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One of the most common reasons web projects go over budget or miss the mark isn't poor design — it's a poor brief. When a client comes to us at Jazz Creative with a clear, detailed brief, we can move faster, price more accurately, and deliver something that genuinely fits the business. Here's what to prepare before your first meeting.

1. Know What Problem You're Trying to Solve

Don't start with "I want a new website." Start with the underlying business problem. Is your current site not generating enquiries? Does it look outdated compared to competitors? Are you launching a new service or moving into eCommerce? The more specific you can be about the problem, the better the solution will be.

Good brief: "Our website gets 500 visitors a month but only 2-3 enquiries. We think the problem is the contact page and lack of trust signals."

Weak brief: "We need a modern, fresh new website that really pops."

2. Define Your Target Audience

Who is your ideal customer? Be specific. "Small businesses in Portsmouth" is a start, but "independent restaurants in Portsmouth with 10-50 covers who are struggling with online bookings" gives a designer real context to work with. The more your designer understands your audience, the better they can design for them.

3. List Your Must-Have Features

Write down every feature the site needs to have — not nice-to-haves, but genuine requirements. Common examples include:

Be honest about what you actually need versus what sounds good. Every additional feature adds cost and complexity.

4. Share Websites You Like (and Why)

Find 3-5 websites — not necessarily in your industry — that you like the look and feel of. For each one, note specifically what you like about it: the layout, the colour scheme, the photography style, the way they present their services. This is much more useful than saying "I want something clean and modern."

Also share sites you dislike. Knowing what to avoid is just as valuable.

5. Prepare Your Content

This is where most projects stall. Web designers design around content — they need to know how much text, how many images, and what type of media will be on each page. Before your meeting, prepare:

If you don't have content ready, many studios — including Jazz Creative — offer copywriting as an add-on. But knowing this upfront means it can be built into the timeline and budget from day one.

6. Be Clear About Budget and Timeline

Many clients are reluctant to share their budget, fearing the designer will simply quote up to the maximum. In reality, knowing your budget helps a designer propose the right solution. If you have £1,500, they won't waste your time with a £5,000 proposal — and they might suggest a phased approach that fits your budget while planning for future growth.

Similarly, if you have a hard deadline (a product launch, a trade show, a seasonal campaign), share it upfront. Building a website in 3 weeks requires a very different process than a standard 6-week project.

7. Clarify Who Makes Decisions

One of the biggest causes of web project delays is unclear approval chains. Will you be the sole decision maker? Does a partner or director need to sign off on designs? Is there a committee? The more stakeholders involved in approvals, the longer every round of feedback takes. A good designer will want to know this upfront.

8. Think About What Success Looks Like

How will you measure whether the new website is a success? More enquiries? Higher conversion rate? Better Google rankings? Increased average order value? Define this before the project starts, and the designer can build toward those specific outcomes rather than just a subjective sense of improvement.

Ready to Brief Jazz Creative?

We make the briefing process straightforward — our discovery call covers all of the above in a structured conversation. You don't need to have everything perfectly prepared. Get in touch and we'll guide you through the rest.