A redesign brief should describe the change the business needs, not only the pages it wants to replace. The strongest briefs connect audience, offer, evidence, friction, and the next action the website should support.
Describe the current friction
Write down what is not working today: unclear positioning, weak enquiries, outdated proof, poor mobile behavior, slow pages, or a site the team cannot confidently maintain.
Define the commercial outcome
Choose a small number of outcomes that can guide decisions. These might include more qualified enquiries, a clearer service architecture, stronger launch confidence, or a shorter path from first visit to conversation.
Protect what already has value
A redesign should account for existing search visibility, useful content, working integrations, and customer expectations. Preserve what helps, improve what creates friction, and make migration risk visible early.