5 Web Design Brief Mistakes

A well-crafted web design brief is the roadmap that guides Designers and clients through the complex journey of creating a website. It sets the stage for what the project will accomplish, who it will serve, and how success will be measured. A thorough web design brief acts as a binding document that aligns expectations, hones focus and informs decision-making throughout the entire web design process.

Yet, the path to a compelling and effective website is littered with potential missteps, starting with the design brief itself. Common pitfalls in the brief-writing phase can derail even the most promising of projects. Misunderstandings or omissions can lead to misaligned objectives, a disconnection from the intended audience, wasted resources, extended timelines and a final product that fails to meet the needs of its users or the goals of the client.

As crucial as it is, the art of crafting a detailed and clear design brief is often undervalued, and the repercussions of this oversight can be significant. The key to avoiding these outcomes lies in recognising and understanding some common web design brief mistakes that can occur before the first pixel is even placed.

In this blog, we will outline five common website design mistakes that Web Designers and clients should be aware of before starting a project.

We will cover the following:

1. Not Establishing Clear Objectives
2. Ignoring Target Audience Insights
3. Overlooking the Competition
4. Underestimating Content Requirements
5. Failing to Define Success Metrics
6. The Web Designer’s Role in Steering the Briefing Process
7. Unlock the Secret to Masterful Web Design Briefs

1. Not Establishing Clear Objectives

Embarking on a web design project without clear objectives is like navigating through uncharted waters without a map. Having a well-articulated set of clear, concise, and measurable objectives is fundamental to the success of any web design project.

➡️ The Consequences of Vague Goals:

Vague goals can cause a ripple effect of confusion and inefficiency, such as:

• Misaligned Expectations: Without clear objectives, there can be a significant disconnect between what the client expects and what the Designers and Developers deliver.
• Scope Creep: Vague goals can lead to constant changes and additions to the project, as there is no defined endpoint or criteria for completion, resulting in scope creep.
• Inefficient Use of Resources: Without specific targets, creative teams may waste time and resources on features or designs that do not contribute to the project’s success.
• Difficulty Measuring Success: It becomes nearly impossible to measure the success of a project if the goals are not clear and quantifiable from the outset.
• Reduced Client Satisfaction: Clients may feel dissatisfied with the end product if it doesn’t meet their undefined expectations, leading to a loss of trust and potential future business.
• Ineffective Design: A website might end up being a jack of all trades and a master of none, trying to accomplish too much without a clear purpose.
• Increased Costs: Unclear objectives often result in a longer project timeline and more rounds of revisions, which can significantly increase the overall cost.
• Team Confusion and Frustration: Designers and Web Developers may feel demotivated and confused if they are not working towards a clear, shared goal.
• Missed Market Opportunities: If the project lacks focused objectives, the final design may fail to capitalise on market trends and user needs that a more directed approach would have highlighted.
• Brand Misalignment: The website may not align with the company’s branding and messaging if the objectives are not specifically tied to the brand’s identity and goals.

➡️ Strategies for Setting Specific Objectives:

By employing the following strategies, Web Designers can establish specific and actionable objectives that guide the design process towards a successful outcome.

• Use the SMART Criteria: Set objectives that are Specific, Measurable, Achievable, Relevant, and Time-bound. Applied to web design, this might mean, for instance, setting a goal to ‘increase an online store’s conversion rate by 20% within the first quarter post-launch,’ instead of a vague aim to ‘increase sales.’
• Understand Business Goals: Align web design objectives with the overarching goals of the business or organisation.
• Engage Stakeholders: Involve all stakeholders in setting objectives to ensure that all perspectives are considered.
• Analyse User Needs: Base objectives on a solid understanding of user needs and behaviours through research and data analysis.
• Review Analytics: Look at existing website data to identify areas for improvement and set objectives to address these.
• Competitor Benchmarking: Set objectives that are informed by what competitors in the market are doing.
• Incorporate Design Trends: Consider how current design trends can be utilised to meet objectives while also ensuring long-term relevance.
• Prioritise Features: Decide which features are essential for launch and which can be phased in over time.
• Set Performance Indicators: Establish key performance indicators (KPIs) that will signal the success of the website.
• Create User Personas: Use personas to define clear objectives around user experience and functionality.
• Consult with Subject Matter Experts: Bring in expertise from various fields (SEO, content strategy, UX/UI design) to set comprehensive objectives.
• Facilitate Workshops: Conduct workshops or brainstorming sessions to generate and refine objectives.
• Define Content Requirements: Set specific goals for content creation, management, and delivery.
• Assess Technical Constraints: Understand the technical constraints and set realistic objectives within those parameters.
• Plan for Scalability: Ensure that objectives allow for the growth and scalability of the website.

