Is a website project brief still worth the hassle?

We often hear that the project brief (or “cahier des charges”) is a relic of a bygone era. With the rise of agile methodologies and tools like Notion or Slack, some believe that a verbal discussion and a few rough notes are enough to launch a web project. However, reality on the ground often proves otherwise.

Launching a website creation or redesign without a precise framework is like going on a road trip without a map. You’ll eventually end up somewhere, but it’s rarely where you intended to go, and it often costs much more than expected.

The project brief: The unloved essential

A project brief doesn’t need to be a fifty-page brick that nobody will ever read. Its role is simple: to get everyone on the same page. It is the contract of trust between you and the agency or freelancer. It defines the main objective of the site. Do you want to sell products, gather leads, or simply present your business? If this isn’t written in black and white, you risk ending up with a beautiful site that is completely ineffective for your business.

This is also the time to discuss the target audience. Writing for teenagers versus financial directors requires different features and tones. By setting these foundations, you save precious time during the rest of the project.

What about technical specifications?

If the project brief expresses the “what,” the technical specifications (or “specs”) handle the “how.” This is where things get serious. We go one level deeper into the technical details to avoid nasty surprises at launch. We talk about site architecture, navigation, and specific functionalities. If you need a bridge to your inventory software or a specific payment system, this is where it must be noted. An oversight at this stage can paralyze development for weeks.

Specs also serve to define expected performance. A site that takes six seconds to load is a stillborn site. By specifying speed and security requirements from the start, you ensure the developer begins on sound technical ground.

Standard Template: The 2026 Project Brief

To save time, here is a simplified outline we often use. The idea is to get to the point without any fluff.

1. Vision and Objectives

Explain in two paragraphs who you are and what the site should concretely bring to your company. This is the project’s compass.

2. Targets and UX

Describe your typical users. What are their habits? Do they primarily visit via mobile? List the top 3 priority actions they should be able to do in fewer than 3 clicks.

3. Functional Scope and Content

Create a simple list of pages (Home, Services, Blog, etc.) and specify who produces the content. This is where you note specific needs like a booking module or live chat.

4. Stack and SEO

Indicate your preferences (WordPress, Shopify, custom-built) and your requirements for loading speed. Don’t forget to mention tracking tools like Google Analytics or your current CRM.

5. Timeline and Budget

Be honest about your deadlines. A quality site takes time for testing phases. State your budget range so the provider can adapt their technical solution from the outset.

Why we can’t do without it today

The complexity of modern websites has exploded. Between digital accessibility issues, GDPR regulations, and mobile optimization, you can no longer fly blind. These documents serve as legal and operational safeguards.

Imagine a dispute over a missing feature. Without a reference document, it’s your word against the provider’s. The project brief is the final authority. It protects the client, but it also protects the agency against constant “small additions” that blow the budget.

Speaking of budget, an accurate quote is impossible without a detailed list of needs. Agencies that give you a price without reading your specs are taking a risk, and so are you. Either the price is inflated to cover uncertainty, or quality will suffer to stay within the lines.

However… Moving towards a more flexible but structured approach

We no longer write project briefs like we did ten years ago. The idea is no longer to freeze everything in stone for two years, but to create a solid foundation that can evolve. This is sometimes called a “backlog” in agile jargon, but the core remains the same: you must list priorities. A good method is to separate the “must-haves” from the “nice-to-haves.” We start with what is essential to launch the site (the famous MVP). Secondary features are noted for a later phase. This allows the site to launch quickly without sacrificing strategic thinking.

Collaborative tools greatly facilitate this exercise. Instead of a static Word file, we use shared documents where everyone can comment and amend in real-time. It’s much more dynamic and less daunting for teams.

Classic mistakes to avoid when writing

The biggest mistake is being too vague. Writing “I want a modern site” means nothing. To one designer, modern means minimalist; to another, it means full of animations. You must use concrete examples, cite sites you like, and explain why.

Another error is neglecting the content aspect. Who will write the copy? Who will provide the photos? If this isn’t specified in the brief, the project may stall once the design is finished because the pages remain empty.

Here are key points not to forget:

• The exact project scope (what is included and what is not).
• The schedule with realistic delivery dates.
• Technical access (hosting, domain names).

A profitable investment from day one

Spending two weeks thinking and writing might feel frustrating when you’re eager to see your site live. But it is an investment that pays off from the first lines of code. It avoids unnecessary back-and-forth and costly late-stage corrections. Providing a clear document is a sign of professionalism from the client. It shows the project is mature and the vision is clear. It is the guarantee of a smooth collaboration and a final result that meets expectations.

In the end, whether you call it a project brief, creative brief, or functional specifications, the important thing is to leave a written record of your needs. It is the only way to transform an abstract idea into a high-performing and sustainable business tool.