Before you redesign your website, write a better brief

A new website can look different without doing a better job. Before choosing layouts or animations, write down what needs to change for the people using it. A short, specific brief gives design and development a shared direction.

Start with one visitor and one action

Describe your most important visitor. What brought them to the site? What do they need to understand before contacting you? Pick a primary action for each key page: request a quote, explore a service, or ask a question. Supporting links can stay, but they should not all compete for attention.

Keep what already earns its place

Review your existing pages, enquiries, and any analytics you have. Record the pages people use and the questions your team answers repeatedly. Keep useful explanations and working features. A redesign is also a chance to remove duplicate introductions and move specialist detail to a relevant service page.

Make the scope concrete

• List the pages and forms the new site needs.
• Identify who provides the copy, images, and approvals.
• Record integrations, hosting access, and ownership requirements.
• Agree on mobile, accessibility, and launch checks.
• Separate essential launch work from later improvements.

Define a sensible handover

Ask what you will receive after launch: account access, editing instructions, source files where agreed, and a support arrangement. Clarify which changes are included and how further work is requested. A useful brief ends with clear responsibilities, not just a collection of visual references.

Your first draft does not need technical language. A few concrete examples of what customers struggle with are more useful than a long list of design trends.