Why do most websites fail? (Or, how to create a meaningful website brief)

Websites need to tick a lot of boxes these days… cool design, great content, search engine optimised, clear navigation, etc. But even then, there’s no guarantee of success. Why? Because nobody thought to define what that success would look like.

If you don’t know where you want to go, how are you going to get there?

Successful projects start with a clear brief. It gives us clarity, direction, and purpose; something we can plan for. We don’t mean things like “a fresh look” or “mobile friendly” – that’s a given. We need to know what you want to achieve.

A website is an investment in future business growth (or maybe improved public services), so don’t worry about structure and narrative, pixels, and plugins – that’s our job. If you want to give us a clear brief, start with the questions below. They tell us everything we need to have a meaningful discussion about your new website.

What are your business objectives for a new website?

(Be specific! Instead of “more leads,” say “25% increase in qualified inquiries within 12 months.”)

Who will the website be aiming to attract?

Tell us as much as you can about your target audience

How do you expect people to find your new website?

SEO, social media, word-of-mouth? If you’re not sure, that’s fine. We can help.

Who are your competitors?

If we’re going to grow market share, who will we gain it from?

What sets you apart?

How or why you are a better or different proposition to your competitors?

If we’re celebrating a successful website project a year from now, what will that success look like?

Let’s define and plan for that success (and get the Champagne on ice).