What is a website briefing and how can it be created?

Starting a design project involves more than just a sudden spark of creativity. It's a complicated procedure that requires meticulous planning, effective communication and adequate resources. The project brief is the foundation of this work, serving as a crucial form of communication that links vision to reality

1

What exactly is a website briefing?

A website design brief is a fundamental document that explains the objectives, target audience, scope and any particular requirements or restrictions of your project. It is usually conceived at the beginning of a website's construction, laying the foundations for future content. A website brief ensures that all project participants have a cohesive understanding of the project's objectives.

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What is the reason for requiring a website briefing?

Having a detailed website brief is extremely crucial. This is where you write down all the details of your project - things you like, colours you want, competitor actions and things you want to avoid. This document will ensure that your designers and team are on the same page and can get started in the right direction.

Managing a project often involves using communication channels such as telephone conversations, lengthy email exchanges and random messages, which leads to potential misinterpretations. The website briefing can simplify this process by bringing all the important information together in one place. In simple terms, it clearly explains thoughts, ideas and expectations to specify the elements that designers and agencies can utilise.

A website brief saves people from having to think and speculate.

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Who is responsible for writing a website briefing?

Identifying the individual responsible for drawing up the brief for a website depends on the specific project and the structure of the organisation. A typical scenario occurs when a company contacts a design studio with a specific concept. The client has outlined their vision on paper, including the general objective and the problem they want to solve. In this situation, the designers have to strictly follow these guidelines, but they can also propose adjustments and improvements to certain aspects if some ideas aren't feasible or practical.

The method may vary depending on the client's perspective. In the case of small businesses, the owner usually takes the lead in writing the brief. The owner is extremely knowledgeable about their business and can clearly express their needs. On the other hand, large companies usually have a marketing department or a specific team that is responsible for drawing up this document. These teams bring their combined expertise and understanding of the company's overall objectives.

Sometimes an agency may present a commercial proposal to a potential client. In these cases, the design studio often creates a preliminary briefing as part of the presentation. This document initiates discussions, demonstrating that the agency understands the client's needs and how to fulfil them.

Responsibility is usually divided for larger, more complex projects. The client discusses their preferences and overall vision, while the agency looks at the technical and practical details. They select the best technologies and structures, establish implementation plans for the ideas and discover the most efficient methods for achieving the desired results. In collaboration, they improve a brief, ensuring that all objectives and expectations are precisely met.

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What elements should you include in a design briefing?

Regardless of the author of a website brief, it's important to understand the key questions that need to be answered. Once you have fully developed these, you can confidently start looking for a UI/UX design team. To help you with this task, we've compiled a list of the most frequently asked questions that should be considered and incorporated into a design brief.

Steps to create an effective website briefing

1. Start with an overview
6. Inventory everything you own
2. Cover the range
7. Establish a timetable
3. Determine the target audience
8. Deciding on finances
4. Understanding the competition
9. Put it all together
5. Defining objectives

Can you describe your company's activities?

When preparing a website briefing, include initial information that briefly describes the company. This simple information, although it may not seem important at first glance for design, is actually essential for designers. Give them a brief insight into your universe - your beliefs, your personality and your target market.

Are you prioritising the use of environmentally friendly products? Are you offering advanced technological solutions? Or maybe it's the beloved local coffee that delights everyone? Finding the right answers helps a design team understand your actions and your identity.

What goals do you have in mind?

In order to increase the future success of the project, it's important to clearly define the objectives you want to achieve. Do you want to increase brand visibility, introduce a new product or update a website to improve user engagement? This section of the website brief lays the foundations for subsequent work and instructs the designers on what the end result should look like for you.
Its purpose is to establish your brand's identity in the digital world.

Who is your market and target audience?

Identifying the target audience is essential when briefing a website. Start by examining the characteristics of the target audience, including their preferences, aversions, behaviours and aspirations. Are you catering for young parents, busy professionals or university students? This answer helps the design team develop a product that will respond directly to the needs and preferences of your visitors.

Who are your rivals?

When you're working in the competitors section, you identify the individuals taking part in the game alongside you. This information helps designers maintain the visibility and novelty of their brand, avoiding repeating style choices or copying others by mistake.

At the same time, it's also important to take note of the strategies that your competitors are applying effectively. If certain strategies or styles are successful, why not implement them? In this way, you discover the ideal balance that sets your company apart.

How long do you have available and when will you need money?

When creating a website, it's crucial to prioritise metrics, budget and timing in the website brief. Understanding the financial dimension of a project allows the design team to assess how big or simple it should be. By setting limits in advance, disagreements on the job can be avoided.

