1. The business and the change
Describe the business in plain language. State what needs to change, why the timing matters and what a useful outcome looks like. Include the current website address and any existing brand or content material. Separate confirmed requirements from assumptions and open questions.
2. The people and their journeys
List the main audiences and what each should be able to do. For every important journey, describe the starting point, needed information and desired next action. Include the internal team members who will edit content, respond to enquiries or manage orders.
3. The content and capabilities
Outline page types, languages, content sources and editing requirements. List forms, search, accounts, payments, bookings or other features. Identify integrations, data migration and any existing systems that need to remain in use. Name the owner of each input and approval.
4. The constraints and decisions
Share the target launch date, budget range, stakeholders and external dependencies. Include hosting or procurement requirements and the people authorised to make decisions. If the date is fixed, explain why so scope and sequencing can be planned around it.
5. The launch and ongoing responsibility
Define how the work will be reviewed, which journeys must pass before launch and who signs off. Record ownership of the domain, hosting and accounts. Agree training, documentation, issue reporting and maintenance expectations. Bring the incomplete brief to the first conversation; unanswered questions are useful inputs too.
Make it specific to your business.
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