In brief
A brief need not be long. It should explain the business goal, the visitor’s main task and what material already exists.
Describe the goal, not only the look
“Modern website” describes a preference. “Qualified inquiries for service X” describes a goal. Name the key audience and desired action.
Separate ready content from missing content
List text, photos, logos, references, translations and legal material. Identify who approves each item.
Distinguish launch needs from later ideas
Describe what visitors must do at launch. Keep future features in a separate list so proposals can be compared on the same starting scope.
- Business and audience
- Main goal and action
- Pages, languages and features
- Available content and access
- Timing, budget range and decision owner
Sources and further reading
Primary documentation for technical points. Planning checklists are our editorial interpretation.
What does this mean for your project?
Tell us your starting point and we will clarify an appropriate scope.
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