A useful project brief outlines the business’s goals for the website, who the target audience is, and what action the site should encourage visitors to take. It should also describe existing brand assets, any technical requirements, and a realistic budget range.
It helps to list must-have features separately from nice-to-have ones, since this distinction shapes both the project timeline and cost. Including examples of websites the business likes — and specifically why — also speeds up the design process.
Finally, a brief should note any content the business will supply itself, such as copy or images, versus what needs to be created as part of the project.