Most website projects go wrong before any design starts. The culprit is usually the brief — too vague to guide decisions, so the designer guesses and you end up reviewing work that misses the point.
Here's the framework we use with every new client to get a brief that actually produces the right site.
1. Start with the decision, not the design
What single action should this site drive? For most finance businesses it's “book a consultation.” Name it first. Every page then has a job: move the visitor one step closer to that action. Not convinced it matters? Here's how most advisor sites lose the client at exactly this point.
2. Define who you're talking to
“Everyone” is not an audience. Pick the client you most want more of, and describe what they fear, what they're comparing you against, and what would make them trust you.
3. List proof, not adjectives
“Trusted” and “professional” mean nothing on their own. What's the evidence? Credentials, years in the industry, client outcomes, regulatory standing. Proof converts; adjectives don't.
4. Map the pages to the journey
- Home — who you help and what to do next.
- Services — what you offer, in the client's language.
- About — the trust page; people buy from people.
- Contact — make the next step obvious and easy.
5. Be honest about content
Most timelines slip on copy and images, not design. Decide who's writing what — and by when — before the build starts.
Get these five right and the design almost briefs itself. Want the brief template we use? Book a free strategy call and we'll send it over and walk you through it.