How to brief a website agency for maximum results

Author - Graham Beedie

Posted By Graham Beedie Partner

Date posted 17th Apr 2024

Category Blog, Guide, Template


Are you looking to launch or revitalise your brand’s website? Improve your online presence? Increase leads and new business opportunities? Or maybe you need a website that complies with the latest web standards and accessibility laws? These are just a few reasons why you might be considering hiring a website design and development agency to support your digital strategy and execution. 

A common question we often receive from businesses reaching out to us for the first time is: “What information do you need from us to start the pitching process?” Essentially, what makes a great brief for a website project? 

In this article, I’ll explore the advantages of working with a website design and development agency, and how to find the right partner for your needs. I’ll also delve into the importance of an excellent brief and share insights on how to construct one effectively. 

If you need to start briefing an agency immediately, check out our website brief template

Why should you hire a website design and development agency? 

As your business grows, there are numerous advantages to partnering with a specialised agency to meet your marketing and growth objectives.

Expertise and sector specialism – One of the primary reasons businesses choose to work with website agencies is their deep expertise in both design & development, and sectors. Agencies house professionals who specialise in various aspects of website creation, from UX/UI design to front-end and back-end development. Agency teams understand their clients’ sectors, competitors, and design trends. They commit to continuous learning to stay on top of technologies. 

Measurable Impact – The best agencies have the tools and knowledge to analyse your website’s performance comprehensively. They can provide data-driven insights, tracking everything from user engagement to conversion rates, ensuring your site not only looks good but also performs well.

Fresh Perspectives – It’s easy to get too close to your own project. An external agency brings a new set of eyes and fresh ideas, often identifying opportunities you might have missed.

Connections – Agencies often have broad networks, including access to premium design resources, advanced development tools, and partnerships that can add value to your website project.

Why is it important to brief an agency well? 

The effectiveness of the agency’s work hinges on the quality of the brief you provide. A detailed and well-thought-out brief enables the agency to align their strategy and execution with your exact needs and goals. A vague or incomplete brief, on the other hand, can lead to misaligned expectations and unsatisfactory outcomes.

Creating a comprehensive brief may seem daunting, especially if you’re unfamiliar with the intricacies of website design and development. However, a quality agency will guide you through the briefing process, ensuring they have all the necessary information to propose a tailored strategy for your business.

Pitch Process Golden Rules 

When preparing your brief, consider the following key points to facilitate a productive pitch process:

Inspire with Your Vision – Share your passion and objectives for the website. A motivated agency team is more likely to deliver inspired and creative solutions.

Include a Budget – Providing a budget range helps the agency tailor their proposal to what’s financially viable for you, avoiding disappointments later.

Limit the number of Pitching Agencies – Engage with two to three agencies for your project. This shows respect for the agencies’ efforts and keeps your review process manageable.

Conduct Due Diligence – Research potential agencies to ensure they align with your business values and have the requisite skills and experience for your project.

Brief Template for a Website Design and Development Agency 

Here’s what to cover in your brief for actionable and relevant proposals:

  • Background – Share about your company, including your vision, mission, and unique selling points. This information sets the foundational understanding of your business.
  • Brand Personality – Describe your brand’s tone and style. Are you corporate and professional, or fun and playful? This helps the agency align the website’s design with your brand identity.
  • Target Audience – Who are your website’s users? Understanding the audience influences the design and functionality of the site.
  • Competitors – Identify your main competitors. This helps the agency differentiate your site and position it effectively in the market.
  • Objectives – What are your goals for the website? Clearly defined objectives guide the agency’s strategy and design decisions.
  • Challenges – Share any specific challenges you face, such as increasing conversion rates or improving user experience.
  • Project Requirements – Detail the specific services you need, such as e-commerce functionality, mobile optimization, or SEO.
  • Agency Traits – Describe the qualities you value in a partner. Trust and collaboration are crucial for a successful project.
  • Success Metrics – Define what success looks like for your project. This could be increased traffic, higher conversion rates, or other KPIs.
  • Timings – Outline your project timeline, including key milestones and deadlines.
  • Stakeholders – List who will be involved in the project and their roles.
  • Budget – Provide a budget range to ensure the proposals are realistic and achievable.

We’re Here to Help 

Choosing the right website design and development agency is crucial for your project’s success. At our agency, we’ve been on both sides of the table and understand the challenges you face. If you need assistance preparing your brief or wish to learn more about our services, don’t hesitate to reach out.
And please download our website brief template to ease the process.

Let’s Talk

Do you have a web design and build project coming up that you would like to talk about?

Let's Talk

Do you have a web design and build project coming up that you would like to talk about?