1. Define what the website needs to change

Start with the business outcome, not a list of pages. What should a visitor understand? What should they do next: enquire, book, choose a service, browse a catalogue or contact the team? A precise answer makes it easier to shape the structure and avoid features added “just in case”.

Also describe what currently gets in the way. Information may be scattered across platforms, a service may be hard to compare or visitors may not know how to ask for a quote. This gives the project a useful starting point.

2. Gather what already exists

Useful material can include a company and service description, photography, logo, brand colours, existing website, social profiles, directory listings and documents with current terms. Do not wait for every file to be perfect: note what is ready, what is missing and who can prepare it.

  • Accurate service names, descriptions and terms.
  • Photography and video that can be used on the site.
  • Current contact details, addresses and links.
  • Logo, fonts and brand materials, if available.

3. List the journeys the site needs to support

Write down whether the site needs a catalogue, booking, payments, an account area, a CRM integration, language versions or self-managed content. For each feature, note who will use it and how. This helps determine whether an admin panel is needed or a simpler content update process will do.

4. Share references with context

A few examples are enough. Alongside each link, say what works for you: composition, photography, navigation, motion or the tone of the copy. Unhelpful examples are useful too—explain what to avoid. The goal is to find a direction, not copy another site.

5. Choose who will approve decisions

Decide who gathers feedback and approves the structure, visual direction and copy. Share a target launch date and any constraints. This does not lock a schedule before the work is assessed; it gives the team a basis for proposing a realistic sequence of stages.

If you have very little material

You can still begin. In the brief, simply say what is available and what still needs to be prepared. The first stage can identify missing copy, photography, brand work or additional discovery. The important thing is to keep facts separate from assumptions.