Write a useful 10-point specification
· by the Agence Web Premium team, Guéliz Marrakech
Direct answer: a specification does not need to be forty pages long. Ten points are enough, and the most important thing is not technical: it is to define what the site should save the company.
Good specifications save time for both parties and avoid disputes. Bad specifications describe colors and forget the objectives.
1 to 3 — The essentials: objective, target, expected action
In short: What should the site report, who is it aimed at, and what specific action should the visitor take?
- Measurable objective. “Receiving ten quote requests per month” is better than “improving our image”.
- Precise target. Who visits the site, from what device, in what language, with what question in mind.
- Expected action. Call, write on WhatsApp, book, buy, download. One main action, two secondary at most.
These three points determine the entire design. Without them, the provider is guessing.
4 to 6 — Content: pages, texts, visuals
In short: List the pages, say who writes the texts and who provides the photos. This is the number one cause of project delays.
- List of pages. Even approximate. One page per service, per city and per targeted sector.
- Who writes? You, the provider, or both. To be decided before signing, because this changes the price and the deadline.
- Visuals. Do you have a usable logo, photos, a charter? Otherwise, plan for a photographer and a budget.
In our experience, more than half of delays come from content never delivered. Clarify this point up front.
7 to 9 — The framework: budget, deadline, maintenance
In short: Announce your budget. Hiding your budget wastes everyone's time and never lowers the price.
- Budget. A fork is enough. A serious service provider will tell you frankly what is feasible.
- Desired deadline and possible constraints (fair, season, opening).
- After delivery. Who updates the site, what maintenance is planned, what monitoring time is included.
Point 9 is the most often forgotten and the most expensive. A site delivered without a monitoring plan deteriorates in a few months.
10 — Property: the point to never neglect
In short: Write in black and white that the code, access and domain name belong to you.
This is the point which causes the most disputes in Morocco. Wording to include:
“The domain name, hosting, Analytics, Search Console and Google Business Profile accounts are created in the client's name. All source code, database and source files become the property of the customer upon final payment, without reservation. »
A service provider who refuses this clause tells you something important about what happens next.
What NOT to put in a specification
In short: Technical choices imposed for no reason, design descriptions that are too precise, and feature lists copied from elsewhere.
- “The site must be made in WordPress. » Unless there is a specific reason, let the service provider offer. You want a result, not a technology.
- “The button should be blue at the top right. » Describe the goal, not the solution.
- A list of 80 features copied from a model found online. You will pay for unnecessary things.
- “Be first on Google. » No honest provider can commit to this.
Specification template in 10 lines
| # | Point | Example answer |
|---|---|---|
| 1 | Measurable objective | 10 quote requests per month |
| 2 | Target | Individuals 30-55 years old, Marrakech, mobile, French |
| 3 | Main action | WhatsApp contact |
| 4 | Pages | Home, 4 services, prices, achievements, contact |
| 5 | Writing | By the service provider after interview |
| 6 | Visuals | Logo provided, photos to be taken |
| 7 | Budget | 5,000 – 8,000 MAD |
| 8 | Deadline | Before December 15 |
| 9 | After delivery | 12 months of follow-up included |
| 10 | Property | Code and access to customer name |
Model usable as is. Ten lines are enough for a showcase website.
Frequently asked questions
Do we need specifications for a showcase website?
Yes, but ten lines are enough. The main thing is to define the goal, target, expected action and ownership of the code.
Do I have to announce my budget?
Yes. Hiding it wastes time and never lowers the price. A serious service provider will tell you what is feasible.
Should we impose a technology?
No, unless there is a specific reason. Describe the expected result and let the provider propose.
What is the most important clause?
That on the property: code, access and domain name in the name of the client, without reservation.
Who should write the texts?
To be decided before signing. This is the number one cause of delays in web projects.
Can we change the specifications?
Yes, by costed amendment. What matters is that each addition is written and valued.
How many pages to plan?
One page per service, per city and per targeted sector. Better five specific pages than one catch-all page.
Do you help write the specifications?
Yes, free of charge, during the first exchange. We ask the questions and we write it with you.
We write your specifications with you
A one-hour exchange is enough. We leave with a clear document, and you can present it to other service providers.
