A brief for a new website: what to prepare

In short: you do not need a long document. You need clear answers to a few questions. With them, the agency can propose a realistic structure and quote.

Goals

What do you want the website to do in the next 12 months: enquiries, orders, recruiting, image? Choose one or two main goals.

Audience

Who are your customers, what do they search for and what convinces them? Write down three questions you often receive.

Competitors and examples

Two or three websites you like and two you would not want, with the reasons.

Services and priorities

Which services bring the most? They deserve their own pages.

Existing materials

Logo, photos, text, presentations, reviews and references. Say what is current and what needs redoing.

Languages and markets

In which languages and in which cities or countries do you want to be found?

Integrations

Payments, invoicing, booking, CRM, newsletter.

What success looks like

A number of enquiries per month, a conversion rate, positions for key terms. Any concrete measure helps.