A redesign brief has one job: get comparable quotes and a project without bad surprises. Five to ten clear pages are enough if they cover the right sections.
The 10 sections
- Context: business, offer, customers, what is changing
- Measurable goals: two or three numbers and how to track them
- Current site: URL, CMS, hosting, traffic, converting pages, what to keep
- Audiences and journeys
- Structure and content: pages, what to reuse, rewrite or create — and who writes
- Features, split into must-have and nice-to-have
- Design and brand
- SEO and migration: target queries, full 301 plan, post-launch monitoring — see redesign without losing SEO
- Integrations and technical constraints
- Budget, timeline, contact person — see website redesign cost
A good brief describes the problem to solve, not the technical solution to copy.
Mistakes that skew quotes
- Unprioritised features
- Forgetting content and data migration
- Saying nothing about SEO
- Imposing a technology without a business reason
Website redesign brief: FAQ
How long should a brief be?
Five to ten clear, prioritised pages are usually enough.
Should we include a budget?
Yes — a range lets agencies propose the best solution for it.
Have your brief reviewed
Our website redesign agency in Paris can complete your brief during an audit. Send us your document.