Website Project Brief and Content Needed: What to Prepare Before You Hire

Before you hire anyone, prepare five things: a short brief that states your goals, a list of pages, the content for those pages (or a plan to create it), your brand assets, and access to the accounts a developer will need. Projects where the client arrives prepared are usually cheaper, faster and less stressful, because the provider spends time building instead of chasing materials. This guide explains what each item is, how detailed it needs to be and where owners most often get stuck.

Why preparation changes the price

Developers price risk. When a client has no content, no clear goals and no decision maker, the provider adds a buffer to the quote, or the project runs long and bills extra hours. When the client arrives with a clear brief and ready materials, quotes are tighter. Preparation is also the cheapest way to improve quality, since it forces you to decide what the site is for.

1. The one-page brief

A good brief answers these questions in plain language:

1. What does the business do, and for whom?
2. What should the website achieve in the next 12 months?
3. Who are the main visitors, and what questions do they arrive with?
4. What actions should they take: call, request a quote, book, buy, sign up?
5. What sites do you admire, and what do you dislike about your current one?
6. What is your budget range and deadline?
7. Who decides, and who gives feedback?

Here is an example for an illustrative local business.

Even a brief this short helps providers answer in specifics.

2. A sitemap: the list of pages

A sitemap is a structured list of the pages the site will contain. Start with the pages you need, then group them. For a service business, a typical structure looks like this:

Avoid creating pages just to have more pages. Each page should serve a visitor question. Remember that cost follows the number of unique layouts, not just the page count; see what affects website cost.

3. Content: text, photos and other assets

Content is the work owners most underestimate. Plan for:

• Page text. Aim for clear, specific language about what you offer, who it is for, your prices or how pricing works, your process and how to contact you. Avoid copying text from competitors or from other websites; duplicated text can create copyright problems and does nothing to differentiate you.
• Photos. Real photos of your team, work and location are usually more persuasive than generic stock images. If you use stock images, check the license terms. A short photo session can be a better investment than extra design.
• Logo and brand files. Ask for vector files of your logo, color codes and fonts if you have them.
• Testimonials and reviews. Obtain permission to display customer names and quotes. Do not invent or alter reviews; the Federal Trade Commission has rules against fake reviews and deceptive endorsements.
• Product or service data. For stores, a spreadsheet with names, descriptions, prices, sizes, images and stock status.
• Videos or documents. Brochures, price sheets or forms you want to publish.

Decide who writes what and set deadlines. Late content is the most common cause of project delay. If you cannot write well, consider hiring a copywriter for key pages, or a lighter option: write rough bullet points and ask the developer or an editor to polish them.

4. Brand basics

Your site will look more consistent if you decide a few things first: logo, primary colors, two fonts at most, tone of voice (friendly, formal, technical) and any brand rules. If you have none, ask providers whether they offer a simple brand setup, and what it costs separately.

5. Accounts and access

Gather and organize these, and make sure they are in your name:

• Domain registrar login.
• Current hosting or builder account, if you have one.
• Google Business Profile, analytics and Search Console access.
• Social media account links.
• Payment processor and email marketing accounts.
• Any existing site backup files.

Create a shared document listing each account, the login email and who has access. Never share your main passwords by email; use a password manager's sharing features or ask the provider to be added as a user.

6. Legal and policy pages

Most business sites need a privacy policy that reflects what data you collect, such as forms, analytics and cookies. Stores need shipping and returns policies. Some industries have specific disclosure requirements. State laws on privacy differ, and several states have comprehensive consumer privacy laws, so the right wording depends on your location and audience. This is a good topic for a short consultation with an attorney instead of copying another company's policy.

7. Technical wish list

You do not need to understand the technology, but note requirements such as:

• Must work well on phones.
• Needs to connect with a booking or customer tool.
• Needs a blog or news section.
• Needs to be editable by staff.
• Needs to meet accessibility expectations; see our accessibility guide.

Worked example: preparation saves money

Suppose a provider quotes $5,200 for a 7-page site when the client supplies all content, and $7,000 when the provider must write and source images. The extra $1,800 reflects roughly 14 hours of writing and image work at an illustrative $125 an hour. If the owner spends 10 hours writing rough drafts and takes photos on a weekend, they might reduce that gap significantly, and they retain control of the message. On the other hand, if the owner's time is worth more than $125 an hour, paying for the content may be economical. The point is to decide deliberately.

A short preparation timeline

1. Week 1: write the brief and the page list.
2. Weeks 2 and 3: draft text and gather photos and brand files.
3. Week 3: collect account details and decide on a budget.
4. Week 4: send the brief to providers and request proposals.

Following this order also gives you materials to share with every provider, so their proposals are comparable. The hiring guide shows what to do next.

Common preparation mistakes

• Starting without a clear goal.
• Waiting for the perfect text before choosing a provider.
• Treating the website as a brochure rather than a tool for specific actions.
• Not deciding who approves the design.
• Using photos or text without permission.

When to consult a professional

For privacy policies, disclaimers, licensed professional advertising rules or use of customer testimonials, a short review by an attorney or your industry body is worthwhile.

Frequently asked questions

Do I need to write all the content before I hire someone?

No, but you should know who will create it and by when. Outline the pages and gather what you already have.

Can I use stock photos?

Yes, if you comply with the license. Real photos of your business usually do more for trust.

What if I do not have a logo?

Many providers can create a simple one, or you can commission it separately. Decide before the design phase.

Should the developer write my text?

It can work well if they have experience in your field and you review carefully. Check the cost, and make sure the text is original and accurate.

Sources

• Federal Trade Commission — rules on endorsements, reviews and online advertising.
• U.S. Copyright Office — copyright basics for text and images.
• U.S. Small Business Administration — marketing and planning resources.