Website Design Brief | Example from UP Web Design

Client	Sample Web Design Client	Job Number	UP997
Job Description	Sample Website Design Brief
Contact	Mr and Mrs Web Design Client	Date Briefed	09/09/09

Background

Having accumulated 22 years of experience in dentistry, Mr and Mrs Web Design Client now want to start their own dental practice. As a brand new business, they want to promote their services to the local area and beyond, and see the internet as a key channel for achieving this.

The new practice shall undertake all of the common dentistry services but will specialise in aesthetic and cosmetic dentistry. The practice will differ from others in its field by its dedication to the highest levels of patient care, as well as aligning aesthetics with the function of the mouth as a whole, including teeth, jaw joints, muscles and gums.

Objectives (with Targets if available)

The website will be a key tool in launching the new business, by:

1. Making people aware that the new practice exists;

2. Showcasing the services on offer at the practice (lots of photography of previous dental work is available);

3. Giving people the confidence to trust Mr and Mrs Clients’ expertise through the use of testimonials from previous customers.

Who are we talking to?

Geographically, our primary audience is people in the London area.

Attitudinally, we are targeting people who want to improve their quality of life and self confidence, by enhancing their appearance through aesthetic changes to their mouth.

Demographically, our audience tends to be baby boomers and young professionals.

What is the most important thing that we must communicate? (The Key Message)

The xx Dental Practice provides exceptional levels of patient care in aesthetic and cosmetic dentistry.

What’s in it for the audience?

Improved quality of life, through increased self confidence.

What’s the supporting evidence for these claims?

Having graduated with BDSs in Dentistry from The University of Anfield, Mr and Mrs Client have built up 22 years of experience in dentistry. Their dedication to the highest levels of patient care is demonstrated by their investment of time and money into post-graduate education, top end dental equipment, their team of expert staff as well as their genuine passion for their craft.

The investment into their equipment and themselves means that they employ the latest techniques, ensuring the best levels of service and care for their patients.

How do we want people to feel?

We want people to feel that they can trust Mr and Mrs Client to provide the highest level of care in aesthetic and cosmetic dentistry, helping to alleviate any preconceived fear about dentistry. This should be learned through the quality experience provided by the website, not through hard selling.

What/How do people think/feel now?

Since the practice is a new business, there are no existing attitudes or feelings towards it.

Tone of voice

Budget

See separate cost breakdown.

Timings

Launch 1 Dec 2009

Are there any mandatory inclusions/requirements?

Showcase of previous work, testimonials and a price guide.

Any additional information

To reflect the high quality proposition and levels of service, a polished website is wanted. The business has aspirations to be the Ferrari of the dentist world, although currently considers itself to be a BMW (a posh one, mind).

Similar levels of quality to those delivered by the new practice can be seen at xxx.

Some Relevant keywords (there will be many more):

Orthadontistry

Digital x-rays

Fillings

Impressions.

Orthadontistry includes straightening teeth, moving teeth into the correct position, preventing the need for porcelain dentistry.

Finance packages are available.

The practice will offer competitive pricing; not too cheap or too expensive.