Scope the pages and the work behind them

List pages by purpose, not just count. Ten service pages using the same layout can involve different work from ten original page designs. Tell the team which pages can share a template and which need unique content or interactions.

Decide who will write and approve the content. Development quotes that assume finished text are difficult to compare with proposals that include interviews, copywriting and image selection.

Booking and customer systems need their own brief

A link to an existing booking service is a small scope item. Custom appointment availability, deposits, cancellations and staff calendars are a product workflow. Write down the rules before treating it as a checkbox.

For CRM integration, specify the fields, destination system and failure handling. Technical SEO setup should name deliverables such as redirects, indexable pages and metadata; it does not promise rankings.

Plan the first year, including ownership

Keep development separate from domain renewal, hosting, software licences and maintenance. Ask who is responsible for updates, backups, access management and restoring the website after an incident.

A handover should leave the business with access to the services it pays for and instructions for routine edits. Include training in the brief if your team will publish regularly.