Red flags that a website brief is too vague
Quick guide / Scope
MARTINSWORKS
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A quick scan for spotting when a website brief is still too loose to price or plan properly.
Red flags that a website brief is too vague
A vague brief does not keep your options open. It simply moves uncertainty into delivery, where it becomes slower and more expensive.
Signs the brief is still too loose
- Goals are broad ("modernise the site") rather than outcome-based.
- Target audiences are listed without priority.
- Scope is defined by page count only.
- Content ownership is not assigned.
- Approvers are unclear or too many.
- Timeline assumes no review delays.
What a usable brief should contain
At minimum, a workable brief should name:
- the main business outcome
- the highest-priority pages or routes
- who owns content and approvals
- the real delivery constraints
- the likely budget shape
That is enough to make pricing and process conversations more comparable.
What to do next
If three or more red flags apply, tighten the brief before procurement starts. Otherwise you are comparing prices on unstable ground.
Use what to brief before a website project starts for a stronger format, then review website project roles: who needs to decide what to make the governance practical.