How to write a useful website redesign brief
A useful redesign brief explains what has changed in the business, who the website serves, what visitors need to do, and how the project will be delivered. You do not need to arrive with the design solution.
Describe the problem with examples
Replace “make it modern” with something observable: prospects misunderstand the service, a new offer is missing, or enquiries reach the wrong team. Include page examples and customer feedback. Separate known problems from assumptions you want to test.
Name the audience and decision
Who is evaluating you, and what must they understand before contacting you? List the questions that repeatedly arise in sales conversations. These are often more useful for content planning than a list of competitor animations.
Inventory the evidence and content
List existing case studies, approved testimonials, team biographies, photography, and product material. Mark what is ready, what needs rewriting, and who can approve it. Never build the schedule around proof that does not yet exist.
State the practical constraints
Include the platform, required pages, integrations, accessibility needs, budget range, and intended launch window. Identify who owns copy, design, development, analytics, and ongoing maintenance. Ask the proposal to state exclusions as clearly as deliverables.
Use this short brief template
Our business has changed because __. We serve __. Visitors need to understand __ and then __. The current website makes that difficult because __. We can provide __. Our budget and timing are __. The decision-maker is __. Success will be assessed using __.
Agree how to assess the result
Choose measures that connect to the original problem: visitor comprehension, relevant enquiries, or completion of a key journey. Record a baseline when possible. Traffic alone does not show whether a redesign is helping the right people take the next step.