● Practical brief / SEO / AEO / 2026
Write the brief in plain business language. One or two specific sentences per item create enough context for an initial proposal. Add links, examples and real figures where available. The first version can fit on one page and become more detailed after the implementation format is selected.
What business context should you describe?
State what the company sells, where it operates and what currently generates customers. Add the reason for the project: a new offer, weak lead quality, slow editing, an outdated store or entry into another market. Include the current website and the person who approves scope, content and launch.
How should you define the audience and action?
Name the primary customer, their situation and the question they need answered before choosing. Select one main website action: send a qualified enquiry, buy, book, call or visit a location. Add a measurable target such as monthly enquiries, conversion rate or completed purchases so success has a shared definition.
Which pages and content belong in the brief?
List the expected pages and mark the content already available for each one: copy, photographs, prices, cases, reviews, legal text and translations. Share two or three references and explain the useful element in each. Assign a content owner and a date for delivering the first complete materials.
Which functions and integrations should you list?
Describe forms, payments, booking, product catalog, search, accounts, CRM, email, analytics, consent, languages and internal tools. Mention the systems already in use and who controls access. Rank each function as essential for launch or suitable for a later stage to keep the first release focused.
How do budget and timing shape the recommendation?
Give a realistic budget range, preferred launch date and any fixed campaign or event. State who supplies content, who reviews the result and how quickly feedback arrives. A range supports useful choices: landing page, business website, store, automation, rescue sprint or a phased release with clear milestones.