Guide
Website project brief template, with a filled-in example
A copy-ready website brief for service businesses, section by section, with a filled-in example, so agencies can quote accurately and you get the website you actually need.
VAULT 33|27 · Updated 12 November 2026 · Reviewed 12 November 2026 · 2 min read
Why a brief matters
A clear brief gets comparable quotes, fewer surprises and a better website. Copy the template, fill it in, and send the same brief to every provider.
The template, with an example
| Section | Questions | Example (fictional London electrician) |
|---|---|---|
| Business | What do you do, where, for whom? | Electrical services for landlords and homeowners in north London |
| Goal | What must the website achieve, and how will you measure it? | Double monthly enquiries for EICRs and rewires from organic search within a year |
| Services | Which services matter most, in order of profit? | 1. Rewires 2. EICRs 3. Consumer unit upgrades |
| Areas | Where do you genuinely work? | Camden, Islington, Haringey, Barnet |
| Audiences | Who decides, and what worries them? | Landlords: compliance deadlines. Homeowners: mess, cost, trust |
| Current site | What works, what does not, and current traffic and enquiries? | WordPress, slow on mobile, about 40 enquiries a month |
| Pages | Which pages do you expect? | Home, 6 service pages, 4 area pages, reviews, about, contact, 10 guides |
| Content | Who writes it? Do you have photos? | Agency writes; we supply job photos |
| Languages | Which languages? | English only for now |
| Features | Booking, chat, CRM, payments, portal? | Online booking for EICRs, CRM connection, missed call text-back |
| Integrations | Which tools must connect? | Calendar, CRM, accounting |
| Brand | Logo, colours, fonts, sites you like and why | Logo exists; like clean, fast, premium sites |
| Competitors | Who do you compete with in search? | Three named local competitors |
| Must-haves | Non-negotiables | Fast on mobile, own all accounts, accessible |
| Budget and timing | Range and deadline | Range given; launch before spring |
| Decision | Who decides, and how? | Owner, after a call and written proposal |
Tips
- Be honest about budget. A range helps providers propose the right scope instead of guessing.
- Include numbers: traffic, enquiries, conversion. They make results measurable later.
- Attach your list of real client questions.
Try the website project scoper to see how big your project is before you send the brief.
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