Begin with a specific problem
“We need a better website” is a reasonable starting point, but it is not yet a brief. Better could mean easier to navigate, simpler to update, clearer about the business, or more usable on a phone. Each of those goals points to different work.
Write down two or three examples from the current experience. Perhaps customers call because they cannot find contact information, the company description is outdated, or several pages repeat the same message. Describe the issue and the effect it has on a visitor. This keeps the discussion grounded in actual needs.
List the questions your visitors bring
Imagine someone encountering the business for the first time. They need to understand what the company does, whether it is relevant to their situation, and what to do next. A returning visitor may want a specific detail without reading the introduction again.
Create a short list of questions for each audience. Use those questions to organize pages and headings. A page should exist because it helps someone understand or do something, not simply because another company has a similar page.
Inventory content before redesigning it
Collect the existing text, images, downloadable documents, and company details. Mark each item as useful, outdated, missing, or in need of confirmation. Assign someone to verify factual claims, contact details, and any descriptions of services.
Content has a direct effect on design. Long technical explanations need a different structure from short contact information. Knowing what needs to be communicated early reduces the temptation to fill attractive sections with generic language.
Make usability part of the brief
Check how the site will behave on a small screen and when text is enlarged. Links should describe where they lead. Interactive controls need clear labels, and keyboard users should be able to see where focus is.
The W3C’s accessibility design tips discuss readable presentation, clear navigation, and useful interaction feedback. These are planning considerations as well as implementation details. Visual review alone does not establish accessibility conformance.
Decide who owns the next chapter
A website remains useful when its information stays current. Before launch, identify who can update business details, approve new content, manage access, and coordinate technical maintenance.
End the brief with a small set of acceptance questions: are required pages present, are the details correct, can visitors complete the intended actions, and is someone responsible for future changes? A clear answer to these questions is more valuable than adding features without a purpose.
General planning information. Discuss the requirements and suitability of any specific project directly with the company.