How to conduct a high-quality and comprehensive briefing

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To conduct a quality briefing, you need a brief. Not to be confused with the client questionnaire that you fill out at the preliminary stage. The questionnaire is just a request for work, the brief is already part of this work. The brief is a list of questions that need to be answered before starting to develop the site. Ideally, the briefing should be done by the company that will subsequently carry out web development. However, it can be done by a third-party organization or by your own company.

The brief is designed to get to the very core of the USP. Brief questions are composed in such a way as to reveal all the weak points and pain points. A competent briefing provides food not only for creating a website, but also for improving the marketing strategy as a whole.

If the information from the company is not enough, belize consumer email list then you need to "dig" further. Look for what the client does not yet know about himself.

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Examples of questions from real briefs

Who is your target audience? Incomplete answer: women and men 35+ living in Moscow and the region. A complete answer should include not only the categories of people who are the target audience, but also all categories of people who will definitely not use the company's services. We describe each group as specifically as possible, indicating age, gender, place of residence, profession, type of employment, income, interests, membership in professional communities, etc. The more detailed the portrait, the easier it is to get into it.
Geography of presence. Incomplete answer: all of Russia, Moscow. Complete answer: we describe the geography of presence throughout the country, indicate regions, regional centers, districts. Do not forget about the dealer network. The geography of competitors is also important.
What is hindering the development of the brand? Incomplete answer: the brand is not very recognizable in Russia. Complete answer: according to a 2017 study, the brand ranks 15th in Russia in terms of recognition among brands in this product category. No events were held to increase recognition.
The main rule of conduct during a briefing is not to skip a single question. If there is no answer to a question, it does not mean that the answer is stupid or meaningless, it just does not suit you for some reason. But you must be absolutely sure of this. The briefing must be filled with the most specific and comprehensive information. Make a report on the briefing in the form of tables or a mind map.

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