01 — Start with the problem

Don't just say: "I need a new website."

Tell your designer why.

Maybe:

• Your current website is outdated.

• Customers can't find your services.

• You're launching a new business.

• Your branding no longer reflects where the business is going.

• You want more enquiries.

• Your current site doesn't work properly on mobile.

The problem gives your designer somewhere to start.

02 — Tell them what you're trying to achieve

What does success look like? Maybe you want people to:

Book a consultation
Request a quote
Buy something
Call you
Understand your services
Trust your business

A design can look fantastic and still fail if nobody knows what they're supposed to do next.

03 — Tell them who you're talking to

"Everyone" isn't really an audience. Think about the person you're trying to reach.

Are they:

• homeowners?

• business owners?

• parents?

• professionals?

• first-time buyers?

• people looking for a premium service?

• people looking for an affordable option?

Your designer needs to understand who is looking at the design, not just who owns the business.

04 — Show inspiration, but explain WHY

This is one of the most useful things you can do. Don't just send 15 screenshots and say: "I like these."

Instead: "I like the typography here." "I like how simple the homepage feels." "I like the way they use photography." "I don't like the colors, but I like the layout."

That gives your designer something they can actually work with.

05 — Tell them what you DON'T like

This is just as valuable.

Maybe you hate:

• overly corporate designs

• bright colours

• stock photography

• serif fonts

• minimalism

• clutter

• anything that feels too "Canva"

Knowing what you don't want can prevent a lot of unnecessary revisions.

06 — Give them the actual content

If you're designing a website, don't just say: "I'll send the text later."

Content affects design. A heading that's three words long creates a very different layout from one that's 15 words long.

The same applies to:

• photography

• logos

• product information

• prices

• testimonials

• service descriptions

• contact details

• social links

The earlier your designer has these, the better they can design around the real content.

07 — Be honest about your budget and timeline

This isn't about squeezing the most expensive package out of you. Budget and deadlines help your designer understand the scope of the project and what is realistic. If you have a launch date, tell them. If you have a budget range, tell them. It makes the conversation much easier.

And what shouldn't you do?

Don't design the design for them.

There's a difference between:

"I want it to feel bold, modern and approachable." and: "Make the heading 48px, use this exact font, put the button here and copy this website."

Give your designer the destination, not necessarily every turn they need to take to get there.

The takeaway

A good brief doesn't restrict creativity. It gives creativity somewhere to go.

And if you genuinely don't know what you want yet? That's okay. That's exactly what the discovery process is for.