The calendar is just as important. Organise the timetable so that each phase of the project receives adequate attention. It's important to have a clear understanding of the project's expectations, whether the timetable is tight or more flexible, to ensure smooth execution and high quality without hasty decisions or compromises.

What are the expected results?

The specific outcome part is where the desired results are presented. Are you hoping for a total website revamp, a set of images for social networks or a complete visual identity package with logos and letterheads? Providing information helps designers understand the amount of work required. What's more, at the end of the project, you'll receive exactly what was planned, without any surprises or errors in the result.

Can you provide some references?

Provide examples of designs or aesthetics that identify you, such as the design of a website, the look of a brand or a social media strategy. These sources help the design team understand your vision. In addition, various designs presented on platforms such as Dribbble, Awwwards or Behance can serve as a source of inspiration for developing distinctive and personalised designs that capture their attention.
Show the design team the elements that attract your attention and they will bring these ideas to life.

What assets have already been completed?

Occasionally, before you contact a design agency, you may have already completed some tasks. This may involve the logo, the brand's colour scheme, current marketing materials or a website that is still in progress. Sharing these assets with the design team gives them the advantage of creatively developing or experimenting with elements based on your objectives and preferences.

Which people and organisations are involved in the project?

It's crucial to select the people who will drive your project forward. These participants and collaborators could be members of your company's team, external partners or specific client groups interested in the website.

Giving this information enables the design team to identify the right person to seek advice, support or a simple approval. Ensuring clear communication avoids surprises caused by unexpected opinions or sudden changes in plans.

Is there any additional relevant information available?

There's always room for the ‘Miscellaneous’ category - that miscellaneous information that doesn't quite fit in the other sections, but is crucial nonetheless. Here, you have the opportunity to add any additional ideas, limitations or objectives that seem important to the project. These could be mandatory guidelines to follow or industry-specific developments that you want to adopt or avoid. Here, you can exchange different perspectives with the design team through an open dialogue.

Suggestions on how to draw up the initial website brief

Although it may seem daunting at first, a website brief can be done well with the right approach. In this text, we will present important tips to help you draw up a persuasive document that will take your project to its conclusion.

Be genuine and clear. Your project brief should be clearly outlined, concise and focused. Consider the degree of clarity you want to achieve, bearing in mind that you only have five minutes to explain your proposal;

Remember that details are your friends. Clearly expressing your preferences helps designers to better meet your expectations;

Include examples or references that serve as inspiration in your paraphrased text. Show the design team various inspirations that you like. This can give them a visual overview of your goals and stimulate thoughts that are in tune with your vision;

Make sure you reserve space for creativity. Offer a controlled environment so that your designers can experiment and innovate within defined limits. In the end, you're hiring them for their design expertise, so give them the chance to show off their talent.

The process of creating the initial design brief requires a balanced combination of clear direction and freedom for artistic expression. If you can pull it off properly, you'll be one step closer to realising your vision!

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FAQ

What is a website briefing?

A website briefing is a document that defines a client's needs, objectives and expectations for the development of a website. It guides the creation process and ensures that everyone involved is aligned.

Why is a website briefing important?

The briefing is fundamental to ensuring that the project meets the needs of the client and the target audience, avoiding misunderstandings and saving time and resources throughout the process.

What information should be included in a website briefing?

A complete briefing should include information on the purpose of the site, target audience, desired functionalities, design, budget, deadlines and references to sites that the client likes.

Who should be involved in creating the website brief?

The briefing should be created in collaboration between the client and the website design/development team. Ideally, it should involve key stakeholders who understand the project's goals.

How does the website briefing help the design process?

The briefing helps the design team to clearly understand what is needed for the site, ensuring that the design is aligned with the client's objectives and the user's expectations.

Can the website brief be changed during the project?

Yes, the brief can be revised if there are significant changes in the client's objectives or needs. However, it is important that these changes are well documented to avoid problems during development.

Is a website briefing necessary for all projects?

Although not mandatory for all projects, briefing is highly recommended, especially for more complex websites. It helps to organise ideas and ensure that all parties involved are on the same page.

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Summary

To conclude our analysis of design briefs, remember that a carefully prepared document is crucial to the success of the design process. It serves as the basis for transforming imaginative concepts into reality. So adopt these suggestions, personalise them according to your needs and watch your project achieve the success you imagined.

And don't forget, you can always discuss your ideas with Studio.351's designers for a successful, relaxed and enjoyable partnership. Drawing up a design brief can be a challenge, but the rewards are worth it when done correctly, and our team is on hand to help you! Contact us to start your exclusive project and turn creative concepts into reality.

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