The Bullet-Point Brief 2.0

Why This Matters

Let’s be honest: nobody gets into web design because they dream of filling out forms or herding client requirements into bullet points. You want to create things that stop people in their tracks, not wrestle with paperwork for hours on end. Yet, the planning phase is unavoidable. If you skip it, you’re essentially building a house with no blueprints, and a foundation that will buckle under the slightest pressure.

Here’s why this matters for most designers: planning often becomes a time sink and saps creativity. You start out the day itching to open Figma or jump into Squarespace, but instead, you’re lost in a swamp of emails, clunky meeting notes, and “Could you just make it pop?” feedback. In my twenty years designing sites for clients ranging from tiny start-ups to firms the size of small countries, I’ve watched projects collapse because the opening brief wasn’t nailed down.

If you want to hit deadlines, avoid scope creep, and give your clients the confidence that you’ve actually listened to them, you have to get planning right. Otherwise, you’re setting everyone up for a wobble. The old way takes hours. When you cut that down to twenty minutes without cutting corners, you claw back days of your life and keep your projects watertight. This is where the Bullet-Point Brief becomes invaluable.

Common Pitfalls

You might think: “I can just wing it, or copy-paste last month’s brief and swap the company name.” If only it was that easy.

What actually trips most designers up is the following:

• Copying generic briefs: You end up with wishy-washy plans that fit no one and help even less.
• Missing the client’s real goals: You get halfway through the build and realise you’ve been chasing the wrong end of the stick.
• Writing a brief just for the sake of paperwork: This is when you compose a huge document no one reads, and you still don’t know what your client wants.
• Spending hours in meetings, but getting vague answers: You leave your third Zoom of the week still unsure if the “gallery” is a portfolio, an Instagram feed, or a shop window for houseplants.

If you’re nodding along, you’re not alone. I’ve seen even seasoned designers rope themselves into hours of “just clarifying one more thing” because their initial notes missed the details.

Step-by-Step Fix

Ready for the shortcut that doesn’t cut quality? Good. The Bullet-Point Brief came out of years of trial, error, and a few disastrous client calls. Here is how you can do in 20 minutes what used to take two days.

Step 1: Record the Client Conversation (Don’t Just Take Notes)

Start by recording your meeting with the client using a tool like Otter.ai. Don’t rely on memory or scribbled notes, since those only capture half the picture and you’ll forget who said what by lunchtime. Instead, ask your client if it’s okay to record (they’ll usually say yes, and it also makes you look organised). Then, guide them through the key sections: purpose of the site, core features, examples they like (and hate), content sources, target audience, deadlines, and budget.

Step 2: Prime ChatGPT for Context

Now the fun starts. Open up ChatGPT. Avoid pasting your transcript in right away and hoping for the best. Instead, start by providing ChatGPT with a clear outline of what you want. Type (but don’t send yet):

"This is the outline structure of a website brief process. Please do not attempt anything until I paste the transcript. Let me know if you understand, and I will provide the transcript. [TEMPLATE]"

Then, paste in your actual brief template (not a menu, just the template sections you want to use). Press Enter. ChatGPT will acknowledge it’s ready and waiting.

Step 3: Feed in the Transcript Carefully

Once ChatGPT is “primed” and waiting, copy and paste your Otter.ai transcript into the next prompt. You’ll also want to add the company name, address, contact details, and anything else the formal brief should include. For example:

"Please proceed and create a formal website brief from this transcript. Please include a 2-paragraph executive summary after the company details. The company name is (COMPANY NAME), located at (ADDRESS), and the telephone number is (TELEPHONE NUMBER). The primary contact is (CONTACT NAME) with an email address of (EMAIL): [TRANSCRIPT]"

Replace [TRANSCRIPT] with your real meeting transcript. Press Enter, and ChatGPT will process everything.

Step 4: Polish the Result (Don’t Just Copy-Paste)

ChatGPT will generate a formatted brief quickly. Now, give it a quick credibility check. Read it through: is it clear, accurate, and in the client’s own words where it matters? Are there any generic phrases that feel inauthentic? Tweak those. Add or remove bullet points to sharpen focus. Move anything vague into a question for the client to clarify.

Once you’re satisfied, put it into Word, Google Docs, Canva, InDesign, or whatever software you use for client documents.

