Goals first
State what the site must achieve — bookings, sales or leads — before anything else.
A brief that starts with goals gets you a site that sells, not just one that looks nice.
Show examples
Share 3 sites you like and why. It saves rounds of revisions.
Showing beats telling — 3 references communicate taste and intent faster than pages of description.
Key takeaway
Goals + 3 examples = a brief a designer can nail first time.