How to brief a digital project, even if you're not technical

Many people put off contacting a web or software company because they don't know how to describe what they need technically. Good news: you don't have to. A useful brief describes your business and your problem. Turning that into technical requirements is the developer's job.

Here's a simple structure that works for websites, software and marketing projects alike.

1. Your business in a paragraph

What you do, who your customers are, where you work and roughly how big you are. This context shapes almost every recommendation.

2. The problem or opportunity

Describe what's happening now and why it isn't good enough:

• "We take bookings by phone and keep getting double bookings."
• "Our website is ten years old and doesn't work on phones."
• "We spend Friday afternoons chasing invoices."
• "We want to start selling online."

Problems are more useful than solutions. "We need an app" is less helpful than "our engineers can't see their jobs when they're on site".

3. What success looks like

How will you know the project worked? Fewer missed bookings, more enquiries from Google, invoices paid faster, two hours a day saved? Even rough targets help prioritise.

4. Who will use it

Customers, office staff, field staff, managers? How many of each? Are they comfortable with technology? Will they use phones, tablets or computers?

5. What you use today

List the tools involved now: website platform, spreadsheets, booking or accounting software, email. Note anything that must stay, and anything you'd be happy to replace.

6. Must-haves and nice-to-haves

Split your wish list into two columns. It's the most useful thing you can do to keep a project focused and affordable.

7. Timing and budget

Is there a deadline, such as a launch, a season or a funding date? And what's a realistic budget range? You don't have to share a number, but a rough range lets an agency suggest options that fit, instead of guessing.

8. Examples you like

Websites, apps or systems you like or dislike, and why. "I like how clear this booking process is" is very helpful.

Questions a good agency should ask you

If an agency jumps straight to a price without asking about your process, users and goals, be cautious. Expect questions like:

• What happens today, step by step?
• What goes wrong most often?
• Who needs access to what?
• What happens after launch, and who'll look after it?
• Is there an existing product that could do this?

Questions you should ask them

• What exactly is included, and what isn't?
• Who owns the domain, code and data?
• How will we see progress?
• What are the ongoing costs?
• What happens if we want to move to another provider later?

Don't wait for the perfect brief

A few honest paragraphs are enough to start a useful conversation. Our Start a Project form walks you through the key questions in a few minutes.