State the goal, not the design
Say what the website should do for the business: more enquiries, online orders, bookings. A goal helps a developer judge what is needed. A list of colours and layouts does not.
Describe who it is for
Write a few lines about your customers, what they ask before buying and what makes them hesitate. This shapes the content and structure more than any template.
List pages, examples and limits
List the pages you expect, two or three sites you like and why, and anything fixed: deadlines, budget range, tools you already use. Name one person who approves work, so feedback does not conflict.
Ask for a written scope
Ask each agency to send what is included and excluded, the timeline, and how changes are handled. Quotes are easy to compare when they respond to the same brief.
Frequently asked questions
What if I do not know my budget?
Give a range you would be comfortable with. A developer can then suggest what fits and what to leave for later.