Seven questions to ask before you hire an agency
A short list of questions that show how an agency works, what it costs and whether it fits your team.
Read article: Seven questions to ask before you hire an agency
Most project delays start before any work begins. The brief is vague, two people read it differently, and the team spends a month finding out what the client meant. A good brief prevents that.
We ask every client to fill in the same short brief. It takes about an hour. It is not a form to fill in for the sake of it. Each question changes what we build.
1. The goal in one sentence
Start with the result you want. “Get more demo requests from small law firms” is useful. “Redesign the website” is not, because it describes an activity, not a result.
Ask the team to write the goal in one sentence. If two people write different sentences, you have found the first problem.
2. Who the work is for
Name the main reader or user. Describe what they know, what they worry about and what they do next. Add one real example if you have one, such as a recent customer who called you.
3. What is in scope
List the pages, features or deliverables you expect. Be specific. “Four pages and a contact form” is clear. “A few pages” is not.
- The pages or screens to build
- The content you will provide, and who writes it
- The tools the site must connect to
4. What is out of scope
This part is often missing, and it causes the most trouble later. List what you will not do. A blog, a second language, a members area or a redesign of the logo may all be out of scope. Writing them down prevents surprises on invoices.
5. Budget and timing
Give a range, not a single figure. A range lets the team plan trade-offs. Add the date of the launch you need and any event it must match, such as a trade show.
6. Who decides
Name one person who makes final decisions. Name who gives feedback and how many people will review each round. Two rounds of feedback from three people is a common source of delay.
If nobody can say who approves the work, the project will take twice as long.
7. What success looks like
Pick two numbers you can track after launch. Examples include form sign-ups, sales calls booked or time on page. Agree on how you will measure them before the work starts.
Using the brief
We send the brief back with notes within two working days. The notes show what we understood, what we question and what we will leave out. Once both sides sign it, we treat the brief as the contract for scope. Changes go through a short written request, so everyone knows what they cost in time and money.
