Most small business owners who've been stung by a web project say the same thing afterwards: "I didn't really know what I was asking for." That's not your fault. Web designers often speak in jargon, and without a clear brief, the whole thing can go sideways fast.
This guide will help you go in prepared, ask the right questions, and get what you actually need.
What is a web design brief?
A web design brief is a written document that tells a designer exactly what you need, why you need it, and what success looks like. Think of it like ordering a custom cake: the more clearly you describe it, the more likely you get what you want.
Without a brief, you're relying on a designer to read your mind. That's how projects overrun, overspend, and end up looking nothing like you imagined.
Step 1: Know what your website actually needs to do
Before you speak to any designer, write down what job your website needs to do. This sounds obvious, but most people skip it.
Ask yourself:
- Do I need people to contact me (phone, email, form)?
- Do I need to sell products online?
- Do I need to take bookings or appointments?
- Do I need to build a mailing list?
- Do I just need to show up on Google when someone searches for me locally?
Every feature you add costs time and money. Be honest about what you genuinely need now versus what would be nice to have later.
💡 If your main goal is showing up when local customers search for you, read our guide on why your website might not be appearing on Google before you brief anyone. It'll help you ask the right questions.
Step 2: Write it down before you talk to anyone
Your brief should be a short written document you hand to every designer you approach. This protects you and makes comparing quotes much fairer.
Here's what to include:
| Section | What to Write |
|---|---|
| About your business | What you do, who your customers are, where you're based |
| Purpose of the site | What you want visitors to do when they land on it |
| Pages you need | Home, About, Contact, Shop, Menu, Gallery, etc. |
| Examples you like | Links to 2 or 3 websites you think look good and feel right |
| Must-haves | Specific features you cannot do without |
| Budget | Your actual budget, not a vague range |
| Timeline | When you need it live by, and why |
| Who provides content | Will you write the text and supply photos, or do they need to? |
Yes, sharing your budget feels awkward. But a designer who knows you have £1,500 won't quote you for a £6,000 build. It saves everyone time.
Step 3: Understand what you're actually paying for
Web design costs cover several different things, and you need to know which ones are included in your quote.
Here's a breakdown of the common components:
Design
The visual look of the site: colours, fonts, layout, and how it feels to use. This is what most people think of when they say "web design".
Development
The technical build: making the design work as an actual website. Sometimes the same person does both, sometimes not.
Hosting
The server (think of it as the land your website sits on) that keeps your site online. You usually pay for this annually. Make sure you know who controls it.
Domain Name
Your web address (e.g. yourbakery.co.uk). Again, make sure this is registered in your name, not the designer's.
Content Management System (CMS)
The tool you use to update your own website without needing a developer every time. WordPress is the most common. Ask if you'll be able to log in and make basic changes yourself.
⚠️ Some designers register your domain name and set up hosting under their own account. If you fall out or want to move, you can lose access to your own website. Always insist that domain and hosting accounts are registered in your name with your payment details.
Step 4: Ask these questions before you hire anyone
A trustworthy web designer will answer these questions clearly and without getting defensive. If someone dodges them or makes you feel silly for asking, walk away.
- Can I see three examples of websites you've built for businesses like mine?
- Will I own the website and all its files when the project is finished?
- Who will register my domain name and set up hosting?
- What platform (system) will the site be built on, and why?
- Will I be able to update basic content myself, like text and photos?
- What happens if I need changes after launch? Is there an hourly rate?
- Is SEO (Search Engine Optimisation, which means making your site findable on Google) included, and if so, what specifically does that cover?
- Will the site work properly on mobile phones?
- Do you write the content, or do I supply it?
- What does your payment schedule look like?
That last one matters. A fair payment structure is usually a deposit upfront, something at a midpoint, and the final payment on completion. Anyone asking for full payment before starting is a red flag.
Step 5: Understand the quote you're given
A proper quote should itemise what you're paying for, not just give you a single lump sum. If you get a one-line quote for "website design -- £2,500", ask for a breakdown.
Compare quotes on like-for-like terms. If one designer includes content writing and another doesn't, they're not quoting for the same job.
Also ask how changes are handled during the build. Most designers allow a set number of revision rounds (chances to ask for tweaks). If you don't know this upfront, small changes can rack up extra charges quickly.
Cheap isn't always bad, and expensive isn't always good. A local freelancer charging £800 might do a better job for a five-page bakery site than an agency charging £5,000. Focus on their portfolio and how clearly they communicate, not the price alone.
Step 6: Don't forget the basics that are easy to overlook
A few technical things often get missed in briefs but matter quite a bit once your site is live.
- SSL certificate (the padlock in your browser bar that shows the site is secure): ask if this is included and set up correctly.
- Google Analytics (a free tool that shows you how many people visit your site and where they come from): ask for it to be installed.
- Google Search Console (a free Google tool that tells you how your site appears in search results): ask the designer to connect this too. If you're not sure what it does, our guide on what Google Search Console is and how to use it explains it in plain English.
- Meta descriptions (the short summary text that appears under your website name in Google search results): these should be written properly for every page. See our guide on what meta descriptions are and why they matter for more on this.
- Page speed: a slow site frustrates visitors and performs badly on Google. Ask how they plan to keep load times fast.
Red flags to watch for
These are signs a web designer may not be the right fit, or may not be operating honestly.
- No clear contract or written agreement
- Reluctance to show previous work
- Pressure to decide immediately or lose a special price
- Promises to get you to the top of Google with no explanation of how
- Vague answers about who owns your domain and hosting
- No mention of what happens after the site goes live
- Being rude or condescending when you ask basic questions
Trust your instincts. If something feels off, it probably is.
Before you sign anything
Once you have a designer in mind, do a quick check on them. Search their business name alongside words like "review", "complaint", or "scam". Look them up on Companies House (companies.gov.uk) if they're presenting themselves as a registered company.
Also take a look at any websites they've built for existing clients. Load them on your phone, click around, and see if they actually work well.
If you want to understand the current state of your own website before briefing anyone, you can run a free check at website.auditmy.co.uk. It gives you a plain-English report on how your site performs, which can be genuinely useful context before you start any conversation with a designer.
💡 Once your new site is live, bookmark what Google Search Console is and how to use it so you can keep an eye on how it performs in search results over time.
A quick summary
| Do This | Avoid This |
|---|---|
| Write a clear brief before talking to anyone | Going in with only a vague idea |
| Share your actual budget | Keeping it secret and hoping for a bargain |
| Ask for itemised quotes | Accepting a single lump-sum figure |
| Make sure domain and hosting are in your name | Letting the designer own your accounts |
| Get everything in a written contract | Relying on verbal agreements |
| Ask for a payment schedule tied to milestones | Paying everything upfront |
You don't need to become a tech expert to commission a website well. You just need to go in with the right questions, a written brief, and a healthy dose of common sense. The designers who are worth working with will appreciate exactly that.
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