Credibility in your website brief: what to ask for

Key takeaways

A website brief that only describes the look produces sites that look fine and say little. Add a credibility section: which proof must appear and where, real photography, named people, company and regulatory details, content accuracy responsibilities, accessibility and security standards, and how credibility will be tested before launch.

• List the proof that must appear and where.
• Require real photography and named people.
• Specify company, regulatory and contact details.
• Require accessibility, security and a credibility test before launch.

Why put credibility in a website brief?

Designers design what the brief asks for. If the brief focuses on style, colours and pages, the result is a good-looking template. Credibility depends on content and proof that only you can provide, so the brief must say what is needed, who will supply it and where it goes.

• How website design influences brand credibility
• Website brief template agencies can quote from

What should the credibility section include?

Cover the five signals explicitly.

• Real: team members to feature, photos needed, company and regulatory details.
• Competent: accessibility standard (WCAG 2.2 AA), performance and security requirements.
• Proven: reviews source, accreditations, case studies and where each appears.
• Current: who updates content, and dates shown.
• Open: pricing guidance, process page, policies and reply times.

• The website credibility score: rate your site out of 10
• Does accessibility affect how credible your brand looks?

Who supplies credibility content?

Assign it. Case studies, team bios, accreditation numbers and review permissions usually come from the business, and they are the most common cause of launch delays. Plan a photography day early. Agree who writes and who checks claims, especially in regulated sectors.

• Website photography cost in the UK: what a shoot buys
• Website claims and the CAP Code: what UK firms can say

How should credibility be tested before launch?

Write a test into the brief: three to five people who match your buyers review the staging site, with a first-impression test and a decision task. Include a check for placeholder content, broken forms and security warnings. Make launch conditional on passing.

• How to test your website's credibility with real people
• Placeholder text left on a live website: find and fix it

What does this look like in practice?

A pattern we see: a brief specifies 12 pages and a modern style but no content responsibilities. Launch is delayed three months waiting for case studies and team photos, then the site goes live with stock images. A credibility section with owners and deadlines avoids both.

• See client work
• Website Design & Development for UK businesses

Credibility brief checklist

• Name the proof and its placement.
• Schedule photography.
• List company and regulatory details.
• Set accessibility and security standards.
• Assign content owners and deadlines.
• Require a credibility test before launch.

• Questions to ask a web design agency before signing
• Website launch checklist: before, during and after

Next step

Add a 'Credibility' heading to your brief and list the five signals underneath. Fill in what you already have.