Home/Resources/Templates/B2B Website Redesign Brief Template
Free template
Brief your redesign before you brief agencies.
Agree goals, buyers, scope, requirements and acceptance criteria up front. Agencies quote the same project, and you avoid the scope gaps that cause most delays.
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Free Word file. Enter your work email and the download unlocks straight away.
We send the link and one short follow-up. No newsletter, and we never share your email.
What is inside
Fourteen sections, five pages.
Shaded cells to fill in, guidance text to replace.
| Section | What you agree |
|---|---|
| Goals and metrics | Three to five goals, each with a metric, baseline and dated target. |
| Buyers | Who the site is for and the questions they need answered. |
| Scope and sitemap | Page types, page counts and who writes the content. |
| Requirements | Forms, CRM, booking, tools, languages and private areas. |
| SEO and migration | URL export, redirects, structured data and AI search readiness. |
| Accessibility and speed | WCAG 2.2 AA and a mobile speed target. |
| Stakeholders | Who decides, who reviews and who is informed. |
| Acceptance criteria | What has to be true before the project counts as done. |
How to use it
Four steps to a working plan.
If you cannot name the goal and metric, the redesign is not ready to brief.
Sales knows which questions buyers ask. Their input shapes the sitemap.
Export your current URLs and traffic before any agency starts work.
Give every agency the same document so you can compare quotes fairly.
FAQ
Questions, answered.
Plain answers about the template.
What format is the template?
A Word file (.docx). It also opens in Google Docs and Pages.
How long does it take to fill in?
About two hours for a first draft, plus a short review with sales and leadership.
Do I need every section?
Fill in goals, buyers, scope, SEO and acceptance criteria at minimum. Skip sections that do not apply, but say so.
Can agencies use it too?
Yes. Agencies can send it to clients before a discovery call. Please keep the small credit line.
Why do you ask for my email?
So we can send you the link and one short follow-up. There is no newsletter and we never share your email.
Is there a version for ecommerce sites?
This template is written for B2B service and software sites. Ecommerce needs extra sections for catalog, checkout and payments.
How long does a B2B website redesign take?
Most take six to twelve weeks from discovery to launch, longer with many pages, integrations or slow approvals.
How do we avoid losing SEO traffic in a redesign?
Export current URLs and traffic, keep URLs that rank, redirect any that change, keep strong content and check crawling at launch.
What should a redesign RFP include?
Goals with metrics, buyers, scope, requirements, SEO plan, budget range, timeline, decision process and acceptance criteria.
Webflow or WordPress for a B2B site?
Webflow suits teams that want easy editing with fewer plugins. WordPress suits sites that need many integrations. Choose by who edits and what you connect.
Who should own the website project?
One named owner with authority to decide, supported by sales and leadership for reviews at agreed points.
How do we compare agency quotes?
Check the same scope, who does the work, what is excluded, revision limits, support after launch and who owns the files.
Start a conversation
Want a second pair of eyes on your brief?
Send it to us. We will point out scope gaps and SEO risks before you go to agencies, no strings attached.