The website redesign brief that prevents an expensive coat of paint

Choose the primary action for each page type. A service page may need to create a qualified enquiry; a case study may need to reduce perceived risk; an insight may need to move an early-stage reader towards a relevant service.

Avoid assigning every page three competing goals. When all actions are primary, visitors must do the prioritisation themselves.

List the questions buyers ask before they contact you: what you do, who it is for, what the process involves, what it costs, what proof exists and what happens next. Give important services enough room to answer those questions properly.

This page map becomes the basis for navigation, internal links, search targeting and content production. It should be settled before high-fidelity design.

Collect approved logos, case-study facts, testimonials, credentials, screenshots and team information. Separate verified evidence from claims that still need client approval. A restrained truthful site converts better than a page filled with suspiciously perfect metrics.

Record platform, accessibility, legal, integration and editing requirements early. These constraints affect the component system and project timeline.

Before changing URLs, export the current indexable pages, search performance and inbound links. Create a redirect map, preserve useful content and check analytics and forms immediately after launch.

Finally, name the post-launch owner. A redesign without maintenance, measurement and an improvement rhythm begins decaying on day one.