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Startup-friendly

~14 min · 6 sections · 24 questions

New Website Brief Template

Use this template for greenfield website builds — startups, new ventures, brand launches. Forces clarity on positioning before pixels.

Free preview — first 4 of 24 questions. Upgrade to Pro for the rest.

1. The business in one paragraph

If the founder can't explain it crisply, neither can the site.

Q1.What does the business do, in plain English?
Q2.Who's it for, specifically?
Q3.How does it make money?
Q4.What's the unfair advantage?

2. Competitive landscape

Find a real position, not a generic 'modern' one.

Q5.Name the top 3 competitors and what they do well.
Q6.What do they all sound the same about?
Q7.What angle can you credibly own that they can't?
Q8.Share 2 sites in adjacent industries you admire.

3. Audience & messaging

Write copy for one person, not 'everyone'.

Q9.Describe the ideal first customer in one paragraph.
Q10.What 3 questions do they ask in the first sales call?
Q11.What proof would make them say yes (logos, results, demos)?
Q12.What's the next action you want them to take?

4. Launch goals

Make the v1 site succeed at one thing, not five.

Q13.What's the #1 outcome the site has to deliver in 90 days?
Q14.How will you measure it?
Q15.What does month 1 traffic realistically look like?
Q16.Will we be running paid campaigns into this site?

5. Scope, pages & integrations

Define a v1 you can ship — and a v2 you'll plan.

Q17.Minimum pages to launch (home, about, pricing…?)
Q18.Required integrations (CRM, payments, scheduling, analytics).
Q19.Will there be a blog, knowledge base, or community at launch?
Q20.What's explicitly v2 / parked for later?

6. Brand & content

Clarify who's producing what — and when.

Q21.Do you have a brand identity yet, or do we create one?
Q22.Three adjectives for the brand's voice.
Q23.Who writes the copy — you, us, both?
Q24.Where will photography / illustration come from?

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