➡️ Client-Designer Collaboration for Clarity:

A collaborative approach between the client and the Web Designer is essential for setting precise objectives. The Designer must ask the right questions to draw out the client’s true goals and help articulate them in measurable terms. This can happen through:

• Open Communication Channels: Establish regular meetings and open lines of communication for ongoing dialogue throughout the project.
• Shared Vision Workshops: Organise collaborative sessions to create a unified vision for the project.
• Transparent Process Sharing: Keep the client informed about the design process, methodologies, and decisions.
• Interactive Brief Development: Develop the design brief interactively with the client, incorporating their feedback and insights.
• Goal Alignment Sessions: Conduct meetings specifically focused on aligning the objectives of the design project with the client’s business goals.
• Educational Approach: Educate clients on the importance of specific objectives and how they contribute to the success of the project.
• Client Empowerment: Provide clients with the tools and knowledge to articulate their needs and expectations effectively.
• Use of Visual Aids: Employ mood boards, wireframes, and prototypes to help the client visualise and understand design concepts.
• Feedback Loops: Implement a structured feedback process that allows for constructive and actionable critiques.
• Responsibility Matrix: Clearly define roles and responsibilities for the client and the design team to ensure accountability.
• Decision-Making Framework: Establish a framework that outlines how decisions are made and conflicts are resolved.
• Expectation Management: Set clear expectations regarding project deliverables, timelines, and scope from the outset.
• Documentation: Keep thorough documentation of all objectives and changes agreed upon during collaboration.
• Client Involvement in Testing: Involve clients in usability testing and other evaluation methods to validate objectives and design decisions.
• Post-Launch Review: Engage in a post-launch debrief with the client to review the success of the project against the initial objectives.

By establishing clear objectives from the outset, a web design project is more likely to stay on track, deliver on expectations, and achieve the desired outcomes.

2. Ignoring Target Audience Insights

When it comes to crafting a successful web design, understanding who will be interacting with the website is paramount. A common web design mistake is ignoring the rich insights that can be gained from understanding the target audience.

➡️ Results of Neglecting Audience Insights:

• Impersonal User Experience: A one-size-fits-all approach fails to connect with specific user needs, leading to a generic and less engaging user experience.
• Low Conversion Rates: Without tailoring the design to appeal to the target audience, conversion rates can suffer as users don’t see the value specific to their needs.
• Higher Bounce Rates: Users are more likely to leave a website quickly if the content and design do not resonate with their preferences or expectations.
• Missed User Expectations: A lack of audience insights can lead to misunderstandings about what users expect from the site, resulting in features that are misaligned with user needs.
• Ineffective Content Strategy: Content that isn’t based on user preferences and behaviours can fail to engage or inform the audience effectively.
• Poor Accessibility: Overlooking the varied abilities of the target audience can lead to accessibility barriers, excluding segments of the user base.
• Cultural Disconnect: Failing to consider cultural nuances can make a website less appealing or even off-putting to users from different backgrounds.
• Inadequate Mobile Experience: Not understanding the device preferences of the target audience can lead to a poor experience for mobile users.
• SEO Misalignment: Ignoring audience search behaviour and language can result in SEO strategies that do not effectively drive organic traffic.
• Social Media Disengagement: Without insight into the social platforms where the target audience is most active, social media integration may be ineffective.
• Brand Misrepresentation: A lack of audience understanding can lead to a web design that misrepresents or dilutes the brand’s identity and values in the eyes of the target users.
• Insufficient User Feedback Channels: Not considering how and where the audience prefers to give feedback can lead to a lack of valuable user input.
• Overlooked User Education Needs: Without knowing the audience’s familiarity with the subject matter, the site may offer too much or too little information, leading to confusion or disinterest.
• Inefficient Marketing Alignment: The website’s design and marketing efforts might not align if the target audience’s online behaviours and preferences are ignored.

➡️ Understanding the User is Key:

A web design project can quickly become a futile exercise if it does not resonate with the website visitors. By centring the user in every aspect of the web design process, Designers can create more engaging, intuitive, and successful websites that not only draw users in but also keep them coming back.

