WEB DESIGN BRIEF
COMPANY OVERVIEW
Name
Scope Industry/Sector
Goods & Trademarks
Distribution
GOODS OVERVIEW
Goods Description
Consumer benefits of your product
and its value to the customer
Competitive advantages, unique selling
proposition, product positioning
Distribution channels
Product line (if any)
Price category
Key players (manufacturers,
distributors, retailers)
POSITIONING
Positioning
CONSUMERS/CUSTOMERS OVERVIEW
Target audience
Basic needs
Purchais decision factors
(“Reasons why” to belive, to try, to
buy)
COMPETITORS OVERVIEW
Competing companies/goods
Strengths / weaknesses of your
company in comparison with
competitors
Marketing strategies your company
handles in the nearest future
WEBSITE OVERVIEW
The domain name of the website
(considered or existing)
Key objectives
(number and sort by importance)
Attract new customers
Work with partners, attract new partners
New markets/wider distribution
Public relations
Information support of customers, dealers
Provide visual information about the product
Audience research, surveys
Customer’s feedback
Information resource for partners, press etc
Extras:
Primary audiences
Customers group and tasks about
every group of customers
Potential website sections
Site sections functions
FUNCTIONAL REQUIREMENTS
Platforms
Personal computer, mobile devices – do you need
separated site for gadgets
Screen resolutions restrictions (if any)
Do you need SEO
How often do you plan to add/change
content (yearly, once a month, every
week, every day)
Further content management
(inhome/agency)
One- or multilingual
What should the user
SEE:
Feel:
DO:
As the result of visiting the web-site
Measures of success (conversion)
References (web-sites you like and
why)
References (web-sites you dislike and
why)
Mandatory elements, motives, color
palettes
Unacceptable elements, motives, colors
(if any)
Date
Timeline
Skype
Phone / Viber
E-mail
Project manager (Customer)
Decisionmaker
Project manager (Contactor)