How to Write a Great Web Design Brief
Planning Your NZ Website Project? Why a Great Web Design Brief Matters
If you’re looking for a new website or a website redesign in New Zealand, you’ll need a great web design brief to get the results you want. A website design project works best when both you (the client) and the designer have a clear idea of the main goals of the project from the outset.
A great web design brief will help both client and designer to manage expectations. Together, you can decide on the website’s purpose, expected deliverables (like website content, logo design, or domain setup), and overall goals (like improving online presence or generating leads).
Let’s go through the key elements for writing an effective web design brief.
What is a Web Design Brief and Why Use One?
When you’re working with a great website designer, you’ll both need to establish the project’s core goals. A web design brief outlines the work needed, the deliverables you expect, as well as key information about your business.
A web design brief is usually created by you, the client requiring the website. You might need a brand new website, or perhaps just want an overhaul of your current site.
It’s a great tool for managing the project and the expectations of everyone involved. It helps the designer(s) stay on track towards the original goals and identify any extra services needed, which can be discussed further. This helps keep the project on track regarding deadlines and budget, too!
Before listing the items for your brief, remember the value of investing in professional website design. A designer or agency with a good reputation and strong portfolio is more likely to deliver top results!
Key Elements to Include in Your Web Design Brief
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Describe the Company
As the client, it’s really helpful to include a description of your company in the brief. It provides valuable insight into your brand identity and values, which helps guide the design process. Include details about your brand, values, vision, and mission statements. Additionally, list key stakeholders in your company so the designer(s) can contact the right people for specific information or approvals. If you have major growth plans, mention this so your designer can build strong foundations; for example, if you eventually want full eCommerce functionality, it’s often best to plan for it from the start, as adding it later can be more complex and costly. -
Create a Website Overview
This defines the project scope and key deliverables. Is this a new website or a redesign? What other items are needed besides the website itself (e.g., logo design from a source like Logo Design Love for inspiration, hosting setup, domain registration, content creation)? Include details of what *isn’t* included too (e.g., you might already have branding guidelines). Regarding the design itself, discuss the desired tone of voice, the types of visuals you prefer (colours, imagery style), and key functions needed. For example, do you want social media feeds integrated? A contact form? Specific call-to-action (CTA) buttons like ‘Call Now’, ‘Book Online’, or ‘Enquire Here’? If you have existing brand assets (logos, specific images, colour palettes, etc.) that must be used, provide everything relevant! -
Define Project Goals
What do you want the website to achieve for your brand? Goals might include increasing brand awareness, improving online presence, boosting sales, or generating leads. Perhaps you want your website to be a key information hub about your company, the causes you support, or your industry. If you have an existing or previous website, it’s helpful to discuss what worked well and what didn’t – this helps steer the new design away from past issues and focuses the project scope. -
Identify Target Audience
Who do you expect to visit your website? It’s extremely helpful to outline the demographics (age, location – e.g., specific Auckland suburbs), firmographics (for B2B – company type, size), and psychographics (values, interests) of your ideal visitor or customer. Key details might include occupation, how they consume media, location, etc. Understanding your target audience (check resources like HubSpot on personas) helps create a site that resonates with them! Alternatively, Rank can conduct this research for you. Our SEO services include researching and attracting your target users. Well-researched keywords and effective SEO increase relevant traffic and conversions. -
List Technical Requirements
Clearly stating technical needs can save significant time and avoid scope creep. These depend on the site type. For example, if you’re building an eCommerce site, list needs like product categories, specific payment methods (e.g., Stripe), shipping rules, etc. If you’re a service business taking bookings, you might need an online booking system (like NZ-based Timely or global options like Calendly) integrated with your existing systems. These requirements should be established early to streamline the process and manage costs. -
Create a Timeline
A specific deadline isn’t crucial for every project, but it’s important to discuss expectations regarding timing. Work with your designer on a realistic schedule for key milestones and the final launch, and try to allow some buffer time for unexpected issues or feedback rounds. -
Set a Budget
The cost of a web design varies greatly depending on complexity and requirements. Your available budget influences the tools used (e.g., custom build vs. platform customisation) and the overall project scope. Lower budgets often mean simpler sites, potentially using high-quality templates or CMS platforms like WordPress (WordPress.org). Higher budgets allow for more customisation, complex features, and bespoke design. Be upfront about your budget range so the designer can propose realistic solutions. -
Discuss Site Maintenance
Consider ongoing management. Many clients prefer their web designer or agency to manage ongoing hosting and maintenance. Clarify who is responsible for acquiring the domain and arranging hosting. Also, discuss what ongoing support you’ll need to update the site content, apply security patches, and keep it running smoothly post-launch.
Ready to Brief Your Project? Talk to Rank NZ
If you’re looking for a great website design partner in NZ, delivering high quality and value, you’re in the right place. A clear brief is the first step. Take a look at our website design packages, including eCommerce options and support plans, to get an idea of what Rank offers, and contact us to discuss your project!