Website brief checklist for UK small businesses
A useful website brief does not need design jargon. It needs clear business decisions that help every supplier quote against the same job.
Business and goals
- What does the business sell?
- Who is the ideal customer?
- Which locations do you serve?
- Is the main action a call, quote, booking or purchase?
- What would a successful six months look like?
Customer decisions and proof
List the questions prospects ask, objections that delay them and evidence that reduces uncertainty. Include genuine reviews, accreditations, guarantees, team experience and project images that you have permission to publish.
Pages and content
Start with customer needs rather than an arbitrary page count. Assign an owner and approval date for copy, photography, logos, prices, product data and legal text.
Features and connections
Note every required form, booking tool, payment system, CRM, newsletter, map or analytics account. Identify which systems already exist and who controls them.
Ownership and ongoing work
Confirm who owns the domain, site files, copy, imagery, analytics and third-party accounts. Decide who handles security updates, backups, edits and urgent support.
Launch and measurement
Agree how redirects, forms, analytics, consent, indexing and accessibility checks will be tested. Define the actions that matter and who will review them. Use this checklist to request a clear proposal for P11 Digital’s web design service.