Most briefs we receive describe how the site should look. Almost none say what it should do. The look is the easy part; we can work it out together in a week. The rest is where projects go wrong.
Five questions that matter more than colours
- Who is it for? Not “everyone”. The two or three kinds of visitor you most need to convince.
- What should they do? Book, buy, call, apply, come back. Pick one main action per page.
- What do they need to know first? Usually price, location, timing — the things people now ask you by message.
- Who will update it? And how often. This decides more about the build than any design choice.
- How will you know it worked? Fewer repeated questions, more bookings, a shorter sales call. Write it down.
The one-page version
If your brief fits on one page and answers those five questions, it is better than most forty-slide decks. Send it to us, or to anyone else — it will make the conversation shorter either way.