How to write a good specification for a designer: instructions for the client.

Why a Technical Specification (Statement of Work) is Important
A Technical Specification (or Statement of Work) is not bureaucracy—it's an investment in the result. A clear SOW saves time, budget, and nerves for both parties. According to research, projects with a detailed SOW require 60% fewer revisions.
Structure of an Ideal SOW for a Designer1. Project Overview
  • Project Name: "Rebranding of the website for the law firm 'Pravo & Partners'"
  • Key Contacts: Who makes the decisions? Who is the main point of communication?
  • Timeline: Is there a strict deadline or approximate timeframe? Dates for intermediate presentations.
2. Goals and Business Objectives (MOST IMPORTANT!)
Not "make it look nice," but specific, measurable goals:
  • Increase conversion from the main page by 15%.
  • Improve brand perception as premium.
  • Reduce time spent searching for information on the site.
  • Adapt the interface for an audience aged 50+.
3. Target Audience
Not "everyone," but:
  • Primary: Men aged 35-55, small business owners, seeking legal support.
  • Secondary: Women aged 30-45, department heads, needing one-time consultations.
  • Specifics: They value restraint, authority, dislike bright colors, have little time.
4. Competitive Analysis
  • 3-5 direct competitors: What do they do well? What's bad?
  • References outside the niche: "We like Apple's minimalism and the warmth of Tinkoff's interfaces."
  • What we DON'T like: Specific examples.
5. Technical Requirements
  • Platform: WordPress site, React Native mobile app.
  • Specifics: Support for old browsers (IE11?) / modern only.
  • Responsiveness: Mobile, tablet, desktop versions.
  • Integrations: 1C, AmoCRM, payment systems.
6. Content and Structure
  • Site Map: Page hierarchy.
  • Content: Who provides text/photos? In what format and when?
  • Special Elements: Is a personal account, calculator, interactive map needed?
7. Visual and Stylistic Preferences
  • Brand Book: If available, attach it.
  • Colors: "Use corporate blue (#203864) and accent gold (#D4AF37). Avoid red."
  • Fonts: "Modern sans-serifs. We like Inter and Gilroy."
  • Overall Mood: "Modern, minimalist, tech-savvy, but with a human touch."
8. Functional Requirements for Key Pages
Example for the main page:
  • Call to Action (CTA) "Request a Consultation" above the fold.
  • A block with numbers and statistics.
  • A case study slider with filters.
  • A quick application form with 3 fields.
9. Budget and Stages
  • Total Budget: Range or fixed amount.
  • Payment Schedule: 30% (start), 40% (design approval), 30% (delivery).
  • What's Included: Number of revision rounds (2-3 recommended), number of concept variants.
10. Success Criteria
How will you understand the result is good?
  • Approval by you and management.
  • Positive feedback from a test group of the target audience.
  • Compliance with all technical requirements.
What to Attach to the SOW?
  1. All current materials (logos, old site, brand book).
  2. References (screenshots, links).
  3. Analytics for the current site (if available).
Common Mistakes in an SOW
  1. "Like the competitor, but better" — strips away uniqueness.
  2. "At the designer's discretion" on key issues.
  3. Lack of alignment within the client's team — the designer receives contradictory feedback.
  4. Demanding 10 variants "just to look at" — kills creativity.
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