Updated November 2026. A website project brief is a short document that tells a designer what the site is for, what it must include, what you already have and who decides. A clear brief gets you comparable quotes, fewer surprises and a faster launch.
Who this guide is for: Kenyan business owners, schools, NGOs and clinics planning a new website or a redesign.
Contents
Why a brief saves money
Quotes vary widely mostly because each designer guesses the scope differently. When everyone quotes from the same brief, you can compare like with like. It also prevents the most common delay in web projects: waiting for content and approvals from the client side.
1. Goals
- What should a visitor do? Call, WhatsApp, book, pay, apply, or read.
- Who are the main visitors?
- How will you judge success after three months (enquiries, bookings, orders)?
2. Pages and features
- List the pages you need, such as Home, About, Services, Contact.
- Features: forms, booking, online payments such as M-Pesa, WhatsApp button, blog, multiple languages.
- Any system it must connect to: accounting, school management, CRM.
3. Content and assets
- Logo files and brand colours.
- Your own photos, or a budget for photography.
- Who writes the text: you, or the agency?
- Existing content worth keeping from an old site.
4. Access and ownership
Confirm who owns the domain and hosting account and that you can log in. If the domain was registered by a previous designer, get it transferred to the business. For .ke domains, KeNIC lists accredited registrars. Ownership of the domain is the single most important thing to get right.
5. Decisions and timeline
- One named person who approves designs and content.
- Hard deadlines, such as a launch event or school term.
- A budget range, even a rough one, so proposals fit.
Questions to ask designers who respond
- Who will own the domain, hosting and site files when the project ends?
- What is included after launch: updates, backups, security fixes, and for how long?
- Can I edit text and images myself, and will you train my team?
- How will the site load on a mid-range phone on mobile data?
- Which past sites can I look at, and can I speak to one of those clients?
- What happens if the project runs late, on either side?
Write the answers next to each quote. The cheapest quote often leaves out maintenance or content, which then becomes an extra cost later.
Copy-and-paste brief template
| Field | Your answer |
|---|---|
| Business and what you sell | |
| Main goal of the site | |
| Pages needed | |
| Features and integrations | |
| Content ready? (Y/N) | |
| Domain and hosting owner | |
| Approver | |
| Deadline and budget range |
When it is filled in, send it through our contact page or read about our website service. You can estimate value first with the website ROI calculator.
Frequently asked questions
How long should a brief be?
One or two pages is enough. Clarity matters more than length.
Should I include a budget?
A range helps designers propose the right scope instead of guessing.
What if I do not know which features I need?
Write down the goal and what customers ask most often; a good designer will suggest features from that.
Sources
Ananke Insights
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