How to write a small business website brief

If you are wondering how to write a small business website brief, start with what you would tell a good new customer. One paragraph is enough when it says what you do, who you help, where you work, what makes an enquiry worth making and what you want the website to include. You do not need to know page names, write polished copy or choose colours before you begin.

A useful brief gives the factory facts and context. It lets the factory plan the site around your actual work, rather than filling the gaps with assumptions. That matters for details such as services, locations, qualifications, opening times and contact methods. If a fact is not in the brief or a supplied source, it should be left for you to confirm.

What to include in a small business website brief

Write naturally, as though you were explaining the business to someone who has never heard of it. Aim for the following information in a single paragraph:

• What the business does and the main services or products you want to promote.
• Who usually needs those services, including whether you serve homeowners, businesses, families or another group.
• The places you cover, if location matters.
• The kind of jobs or enquiries you want more of.
• Details that help a visitor decide, such as an approach, a process, materials used or relevant experience.
• Existing information to use, such as your current website, social profile, logo, photos or brochures.
• Anything the site must not say, or any fact that still needs checking.

You can also state the purpose plainly. For example, you might want visitors to request a quote, book a consultation, call you or send photos of a job. The factory can then make that next step clear on the relevant pages.

A one-paragraph brief example for a local service business

Here is a useful example:

We provide boiler servicing, repairs and replacements for homeowners and landlords in Leeds and nearby areas. We want more repair and annual service enquiries, particularly from people who need a clear appointment time and straightforward advice. We work with several boiler makes, but please do not state that we are approved by any manufacturer unless we provide proof. Our current logo is attached, and we have photos of recent work. We would like visitors to be able to send up to four photos when they enquire, because a picture of the boiler or fault can help us understand the job.

Notice what this paragraph does not attempt to do. It does not name pages, select a template or make unsupported claims. It gives the factory enough material to decide that services, service areas, an enquiry route and photo uploads may be useful. It also marks a claim that needs confirmation rather than letting it appear as fact.

For a business with several services, name the ones you most want the website to explain. A long catalogue can be supplied separately, but your paragraph should establish the priority. That helps the first version speak to the enquiries that matter most.

Another example for a professional business

We are an accountancy practice serving sole traders and small limited companies in Bristol. Our main work is annual accounts, self-assessment returns, bookkeeping and support for new businesses. We want the website to help prospective clients understand which service may suit them and invite them to arrange an initial conversation. We have a short guide to our process and photos of the office, but no client stories to use. Please ask us to confirm any professional memberships, software partnerships, prices, office hours and phone numbers before publishing them.

This brief explains the audience, the priority services and the desired next action. It also makes clear that the website should not imply endorsements or publish operational details without confirmation.

If you already have a site, say what is and is not useful about it. “Keep the service descriptions but replace the old photos” is more helpful than “make it better”. If you have no existing material, say that too. The factory can write initial copy from your description and identify the information it could not safely state for you to review.

Give context, not design instructions

A short brief works best when it describes the business rather than trying to direct every design choice. “We restore period windows and want to show careful workmanship” gives a clear tone and subject. “Use dark green with a large button” only settles two visual decisions, without explaining what a visitor needs to understand.

You can certainly include practical preferences. Mention a logo colour that must be retained, a photograph you want included, or an existing page that contains important legal wording. But leave room for the factory to explore design directions around the content and audience.

It can help to read how business websites are structured before writing your paragraph. You do not need to ask for every possible page. The point is to provide enough information for the right pages and calls to action to emerge from the brief.

Facts to flag rather than guess

Some information changes or needs evidence. Put it in the brief if you know it, but make a note if it needs checking. This includes:

• Prices, fees, offers and finance terms.
• Opening hours, addresses, phone numbers and email addresses.
• Licences, certificates, memberships and accreditations.
• Areas covered, delivery terms and availability.
• Guarantees, response times and claims about outcomes.

This is not a reason to delay the brief. A simple note such as “opening hours to confirm” is useful. It means the factory can show you what is missing instead of presenting a guess as part of the finished site.

Your brief is also a good place to say what happens after an enquiry. Perhaps you call people back, provide an estimate or arrange a visit. That context helps the site set reasonable expectations without promising a time you cannot always meet. If you want ongoing weekly updates and an automatic first response to new enquiries, you can compare that optional service on the Website Care pricing page.

Questions about writing a website brief

Does my brief really have to be one paragraph?

No, it can be longer if you have useful detail. The one-paragraph approach removes the pressure to prepare a full specification before you can get started.

What if I do not have professional photos or finished copy?

Say what visual material you do have, even if it is only a logo or a few work photos. The factory can research credited photography where appropriate and draft copy from your description, while marking unknown facts for confirmation.

Should I include competitors in the brief?

You can include examples of websites you find clear or confusing. Explain what you noticed, such as easy service information or an unhelpful booking route, rather than asking for a copy of another business's site.

What if I offer different services in different areas?

Put that distinction in the paragraph. It can affect which service pages, area information and enquiry prompts are needed, and avoids a visitor assuming a service is available everywhere.

Can I change things after I submit the brief?

Yes, the preview gives you something concrete to review before launch. Correct details, add missing context and confirm the facts the factory could not verify.

Write the paragraph you can write today, including any uncertainties. Create a free preview