The fastest way to get an accurate quote for a website is a short, clear brief. Without it, a studio has to guess, and guesses lead to either an inflated price or surprises later. You do not need technical knowledge to write a good brief. You need to answer ten questions about your business honestly. This template is what we use at Kinto.
Why a brief matters
- It gives you a fixed and fair price, because the scope is clear.
- It saves time on calls and corrections.
- It makes sure the website solves a business task, not only looks nice.
- It becomes the basis of the contract and the list of work.
The template: ten questions
1. What does your business do?
One or two sentences, as you would explain to a friend. "We clean sofas and mattresses at home in Yerevan." "We sell handmade ceramics online."
2. Who are your clients?
Age, location, language, how they find you now. Locals, tourists, companies, expats?
3. What should a visitor do on the website?
Choose one main action: book, call, send a request, buy, subscribe. Everything on the page should lead to it.
4. What makes you different?
Price, speed, quality, location, experience, guarantee. Real reasons, not slogans.
5. Which pages do you need?
| Page | Needed? |
|---|---|
| Home | yes |
| Services or products | ? |
| Prices | ? |
| About the team | ? |
| Portfolio or cases | ? |
| Blog | ? |
| Contacts | yes |
If you are not sure, start with a landing page, one strong page with everything important.
6. Which languages?
Armenian, Russian, English, or a combination. Which one is the main? Read our guide on multilingual websites.
7. Websites you like
Two or three links and what exactly you like: colours, structure, photos, simplicity. Also one example you do not like and why.
8. What materials do you have?
Logo, brand colours, photos, texts, price list, reviews you are allowed to publish. Mark what is missing.
9. What should happen with requests?
Where should requests arrive: Telegram, email, CRM? Who answers them? At Kinto every request goes to your Telegram instantly, and can also go to a CRM.
10. Deadline and budget
When do you need the website, and what budget range do you have in mind? A range is fine, for example "$1,500 to $2,500".
Extra features to mention
- Online payments.
- Booking or calendar.
- Telegram bot for orders or questions.
- AI assistant that answers 24/7.
- Integration with a CRM or accounting system.
- Analytics and conversion tracking.
Example of a strong brief
"We are a dental clinic in Arabkir. Clients are local families and expats. We want people to book a consultation. Pages: home, services with prices, doctors, contacts. Languages: Armenian and Russian, English later. We like clean, light websites with real photos. We have a logo and photos of the clinic. Requests should go to the administrator's Telegram. We need it in three weeks, budget around $2,000."
With a brief like this, a studio can give an exact quote after one 30-minute call.
Common gaps in briefs
Even good briefs often miss a few things that change the price or timeline:
- Who will write the texts. Writing texts for ten pages is real work. If you expect the studio to do it, say so.
- Photos. Stock photos look generic. Your own photos build trust but need to be taken. Decide who provides them.
- Content volume. "A catalogue" can mean 20 products or 2,000. Give a rough number.
- Integrations. A CRM, booking system or accounting software you already use.
- Who approves. If two partners must approve every step, plan more time for revisions.
- Future plans. A second language next year or an online store later. A good structure can prepare for it now.
Tips for describing design
Design is the hardest part to describe in words. These tricks help:
- Send screenshots and mark what you like: "this menu", "these big photos", "this colour".
- Describe the feeling in three words: "calm, premium, clean" or "bright, friendly, fast".
- Tell what you want to avoid: "no dark backgrounds", "no stock photos of people in suits".
- Mention your brand colours and logo, even if they are simple.
What happens after you send the brief
- A short call to clarify details.
- A fixed estimate and timeline in the contract.
- A mockup of the structure and first screen.
- Development with a working link you can check.
- Launch, search setup and handover of all accounts in your name.
Reference prices at Kinto
| What | Starting price | Starting timeline |
|---|---|---|
| Landing page | $700 | 6 days |
| Multi-page website | $1,800 | 12 days |
| Online store | $4,000 | 22 days |
| Telegram lead bot | $500 | 4 days |
| AI assistant | $1,200 | 6 days |
See the full pricing.
Key takeaways
- Ten clear answers are enough for a fixed and fair quote.
- Name one main action you want visitors to take.
- Say who writes texts and who provides photos, because this changes the scope.
- Mention integrations you already use: CRM, booking, accounting.
- Describe design with examples and three words about the feeling you want.
- Send the brief as text or voice, the format does not matter, clarity does.
Send your brief
Copy the ten questions, answer them in text or voice and send them to @kinto_am on Telegram, or leave a request on kinto.am. We reply within 15 minutes between 10:00 and 20:00.
Updated: 2026-10-12