Three quotes for a “website”: €400, €1,200 and €3,500. Which one is right? The answer is that it's the wrong question: the three quotes almost certainly describe three different projects. The only way to compare them is for everyone to read the same brief. Here's how to write one, without being a technical person.
Why the document matters more than it seems
A brief does three things at once. It makes quotes comparable: when everyone is responding to the same scope, the difference in prices becomes explainable. It prevents the most common conflict in web projects: the “was this agreed?” argument. And it speeds up the start: with a clear document, work begins right away instead of after three weeks of clarifying emails.
It doesn't have to be long. Two clearly written pages do more work than twenty pages of technical jargon that nobody will read.
What it should include
1. Who you are and who the website is for
What you do, who your clients are, what matters to them. A contractor who doesn't understand your business will build a beautiful shop window that doesn't sell. One paragraph is enough, but it's the most important one in the whole document.
2. What the goal is, in measurable terms
“Having a website” is not a goal. “Getting at least 20 enquiries a month”, “selling online to take pressure off the phone”, “looking credible to corporate clients”: these are goals you can later use to judge whether the project has succeeded. If you're not sure which one is yours, digital strategy starts with exactly this question.
3. Scope: pages and volume
Count the pages and list them: home, services (how many), about us, portfolio, blog, contact. For a shop: how many products and how many categories. This is the number that most directly drives the price.
4. Features, specifically
Forms, a blog, multiple languages, online payments, integration with the Bulgarian couriers Econt and Speedy, user accounts, bookings, a connection to inventory software. Each of these is a separate piece of work with a separate price. Leave them out now and they'll show up later as “extra charges”.
5. Design: template or custom
Be honest about which one you want: a ready-made template adapted for you, or a custom design built around your brand. The difference in price is significant, and the difference in results even more so. It helps to name 2-3 websites you like and say exactly what you like about them.
6. Content: who produces it
The most underestimated point and the most common reason projects run late. Are the texts and photos your own, or are you outsourcing them? If you're outsourcing, copywriting and photography are separate line items in the quote, not an implied bonus.
7. Timeline and budget
Realistic timelines: a company website 2-4 weeks, an online shop 4-6, a large shop or custom development 6-10 weeks. On budget: giving a range doesn't put you at a disadvantage, it saves everyone time. The contractor will offer you the best they can within that frame instead of guessing. We've given benchmarks for the Bulgarian market in how much a website costs.
The technical minimum to ask for explicitly
These things often go unmentioned and then turn out to be missing. Write them in, even if they seem obvious: responsive design for mobile; a content management system you can work with yourself; basic SEO setup (titles, descriptions, structured data, sitemap); speed in the green zone of Core Web Vitals; SSL and form protection; Google Analytics and Search Console with conversion tracking; GDPR documents; automatic backups.
The terms that protect you
Four sentences at the end of the brief that are worth more than everything else:
Ownership: the domain, the hosting, the code and all advertising and analytics accounts stay in your name. Itemised quote: design, development, content, integrations and training, each listed separately. Warranty and maintenance: how long the warranty period is and what maintenance costs after it. Handover: training on how to use the system and access to everything.
If a contractor gets irritated by a clear brief, that in itself answers the question of whether to work with them.
Or get help with it
Everything described so far fits into one short document, and you don't have to write it alone: ask us and we'll help you put your brief together, including the terms for the contractor and an indicative price for your scope. The finished document is yours to send to anyone you choose, not just us.
Conclusion
A brief isn't bureaucracy, it's the cheapest insurance in the whole project. Describe the business, the goal, the scope, the features and the terms, and suddenly you'll be getting quotes you can compare, from people who understand what you want.
Got your document ready and want a quote? Send it to us. We reply within one working day, with an itemised breakdown.
