Why Bad Briefs Cost Money
Most web project disputes in Nigeria — scope creep, missed expectations, extended timelines, and painful post-launch revisions — trace back to an inadequate brief. The developer builds what they imagined; the client expected something different. Neither party is necessarily wrong: the brief didn't specify.
A complete brief protects both sides. It gives the developer what they need to quote accurately and build correctly, and it forces the client to think through their requirements before money changes hands.
What a Complete Brief Includes
1. About Your Business (2–3 paragraphs)
- What your business does and who your customers are
- How you currently operate (physical locations, online presence)
- What makes you different from competitors
Developers build better products when they understand the business context. A site for a Lagos-based equipment leasing company and one for an Abuja-based law firm should feel and function differently.
2. Project Objective
Be specific about what this website should achieve:
- Generate enquiry leads (how many? from whom?)
- Sell products online
- Support existing customers (portal, downloads, FAQs)
- Establish credibility for a new business
"I want a professional website" is not an objective. "I want to generate 15 qualified leads per month from Lagos-based SMEs looking for accounting services" is.
3. Target Audience
Who are the primary visitors? Be specific:
- Demographics (age range, profession, location)
- Technical profile (mobile-first? High proportion of first-time smartphone users?)
- What they need to accomplish when they arrive
4. Scope — Pages and Features Required
List every page you need:
- Home, About, Services (each service as a separate page?), Team, Blog, Contact
- Any functional requirements: contact forms, WhatsApp button, live chat, booking system, payment integration, login/portal
Anything not listed in the brief may be treated as out of scope.
5. Design Direction
- Do you have an existing brand guide (logo, colours, fonts)?
- Share 3–5 websites you like and explain specifically what you like about them
- Any specific design constraints (must match existing print materials, must work in both English and Yoruba)
6. Technical Constraints
- Do you have existing hosting you want to use?
- Do you have an existing domain?
- Will your team manage content after launch? If yes, what CMS experience do they have?
- Are there integrations required (CRM, accounting software, payment gateway)?
7. Timeline and Budget
Be honest about both. A developer who knows your budget designs to it — they don't pad it. A developer who doesn't know your budget will either over-engineer or under-quote and encounter problems mid-project.
Provide a realistic deadline if you have one. "As soon as possible" is not a deadline.
What to Do With the Brief
Share it with 2–3 qualified vendors. A vendor who responds with thoughtful questions demonstrates engagement with your requirements. A vendor who sends a quote within 20 minutes of receiving a detailed brief without any questions has not read it carefully.
The brief is also a project reference document. When disputes arise (and they sometimes do), the brief is what defines the agreed scope.