Knowing how to brief a digital agency is a competitive advantage. Clear briefs produce better quotes, fewer revisions, and faster launches. Vague briefs produce guesswork and disappointment.
Use the sections below as your reusable template.
Business context and goals
Explain what the business does, who it serves, and what this project must achieve. Include a primary KPI: leads, sales, bookings, or brand inquiries.
Audience and offer
- Primary customer segments
- Main problems you solve
- Offer or package to promote
- Objections customers usually have
Scope, must-haves, and out-of-scope
List required pages, features, languages, and integrations. Explicitly state what is not included yet. This prevents silent scope creep.
If you need inspiration for deliverables, review our services.
- ✓Goal and success metric defined
- ✓Audience and offer summarized
- ✓Must-have pages and features listed
- ✓Brand assets and content owners named
- ✓Timeline and key milestones shared
- ✓Budget range included
- ✓Examples of likes/dislikes attached
- ✓Decision-maker and feedback process clear
Assets, constraints, and decision process
Share logos, fonts, photos, and existing copy. Note legal constraints and brand rules. State who approves what and in how many business days.
Timeline and budget range
Agencies plan capacity around dates and investment. Packages from €299 exist for focused scopes; larger builds need more time and budget. Honest ranges lead to better proposals.
Brief, then refine in discovery
Your brief starts the conversation; discovery makes it precise. Pika Marketing uses briefs to propose realistic packages—not padded guesswork.
Send your draft brief via our contact form and we will help refine scope.
