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A technical specification is not paperwork for its own sake. It creates a shared definition of the result: what the team will build, for whom, within which boundaries, and how everyone will determine that it is complete.
Without it, “a modern website with a catalog” can mean twenty pages, filters, CRM integration, and three languages to the buyer, while the supplier imagines five templates and a contact form.
The client does not need to select a caching algorithm or session architecture. The business contributes goals and processes, the studio clarifies journeys and constraints, and technical specialists convert them into implementable and testable requirements.
project goals;
users and journeys;
scope;
information architecture;
functional requirements;
design and content;
integrations;
SEO, analytics, performance, accessibility, and security;
acceptance criteria;
launch and change process.
It may be a connected set of documents—a core specification, sitemap, prototype, content table, backlog, and acceptance criteria—rather than one enormous file.
| Artifact | Main question |
| Brief | Who is the business, audience, and problem? |
| Specification | What must be built and verified? |
| Sitemap | Which pages exist and how do they relate? |
| User flow | How does a person complete a task? |
| Prototype | How are information and actions arranged? |
| Estimate | What do the agreed tasks cost? |
| Plan | In which order and timeframe are they delivered? |
| Contract | What are the legal terms and responsibilities? |
One does not replace the others.
The client supplies business goals, products, audiences, sales process, legal constraints, content, brand assets, integrations, budget constraints, and decision makers.
The studio asks questions, identifies contradictions, creates the sitemap and flows, proposes technical approaches, details functions and states, defines dependencies and acceptance criteria, and estimates risk and scope.
When the format is still unclear, compare a landing page with a multi-page website. Their requirements differ substantially.
A concise document may be sufficient for a proven template, standard functionality, an existing design system, a familiar team, and low change risk. Ecommerce, accounts, payment, roles, migration, multilingual content, and custom integrations require more detail.
Begin with why the website exists:
business problem;
intended users;
target action;
traffic sources;
expected outcome;
success metrics;
constraints.
Example: “Build a corporate website for three service areas. The primary goals are qualified organic and paid leads, case-study presentation, and automatic CRM delivery.”
If acquisition strategy is undecided, the comparison of Google Ads or SEO helps clarify whether the scope needs SEO pages, campaign landing pages, or both.
Describe tasks, knowledge, objections, devices, and context—not only demographics. For accounts, add a permission matrix for guests, customers, managers, editors, and administrators.
Specify who can view, create, edit, export, and delete each type of data.
State what is included and excluded.
Included: UX, UI, responsive layouts, CMS, integrations, forms, baseline SEO, analytics, testing, and deployment.
Excluded: copywriting, photography, building the CRM itself, ongoing SEO, translation, or complete catalog entry.
This prevents “obviously included” assumptions.
Define whether the product is a landing page, corporate site, catalog, store, portal, or application.
Do not choose technology by popularity. Describe editing, scaling, language, integration, security, performance, and data-ownership needs first. Then compare WordPress with website builders or evaluate custom development.
If technology is predetermined, specify platform versions, plugin policy, hosting, repository, deployment, staging, browser support, and update policy.
Include every page type: homepage, service pages, categories, items, cases, blog, authors, search, contact, legal, system pages, and errors.
For each, record purpose, template, parent, URL, indexation, and content source.
Organic growth requires search-informed architecture before design. Use the DIY SEO audit as a baseline reference, while migrations need a dedicated URL map.
Describe the journey, not only screens. A lead flow might cover opening the service page, choosing a package, completing validation, giving consent, submitting, receiving confirmation, creating a CRM record, and notifying a manager.
For each flow, include prerequisites, main path, alternatives, errors, empty states, permissions, and result.
The article on UI and UX differences helps separate journey logic from visual execution.
Write observable behavior:
| Vague | Testable |
| Convenient catalog | Users filter by category, price, and stock; the selection persists in the URL |
| Fast search | Search matches names and SKUs, offers suggestions, and handles no results |
| Contact feature | A valid form creates a CRM lead, sends a notification, and shows confirmation |
| Easy administration | Editors change prices, copy, FAQ, SEO fields, and block order without code |
| Secure account | Users see only their own data and can recover passwords and terminate sessions |
Ecommerce requirements should cover catalog, inventory, price, discounts, cart, checkout, payment, delivery, status, returns, and emails. The guide to reducing abandoned carts provides useful checkout scenarios.
Create a table for each page, text, image, video, owner, deadline, and status. Define formats, sizes, filenames, alt text, rights, translation ownership, temporary content, and migration.
Review designs with real titles, prices, specifications, and legal text—not only placeholders.
Specify required outputs: wireframes, clickable prototype, UI direction, desktop and mobile screens, reusable components, interaction states, typography, grid, imagery, motion, and design QA.
Define target WCAG conformance, keyboard operation, focus, contrast, labels, error messages, and text alternatives. Use agreed viewport ranges and component behavior rather than a random list of phone models.
At minimum, define editable metadata, one H1, readable URLs, canonical, robots.txt, sitemap.xml, response codes, redirects, breadcrumbs, hreflang, structured data, alt text, pagination and filter rules, Open Graph, and Search Console.
