1. Overview of your business
  2. The products you sell or services you provide
  3. Markets you seek to serve
  4. The size of the company – e.g. the number of employees, locations, a rough turnover figure
  5. Describe the company using five or ten words (e.g. growing, vibrant, innovative etc.)

Critique of Current Website

  1. Good points / Bad points (e.g. out-dated design content, limited functionality)
  2. When was it last developed and what is current traffic levels
  3. Provide any information you have on sources of traffic
  4. Mobile / Web Browsers & Platforms ( IOS/Android /PC etc )
  5. How often do you get a genuine sales lead through the website?
  6. Who is responsible for updating the site?
  7. Any other detail that explains why current website is inadequate

Objectives of New Website

  1. Describe the objectives of the website ( e.g. to increase traffic, increase product awareness, generate more sales, offer e-commerce, advertise a new product or service)
  2. Who is the target audience? Has this changed from the old site? What are the demographics (e.g. children, adults, social class, income levels, location, etc.)
  3. Is the new website part of a re-brand, or a new product launch or other business development ?
  4. Is there other advertising taking place that the new website should tie in with?
  5. What are the unique selling points for your company, your products or your services?
  6. List a few competitors’ websites.
  7. For e-commerce websites, you should detail who you bank with – this will be important for deciding on which payment gateway you should use.

Budget Range

  1. Outlining your budget is very important, you will get better, more accurate quotes in response
  2. budget for design and development of the website and ongoing support and maintenance ?
  3. Include a  digital marketing budget if you can

The Look and Feel

  • The website should reflect the company and be consistent with its approach to its market place. Enclose a brochure or some marketing literature
  • Mention three or four websites that you like – not necessarily competitors’ or sites related to your industry, just give a few example sites that you like the colour schemes of, the navigation, or the interactive elements.


  1. Do not duplicate your existing content in your new site. Having thought about your target audience, take the opportunity to review how your content needs to develop to meet the current and future opportunities.
  2. Bear in mind how and who is going to produce this content. Make it clear if you need help or not.
  3. Do you have the skills & resources available to carry out a content audit of your existing website?
  4. Include any brand guidelines
  5. Do you have any corporate images, photography or videos?
  6. Can you provide your logo & corporate identity pack? Ideally in a vector format such as .eps, .pdf or .psd?

Technical Specification

  1. You should outline any special technical requirements that your company might have:
  2. Do you already own the domain?
  3. Will you require hosting?
  4. Do you want integration with other systems ( eg CRM, social media etc )
  5. Is it an intranet/extranet or internet site?
  6. If it is an intranet, is it a Windows only environment?
  7. Are you on a Windows server or a Linux server?
  8. Should you be catering specifically for text only browsers, audio web browsers or Braille readers?
  9. Is your site likely to be targeting people with special needs or requirements? I.e. limited mobility, colour blind, deaf, learning difficulties etc.
  10. Considering your exiting website’s analytics – do you have a particularly high proportion of mobile users?


  1. Who will be responsible for the on-going maintenance and update of the website content ?
  2. Do you have the skills, resources and time to maintain the website in-house?
  3. What happens if that member of staff leaves the company?
  4. Would you prefer to make an arrangement with the website design/ website development company for them to handle website maintenance?

Marketing Requirement

The promotion of your website, in terms of increasing visibility in search engines and generating a sense of engagement, is essential to the continued success of the site.

  1. Areas to consider
  2. Social media campaigns.
  3. Search Engine Optimisation (SEO).
  4. Pay-Per-Click (PPC) and Display Network adverts
  5. Email marketing.
  6. Content marketing – i.e blogs, video content, newsletters, social media..
  7. Affiliate marketing
  8. Non Digital Promotion
  9. Eg. Direct mail / Brochures and flyers / PR exercises / Sponsorship