The Four-Line Website Brief

Most people open a blank site builder and start picking colours. That's backwards. Four short lines first, and the rest of the build gets dramatically faster — because you're no longer deciding as you go, you're just executing.

1. Who is this for?

Not "everyone." A name, an age range, a situation. "Someone who just found me on Instagram and has ten seconds to decide if I'm legit."

2. What's the one thing they should do?

Book a call, buy a product, start a free trial. Pick one. A site that asks for three actions gets none of them.

3. What do they need to believe first?

The one doubt standing between them and that action — that you're real, that you're good, that it's not expensive. Your homepage exists to answer this.

4. What's the tone?

Three words. "Warm, direct, a little playful." That's enough to keep every headline and button consistent without a full brand document.

Write these four lines before you touch a template. They're the brief you'd hand a designer — and they work just as well handed to yourself.