Missing launch requirements can reproduce the reasons pages fail to index or a website fails to grow in search.
For redesigns, add old-URL export, redirect mapping, metadata retention, and post-release monitoring.
“Fast website” is not testable. Define test environment, templates, mobile and desktop profiles, image formats, lazy loading, caching, CDN, JavaScript and CSS budgets, target Core Web Vitals, and the method used for laboratory and field data.
web.dev recommends evaluating LCP, INP, and CLS at the 75th percentile of real visits. The free webmaster tools catalog offers testing options, but the specification must identify the acceptance method.
“Install GA4” is not a measurement plan. List events, triggers, parameters, platforms, and business meanings. Include leads, phone clicks, add-to-cart, checkout, and purchase events where applicable.
Define GTM, consent, UTM, cross-domain rules, referral exclusions, test traffic, CRM matching, and ownership.
After launch, evaluate important changes with analytics and, where traffic supports it, website A/B testing.
For each external system, specify direction, field mapping, authentication, schedule, source of truth, retries, duplicates, errors, logging, test environment, and owners on both sides.
“Integrate CRM” is incomplete until the team knows which record is created, how fields map, how status returns, and what happens when the API is unavailable.
Define HTTPS, roles and least privilege, administrator MFA where supported, password policy, rate limiting, validation, spam protection, secure uploads, dependency updates, logs, backups, retention, incident contacts, consent, data export, and deletion.
Use OWASP ASVS as a source of testable security requirements for higher-risk applications.
List everything editors must manage without developers: pages, menus, prices, products, metadata, redirects, forms, FAQ, banners, users, roles, and translations.
Add draft, preview, revision history, scheduled publication, and deletion behavior when required.
Specify languages, default language, URL structure, switcher, fallback behavior, translation owner, date and currency formatting, hreflang, localized metadata, and behavior for untranslated pages.
Multilingual functionality is a data and SEO architecture, not only duplicated copy.
Replace subjective statements with observable outcomes.
Instead of “the form works quickly,” write:
With valid required fields, the form creates a CRM lead containing the page URL and UTM values, notifies the manager, and displays confirmation. If CRM is unavailable, the data is retained and the failure is logged.
Define conditions, action, expected result, devices, test data, owner, and evidence for each critical requirement.
Document functional, cross-browser, responsive, accessibility, performance, SEO, security, analytics, content, integration, regression, and user acceptance testing.
Define supported environments, defect severity, and which issues block release.
Definition of done may include production deployment, domain, SSL, DNS, analytics, Search Console, robots, sitemap, redirects, backups, access credentials, licenses, repository, documentation, editor training, warranty, and support contacts.
A staging site that opens is not yet a completed launch.
Requirements can change. Manage them through a consistent flow: describe the request, explain the reason, estimate effects on architecture, cost, and schedule, agree priority, update the specification and backlog, and implement after approval.
Include one goal, traffic source, offer, section structure, form fields, success and error states, CRM, UTM and events, responsive behavior, performance, metadata, legal copy, and acceptance criteria.
Include sitemap, service templates, cases, blog, search, forms, CMS, roles, localization, SEO, analytics, integrations, migration redirects, and acceptance criteria.
Include catalog, attributes, filters, search, product page, price, stock, cart, checkout, payment, delivery, promotions, emails, statuses, returns, feeds, CRM or ERP, ecommerce events, security, performance, and acceptance criteria.
Describing a solution without its business goal.
Using “modern,” “easy,” and “fast” without a test.
Omitting error, empty, loading, and success states.
Forgetting mobile behavior.
Leaving content ownership undefined.
Adding SEO after design.
Writing “CRM integration” without a mapping.
Mixing scope with future backlog.
Missing acceptance criteria.
Lacking a change process.
business goal is clear;
scope and exclusions are recorded;
sitemap is approved;
critical flows are documented;
functions include states and errors;
content has owners;
UI/UX outputs are defined;
mobile and accessibility are included;
SEO requirements exist;
performance has measurable targets;
analytics has an event map;
integrations are detailed;
security matches risk;
acceptance criteria are testable;
launch and handoff are part of done;
change-request process is agreed.
A strong specification does not predict every pixel. It removes critical ambiguity by defining goals, boundaries, journeys, functionality, quality, and acceptance.
It should be precise enough for estimation and testing, but maintained as decisions evolve. The best version is created collaboratively from business processes, user needs, and technical expertise.
BB STUDIO can run discovery, design the sitemap and flows, build a prototype, write the specification, and estimate development without hidden scope.
No. The client supplies business context and constraints; the studio translates them into technical and testable requirements.
A range can be estimated from a brief. A reliable estimate needs structure, functions, integrations, design outputs, and scope.
Detailed enough for shared understanding, estimation, and acceptance. A typical landing page requires less detail than a store or customer portal.
Yes, through a change request that records the requirement and its effect on cost, schedule, and priority.
Usually. Text defines rules while a prototype communicates structure and journeys faster.
Yes, even when ongoing promotion is outside the project. Retrofitting the technical foundation after launch can be expensive.
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