A better website brief

briefs

As someone who runs an agency offering WordPress website development, I get quite a lot of website development briefs in my inbox. Some are excellent: they give me and the team a clear sense of what’s required. Typically, they’re documents under 20 pages long which talk quite a lot about users and goals and priorities, about what’s good and bad about the current site, what’s known and unknown, what needs to change and why. They ask for our ideas and suggestions about how the digital platform and they way we develop it together can help solve strategic questions for the organisation.

Other briefs are less helpful. They’re invariably longer, start with the procurement process, talk little about users or content but in great detail about must-have features (which frequently aren’t really features). They ask us to explain – and these are genuine examples, I promise – how we’ll foster improved race relations through the CMS build process or the margin we apply to subcontractors’ day rates or to confirm we’ll run Gateway meetings at the end of each ‘AGILE’ sprint. I’m not sure what kind of suppliers happily fill in those templates and earnestly tailor their response to the weighted percentage scoring system described, but I suspect they aren’t the ones who build the best websites. If you require those things as a client, you’re just asking to be lied to.

I understand that it’s hard to go shopping for a new website, especially if you’ve not worked in that field. Procurement colleagues frequently don’t help, with their convoluted templates and inhuman portals. I don’t blame the clients who issue bad briefs, but I would like to help them write better ones, based on 15 years’ experience both dishing out briefs and trying to respond to them.

So here’s a template – a set of questions we look for answers to as suppliers of this kind of thing, to help us cost a job. Briefs that give us this information will get a more useful, precise proposal from us, and almost certainly a more competitive price since there’s so much less risk involved for us to cost in.

I’d really appreciate thoughts and comments from others on the Google Doc.

Direct link: https://docs.google.com/document/d/1tlNuVhw44-5MVj48iewhNHGAYp_7r8iqNUc3r8xNjiE/edit

The bottom line is that you don’t have to know exactly what you need, but you should be able to talk about what’s important to you and why. The best briefs are up-front about this: they say what’s known and what isn’t, and give us the opportunity to recommend a proper discovery phase to scope out the user needs, content, constraints and technology so that together we can focus the budget on what’s most likely to work.

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