✅ These are the key factors to focus on:

• User Personas: Develop detailed user personas to understand the needs, goals, and behaviour patterns of your target audience.
• User Journeys: Map out user journeys to visualise the pathways that users might take when navigating the website.
• Usability Testing: Conduct usability testing with real users to gain insights into how they interact with the website and what obstacles they face.
• User Feedback: Collect user feedback through surveys, interviews, and direct observation to inform the design process.
• Accessibility Considerations: Ensure the design is accessible to all users, including those with disabilities, to create an inclusive user experience.
• Analytics Review: Analyse existing website data to understand how current users engage with the website and identify areas for improvement.
• Psychographics: Delve into the psychographics of the audience, such as interests, lifestyles, and attitudes, to inform a design that resonates on a deeper level.
• Behavioural Data: Leverage behavioural data from tools like heatmaps and session recordings to understand how users interact with the website elements.
• Content Preferences: Identify the types of content that engage and convert your target audience, such as videos, blogs, or infographics.
• Device Usage: Consider the devices your audience uses most frequently and design with a mobile-first or responsive approach accordingly.
• Cultural Factors: Be mindful of cultural factors that might influence user expectations and behaviour on your website.
• Competitive Analysis: Look at competitors’ websites to understand user expectations within the industry and to identify opportunities to stand out.

➡️ Incorporating Audience Research into the Brief:

To prevent these pitfalls, audience research tools should be a Designer’s best ally from the start. Surveys, interviews, user personas, and usability tests are just a few instruments that can offer critical insights into the audience’s needs and preferences. Analytics software and social media listening tools can also provide valuable data about user behaviours and expectations.

✅ Tools for Gathering and Analysing Audience Insights:

• Google Analytics: For tracking and analysing website traffic, user behaviour, and demographics.
• SurveyMonkey or Typeform: To conduct online surveys for direct user feedback.
• Facebook Insights: For demographic and interest data on social media audiences.
• SEMrush or Ahrefs: SEO and keyword research to understand what audiences are searching for.
• UserTesting: To get video feedback on how real users interact with your website or prototypes.
• Hotjar or Crazy Egg: For heatmaps, scroll maps, and user recordings to visualise user activity.
• Persona Generator Tools: Like Xtensio, to create and manage user personas.
• Mailchimp or HubSpot: For email campaign analytics and subscriber behaviour insights.
• Social Mention or Brand24: For social media monitoring and sentiment analysis.
• BuzzSumo: To analyse content trends and discover what’s popular with your audience.
• Google Trends: To explore the popularity of search queries and topics across various regions and languages.
• SimilarWeb: For website traffic and analytics, competitive analysis, and audience insights.
• Moz Local: To understand local SEO performance and local audience behaviours.
• Tableau or Google Data Studio: For creating dashboards and visualising data to uncover audience patterns.

✅ Translating Data into Design Elements:

The practice of translating audience data into design elements is a critical process in tailoring a user-centric web experience. It is about converting raw data into a coherent visual and interactive language that resonates with the audience. For instance, if the research indicates that most of your audience prefers video content over text, incorporating more video elements into the design could be beneficial. Similarly, if analytics reveal that most users access the site via mobile devices, a mobile-first design approach becomes a necessity for a seamless user experience.

Examples include:

• Video Integration: Prioritise video content on key pages to align with audience preferences for multimedia over text.
• Responsive Layout: Adopt a mobile-first approach in response to data showing high mobile device usage among the audience.
• Interactive Features: Introduce interactive elements suitable for the audience’s technological engagement levels.
• Personalised Experiences: Use demographic insights to create personalised content or product recommendations.
• Optimised Navigation: Streamline site navigation based on user journey analytics to enhance user flow and experience.
• Visual Design: Adjust colour schemes, imagery, and typography to reflect the cultural and aesthetic preferences of the audience.
• Accessibility Features: Implement design changes that cater to the specific accessibility needs identified in user data.
• Content Strategy: Craft and place content according to the types of information the audience values, as shown by engagement metrics.
• CTA Placement: Position calls-to-action based on how and where the audience is most likely to interact with them.
• Speed Optimisation: Prioritise loading speed enhancements for areas where analytics indicate potential bounce rate issues.

