Bring the designer your real agency name, the pages you need and a few references you can explain. That is more useful than a long brief asking for a site that feels “modern, premium and trustworthy.”
The brief should give the designer enough information to make the next decision. Use the outline below to collect what is ready and assign an owner to what is missing.
Start with the agency and the visitor
List the real offices, service area and coverage categories. Describe the most important visitor tasks: finding an office, understanding the agency or requesting a quote. Identify the approved brand materials and anyone who must review the design.
Explain what needs to change
If there is an existing site, point to specific problems. A form does not reach the right person; staff details are difficult to update; mobile navigation hides the phone number. Separate observed problems from assumptions about traffic or conversion.
If you have analytics, include the period and what the numbers measure. If you do not, describe the task you want to make easier rather than inventing a baseline.
Use references precisely
Choose a few pages and explain what is useful about them. Large project imagery, readable typography and an effective office page are actionable references. Asking for a site to look premium without identifying what that means leaves more room for misinterpretation.
For example, “I like the large landscape and quieter type on Anne Scharp's site” points to an actual composition. “I want the contact section to look as finished as the opening screen” identifies a requirement for the whole page. “Make it like this competitor” leaves too much unexplained.
Our four agency website examples give you real sections to discuss. Save the specific view and note what you want to carry into your own design, while keeping your agency's identity distinct.
Name the constraints
Record content ownership, available imagery, budget, desired timing and approval responsibilities. Mark unknown integrations as questions. A deadline should include its reason and the content or approvals needed to meet it.
A completed example: a two-office agency
This fictional brief shows the level of detail to aim for. Replace every assumption with your own agency's facts.
| Brief field | Example answer |
|---|---|
| Main job | Help a new visitor select the right office and request a conversation |
| Required pages | Home, about, two office pages, approved service pages and contact |
| Office information | Manager supplies the address, phone, hours and service area for each office |
| Visual direction | Broad local photography with readable text; review both desktop and phone crops |
| Contact route | One form with office selection; the office manager confirms the destination |
| Existing tools | Keep current quoting links until their permitted use and integration options are confirmed |
| Content ownership | Manager approves agency facts; carrier review remains the agency's responsibility |
| Timing | Agree on the schedule after content availability, scope and review steps are known |
| Acceptance | Verify both office numbers, approved links and controlled inquiry delivery on mobile and desktop |
The website brief worksheet includes this example and blank fields for your agency. Keep customer records and account passwords out of the brief. List the system and the person who can arrange access instead.
Keep the two questionnaires distinct
Webdimonia starts with a strategy call and the Website Design Questionnaire. After design approval, the Technical Questionnaire establishes development details. The sales contact flow collects only enough information for the first conversation.
Use the project process to understand when each decision belongs.
