How to Brief a Designer (So You Don't Waste Time or Money)

The number one predictor of whether a web design project goes smoothly or turns into a nightmare is the brief. A clear brief aligns expectations, reduces revisions, and lets the designer focus on solving problems instead of guessing what you want.

Here's what every brief should include - whether you're hiring us or anyone else.

Start with the business, not the website

Don't start with "I want a 7-page website with a slider." Start with: What does your business do? Who are your customers? What problem do you solve for them? What makes you different from competitors? A designer who understands your business will make better decisions than one following a spec sheet.

Define the goal, not the solution

"We want to increase online bookings by 30%" is a brilliant brief. "We want a blue button that says Book Now in the hero" is not. The first gives the designer room to find the best solution. The second assumes you already know the answer - and you're hiring a designer precisely because you don't.

Be specific about outcomes. Be flexible about methods. That's the sweet spot.

What to include

• Business overview: What you do, who you serve, what makes you different.
• Project goals: What should the website achieve? More leads? More sales? Better brand perception?
• Target audience: Who are you trying to reach? What do they care about? Where do they currently find you?
• Competitive landscape: Who are your competitors? Which of their websites do you admire (or dislike)?
• Content readiness: Do you have copy, images, and brand assets ready? Or does the designer need to handle this?
• Budget range: Not an exact number, but a range. This helps the designer scope the project appropriately.
• Timeline: When do you need the site live? Are there any hard deadlines (events, launches, campaigns)?
• Examples: 3–5 websites you like - and crucially, explain what you like about each one.

What to leave out

• Specific design instructions: "Make the logo bigger" is the client cliché for a reason. Trust the designer's expertise.
• Technology mandates: Unless you have a genuine technical requirement, let the designer recommend the right tools.
• Feature wish lists without prioritisation: Twenty features with no ranking means nothing gets done well. Prioritise ruthlessly.

The brief that gets the best work out of any designer

The best briefs we've received follow a simple formula: clear business context, specific goals, honest constraints, and trust in the designer's expertise. That combination gives us everything we need to do our best work - and nothing that gets in the way.

If writing a brief feels overwhelming, just have a conversation. Most good studios (including us) will help you structure your thoughts during an initial call. The goal isn't a perfect document - it's shared understanding.