Incorporating user research into the web design brief ensures that the project is grounded in the reality of user needs and not just in the subjective preferences of the design team or the client. By prioritising the target audience from the outset, the end product is far more likely to engage and convert, fulfilling the core objectives of the project.

3. Overlooking the Competition

Gauging the competition is a critical step in the web design process but it is often glossed over or skipped entirely. It is about understanding the digital ecosystem in which a website will live.

➡️ Why does Competitive Analysis Matter?

The role of competitive analysis in web design cannot be overstated. It provides insights into what competitors are doing right or wrong, identifies industry benchmarks, and helps to uncover opportunities for differentiation. Without this knowledge, even the most innovative designs might fail to make an impact because they don’t meet industry standards or they offer nothing new to the audience that they couldn’t get elsewhere.

➡️ Consequences of Neglecting Competitive Analysis:

• Missed Differentiation Opportunities: Without understanding what competitors offer, it is challenging to highlight unique selling points and stand out in the market.
• Uninformed Design Decisions: Design choices may be made without the benefit of industry benchmarks, possibly resulting in a website that lags behind current trends.
• Copycat Impressions: Accidentally mirroring competitors’ design elements can make a brand seem unoriginal or derivative to its audience.
• Inadequate Feature Sets: Failing to match or improve upon the functionalities offered by competitors can leave a website feeling outdated or insufficient.
• SEO Disadvantages: Not analysing competitors’ SEO strategies might result in missed opportunities to target high-value keywords and phrases.
• Poor User Expectation Management: Without knowledge of the competition, a site may not meet the baseline expectations set by other industry players.
• Ineffective Value Proposition: The site’s value proposition might not be compelling if it doesn’t address the competitive offerings in the market.
• Lack of Market Insight: Ignoring the competition means missing out on insights into market trends and consumer preferences.
• Poor User Experience: By not evaluating the competition’s user experience, there’s a missed chance to learn from their successes and failures.
• Missed Technological Advances: Competitors may adopt new technologies that set a new industry standard, which could be overlooked.
• Weak Marketing Messages: Marketing content might not hit the mark if it doesn’t consider the positioning and messaging of competitors.
• Missed Pricing Strategy Insights: Competitive pricing strategies can provide valuable information for setting or adjusting one’s pricing.
• Blind Spots in Service Offerings: Not knowing the range of services competitors offer can lead to gaps in what the site offers or promotes.
• Unidentified Niche Markets: Competitors may have discovered niche markets that remain unnoticed without proper competitive analysis.

➡️ Conducting Effective Competitive Analysis:

Recognising the importance of a well-conducted competitive analysis ensures that web design is informed, and strategic, and positions the website favourably against its competitors in the digital landscape.

✅ Steps for a thorough Competitive Analysis:

A robust competitive analysis involves several key steps:

• Identify Key Competitors: Compile a list of direct and indirect competitors within the market space for a comprehensive comparison.
• Analyse Design Trends: Examine the visual design trends adopted by competitors, including layout, colour schemes, and typography.
• Evaluate UX/UI Best Practices: Look at how competitors handle user experience and user interface design to identify industry standards and innovative approaches.
• Assess Content Strategy: Review the types of content competitors publish and how they structure information architecture.
• Benchmark Website Features: Catalog the features and functionalities of competitors’ websites, noting any unique tools or services.
• Understand SEO Standing: Analyse competitors’ search engine optimisation, including keyword usage, meta descriptions, and backlink strategies.
• Monitor Social Media Presence: Observe the competitors’ presence and user engagement on various social media platforms.
• Review Customer Feedback: Read customer reviews and testimonials to gauge strengths and weaknesses in competitors’ service offerings.
• Study Online Marketing Tactics: Look at how competitors market themselves online, from email campaigns to paid ads.
• Gather Technical Insights: Consider the technical aspects of competitors’ websites, such as page load speed, mobile responsiveness, and security features.
• Analyse Conversion Strategies: Understand the competitors’ calls-to-action and conversion paths that guide users toward making a purchase or signing up.
• Investigate Pricing Models: Compare the pricing models and value propositions to ensure competitive positioning.
• Learn from Customer Support: Evaluate the customer support channels and services provided, like live chat, forums, or help centres.
• Document Branding Approaches: Note how competitors brand themselves, including their tone, messaging, and overall brand identity.
• Check Compliance and Accessibility: Ensure your site meets or exceeds the compliance and accessibility standards observed by competitors.

