A website development brief is a short document that turns "we need a nice website" into a concrete task: for whom, why, what should happen after the visit, and what materials you already have. A good brief saves weeks of back-and-forth and tens of thousands of rubles in rework.
NUGU is a full-cycle digital agency in Sochi. Every project starts with a brief or structured call. From it we build the technical specification, estimate, and timeline.
Why You Need a Brief
Without a brief, the contractor fills gaps for you. Sometimes they guess right, often not. Typical outcomes:
- Site looks good but does not drive enquiries — target audience and action were never named.
- Endless revisions — structure was not agreed before mockups.
- Deadlines slip — copy and photos are "almost ready" for three weeks.
- Budget grows — "one more section" and CRM integration added mid-project.
The brief locks expectations before start. More on typical mistakes in errors when ordering a website.
Block 1: Goal and Outcome
Answer in writing:
- Why the site? Enquiries, sales, bookings, image, ad support.
- One primary visitor action. Fill a form, call, place an order.
- How will you measure success? N enquiries per month, cost per lead, share of search traffic.
- Launch deadline. Hard date (season opening) or "when ready."
- Budget. Range you are working within.
Example: "Service website for a clinic in Sochi. Goal — 20 bookings per month via online form. Launch by September 1. Budget up to 80,000 ₽."
Block 2: Audience and Competitors
- Who is your client: age, city, query, what they arrive with.
- What they already tried: competitors, old site, social media.
- 2–3 sites you like — and why (not "pretty," but "clear service structure," "price visible").
- 1–2 sites you dislike — and why.
This helps discuss solutions, not abstract "modern design."
Block 3: Structure and Features
- Which pages: homepage, services, about, contacts, blog, case studies.
- How many services or product categories.
- Need: form, calculator, catalog, account, payment, multilingual.
- Integrations: CRM, Telegram, WhatsApp, Metrica, online booking.
- Who will update content after launch.
Do not cram everything into v1. Better to launch core and expand — that is how the Quick Start package at 35,000 ₽ / 7 days works.
Block 4: Content and Materials
Checklist to gather:
- Copy or bullet points for each page.
- Logo, brand colors, fonts (if brand book exists).
- Photos: team, office, work, product. Own photos where possible, not stock.
- Legal details, privacy policy, terms.
- Reviews, case studies, numbers.
- Access: domain, hosting, current site (if any).
If something is missing — write "need agency help." That affects the estimate.
Block 5: Constraints and Process
- Who makes decisions and approves mockups.
- How many revision rounds you expect.
- Legal or industry constraints (medicine, finance).
- Need SEO, GEO, or ads after launch.
Sample Brief (Shortened)
Company: NUGU, digital agency, Sochi. Goal: enquiries for website development. Action: "Discuss project" form. Audience: small business, Sochi and Russia. Pages: homepage, services (4), portfolio, articles, contacts. Features: form, Metrica, messengers. Materials: copy ready, team photos available. Timeline: 14 days. Budget: service website from 50,000 ₽.
What Happens After the Brief
- Agency clarifies unclear points.
- Proposes format: landing (from 30,000 ₽), service website (from 50,000 ₽), corporate (from 80,000 ₽), store (from 140,000 ₽).
- Drafts technical specification and timeline.
- Approves mockups, copy, development, testing, launch.
Choosing a Contractor by Brief
Send the same brief to 2–3 agencies. Compare not only price but questions they ask, scope of work, and timelines. Full guide — how to choose a contractor.
NUGU replies within one business day. See the portfolio and services. Fill out the brief or start with a call via contacts.
Mini Template: 15 Brief Questions
- Company name and industry.
- Main site goal in one sentence.
- Target visitor action.
- How you will measure results in 3 months.
- Client geography.
- Typical client profile.
- List of pages and sections.
- Required features and integrations.
- Current site — what is wrong with it.
- References (2–3 links).
- Which materials are ready, which need creation.
- Who approves and accepts work.
- Desired launch date.
- Budget or range.
- Plans after launch: SEO, ads, support.
Copy the list, fill it in — and the first call goes twice as fast. Next we turn the brief into a technical specification with concrete timeline and cost.
Brief vs "Make It Like Them"
A competitor site link without context is a weak brief. More useful: "I like the service structure at example.ru, but our product costs more — need emphasis on guarantees and case studies." That tells the contractor what to adopt and what to adapt. NUGU always asks "why" for each reference — it saves revision rounds at the design stage.
What to Send With the Brief
Domain and hosting access (or registrar contacts), logo in vector or high-res PNG, copy in Google Doc or Word, photos without watermarks, competitor list, contact for approvals. The fuller the package at start — the more accurate the estimate and fewer surprises in process. If materials are missing — say so in the brief; we include copy and photos in scope.