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How to write a brief for ads, a website or an app

What the five fields of the hausof.tech brief mean, what a useful answer looks like, and why the goal matters more than the budget.

Every project here starts with the same form: five fields, about three minutes. The brief is read by an AI that drafts the estimate, then by me. By the next business day you get a quote, or one question if something is missing.

Company and country

The company name and the country you sell in. The country decides the language of the ads or the site, the currency, and the platforms that matter. If you sell in more than one country, list them in the goal field.

What you need

One of four: paid campaigns, a website, a mobile or web app, or AI automation. If you are not sure, pick the one closest to the result you want. A shop that needs more sales usually needs campaigns first and a faster site second.

The goal in one sentence

This is the field that decides the quote. A useful goal names the result and the time frame: more direct bookings from the same budget this quarter, a landing page for the spring campaign, an internal tool that replaces the weekly spreadsheet. A goal like “more visibility” gets a question back, because it cannot be measured, and I plan campaigns and sites around numbers.

Three examples that work:

  • “Replace the agency on our Google and Meta accounts, keep the spend, get more inquiries per euro.”
  • “A site in Polish and English for our workshop, live before the trade fair in November.”
  • “An assistant that answers customer questions about delivery and returns from our own documents.”

The budget range

You pick a monthly range. It is not a price: it tells me whether the goal and the budget fit, and which channels are realistic. A small budget spread across four platforms is usually worse than the same budget on one. If the range and the goal do not match, my reply says so.

Email, and what happens next

The reply goes to the address you give, by the next business day. It is a quote with a scope and a start date, or a single question when the goal is unclear. There is no sales call unless you want one, and a 30-minute call is one link away if you do.

What the AI does with your brief

The brief is read by an AI system that drafts the estimate: clarifying questions, a rough scope, risks. I read that draft, correct it, and write the reply myself. Nothing is sent without my review, and the data from the brief is handled as described in the privacy policy.

Send a brief.

Five fields. You hear from me by the next business day: a quote, or a question if I need more detail. No sales calls unless you want one.

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