Competitive analysis, when done correctly, not only inspires innovation but also ensures that a website is designed to compete effectively in the marketplace. It is not about imitation but about carving out a unique position that speaks to the target audience while being mindful of the competition.

4. Underestimating Content Requirements

The saying ‘content is king’ is often echoed throughout the digital marketing arena, yet it is surprising how frequently content planning is relegated to an afterthought in the web design process.

➡️ Content as the Backbone of Web Design:

The internet is littered with examples where design projects fell short because the content did not receive the attention it deserved. The truth is that even the most aesthetically pleasing design cannot compensate for poor content. Without a robust content strategy, a well-designed website may not resonate with the audience or deliver the intended message, rendering the site ineffective at best and a costly mistake at worst.

➡️ What does Good Content Look Like?

Understanding the multifaceted role of content in web design is vital for creating a site that informs, engages, and converts visitors effectively.

• Message Clarity: Clear and concise messaging that conveys the brand’s value proposition effectively.
• Quality and Relevance: High-quality, relevant content that meets the needs and interests of the audience.
• Search Engine Optimisation (SEO): Content optimised for search engines to enhance visibility and drive traffic.
• Brand Voice Consistency: A consistent brand voice throughout all web content that embodies the brand’s personality and values.
• User Engagement: Engaging and interactive content that encourages user participation and keeps them on the site longer.
• Visual and Textual Balance: A harmonious balance between visual elements and text, ensuring a user-friendly experience.
• Information Architecture: Well-structured content that is logically organised and easy to navigate.
• Multimedia Integration: Use of images, videos, and infographics to complement text and enhance user understanding.
• Content Scalability: The ability to easily update and add new content as the brand grows and evolves.
• Cross-platform Consistency: Content that delivers a consistent experience across various devices and platforms.
• Accessibility: Content that is accessible to all users, including those with disabilities.
• Localisation and Globalisation: Content that can be easily localised or globalised to meet the needs of a diverse audience.
• Legal Compliance: Ensuring that all content meets legal requirements, such as copyright laws and privacy regulations.
• Conversion Optimisation: Content strategically designed to guide users toward conversion goals, such as signing up or making a purchase.
• Storytelling: Leveraging the power of storytelling to connect with users on an emotional level and make the brand more memorable.

➡️ Aligning Content Strategy with Design:

• The Process of Content-First Design:

Embracing a content-first approach means treating text, images, videos, and other media as integral components of the web design process, not as mere fillers for the design elements. It involves planning out the content in parallel with the wireframing or even before sketching the first design draft. This approach ensures that the messaging and user experience are coherent and that every design decision enhances and frames the content effectively.

• Collaborating with Content Strategists and Copywriters:

Effective web design is a symphony, and Content Strategists and Copywriters are crucial members of the orchestra. The Web Designer needs to work hand in hand with content experts from the outset to ensure that the message is not only clearly communicated but also strategically placed on the web pages for maximum impact. This collaboration should focus on creating compelling narratives, clear information architecture, and calls-to-action that are woven into the design seamlessly.

By prioritising content as the backbone of web design, the end result will be a website that is not only beautiful but also resonates with the website visitor and successfully conveys its intended message.

5. Failing to Define Success Metrics

The oversight of not setting clear success metrics can turn a web design project into a ship without a rudder, drifting without direction. This critical step ensures the end result aligns with strategic goals, providing a measurable standard for success and setting a tangible course for the project’s trajectory.

➡️ The Importance of Measurable Outcomes:

In the realm of web design, the definition of success extends far beyond a site’s launch date. Without predetermined metrics for success, it is impossible to gauge the effectiveness of a website or the return on investment it provides. This aspect of web design is critical, as it informs the design process and provides a quantifiable means to assess website accessibility and the website’s performance against its objectives.

Metrics are important for the following reasons:

• Goal Alignment: Ensures that the design aligns with the business objectives and user goals.
• Performance Tracking: Allows for monitoring website performance against predefined benchmarks.
• ROI Justification: Provides a basis for calculating the return on investment of the web design project.
• User Experience Validation: Helps in assessing whether the design meets the users’ needs and expectations.
• Continuous Improvement: Identifies areas of the website that can be optimised for better results.
• Conversion Rate Analysis: Measures the effectiveness of the design in converting visitors into customers or leads.
• Behavioural Insights: Gathers data on how users interact with the website, informing future design decisions.
• Content Effectiveness: It evaluates which pieces of content are performing well and which need reworking.
• A/B Testing Guidance: Provides metrics to conduct meaningful A/B tests on design elements.
• Accessibility Checks: Ensures that the website is accessible to all users, which is also a measure of social responsibility.
• Technical Performance: Monitors the site’s technical aspects like load times, downtime, and error rates.
• Market Positioning: Assesses how the website stands in comparison to competitors in terms of online presence.
• Customer Satisfaction: Offers insights into how satisfied users are with their website experience.
• Feedback Loops: Creates a system for collecting and acting on user feedback.
• Adaptability: Measures how well the website adapts to changes in user behaviour, technology, and market trends.

