Almost every project that slips its schedule has one thing in common: assumptions nobody wrote down. A brief isn't a formal document; it's how we line up assumptions before anyone starts working.
1. Business goals, not a feature list
"We need a five-page website" answers what, not why. Write down what should change once the project is done: more quote requests, a faster internal process, or a more convincing first impression with new clients.
2. Who will use it
One or two sentences about who will use the result and what they're looking for. This shapes page structure and wording more than people expect.
3. Examples you like (and don't)
Links to two or three sites, apps, or designs that feel right, plus one that doesn't, each with a short reason. That's far clearer than adjectives like "modern" or "elegant".
4. Fixed constraints
- Dates that can't move, such as a product launch or a trade show.
- A budget range, even a rough one.
- Existing systems that have to stay.
5. Who decides
Name the person who gives final approval. The most expensive revisions usually come from someone who first sees the work at the very end.
A brief that's honest about what's still unknown is more useful than one that only looks complete.
If you're unsure about some parts, that's fine. Just write "not sure yet"; we'll answer those questions together in discovery.