Website Brief Template for Indian Businesses
Tell your web designer exactly what you need - so you get a website that works, not one you have to redo.
Get the Free TemplateA website brief is a document you give your web design agency before they start building. It covers your business goals, target audience, pages needed, design preferences, and technical requirements. Without a clear brief, agencies make assumptions - and those assumptions are rarely aligned with what you actually wanted. The result is a website that looks different from your expectations, misses key pages, or fails to include the features you needed - and a costly round of revisions. This template walks you through everything you need to communicate, section by section, in plain language. It is designed for Indian business owners, not technical people. You do not need to know anything about web development to fill it out. The brief also acts as a reference document during the project - if there is any confusion about scope, you can point back to it. Using a structured brief before starting a project typically reduces back-and-forth by 60–70%, prevents scope creep, and results in a website that is closer to your vision on the first delivery. Agencies that receive a clear brief can also quote more accurately - you are less likely to face unexpected cost additions midway through the project.
Sections in this template
Business Overview
What your business does, who your customers are, what city or area you serve, and what makes you different from competitors. This sets the context for every design and content decision the agency will make.
Example: "We are a dental clinic in Pune serving families and professionals. We specialise in cosmetic dentistry and orthodontics. Our main differentiator is same-day appointments and a no-pain approach. We serve Koregaon Park, Viman Nagar, and Kalyani Nagar."
Goals for the Website
What specific actions do you want visitors to take? More calls, more WhatsApp enquiries, more bookings, or more walk-ins? Be as specific as possible - "I want 20 enquiries per month from the website" is more useful than "I want more leads".
Example: "Primary goal: get appointment booking requests via WhatsApp button and contact form. Secondary goal: appear in Google search for 'dentist in Koregaon Park'. I want at least 15 enquiries per month from the website within 3 months of launch."
Target Audience
Who are your best customers? Age range, location, income level, problems they are trying to solve, and what makes them choose one provider over another. The more specific, the better the website copy and design will be.
Example: "Families with children aged 5–15, and working professionals aged 25–45 in Koregaon Park and Viman Nagar. They want a trusted, hygienic clinic that doesn't feel intimidating. They are concerned about their child's fear of dentists, and they value quick appointments over lowest price."
Pages Needed
List every page you want on the website. Common pages for service businesses: Home, About Us, Services (one page per service or one combined page), Gallery or Portfolio, Testimonials, FAQ, and Contact. Note which pages have separate content and which can be combined.
Example: Home page, About the clinic (team + story), Services page with 4 service sections (general dentistry, orthodontics, cosmetic, children's dentistry), Before & after photo gallery, FAQ (15 questions), Book appointment form page, Contact page with map.
Design Preferences
Your preferred colour palette, font style (modern and clean, traditional and formal, etc.), overall mood (professional, friendly, premium, accessible), and examples of websites you like. Share 2–3 website URLs and note specifically what you like about each one.
Example: "Clean, professional, and trustworthy - like a good hospital but warm. Preferred colours: white with dark navy. Websites I like: apollohospitals.com (clean, trustworthy look) and kokilabenhospital.com (easy to navigate). I don't want anything that looks too generic or cheap."
Content You Will Provide
List what content assets you will supply: logo files (ask for PNG or SVG), photos (clinic, staff, before/after), testimonials, and any existing written content. Note clearly if you need the agency to write copy or source stock images on your behalf.
Example: "I will provide: logo (PNG, high resolution), 25 clinic photos (taken by a photographer next week), 8 before/after photo pairs, and 6 patient testimonials. I need the agency to write all website copy from the brief I will provide. I need them to source 2–3 stock images for the homepage background."
Technical Requirements
Domain name and whether it is already purchased, existing hosting account (if any), languages needed (Hindi, Marathi, or English only), WhatsApp number for the CTA button, Google Maps business link, and any specific integrations needed (online booking system, payment gateway, etc.).
Example: "Domain: myclinicdental.com (already purchased on GoDaddy). No existing hosting - I need the agency to set it up. English only, with Marathi text for the About page. WhatsApp: +91 98765 43210. Need Google Maps embed on contact page. No payment gateway required - just WhatsApp and form enquiries."
Budget & Timeline
Your total budget range for design, development, and first-year hosting and domain. And the date by which the website must be live - note any hard deadlines (upcoming ad campaign, grand opening, seasonal rush).
Example: "Budget: Rs. 15,000–22,000 total including first year hosting and domain. Need the website live by 15 March - we are running Google Ads from that date and need a landing page ready. Happy to have a basic version live first and add content over the following week."
Competitor Reference
List 2–3 competitor websites for your agency to review. Note what those competitors do well that you want to match, and what gaps or weaknesses you want to exploit with your own site.
Example: "SmileZone Pune (smilezone.in) - good gallery but no WhatsApp button and very slow on mobile. PuneDental (punedental.com) - strong testimonials section. My goal is to be faster than both on mobile and have a more prominent booking CTA than either of them."
Everything included
Google Docs template with all 9 sections pre-filled with industry-specific examples
Checklist of content assets to collect before briefing your agency (logo, photos, testimonials, etc.)
Annotated tips for each section explaining what agencies actually need to know
Sample completed brief from a real Indian business (dental clinic, Pune)
WhatsApp message template to send to your agency when sharing the completed brief
Red flags to watch for in agency responses - signs the brief was not read properly
Questions to ask before signing any web development contract
More free templates
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