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Strategy

A better marketing brief starts with what you know.

By Lyuben Doykin4 min read

You do not need to know the technical solution before approaching a marketing partner. You do need a clear picture of your business, the problem you want to solve and the constraints around it. A useful brief can fit on a page.

Explain the business in ordinary language

Describe what you sell, who buys it and what makes a customer a good fit. Include where you work and any practical limits on capacity. Share the questions customers ask most often. These details are more useful than a list of adjectives such as modern, innovative or premium without an explanation.

Describe the problem you can observe

Instead of requesting more marketing, explain what is happening. Perhaps visitors cannot find the right service, enquiries lack essential details or content approvals keep delaying publication. Distinguish observations from guesses about their cause. Screenshots, page addresses and examples of the existing process can help a partner understand the situation.

Set the boundaries early

State the budget range, decision makers, timing constraints and what is already in place. List the platforms, brand assets and accounts involved without sharing passwords. Identify who can approve content and provide access through the appropriate account tools once the scope is agreed. Mention any existing provider who needs to be involved.

Ask for a proposed next step

A good response should explain the suggested scope, deliverables, assumptions, responsibilities and costs. Ask which parts are essential for the first phase and which can wait. Compare proposals by what they include and how the work is reviewed, rather than comparing a headline price without its underlying scope.

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Apply this to your website

Use the questions in this article to review your own pages. Write down the current situation, the change you want and who will provide the missing material. Add this context to your website brief so the build addresses a real decision rather than only changing the appearance. Keep the scope focused enough to check the result after delivery.

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Put the advice into practice

Describe the situation in observable terms

A brief becomes useful when it explains the problem someone can actually inspect. Instead of saying the website is not good enough, describe where customers become confused or which information is missing. For example, visitors may not understand the difference between two services, may struggle to find the contact route or may ask for details that the website should already explain. Include the relevant page addresses and the audience affected. Distinguish what you know from what you suspect. This gives the website builder a concrete starting point and avoids turning a business problem into a purely decorative request before the cause has been understood.

Name one primary audience and action

Describe the person the page most needs to help and what that person should do next. A business owner comparing suppliers needs different information from an existing customer looking for support. One page can support several visitors, but it still needs a clear hierarchy. State whether the main action is an enquiry, consultation request, purchase or another defined step. Explain what information the visitor needs before taking it. This helps shape the headline, page structure and form. A brief that asks every page to achieve every possible goal is difficult to build, review and measure consistently.

Make the constraints part of the plan

List the page count, languages, approved business information, available photographs and content responsibilities. Include any required integrations and identify who controls the domain or external accounts. If a deadline depends on a campaign or event, state that relationship clearly. Give a realistic description of what is ready, rather than assuming missing material will appear during the build. A reference website can communicate visual preferences, but specify the elements you like and the things you want to avoid. Keep passwords and payment details out of the brief. Access requirements can be discussed through the appropriate supported tools when the scope is confirmed.

Define a review that leads to a decision

Explain who approves the project and how feedback will be consolidated. Separate corrections to the agreed work from requests for new functions. At RASTE, the first website version is delivered within twenty-four hours after successful payment, based on a complete brief provided beforehand. Included revision requests are submitted during the following twenty-four hours after delivery. Later changes receive a separate quote. Use the brief to make that review specific: name the pages, expected content and essential actions. The more clearly the starting agreement is written, the easier it is to recognise whether the first version answers the business need.

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