What to prepare before your business website is built

“We need a website” is a starting point, not a brief. Name the person you want to help and the decision they are trying to make. A repair company might need homeowners to check its service area and request an estimate. A consulting firm might need procurement teams to understand its specialty and email a project outline.

Write a single sentence: “We help [customer] with [service] in [area]. The next step is [action].” Keep it factual. If you serve clients remotely, say so rather than inventing a local office. Use the same business name customers see on invoices and public profiles.

• Business identity: public name, logo file, a short introduction, and the person who approves the copy.
• Services: what is included, who it is for, where it is available, and the questions customers ask before buying.
• Prices or quote rules: current prices, what changes the price, and whether the displayed amount includes tax. If every job is different, explain what an estimate needs.
• Photos: original files, captions, usage permission, and any images that must not be published. Avoid sending only compressed chat screenshots.
• Contact and availability: public email or phone, hours, service area, accessibility details, and the existing booking or enquiry link.
• Existing website: domain registrar, current page addresses, business email provider, and useful pages that should keep their links. Share access through the provider’s invitation system, not in a public brief.

A homepage should explain the offer and point visitors to the right next page. A service page should answer scope and suitability. A contact page should say what happens after a message is sent. Combine closely related answers when a separate page would repeat the same information.

For each planned page, write its main question, the answer, supporting evidence, and the next action. An example for a service page: “Do you cover my area?” → actual towns served → a clear coverage list → request a quote. This also gives a writer a useful heading instead of a vague slogan.

Mark missing information as “to confirm”; do not let a placeholder become a published claim. Nominate one person to collect feedback. Before launch, check the site on your own phone, follow each contact link, verify prices and hours, and submit the enquiry form with the team’s agreed test details.

No. Accurate facts, usable photos and a clear visitor goal are enough to start a scope discussion. Confirm who writes the final copy in the quote.