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How to write a project brief that gets the work right first time

SpoxtaleSpoxtale
•
Oct 14, 2026
•
6 min read
•

Most project delays start with an unclear brief. Spend an hour on these six points and your agency can get it right the first time.

1. Start with the business goal

Say what you want to change for the business, not only what you want made. "Get more enquiries from small companies" is a better starting point than "build a new website".

2. Describe who it is for

Who should this reach? Describe your ideal customer in a few lines: what they need, what worries them and where they spend time online.

“A brief is not paperwork. It is the first step of the project.”

3. Define what is in and out of scope

List what you want delivered and, just as important, what you do not. It stops surprises later and keeps the budget honest.

  • Pages, features or campaigns you need
  • Anything you already have and want to keep
  • Things you want to leave for a later phase

4. Share examples you like and dislike

A few links with a sentence on why you like each one say more than a page of adjectives. Examples you dislike help just as much.

5. Be honest about time and budget

Share a realistic budget range and the date you need to launch. A good agency will tell you what is possible and suggest phases if it is not.

6. Name who decides

Projects slow down when feedback comes from five directions. Choose one person to collect comments and give final approval.

You do not need perfect answers. A short brief with honest gaps is better than a long one that hides them, and we are happy to help you fill the gaps in a first call.

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Pretty much everything digital. We build websites, apps and online stores, and then bring the customers: SEO, social media, email, Google and social ads, influencer marketing and lead generation. Content, PR, design, video and photography come from the same team, so your brand speaks with one voice everywhere.

We connect the dots between your offline business and your online presence. We build the platform, put it in front of the right people, and track every result, so growth comes from what works instead of guesswork.

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Four clear steps. Objective: we pin down what your business needs. Strategy: we build a plan around it. Execution: we deliver, from first idea to launch. Reporting: we share the numbers and use them to plan what comes next.