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Your website is your best salesperson — here is how to brief one

18 May 2026 · 1 min read · Hubb Group

Key takeaways

Your website sells around the clock — brief it like the hire it is.
A one-page brief nails who it’s for, the one action, why you, and proof.
Colours and fonts are our job; the truth about your business is yours.

Your website works every hour of every day, never calls in sick, and talks to more prospects than your whole sales team combined. Brief it like the hire it is.

The one-page brief

A brief does not need to be long. It needs to be clear about four things:

Who is this for, and what do they believe before they arrive?
What single action should they take?
Why should they choose you over the tab next to ours?
Proof — the work, numbers and names that make it believable.

Notice what is missing: colours, fonts and "make it pop". Those are our job. Your job is the truth about your business — get that right and the design has something real to dramatise.

Frequently asked questions

What should a website brief include?

Who the site is for, the single action you want them to take, why they should choose you, and the proof that makes it believable. That clarity is worth more than any design direction.

Do I need to know what I want it to look like?

No — design is our job. Your job is the truth about your business and goals; give us that and the design has something real to dramatise.

How long should a website brief be?

One clear page usually beats a twenty-page document. Clarity about goals and audience matters far more than length.

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