# Website development brief template for creative agencies

Use this as a working document. Write “unknown” where you need help, with a person responsible for finding the answer. Remove sections that do not apply.

Use a secure access method for credentials. Passwords and API keys do not belong in this document.

Give the developer the budget available for their work. Keep your client selling price and margin calculations in your internal proposal notes unless you have a reason to share them.

Brief version: [complete]
Date: [complete]
Prepared by: [complete]
Design version being quoted: [link and version]

If the design changes during estimating, tell the developer what changed and ask whether their price still applies.

## Project and purpose

Agency, client or agreed project alias, current site, and what visitors need to be able to do on the new site.

Response: [complete]

Unanswered questions: [complete or none]
Person responsible: [complete]
Answer needed by: [date or not applicable]

## First release

What must be ready for launch, plus anything already deferred. State whether the launch date is fixed and why.

Response: [complete]

Unanswered questions: [complete or none]
Person responsible: [complete]
Answer needed by: [date or not applicable]

## Pages and layouts

Sitemap, number of distinct layouts, and approximate amount of content. Ten case studies using one layout still need someone to enter and check ten case studies.

Response: [complete]

Unanswered questions: [complete or none]
Person responsible: [complete]
Answer needed by: [date or not applicable]

## Design

Link to the current files. Name who supplies mobile layouts, interactions and missing states, such as form errors. Mark anything still awaiting client approval.

Response: [complete]

Unanswered questions: [complete or none]
Person responsible: [complete]
Answer needed by: [date or not applicable]

## Content

Who supplies copy and images, who enters them, and when they will be ready. Include any content being moved from the existing site.

Response: [complete]

Unanswered questions: [complete or none]
Person responsible: [complete]
Answer needed by: [date or not applicable]

## Client editing

What the client must be able to change themselves. For example, add a case study using the agreed layout without asking a developer.

Response: [complete]

Unanswered questions: [complete or none]
Person responsible: [complete]
Answer needed by: [date or not applicable]

## Forms and connections

Required fields, where submissions go, what happens next, and systems involved. Note who can arrange documentation and suitable test access.

Response: [complete]

Unanswered questions: [complete or none]
Person responsible: [complete]
Answer needed by: [date or not applicable]

## Existing site

Pages and files to retain, approximate migration volume, and who supplies and checks the list of old addresses that need redirecting.

Response: [complete]

Unanswered questions: [complete or none]
Person responsible: [complete]
Answer needed by: [date or not applicable]

## Quality checks

Known accessibility requirements, supported browsers and any performance targets. Ask the developer to propose suitable checks where these have not been agreed.

Response: [complete]

Unanswered questions: [complete or none]
Person responsible: [complete]
Answer needed by: [date or not applicable]

## Accounts and launch

Who owns the domain, hosting and other services; who can grant access; and who carries out launch. Agree which source files and documentation will be handed over, who will own them, and when. Name who supplies approved privacy and consent requirements.

Response: [complete]

Unanswered questions: [complete or none]
Person responsible: [complete]
Answer needed by: [date or not applicable]

## Review and approval

Agency contact, client approver, feedback route and time allowed for reviews. State whether the developer may speak directly to the client.

Response: [complete]

Unanswered questions: [complete or none]
Person responsible: [complete]
Answer needed by: [date or not applicable]

## Commercial assumptions

Development budget, any required pricing breakdown, and known third-party costs. Ask the developer to identify exclusions and ongoing charges.

Response: [complete]

Unanswered questions: [complete or none]
Person responsible: [complete]
Answer needed by: [date or not applicable]

## After launch

Who handles reported faults, hosting and future changes. Ask for the proposed support terms and costs.

Response: [complete]

Unanswered questions: [complete or none]
Person responsible: [complete]
Answer needed by: [date or not applicable]

## Open decisions

Each unanswered question, who will resolve it, and when the answer is needed.

Response: [complete]

Unanswered questions: [complete or none]
Person responsible: [complete]
Answer needed by: [date or not applicable]

## Developer response

Ask the developer to reference the brief version in their response.

Brief version quoted: [complete]
Included work, including content entry and design: [complete]
Exclusions and assumptions: [complete]
Agency and client inputs needed, with dates: [complete]
Reviews, corrections and extra work: [complete]
Recurring charges, payment terms and support terms: [complete]
Quote expiry: [date]
Delivery capacity confirmed: [yes, no or pending]
What secures the start date: [complete]

Resolve any mismatch before accepting the quote. A change to the brief may need a revised price or delivery date.

## Agency worksheet: compare developer responses

Keep this section in your agency's internal notes. It may contain competing supplier quotes and costs that should not be forwarded to your client or another supplier.

Compare responses to the same brief and design version. If one developer quotes a different scope, ask them to identify the difference before comparing the headline prices. Mark an unanswered item as “not confirmed”, rather than assuming it is included.

Brief and design version: [complete]
Required launch scope: [complete]
Comparison prepared by and date: [complete]

| Check | Developer A: answer and quote reference | Developer B: answer and quote reference |
| --- | --- | --- |
| Quote version, date and expiry | [complete] | [complete] |
| Price, currency and VAT treatment | [complete] | [complete] |
| Included layouts, pages and content entry | [complete] | [complete] |
| Design work and missing states supplied by the developer | [complete] | [complete] |
| Forms, connections and migration work included | [complete] | [complete] |
| Exclusions and assumptions still needing confirmation | [complete] | [complete] |
| Agency/client inputs and dates they are needed | [complete] | [complete] |
| Review rounds, acceptance checks and correction terms | [complete] | [complete] |
| How extra work is agreed and priced | [complete] | [complete] |
| Hosting, licences and support: amount, billing period and payer | [complete] | [complete] |
| Source files, documentation, ownership and access at handover | [complete] | [complete] |
| Payment schedule, confirmed capacity and what secures the start date | [complete] | [complete] |

List work your agency must still arrange below. For example, a quote that excludes content entry leaves someone responsible for entering and checking it. Record that effort separately from the developer's price. Keep one-off and recurring costs separate, and use the same currency and VAT basis when comparing amounts.

| Uncovered work or decision | Applies to quote A, B or both | Who will resolve it? | Cost or effort, or “not confirmed” | Answer needed by |
| --- | --- | --- | --- | --- |
| [complete] | [A, B or both] | [name] | [complete] | [date] |
| [complete] | [A, B or both] | [name] | [complete] | [date] |
| [complete] | [A, B or both] | [name] | [complete] | [date] |

Preferred response and reason: [complete]
Open points that must be resolved before accepting: [complete or none]
Final agreed brief and quote versions: [complete]
Agency decision owner and date: [complete]

Confirm any changed scope, price or delivery date with the developer in writing before accepting. Carry the agreed responsibilities into the client proposal without copying internal supplier comparisons.

Read the guide and worked example: https://kyln.digital/insights/website-development-brief-template
Discuss an agency project: https://kyln.digital/partners