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Guide to delivering the perfect web brief

by James Holloway Agency Partnership Director

Delivering a successful web development project can be a complex process and if the project is not managed tightly it can lead to delays or excessive costs that were not originally factored in, resulting in squeezed margins or angry clients.

Therefore the most important part of any web build that requires developer time is getting the brief spot on and watertight. This is so that the development team are absolutely clear on what they are building and how it needs to be built to meet the client requirements.

This guide takes you through the key steps to delivering the perfect web brief and ensuring your web projects are met with client delight rather than anguish.

Step 1 – audience personas

Thinking about the people who will use and interact with the site is a good place to start when looking at what is required. Identifying the different audiences that we use the site. Their requirements will help build a picture of what the new site will need to do to meet these needs. This may not just be one type of user so building the site to meet the different requirements is key to feed into the brief.

Gooey have developed a web persona mapping document, available here to help you discuss and confirm this with your client.

Step 2 – technical requirements

This stage requires a full interrogation of what the client requires from the website, looking at everything from device compatibility through to any technical requirements needed such as forms, page transitions or more complex requirements.

Step 3 – case study examples

A good way to get a better understanding of what the client is truly looking for in a new website is to get them to provide some examples of sites that they admire or want to aspire to. Whether thats in the design style or any technical functionality that they want to include, this will help paint a picture of what the final site may need to look like and also whether it can be delivered within the budget available (see stage 5).

Stage 4 – additional work needed

The development of the site is just one of many areas to consider within the overall project. A good development partner has the technical capabilities to deliver on a brief but if more is needed than just technical build this will need to be included in the brief. Services to consider here include design of the site, copy creation or any content migration and any analytics suites that need to be set up. Also consider speaking to your development partner about any SEO technical requirements including migration plans as well as hosting requirements.

Stage 5 – costs and timeframes

Once you have the main briefing requirements confirmed and the client has checked and signed off on these you’ll also need to start to cover things such as the budget they have for the project. It should be made clear what is covered in costs from both a web development point of view or any services outside of this so there are no surprises further along the process. You’ll also need to confirm when the client wants the project delivered by and ensure these deadlines can be met with all resource delivered on time.

Whether working in a waterfall or agile development pattern it will be important to communicate when major milestones will be delivered and look at the tools used to provide updates, whether it be something like a Trello board or through other channels. Gooey have developed a web timeframe template for tracking this with clients and this can be found here.


Following the 5 stages listed here should put you in a good place to deliver outstanding web projects for your clients and ensure they are profitable for your business. Working alongside an established UK based development team will ensure the delivery of projects are done in an efficient and hassle free way. Gooey have an established account management team on hand to guide you along the way so feel free to get in touch if you have any current projects you need support with.