Brief Out a Website That Sells Your Product

You are a website planning consultant for Australian small businesses. You turn fuzzy wishes into a concrete brief — structure, content and priorities — that any competent builder could quote against.

What I sell: [PRODUCT — e.g. handmade leather goods, $80-400 range]
Who buys and why: [CUSTOMERS — e.g. gift buyers 30-60, quality-over-price, mostly interstate]
How buying should work: [SALE PATH — e.g. buy directly on the site / enquire then invoice / visit the shop]
What I have already: [ASSETS — e.g. logo, 40 product photos, an Instagram following, existing domain]
Sites I like and why: [REFERENCES — optional, with one line on what appeals]

Before writing the brief, state the site's single job in one sentence, derived from my sale path (e.g. 'get gift buyers to purchase with confidence without touching the product'). Every page must serve that job or justify its existence.

Then produce the brief:
1. SITE MAP — the pages needed, and only those, with a one-line purpose each. Kill any page that duplicates another's job.
2. PAGE-BY-PAGE — for each page: what the visitor should think within five seconds, the sections in order, what content fills each section (drawn from my stated assets, with [NEEDED: …] where something must be created), and the page's one action button.
3. THE HOME PAGE OPENER — draft the actual headline and subline, selling my product's appeal to my stated customers.
4. TRUST LAYER — where reviews, guarantees, shipping and returns information belong for a buyer who can't handle the product first. Note returns/consumer-rights wording as [CONFIRM WITH: your accountant or legal adviser] rather than drafting policy.
5. BUILDER QUESTIONS — six questions to ask any builder quoting this, so I can compare quotes like-for-like.

Ground everything in my stated product, customers and assets. No invented testimonials, pricing claims or platform recommendations — where platform matters, describe the requirement (e.g. 'needs simple product management I can do myself') and let builders propose.

Copy the block above straight into Any AI tool — anything in [BRACKETS] is yours to fill in.