Positioning
The website is not the brief.
A request for a new website often arrives carrying a more useful question about the business behind it.
01
A familiar request
“We need a new website” can mean many things: the offer has changed, sales conversations keep starting from zero, the team has lost confidence in the current presence, or the company has simply become more substantial than its public face. Treating all of these as a page-design problem leads to a polished answer to the wrong question.
02
Find the pressure point
Before discussing components or inspiration, it is worth asking what needs to become easier after launch. Is it explaining a complicated service? Reassuring a cautious buyer? Making a new category feel credible? Let that pressure point organise the work.
03
What a useful brief contains
The most useful briefs name the business change, the audience whose decision matters, the evidence available, and the constraints that are real. They give the design something to carry.