature differ?
A goal describes the desired change; a feature is a possible means. Adding a form alone does not explain which enquiries we want to receive.
Do we need a complete page list already?
An inventory helps, but the structure can evolve with the brief. The final list should reflect needs and content, not just the previous website.
How can I describe the audience specifically?
Start with roles, context and questions before a decision. A concrete description explains what people already know and what they still need to understand.
What materials should I prepare for the brief?
Current content, available imagery, catalogues, references and constraints. Also identify what is missing so production and approvals can be planned.
Should reference websites be copied?
They help discuss rhythm, hierarchy and behaviour. The project should translate useful ideas into its own context, with distinctive content and identity.
Who should approve the brief?
Those responsible for the goals and project. Agreeing a contact and approval process helps avoid contradictory feedback in later phases.
How do I use the brief during reviews?
Compare each proposal with the page purpose, audience and content. The brief becomes a shared reference, updated if the scope changes.