Dental website brief template

Send the same brief to every supplier. Proposals become comparable, and you will see quickly who has read it. Copy the headings below into a document and answer each prompt in a sentence or two. Two pages is plenty.

1. Purpose

The one thing the website must do (for example: make it easy for new patients to call or book).
The treatments you most want to grow, in order.
How many new patients a month you can actually see.

2. Patients

Who you want to attract: area, NHS or private, typical treatments.
The questions new patients ask most often on the phone.
What makes a patient choose you over the practice down the road.

3. Pages and content

One page per treatment you want to grow, with fees or a fee range if you publish them.
Team page: each professional's qualification, the country it comes from, and GDC number.
Practice information required by the GDC: address, contact details, GDC link, complaints procedure, last-updated date.
Who writes and approves the text, and who supplies photos.

4. Enquiries and booking

How patients should contact you: phone, form, online booking, messaging.
Who receives each enquiry, and how quickly they reply.
What the patient sees after sending a form.

5. Technical requirements

Core Web Vitals targets on mobile for key pages.
Accessibility to WCAG 2.2 level AA.
A cookie banner that blocks optional tags until visitors agree.
Integrations: booking system, call tracking, analytics.

6. Ownership and terms

Domain registered in the practice's name, administrator logins held by the practice.
Ownership or permanent licence of design, text and photos.
Full export on exit, data processing agreement for enquiry data.
Budget, pricing model preferred, and the date you need the site live.

When the proposals arrive, score them with the website procurement scorecard. The reasoning behind the compliance and ownership prompts is in the buying guide.