How to write a great website brief
A good brief is the difference between a site that feels generic and one that feels like your business. You don’t need design words. You need to answer a few questions honestly.
1. What do you do, in one sentence?
Write it the way you’d say it to a new customer. “We make sourdough and pastries in Brooklyn and open at 6:30” is better than “We are a premier artisanal bakery”.
2. Who are your best customers?
Describe the people you most want more of: families, young professionals, companies, tourists. It shapes the tone, the photos and what the site highlights first.
3. What should a visitor do?
Book, call, order, visit, send a message. Pick one main action. Everything on the site will lead to it.
4. What makes you different?
Think of what customers tell you: “you always answer on WhatsApp”, “the only place open on Sundays”, “you explain everything”. Those are the reasons to put on your site.
5. How should it feel?
Pick three words: calm, bold, friendly, premium, playful, serious. Add two or three websites you like, and say what you like about them.
6. The practical details
- Logo, if you have one
- Your own photos: your place, your team, your work
- Services and prices
- Address, hours, phone, email and social links
- Any existing website or menu we should use
With altoda, the brief is a short form with exactly these questions. On Starter you also send your text; on Business we write it for you from your answers.
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