Use this helpful website brief template to assist when you are creating a brief for your new or redeveloped website.

1. WEBSITE BRIEF
Contents
WEBSITE BRIEF................................................................................................................................................................1
Contents..........................................................................................................................................................................1
Describe Your Business..............................................................................................................2
Objectives of your Website........................................................................................................2
Current Statistics.......................................................................................................................2
Overview of all products/services..............................................................................................3
Primary product/services for website........................................................................................3
USP’s..........................................................................................................................................3
Target Markets..........................................................................................................................3
Website Navigation & Internal Linking .....................................................................................4
Goals & CTA’s.............................................................................................................................4
Wire Frame................................................................................................................................5
Competitors...............................................................................................................................5
Content Management System Requirements............................................................................6
SEO Requirements ....................................................................................................................6
Structured Data Mark-Up to be used on the site. Mark Up the following (where relevant)........7
Mobile Requirements................................................................................................................8
Social Media..............................................................................................................................8
Other services required.............................................................................................................8
Timing........................................................................................................................................8
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2. Describe Your Business
Business Name:
Address:
Contact Name:
Contact Phone:
Contact Email:
Objectives of your Website
What do you want your website to do for you? Increase awareness, sell….?
Current Statistics
Current New Target
Unique Monthly Visitors
% Monthly Traffic Via Search
Engines
% Monthly Traffic Via your own
drive to web activity
Bounce Rate
Top 5 key phrases (excluding
your own business name) and
visitors p/m
1.
2.
3.
4.
5.
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3. Overview of all products/services
Primary product/services for website
This list should be made up of the products/services that you are trying to specifically promote through your
website. Not all products/services need to be pushed through your site if you sell them via other means.
USP’s
Unique selling points are things that are unique to you and your products/services. These will make your
products/services stand out from your competitors and will speak specifically to your target market and make them
want to switch to your brand.
Target Markets
List your website’s target markets – it is important that the web developer knows who your target markets are so
the site can be structured and designed accordingly.
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4. Website Navigation & Internal Linking
Top Level Secondary Level Notes (or additional level of
navigation)
Home
About Us / Company Profile Our Team
Location Written and interactive map
directions (Google map)
Contact Us Online enquiry form, phone, email
and address details.
Booking
Goals & CTA’s
• Online booking on all pages. Strong colour so it stands out.
• Phone number & email in header & footer on all pages – strong colour so it stands out
Page CTA’s
Home
About Us / Company Profile
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5. Location
Contact Us
Booking
Wire Frame
Create a wire frame to give the designer and developer an idea where you want things positioned, you can work
through this with them at the early stages of the project if you are unsure.
Competitors
List your competitors, can you provide any additional details about your competitors e.g. marketing activities, pricing
etc.
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6. Content Management System Requirements
What do you require, below are standard requirements.
The new website will have a full online CMS that allows us to:
- Add new pages as required without need for input from the developer
- Add images as required and tag them (alt text)
- Add links to internal and external sites with ease
- Add downloadable documents e.g. PDF
- Format the page content using a simple to use WYSIWYG and no requirement for HTML coding
- CMS training & support
Website Copy
Who will provide the written content for the website? Will you require a copywriter?
Footer to include:
- Name
- Address (include Ireland)
- Phone (do not include (0) as it will not facilitate click to call on mobile)
- T&C
- Privacy Policy
- Sitemap
- Social Media Icons (also include in header)
SEO Requirements
Will you require assistance with the website SEO? What SEO services do you require?
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7. Important requirements:
- URL’s must be clean and not include any of these symbols &=?%.
- Breadcrumb navigation required on all deeper pages and it should be automated e.g., when a new page is
added the breadcrumb automatically generates. (positioned below the main header image but above the
page copy H1 heading)
- The site should have H1-H6 headings that are styled to suit the overall look and feel of the website and the
company branding. The main heading on each page to be H1 (not the logo), secondary heading H2, etc.
- Each page should have editable metadata. We will require access to be able to update the meta title, meta
keywords and meta content description on all pages
- XML sitemap to be generated for submission to Google Webmaster Tools – assistance may be required to
submit the site and the sitemap (also need to set the Geo Target of the site in Webmaster Tools to Ireland)
- Google Analytics to be installed on the new site and Goal Conversions set up to track goals
IMPORTANT: A 301 redirect will be required form the old site pages to the new most relevant page on the new site.
This means that all pages need to be redirected to the most relevant section, if one does not exist then the redirect
can go to the home page.
Structured Data Mark-Up to be used on the site. Mark Up the following (where relevant)
- Logo
- Breadcrumb navigation
- Product pages
- Blog / Articles pages
- Keywords search box
- Reviews
- Events
- Social media icons
- Anything else that is relevant
Design
Include details of colours that are to be used, and examples of websites that you like and dislike and what you like
and dislike about them.
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8. Mobile Requirements
The website should be responsive so users on mobile devices and tablets can easily navigate and purchase/enquire.
AMP to be used on mobile pages
Social Media
What accounts do you hold? Advise what icons/logos you would like included in the design layout.
Other services required
Hosting □
Email Marketing □
Google/Facebook Ads □
Training □
Other ________________________
Timing
Closing date for receipt of all tenders?
Contract award date?
Website to be completed by – date?
Note to web designer: Please do not submit tender if you cannot deliver requirements within time scale.
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