How to write the perfect website specification

When it comes to creating a new website, it's very easy to jump straight in without planning exactly what you want. Not only does this make building the website more difficult for your developers, it also can cause speed bumps along the way when features aren't exactly how you imagined. Putting together a detailed specification can save you a lot of time further down the line. We've outlined some key elements to get you started when writing the specification for your new website.

Tell Us About Yourselves

Whenever we start a new project, we always start by learning more about your company. By getting to know your company, our designers can create a perfect design which accurately reflects your company and your values. Having insight into your day to day business will also make it possible for our web developers to suggest innovative features to greatly improve your business.

What to include:

  • What products / services you provide
  • Your company values
  • Stand out qualities / key selling points
  • How your team will use the website

Your Audience

If there are any specific traits of your audience, it's very helpful to know from the start. Knowing details like age range, gender, most used device, shopping habits etc can help us suggest and create features within your new site targeted directly to your audience. Small subtle changes can make the difference between your target audience loving your website or choosing a competitor instead.

What to include:

  • Your target audience's age, gender and location
  • Information about your audience's device habits
  • Any known browsing habits or patterns


Our design team are experts in creating website designs to match a company, so if you don't have an exact design in mind don't worry. Before starting your new website, it's helpful to take a look at your competitors' websites and make note of any design aspects and features that you both do and don't like.

  • Any websites you particularly like
  • Any websites you don't like
  • Existing branding, colours, logos


Although a lot of website platforms and content management systems come with many features included by default, a lot of features will need to be built by our team. So that it's clear what you will need from your new website, we'd advise sending over a full list of features. Your web developer can then let you know what is available by default and what will need to be custom built.

  • A full list of desired features
  • Clear explanations of how you'd like each feature to work
  • Any examples of features you've seen on other websites
  • Any integrations with third party systems


By knowing your main goals for the website, we'll be able to fully understand what features you'll need in order to achieve your goal. We'll also be able to suggest and provide extensive ways to track and analyse your data to see how well your website is performing based on your goals.

  • What will be the main use of the website
  • Any targets you've set for the website
  • How the website will fit into your overall company / team goals

Budget & Timescale

Although some clients are cautious when providing a budget, we highly recommend sending a rough budget and timescale with your website specification. Providing a budget and timescale will allow our sales team to put together a realistic plan which will fit your specification, whilst also staying within your budget and timescale requirements.

  • Dates for when you'd like a beta version and live version to be ready
  • A rough budget for the project
  • Which features are more of a priority than others

Get started

Ready to get started with your new website? Get in touch with our team and we'll be happy to look over your website specification, give advice and suggestions, and provide you with a no-obligation quote.

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