NORTH GROWTH LAB — WEBSITE REDESIGN BRIEF
Version: 15 October 2026
Guide: https://www.northgrowthlab.com/insights/website-redesign-brief-template

Copy this worksheet into your own document and replace the blanks. Keep unknowns
marked UNKNOWN instead of inventing numbers. Share only information appropriate
for the project team; never put passwords, payment details or customer records in
the brief. This is a planning aid, not a contract or a ranking guarantee.

1. BUSINESS AND DECISION
Business / current website:
What we sell and to whom:
Why a redesign is needed now (include actual evidence):
Primary buyer decision the site must support:
Primary next step (enquiry / booking / purchase / another action):
What makes an enquiry suitable or unsuitable:
Relevant markets and actual service/delivery constraints:

2. BASELINE AND SUCCESS
Reporting period and source:
Qualified external sessions (or UNKNOWN):
Qualified enquiries / bookings / purchases (or UNKNOWN):
How qualification is decided and by whom:
Known measurement gaps or excluded internal/test traffic:
Who receives, checks and responds to an enquiry:
What evidence will show that the new journey works:

3. BRAND AND PROOF
Identity assets that must stay:
Areas open to a new direction:
Design references and the specific quality each demonstrates:
Real projects / products / rooms / services to show:
Claim or asset | Owner | Permission/approval status | Due date
______________ | _____ | __________________________ | ________
Motion purpose and still/reduced-motion alternative:

4. LAUNCH SCOPE
Required page types and approximate approved content volume:
Required functionality:
Existing CMS / booking engine / CRM / commerce system to retain:
Required integrations and who controls each side:
Languages needed at launch and translation owner:
Copy, photography, video and migration responsibilities:

For each requirement, complete a decision row:
Buyer/business outcome:
Current evidence or problem:
Proposed deliverable:
Observable acceptance test:
Owner and approver:
Status: LAUNCH / OPTIONAL / LATER / UNKNOWN
Dependency or exclusion:

5. URL AND CONTENT INVENTORY
Old URL:
Evidence to retain (search entry, links, content or customer use):
Decision: KEEP / IMPROVE / CONSOLIDATE / REDIRECT / RETIRE
Proposed URL or relevant destination, if any:
Content owner:
Redirect, canonical, indexing and internal-link checks:
Verification result and date:

Repeat this record for each affected URL. Do not assume all old addresses should
redirect to the homepage. Decide relevance and deliberate removals explicitly.

6. BUDGET, DEPENDENCIES AND APPROVALS
Planning range and currency (if known):
Launch scope to quote consistently:
Optional work to quote separately:
Third-party costs / ongoing support to identify:
Deadline and business reason:
Decision-maker and reviewers:
Expected review turnaround:
Known constraints, missing assets or access dependencies:

7. LAUNCH ACCEPTANCE RECORD
For each check: evidence / owner / result / known limitation.
- Agreed mobile and desktop journeys, including keyboard and motion preferences.
- Approved, accurate content and permission-cleared assets.
- Controlled form test reconciled with the assigned inbox or CRM record.
- Booking/purchase handoff tested with the actual provider, if in scope.
- Agreed analytics events verified, with internal tests identified/excluded.
- Final titles, descriptions, canonical/indexing rules and sitemap checked.
- Old-URL decisions and relevant redirects tested; broken links investigated.
- Business editor completes an agreed content-editing task.
- Business ownership of domain, source and required accounts confirmed.
- Recovery/rollback owner and post-launch responsibilities documented.

8. PROPOSAL COMPARISON
Agency / proposal date:
Included strategy, copy, design, build, migration and integrations:
Assumptions / exclusions / third-party costs:
Owner of content, launch QA, fixes and ongoing support:
Evidence supplied for relevant working projects:
How each acceptance criterion will be demonstrated:
Open questions before choosing:

9. CHANGE AND DECISION LOG
Date | Decision | Reason/evidence | Scope/time/cost effect | Approver
____ | ________ | _______________ | ______________________ | ________

Next step: https://www.northgrowthlab.com/website-redesign-services