Write the requirement in business language
Start with the people and the problem: companies investing in long-term organic enquiries need to make pages crawlable, fast and helpful to customers because important services are hidden by weak structure or technical issues. A useful project brief should describe the current process before describing technical features.
Section 1: users, roles and real scenarios
List each user group, what information they create, what they can edit, what requires approval and what they can view. Add a typical busy-day scenario and an error-correction scenario.
Section 2: required steps and screens
- Topic and intent mapping
- Site structure
- Technical basics
- Unique service content
- Search console setup
Section 3: outputs and acceptance samples
- Site map
- Page titles
- Canonical tags
- Structured data where eligible
Section 4: business rules and exceptions
- Ranking not guaranteed
- Avoid doorway pages
- Measure leads
Section 5: technology and delivery
Specify devices, hosting responsibilities, integrations where actually needed, data migration, branding, responsive behavior and any language or print constraints. Do not prescribe a technology solely because another company uses it.
Section 6: testing and sign-off
Each requirement should have a test input, an expected result and the name of an approving stakeholder. Track nonbrand organic enquiries after launch to judge whether the project achieved its intended purpose.
Template request
When asking for a quote, attach sample records or reference materials and request a phased scope with inclusions, exclusions and change management in writing.
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