Website brief template: what to send your web team

A website brief is the instruction sheet for your site. It is not a design wish list. Its job is to answer, in advance, every question a web team would otherwise have to ask you one email at a time. A good brief is usually two or three pages of plain notes plus a folder of files. You do not need to write polished copy; facts in bullet points are better, because the team can shape them into pages.

Rule of thumb: if a stranger read your brief, could they explain what your business does, for whom, where, and how to hire you? If yes, it is ready.

Section 1: the business in plain facts

• Trading name exactly as it should appear, and legal name if different.
• One sentence on what you do, as you would say it to a new customer.
• Who your customers are: businesses or sectors, size, typical situation when they contact you.
• Where you work: the towns, regions or countries you serve, and whether you work on site or remotely.
• Opening hours or response arrangements, if relevant.
• Registration details you are required to display, such as company number or VAT number, depending on your country.

Be specific. "We help companies with IT" gives a writer nothing. "We set up and look after networks and laptops for offices of 5 to 40 people in Lyon" gives them a page.

Section 2: services and what makes each one distinct

List each service separately. For each, a few lines are enough:

The "common questions" line is worth extra effort. Those questions become short FAQ answers, which help visitors and also give search engines and AI answer tools clear statements they can use.

Section 3: people, proof and boundaries

• Team members to feature, with role and a two-line description, plus a photo if you want faces on the site. Get each person's agreement first.
• Real qualifications, memberships or certifications you hold, with names exactly as issued.
• Things you do not do. This saves time for you and for enquirers.
• Anything that must not be said, for example regulated terms in your sector.

Only include proof you can back up. A good web team will not invent reviews, awards or figures for you, and you should not want them to.

Section 4: files and access

1. Logo in the best format you have, ideally a vector file (SVG, EPS or PDF) or a large PNG with a transparent background.
2. Photos of your work, premises or team, in their original size. Phone photos are fine if they are sharp and well lit; label them so it is clear what each shows.
3. Existing text you want reused: an old website, brochure or proposal.
4. Brand colours if you have them, as hex codes or from your printed material.
5. Domain details: the domain name, where it is registered and who can log in. If you do not have a domain yet, check a few options first.
6. Email plans: which addresses you want, such as info@, accounts@ or personal names, and whether you have existing mail to move.

Section 5: decisions and approvals

• Name one person who approves the draft and collects everyone else's feedback.
• The main action you want visitors to take: call, email, send a form, request a quote.
• Where enquiries should go: which email address receives form messages.
• Two or three sites you like and what specifically you like about them (layout, tone, photography), and any you dislike.
• Any fixed date, such as a trade fair or a launch, and whether it is firm.

Common mistakes that slow a build

Copy-ready brief outline

1. Business name, one-line description, customers, area served.
2. Services: name, for whom, what is included, pricing approach, next step, common questions.
3. Team, qualifications, things you do not do.
4. Files: logo, photos, existing text, colours.
5. Domain and email: registrar, login holder, addresses needed, mail to move.
6. Approver, main call to action, form recipient, examples you like, deadline.

Using this brief with radelivery.com

Our service is built around this kind of brief: you send it once, and we configure, write, fill and launch the site, then you review a draft. With Essential you get one revision round, so a complete brief pays off directly; Professional gives unlimited revisions for 30 days, subject to fair use. See how our done-for-you websites work, read how long a launch realistically takes once the brief arrives, and choose a package when you are ready. Questions about your brief? Ask us by email.

Questions and answers

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