How Poor Briefing Ruins Most Web Projects (and How to Fix It)

In the world of web development, the brief is the foundation of any successful project. Yet, it’s astonishing how often this critical first step is rushed, skipped, or done half-heartedly. For small business owners and decision-makers, understanding the impact of poor briefing can save months of frustration, wasted budget, and disappointing results. Let’s explore why a solid brief is essential to web project success—and exactly how you can make sure it’s done right.

Why the Brief Matters More Than You Think

Imagine building a house without blueprints. The builders might have a general idea—add a kitchen, two bedrooms—but the final home could end up nothing like what you envisioned. A web project is no different. The brief translates your needs, goals, and vision into actionable instructions for designers, developers, and other stakeholders.

Despite its apparent simplicity, briefing is often misunderstood as a quick checklist or a few emails back and forth. The truth is, poor briefing is the root cause of most web project failures. It leads to unclear expectations, spiraling costs, extended timelines, and end products that don’t meet the business’s real needs.

Common Symptoms of a Bad Web Project Brief

Poor briefing doesn’t always look like missing documents—it’s about inadequate communication, assumptions, and overlooked details. Here are some tell-tale signs:

• Endless revisions because “this isn’t what I had in mind.”
• Scope creep as features are added mid-way that were never discussed up front.
• Unclear responsibilities leading to confusion over who supplies what content or assets.
• Disputes over deadlines or costs due to different expectations on both sides.
• Ineffective feedback with comments like “just make it pop” or “it needs to feel more modern” without specifics.
• Launching a website that doesn’t solve your real business problems.

If any of this sounds familiar, you’ve likely experienced the fallout of a poor brief.

What Should a Good Web Project Brief Contain?

A good brief is much more than a superficial wishlist or a vague “make it better.” It’s a document—or better yet, a collaborative process—that:

• Defines project objectives in clear, measurable terms
• Describes your audience with enough detail to inform content and design decisions
• Establishes functional and technical requirements
• Specifies design and brand guidelines
• Outlines content needs, sources, and responsibilities
• Includes competitor insights and inspiration (what to emulate or avoid)
• Sets a budget range and delivery timeline
• Clarifies process, roles, and approval points

This might sound like a lot, but missing any of these can cause your web project to veer off track.

How Poor Briefing Ruins Web Projects

1. Cost Overruns

When fundamental requirements are vague or missing, the project inevitably needs more corrections, extra features, or changes late in the process—all of which increase costs. Even a basic website can double in price if frequent rework becomes the norm.

2. Delays and Deadline Slippage

If you (or your developer) aren’t clear about what’s needed and when, deadlines become moving targets. Without a roadmap, even small barriers can spiral into weeks of delay.

3. Compromised Quality and Usability

When teams are unclear on target users or main goals, the end product suffers. You might end up with a beautiful site that’s hard to navigate, or a technically-perfect solution that doesn’t engage customers. In both cases, business objectives are not achieved.

4. Misaligned Expectations and Frustration

When two parties have different understandings of the “ask,” tension is inevitable. The agency might think things are going great; you might feel you’re not being heard. This frustration can damage long-term working relationships.

5. Potential Security and Compliance Risks

Missing technical requirements around privacy, data storage, or accessibility can expose your business to regulatory or security risks. Good briefs make these non-negotiables visible from day one.

How to Fix the Problem: Crafting Briefs That Work

Fortunately, briefing isn’t rocket science—but it does require intention, time, and collaboration. Here’s how to get it right.

1. Treat the Brief as a Collaborative Process

Don’t just fill in a questionnaire and call it done. A robust brief emerges from in-depth conversations and mutual understanding. Set up a discovery call or workshop with your agency or team. Ask questions and be open to advice—good digital partners will help tease out the right information.

2. Anchor Everything in Business Objectives

The best briefs are laser-focused on outcomes. What does success look like—more leads, higher online sales, enhanced credibility, improved user engagement? Start here, and let all other decisions flow from these goals.

3. Get Specific About Your Audience

Don’t settle for “everyone will use our site.” Good web projects are built around defined user personas, with empathy for their needs, pain points, and digital habits. The more specifics, the better your product will turn out.

4. Clarify Functional and Technical Needs Up Front

Be clear about essential features—think bookings, e-commerce, membership areas, integrations, accessibility, or multilingual support. Don’t assume any feature is “obvious.” Even outlining what you don’t want can be helpful.

5. Plan for Content Early

One of the biggest blockers to timely project delivery is content. Who writes the copy? Are new brand photos needed? Are there case studies or blog posts required? Nail down what content exists, what needs creating, and who is responsible for gathering it—before the project starts.

6. Discuss Design Preferences and Brand Voice

Show examples of what you like (and dislike). Share your brand guidelines. Talk about preferred color palettes, tone of voice, and any unique elements that set you apart. This helps the agency avoid rounds of guesswork and gets you closer to what you really want.

7. Set a Realistic Budget and Timeline

Don’t just ask for “quick and cheap.” Your investment and your deadlines will shape the scope and complexity of your site. If there are hard dates (like events or campaigns), make those known from the outset. The right agency will help balance your priorities.

8. Assign Roles, Responsibilities, and Approval Points

Know who, on both sides, is responsible for key decisions, delivering assets, or signing off milestones. Clear ownership prevents bottlenecks when you hit busy spells or the inevitable hiccups.

9. Build in Room for Feedback (But Keep It Structured)

Clearly define how feedback will be collected, when, and from whom. Avoid “design by committee” by nominating a single decision-maker or a small core group. Structured feedback loops reduce confusion and keep the project on track.

10. Document, Circulate, and Update the Brief

Your brief should be a living document, visible to everyone involved. When changes occur, update the brief and make sure all parties are in the loop. A shared, detailed brief is a powerful tool for accountability.

Conclusion: Invest in the Brief—Save Hassle Later

Poor briefing might feel like a quick shortcut at first, but it costs time, money, and goodwill in the long run. Small businesses can’t afford the luxury of wasted web projects. By investing time in creating a thorough, thoughtful brief—and collaborating closely with your digital partner—you set the entire project up for success.

Remember: a great brief is the single most effective way to reduce risk, control budget, and achieve your real business objectives with your new website or digital product.

If you need help with your website, app, or digital marketing — get in touch today at info@webmatter.co.uk or call 07546 289 419.