A clear, comprehensive, and well-structured briefing is the secret to avoiding duplicated work, delays, and results that fall short of expectations.

But what exactly is a perfect briefing? A perfect briefing is one that aligns the client's vision with the execution of the development and design team. To achieve this, it's necessary to ask the right questions. In this article, we share the questions you should always ask before starting any digital project - whether it’s a corporate website, an online store, or a custom application.

What is the main objective of the project?

Everything starts here. What will be the purpose of your website? Do you want to attract new customers? Increase online sales? Promote services? Improve your digital presence?

Understanding the purpose helps define priorities, functionalities, and success metrics. A good tip we can offer is to avoid generic answers, such as “I want more visibility” - seek concrete and measurable goals.

Who is the target audience?

Knowing who your website is for is essential to guide the design, language, and even the functionalities. Consider conducting a study on your target audience, gathering information such as age, profession, location, interests, and online habits.

A website aimed at a younger audience is often more creative and very different from a more corporate site or an e-commerce platform.

What image or identity does the brand want to convey?

This is where the more emotional and strategic aspect comes into play. Should the site be modern and minimalist? Classic and institutional? Fun and colourful?

It’s important to gather reference materials such as logos, colour palettes, fonts, and examples of other websites you like as well as understanding which websites you do not like.

What content will be available on the site?

One of the biggest challenges in web projects is content. Sharing texts, images, and videos that you already have is relevant, but if you don’t have them, it’s crucial to start production.

Also, determine who is responsible for each part - the client, internal team, or copywriter.

What functionalities are essential?

Determining which functionalities you want to see reflected on your website is important. Do you want a contact form? Integration with social media? A members’ area or a booking system?

Defining essential functionalities right from the briefing avoids surprises and poorly calculated budgets. To help identify what is truly important to you, you can distinguish between essential functionalities and those that are desirable.

The Importance of Continuous Communication

A briefing should not be seen as a closed document. On the contrary, it is the starting point for ongoing communication between the client and the team developing the project.

Throughout the project, the briefing can (and should) be updated whenever new needs, ideas, or adjustments arise. This flexibility is crucial for maintaining project coherence and avoiding rework.

Realistic Deadlines and Expectations

Another essential point is the definition of clear deadlines and responsibilities. Including a timeline in the briefing with phases - design, development, testing, and launch - helps manage expectations and ensures that the project progresses smoothly without surprises.

A well-structured briefing is more than just a simple questionnaire; it is the strategic foundation of any successful digital project. When prepared in detail and updated collaboratively, it promotes clarity, reduces errors, and creates true alignment between what the client imagines and what the team delivers.

Investing time in this initial phase is, in fact, saving time in the future. After all, a good briefing is the map that guides the entire journey towards a functional, beautiful website that is true to the essence of the brand.