By emphasizing the importance of measurable outcomes, Web Designers and businesses can create websites that not only look good but also perform well and deliver tangible results.

➡️ Setting and Tracking Success Metrics:

Failing to define success metrics can leave a business with a website that looks good but has no measurable impact. By establishing clear KPIs and leveraging the right tools to track them, Designers and clients can both ensure that the website serves its intended purpose and contributes to the business’s bottom line.

✅ Common Web Design KPIs:

Key Performance Indicators (KPIs), when defined early in the design process, can significantly shape the project’s direction and ensure the final design is optimised to achieve these goals.

These might include:

• User engagement metrics such as average time on page and bounce rate.
• Conversion rates, including newsletter sign-ups, product purchases, or contact form submissions.
• Traffic sources to understand where visitors are coming from.
• SEO performance indicators like keyword rankings in search engines and organic search traffic.
• Load time and site speed can affect both user experience and SEO.
• Mobile usability scores to ensure the site is effectively reaching the growing number of mobile users.

✅ Tools for Measuring Website Success Post-launch:

Various tools are available to measure a website’s success once it is live, such as:

• Google Analytics provides a wealth of information on visitor behaviour, traffic sources, and conversion rates.
• SEO tools like Ahrefs or SEMrush can track keyword performance and backlink profiles.
• Heatmapping tools like Hotjar or Crazy Egg offer visual insights into how users interact with the site, which can inform further design improvements.

Setting up these tools and defining the KPIs should be a part of the web design brief process. Doing so ensures that once the site is live, there is a system in place to monitor its performance and the ability to make data-driven decisions for ongoing optimisation.

The Designer’s Role in Steering the Briefing Process

Web design is often perceived as a predominantly creative endeavour, focusing on aesthetics and technological functionality. However, an equally crucial component of a Web Designer’s role is that of a consultant and guide—particularly when it comes to crafting the web design brief.

✅ A Collaborative Approach to Avoiding Pitfalls:

It is the responsibility of the Designer to ensure that the brief is comprehensive, clear, and poised to steer the project away from common pitfalls and design mistakes.

The collaboration between the client and the Designer during the briefing process is where the groundwork for a successful project is laid. A Designer’s expertise is not just in creating a visually appealing layout but also in their ability to ask the right questions, draw out the client’s vision, and temper it with user-centric and market-aware insights.

✅ Educating and Guiding Clients:

Web Designers must often take on the role of an educator, particularly when working with clients who may not be familiar with the digital landscape. It is about informing the client of the importance of each step in the web design process, from understanding the target audience to conducting competitive analysis. Designers must lead the conversation with questions and frameworks that help clients think critically about their objectives, target users, and metrics for success.

By setting the expectation early that a thorough and detailed brief is non-negotiable, Designers can establish a framework that helps the client understand the necessity of each component. It is about showing, not just telling, why each mistake must be avoided and how each step in the web design brief contributes to the overall success of the project.

✅ The Consultative Process:

Web Designers should always approach the brief as a consultative process, where their role is to extract as much valuable information from the client as possible while also imparting their own knowledge about what works and what doesn’t in web design. As discussed above, this includes:

• Clarifying Objectives: Helping clients define SMART goals for their website.
• Understanding the Audience: Facilitating the creation of detailed user personas and scenarios.
• Evaluating Competition: Guiding clients through a competitive analysis and discussing the findings.
• Content Planning: Stressing the importance of content strategy and its integration with design.
• Defining Success: Assisting clients in setting realistic and measurable success metrics.

In a nutshell, the Web Designer’s responsibility extends beyond creative output. It encompasses the pivotal task of guiding clients through a structured web design briefing process. By doing so, Designers lay the foundations for a project that avoids common pitfalls and is strategically poised for success.