There is a specific kind of frustration that occurs when a business owner receives a final website that “looks nice” but simply fails to perform. It doesn’t drive leads, it doesn’t tell your story, and it doesn’t solve your users’ problems.
When we approach a new project, we always use a simple analogy: building a website without a technical specification is exactly like constructing a house without a blueprint.
You wouldn’t expect a builder to guess where the load-bearing walls go, and you shouldn’t expect a web developer to guess your business logic. Success is born from meticulous planning and a brief that goes far deeper than aesthetic preferences.
In the spirit of making everyone’s lives easier, this post discusses what you should consider when briefing a web designer or marketing agency on what you want from your website.
Design to Optimise for Reachable Outcomes
What we mean by this is that you shouldn’t design for your perfect, blue sky customer. Rather, you should design your website for those who you know need and use your services or products.
The most expensive mistake you can make is basing your website’s direction on assumptions. Many business owners come to the table with a firm idea of what they think their customers want, only to find out, too late, that they were solving the wrong problem.
The “Why” is More Important Than the “What” in Feedback
When an agency presents a creative concept, “I don’t like it” is a dead end.
To move a project forward, we need specific, directional feedback. Creative professionals can adjust their work almost instantly, but only if they understand the driver behind your reaction. Instead of giving a directive, share an open reaction and explain the “why” behind it.
| Non-specific Feedback | Constructive Feedback |
| “It’s not quite there yet.” | “The visuals are strong, but the message isn’t landing emotionally; let’s focus on how the product makes the customer feel.” |
| “Can you make it pop more?” | “The tone feels more playful than our brand usually sounds. Can we explore a version that feels more confident?” |
| “I don’t like the headline.” | “The headline is transactional; we want it to spark more curiosity in the reader to align with our brand personality.” |
| “This doesn’t feel premium.” | “We are missing the sense of craftsmanship and attention to detail that sets us apart from our competitors.” |
The Technical Specification: Your Insurance Against Costly Surprises
A technical specification is your primary insurance policy. It is a collaborative document that aligns the vision between the client and the technical team, defines the scope, and sets a clear “Definition of Done.”
Without it, projects fall victim to the “we thought you’d include that” argument.
For instance, most websites aren’t standardly designed to be multilingual. Setting up multilingual websites takes hours of additional architecture work – URL structuring, dropdown configuration, menu translation and logic configuration – the list goes on.
To avoid nasty surprises, five key roles must be involved in the brief:
- The Client: To define business goals, target audience, and KPIs.
- The Project Manager: To structure the document, deadlines, and completion criteria.
- The Designer: To define the user flow, page structure, and interaction logic.
- The Developer: To choose the tech stack and identify technical limitations or risks.
- The SEO Specialist: To define the site structure, URL logic, and metadata requirements from day one.
Sussing Out Style Before the First Pixel is Drawn
Visual brand alignment is vital to any website design because your visual language creates the first impression for your consumer. As Howard Schultz, the former CEO of Starbucks, famously noted, “Retail is detail”.
We need to establish your visual brand language: the intentional use of shape, colour, and composition to subliminally communicate your company values.
If any detail is overlooked, the experience fails. Whether it is the “Starbucks Experience” or your own digital storefront, every font choice and texture must be an extension of your brand identity.
Navigating the Reality of Budgets and Timelines
A professional custom build generally takes between 10 to 20 weeks. This allows for a proven process:
- Discovery
- Design concepts
- Handcrafted coding
- Content integration
- Exhaustive testing
Honest recommendations and transparent documentation ensure that if the project needs to shift direction, you remain in control of the investment.
Deep Thought Media: Choose a Partner, Not a Vendor
Briefing is an act of collaboration, not just a document transfer. The best agencies don’t just “check boxes” to finish a task; they listen, challenge your assumptions, and help you level up your business story. When you choose a partner, you are looking for a team that prioritises your business goals over their own artistic ego.
Create a powerful asset for sustained growth. Invest in web design with Deep Thought Media.