How to Write Website Specifications That Get Results

Clear, effective website specs set the foundation for a successful build. They give developers the context they need to make smart architectural decisions, without endless back-and-forth.

Whether you deliver them in a Google Doc, Notion, or as designs in Figma, good specifications align your team and accelerate development.

This guide outlines what to include in your specs to position your site for success, from audience research to brand assets to content strategy.

Start With Research and Business Context

Define Your Audience

Share the markets you serve (local, national, international), along with relevant demographics or user behaviors.

Include any known audience touchpoints: brands they follow, influencers they trust, channels they frequent.

Your website is one moment in their journey, so help us understand the rest.

Audit Your Digital Footprint

List every place your business has a presence: website, social channels, marketplaces, business listings, partner sites.

Note whether they drive traffic, sales, or backlinks. If you have SEO rankings, include high-value keywords and current positions. For keyword research tools, consider Ahrefs or Semrush.

For new businesses, note where you plan to show up and include practical details like your phone number, hours, and support contact.

Analyze the Competitive Landscape

List your top competitors with links and key context: their positioning, strengths, and differentiators.

Are they dominating organic search? Using video in smart ways? Be specific.

This gives developers insight into trends, standards, and gaps we can help you fill.

Detail Your Website Content

Products and Services

Describe what you sell and how. Include product features, benefits, and must-know details.

Group offerings by category, if relevant. If metadata like tags or filters matters, say so.

Also, provide access to assets such as product images, spec sheets, or the CMS where this content lives. Tools like Airtable or Google Sheets can help organize content efficiently.

Social Proof

List testimonials, reviews, customer logos, certifications, and press mentions. Include links or source files so developers can format and feature them effectively.

Content Marketing

If you have a blog, podcast, or other content engine, link to it. For upcoming launches, outline what’s coming and how it ties into the site experience.

This helps shape your site architecture and templates. For content planning, consider Monday or Notion.

About Content

Include company bios, origin story, mission, team details, or any existing About content you'd like to retain.

This helps humanize your brand and strengthen trust.

Define Your Brand and Visual Direction

Branding and Style Preferences

List your brand colors, typography, logo, and visual style guidance. If your tone of voice or writing style is established, include those guidelines too.

Link to any source files such as logos, icons, design systems, and stock libraries.

Inspirations

If you're early in the branding process or planning a refresh, list examples of sites or visuals you admire. Be specific about what you like: layout, typography, tone, or animations.

Browse platforms like Dribbble or Awwwards for ideas. Design inspiration helps translate your taste into real interface decisions, quickly.

Pulling It All Together

A great developer brings both technical expertise and creative instinct. Clear specifications let them do both with confidence.

If you are using Figma or another designer tool, add comments or annotations to clarify intent. If you're in the pre-design phase and need end-to-end development, use a centralized spec doc in Notion or Google Docs to keep everything aligned.

Strong specifications lead to better websites. They reduce ambiguity, speed up production, and help ensure the final product delivers on both form and function.