Step 5: Share Early, Edit Together

Don’t send over the finished brief and disappear for a week. Instead, share it and offer to review together on a short call. Much of the value comes from collaboration: you spot missing pieces, the client feels heard, and you both get a chance to correct misunderstandings before they cause major headaches.

Step 6: Save the Workflow and Turn It Into a Template

Once you see how smooth this is, save your template and prompts for next time. You can even create a “Priming Pack” with your favorite sections and instructions for Otter.ai, ready for every new job. Soon, running this system becomes second nature and you’ll be planning projects in less time than it takes to listen to a podcast episode.

What Most People Miss

Here’s a subtle but important point: rushing through client planning or trying to automate it completely is a false economy. This might get a document on the table, but it rarely meets expectations. The value is not in the template or the tool; it’s in how you use the Bullet-Point Brief as a filter that keeps everyone focused.

Most people overlook the chance to turn a “brief” from paperwork into a proper launchpad for design strategy. By capturing your client’s real language, not just keywords, you translate ideas into priorities the whole team can act on. And when you spend less time repeating questions, your clients see you as proactive, efficient, and genuinely invested in their results.

The Bigger Picture

Making your briefing process streamlined delivers real benefits. Use the time you save to:

• Pitch bigger ideas instead of firefighting basic misunderstandings
• Add extra design polish, since you handled the back-and-forth at the start
• Build trust faster—clients quickly see you understand them from the first draft
• Take on more projects without burning out, because onboarding isn’t a chore

Each time you create a streamlined brief, your professional reputation grows. New work comes more easily, and you spend more time finding great solutions for clients rather than fighting with administrative backlog.

Additionally, when you systemize your planning, you speed up your own learning curve. You’ll spot red flags sooner, ask better questions, and anticipate problems before they surface. That’s how you move from being a busy freelancer to becoming a highly regarded design consultant.

Wrap-Up

The planning stage will never be the flashiest part of web design, but it can be tidy, sharp, and even enjoyable when you use the Bullet-Point Brief approach. Put in twenty minutes’ work, and you’ll have a plan that’s clear, detailed, and genuinely useful for everyone. I wouldn’t ever go back to laborious spreadsheets, and once you try this, you won’t either.

Looking for more ways to refine your process? Interested in templates, prompts, and genuinely honest advice?
Join Pixelhaze Academy for free at https://www.pixelhaze.academy/membership.

Frequently Asked Questions

How do I make sure recording a client conversation is GDPR compliant?
Always ask for explicit, recorded consent before you start. Tell your client you’ll only use the recording for note-taking and to create an accurate brief. Once the job’s done, delete the original files. Simple.

Can I use this system for rebrands, as well as new sites?
Absolutely. The Bullet-Point Brief works for any project needing a structured set of requirements and goals. Adjust your template’s sections as needed.

What if my client’s answers are too vague or all over the place?
Guide them with clear examples. If they say they want their site to “feel modern,” ask, “Can you show me three sites that feel right to you?” or “What about these designs speaks to you?” Always turn airy sentiment into something you can measure.

Is Otter.ai the only tool that works for step 1?
No. You can use any quality audio-to-text service: Rev, Trint, or even your phone’s recorder with transcription. The main thing is having a reliable, editable transcript.

Does using AI make the brief sound robotic?
It might if you copy, paste, and send directly. To avoid this, edit with both your voice and the client’s voice in mind. Adjust, personalize, and modify any bland phrases before sharing.

What’s Included In the Template?

When you sign up for the Pixelhaze templates, you get structured headings and prompts like:

• Project summary & background
• Objectives and success criteria
• Target users
• Content requirements
• Design guidelines (including specific sites, styles, and “please avoid” options)
• Key features and integrations
• Brand voice and tone
• Project timeline and milestones
• Budget and measurement details

You’ll also get sample prompts for priming AI tools and a checklist for each call. These come from real-world experience of what’s truly helpful.

Ready to cut your planning time and boost your client results?
Get access to our free Bullet-Point Brief templates and workflow through our mailshot. We send only useful tips, twice a month. Sign up and start planning, faster and better.

Want more useful systems like this? Join Pixelhaze Academy for free at https://www.pixelhaze.academy/membership.