How to Write a Website Technical Specification (Tech Brief)

What a Technical Specification Is and Why It Matters

A technical specification (or tech brief) is a document that defines the goals, functionality, design, and requirements for a future website. It’s created before development begins.

The purpose of a tech brief:

Without a proper spec, even the best team risks building the wrong thing. A well-written one acts like a roadmap — clear, structured, and reliable.

Who Should Be Involved in Creating the Tech Brief

A tech specification is a collaborative document — it shouldn’t be written in isolation.

1. The Client (business owner, marketer, or product manager)

Defines the business goals, target audience, and the main purpose of the website. Without this, the team won’t know whether the project should inform, sell, or automate processes.

2. Project Manager (PM)

Coordinates the process, collects requirements from the client, designers, developers, SEO specialists, etc. The PM structures the document — describing functionality, deadlines, and completion criteria.

3. Designer (UX/UI)

A designer must be involved. They define the user flow (UX), page structure, interaction logic, and visual language (UI).

The design section of the tech brief specifies:

Without this, developers have no clear reference for layout and styling.

4. Developers (Frontend / Backend)

They define the technical core of the project — choosing the right tech stack (for example, Next.js or WordPress), implementing required features, and outlining technical limitations or risks.

5. SEO Specialist

Ensures SEO readiness before development starts.

The SEO expert defines:

Collaborative work at this stage ensures the website will not only look good but also perform well — driving traffic, sales, and rankings.

What a Proper Website Tech Brief Includes

1. Project Description and Goals

Start by answering simple questions:

Example: Goal — increase online sales of electronics by 30% within six months. Target audience — men aged 25–40 looking for professional equipment.

2. Site Structure (Sitemap)

List the pages you’ll need:

Define logical links between pages. This helps the developer plan navigation and the SEO expert optimize the structure for search engines.

3. Functional Requirements

Describe what the site should do:

At this stage, developers estimate complexity and choose the tech stack — for instance, React + Laravel or WordPress + WooCommerce.

4. Design Requirements

Clarify:

The PM coordinates everything between the client and designer — to avoid the “we meant a different shade of blue” scenario later.

5. Content and Copywriting

The copywriter creates a content plan defining tone of voice (formal, friendly, expert) and SEO needs:

6. Technical Requirements

This part is mainly for developers:

The SEO expert and developer work together to ensure the site is optimized from the very first version.

7. Development Stages and Deadlines

The PM breaks down the process into stages:

Each stage has deadlines, responsible parties, and a Definition of Done — clear completion criteria.

8. Acceptance Criteria

A key section that defines how the finished site is validated:

This prevents the classic “we thought you’d also include that” problem.

Common Mistakes When Writing a Website Specification

A Good Tech Brief Is Half the Success

A well-prepared website specification isn’t bureaucracy — it’s a roadmap that connects business goals, UX, content, and technology.

It helps the team move confidently, avoid confusion, and build a website that actually works — fast, convenient, and effective.