Why the specification document is a key step in a web project
Drafting a website specification document is a fundamental step in any digital project. Yet, it is still too often neglected or misunderstood. A well-structured specification document helps to frame the project, avoid misunderstandings, and ensure the success of the website.
Whether you wish to create a showcase site, an e-commerce site, or a custom site, the specification document serves as a common reference between the company and the web agency. It formalizes the project’s objectives, expectations, and constraints.
👉 A successful project always begins with a well-structured website creation
What is a website specification document?
The specification document is a document that precisely describes the framework of a website creation or redesign project. It defines what needs to be achieved, how, for whom, and with what objectives.
It serves to:
- clarify needs
- align expectations
- facilitate quotes
- compare service providers
- secure the project
A good specification document is not necessarily long, but it must be clear, structured, and precise.
Why write a specification document before contacting a web agency
Without a specification document, a web project often relies on assumptions. This leads to budget overruns, delays, and disappointing results.
Writing a specification document allows for:
- clearly expressing your objectives
- obtaining comparable quotes
- saving time
- avoiding misunderstandings
- laying the groundwork for SEO from the outset
👉 This is an essential step in any collaboration with a website creation agency
Essential elements of a website specification document
Company and Project Presentation
The specification document must begin with a clear presentation of the company: activity, positioning, target audience, and project context. This allows the service provider to understand your environment and challenges.
It is important to specify:
- your industry
- your geographical area
- your competitors
- the site’s main objective
Website Objectives
This section is central. A site can have several objectives, but it is essential to prioritize them.
Examples of objectives:
- generate quote requests
- sell online
- increase brand awareness
- improve visibility on Google
- support a local SEO strategy
A high-performing website is always designed around clear and measurable objectives.
Target Audience and Users
Defining the target audience allows for adapting the design, content, and user experience. The specification document must specify who the site is intended for.
It is advisable to indicate:
- user profiles
- their expectations
- their needs
- their pain points
This reflection improves the site’s relevance and commercial effectiveness.
Site Architecture and Structure
The site structure is a key element of natural referencing (SEO). The specification document must include an initial idea of the architecture: main pages, sub-pages, and user journey.
A clear structure facilitates:
- navigation
- understanding by Google
- internal linking
- SEO visibility
👉 Example of structuring pages used during a professional website creation
Content and SEO Strategy
A site without optimized content cannot be high-performing. The specification document must specify the content strategy and expectations regarding natural referencing (SEO).
It is important to indicate:
- the main topics
- strategic keywords
- the expected content volume
- blog management if necessary
A good specification document integrates SEO from the outset, not after going live.
👉 Discover our expertise as an SEO-specialized web agency
Expected Features
This section describes the features necessary for the site’s proper functioning. They vary depending on the type of project.
Examples of features:
- contact form
- appointment booking
- client area
- online payment
- multilingual
- mobile optimization
It is important to distinguish between essential and optional features.
Design and Visual Identity
Even if the design often remains the agency’s responsibility, the specification document can provide indications of the desired graphic universe.
You can specify:
- your visual preferences
- examples of preferred websites
- constraints related to the brand guidelines
The design must always serve the user experience and the site’s objectives.
Budget and Deadlines
A web project must be realistic. The specification document must indicate a budget range and a provisional timeline.
This allows for:
- avoiding out-of-budget proposals
- adapting features
- planning the project with peace of mind
👉 To better anticipate the budget, you can consult our website creation rates
👉 Or use our price simulator
Specification Document and Local SEO
For a local business, the specification document must integrate the geographical dimension. This includes:
- local pages
- the regional visibility strategy
- Google optimization
Mistakes to avoid in a specification document
- being too vague
- forgetting SEO
- neglecting objectives
- copying a generic template
- underestimating the budget or deadlines
An effective specification document is personalized and aligned with the project’s reality.
Specification Document and Search AI: What’s Changing
With the evolution of search engines based on artificial intelligence, the specification document must anticipate:
- content structuring
- semantic clarity
- the logic of pillar pages
- user experience
These elements directly influence the future visibility of the site in rich results.
In summary: how to write a good website specification document
A well-drafted specification document helps to frame the project, secure the budget, and obtain a high-performing, visible, and effective site. It is the foundation of any successful creation or redesign.
