WON ADSWon Ads · Business guide
Write a website brief that prevents scope surprises
A useful website brief explains customers, page purposes, content responsibilities, functionality and launch requirements. Design preferences are only one part of the project.
Define the pages around decisions
The homepage identifies the business and routes visitors. Service pages explain fit and scope. Evidence supports the claims. Contact pages complete the next step. Add an industry or location page only when it has a distinct useful purpose.
Put responsibilities in writing
| Workstream | Decision to confirm |
|---|---|
| Content | Who writes, checks and approves the copy? |
| Images | Who supplies assets and usage permission? |
| Forms | Where do inquiries go and who tests delivery? |
| Technical ownership | Who controls the domain, hosting and source files? |
| Launch | Who checks redirects, indexing, analytics and rollback? |
| Maintenance | Who handles updates after acceptance? |
Redesign without losing the useful parts
Inventory current URLs before changing them. Keep stable addresses where practical and map necessary moves to the closest relevant replacement. Test old links after launch; redirecting every old URL to the homepage does not preserve the customer journey.
Agree acceptance criteria
- Required pages are present and readable on mobile.
- Navigation and forms work with clear error states.
- The domain, HTTPS, canonical URLs and sitemap are correct.
- Images are legible and appropriately sized.
- Ownership and editing instructions have been handed over.
Start with the actual constraint
If the immediate need is a campaign destination, a focused landing page may be appropriate. If buyers need to assess several services and the business itself, a fuller website may be necessary. Choose based on customer needs rather than page count alone.