To get an accurate website quote, send a brief covering your business and goal, who the site is for, the pages you need, features such as bookings or payments, who supplies content and photos, examples you like, your current domain and hosting, your deadline and your budget range. The more specific you are, the tighter the quote.
Agencies price what they can see. A vague request gets a wide range or a padded estimate, because the agency has to protect itself against what it cannot see. One page of clear answers lets them price your actual project, and it makes quotes from different agencies easy to compare.
01. What is the template?
Copy this, fill it in, and send it with your first message.
WEBSITE BRIEF
1. The business
What you do, who you serve, where you work, and how long you have been running.
2. The goal
What should the website make happen? Use a number or an action if you can.
Example: 20 enquiry calls a month, or online bookings for two services.
3. The visitors
Who will use the site, and what are they trying to do when they arrive?
4. Pages
List the pages you think you need. Mark each one as must have or later.
5. Features
Bookings, payments, a store, a blog, a members area, WhatsApp chat, a map, anything else.
6. Content
Who writes the text? Who supplies photos and video? Do you have a logo and brand colours?
7. Examples
Three websites you like and one line on what you like about each. One you dislike.
8. Where you are now
Your current website address, domain registrar, hosting, and any analytics you use.
9. Timeline
When you would like to launch, and why that date matters.
10. Budget
A range you are comfortable with. A range is fine.
11. Decisions
Who approves the design and the final site? How quickly can you give feedback?02. How should you fill it in?
The goal matters most, so spend time on it. "A modern website" is not a goal. "More enquiries from homeowners within 20 km" is one. Everything an agency recommends, from the number of pages to the platform, should trace back to it.
For pages, list what you think you need and mark what can wait. A launch with the four pages that earn enquiries, and a plan for the rest, is often cheaper and faster than waiting for everything.
For content, be honest. If you will not write the text, say so, because it changes the scope. Written content is usually not included in a website price unless the scope says so.
For examples, the point is to show taste and to find out what you dislike. Pick on layout, tone and feel, and do not ask for a copy of anyone's site.
03. Should you share your budget?
Yes, as a range. Agencies use it to recommend work that fits, rather than guessing high or low. If your budget is small, say so. A good agency will suggest a smaller first step instead of overselling. For a reference point, see how much a business website costs in India.
04. What should you attach?
- Your current website address, or screenshots if it is not live.
- Your logo and brand files, if you have them.
- Photos you plan to use.
- Links to the examples you listed.
- A screenshot of your analytics, if you track visits.
05. What does a short filled in brief look like?
This example is for a made up business, Kestrel Dental Studio, and is shortened.
The business: a three dentist clinic in Surat, open for nine years. The goal: 30 new patient enquiries a month, mostly by WhatsApp and phone. The visitors: families searching for a local dentist, often on a phone. Pages: home, services (must have), team (must have), pricing (later), blog (later). Features: WhatsApp button, appointment request form, Google Map. Content: we will supply photos, we need help with the text. Timeline: launch before the festival season. Budget: a range, shared on request.
A brief this short is enough for an agency to give a first price.
Frequently asked questions
How long should a brief be?
One or two pages. Clear and specific beats long.
What if I do not know what I need?
Say so, and describe the problem you want solved instead. A good agency will recommend a scope on a call.
Should I send the same brief to several agencies?
Yes, to two or three. Identical information makes the quotes easier to compare. Our guide to how to choose a web design agency lists the questions to ask each one.
Do I need to choose the platform first?
No. Describe what you need, and let the agency recommend the platform and explain the monthly running cost.
