Getting a website built: what belongs in a useful brief?

You want to get a website built but do not have finished copy and only have a few design ideas. That is enough to start a first conversation. A useful brief mainly explains what the website needs to do for you and its visitors.

The following five details provide a starting point. They help whether you work with an agency or with an AI assistant to develop your website.

1. What do you offer, and who is it for?

Describe your service in a sentence that someone outside your industry can understand. For example, “I photograph small hotels and holiday homes for their booking pages” is more concrete than “bespoke solutions to the highest standards”.

Add who hires you and what they need to know before making an enquiry. Do they need project photos, a price range or confirmation that you work in their area? Those questions help determine the order of the content.

2. What should visitors do next?

Start by choosing one main action: call, send an enquiry, arrange an appointment or explore a particular service. Several contact options can be useful. The most important action should still be easy to find.

“More customers” is a business goal. Make it more specific for the website: “Visitors should understand my services and be able to send their location, preferred date and a few project details.” You can assess a draft against that.

3. What do you already have?

Gather a link to your existing website, your logo, a few original photos and any current copy. Unfinished material is welcome. Mark which details are up to date and which parts you want to keep.

For images, include whether you have permission to publish them. An existing domain matters too. Its name is enough for the first conversation; login details should only be shared later through an agreed, protected channel.

4. How should the website feel?

Two or three relevant examples help more than a long list of adjectives. Explain what you like about each link: the calm typography, image arrangement, short explanation or simple navigation.

The examples are a starting point for a style of your own. Add which colours, images or wording suit your business. This helps turn individual ideas into a design that makes your brand recognisable.

5. Who will keep it up to date?

New services, opening hours and project photos need a place after launch too. Clarify how you request changes, who reviews drafts and what ongoing care includes. Discuss the domain, mailboxes and hosting services as well.

This is also the place to discuss your budget and timing. Prices become comparable when setup, content creation and ongoing operation are clearly described. A promise of “everything included” does not answer those questions by itself.

A brief you can adapt straight away

I offer … to … . The website should mainly help visitors … . I already have … . What I like about these examples is … . Later, I would like to update … . My preferred timing is … . I am still unsure about … .

Leave open questions open. A good first conversation helps you work them out. You do not need to code or arrive with every piece of content finished.

How Berlzop works with your brief

At Berlzop, collaboration starts with your website goal. Bhalithan, the included personal AI assistant, helps with structure, copy and further drafts. Human guidance from Daniel is available when you want it. The planned package is €300 a month including VAT; shared customer onboarding is still being tested. We confirm which services are ready for your project in advance.

You can describe your website project to Berlzop. A short message and an existing link are enough to begin.