A project brief covers who the work is for, what the goal is, what needs rewriting, and the files and access required to start.
A copy rewrite gets agreed, but the hard part starts when the writer needs straight answers instead of paragraphs that sound nice and fall apart later. The Project Brief form keeps the choices clear by asking for the goal, the audience, and the exact pages that need work, so nobody has to defend guesswork after the first draft lands.
The form opens with Project Brief and then moves into contact details and a deadline, before the questions that shape the work. The client states the single goal, names the primary audience, and calls out any facts or legal lines that can’t be missed, plus tone guidance and what to avoid... and the whole thing sits in ink red with Space Grotesk headings over Inter body text, so the hierarchy reads like decisions, not decoration.
- Project Brief Opening context that tells the client what the brief is for and how the answers get used.
- Your name A required full-name field, so the brief stays tied to the right person.
- Email address A required email field for sending questions and confirming next steps.
- Date you need the finished work for (launch, campaign, print run) An optional date field for the deadline the copy has to work around.
- Project details The goal, audience, rewrite scope, must-include lines, tone guidance, and the files, links, and access needed before start.
Once the form is in Plutio, you share it and the client fills it in, leaving you with one set of responses you can read back, flag for follow-up, and use to confirm the plan before writing starts.
We went from spending hours on every proposal to creating fully customized ones in under 5 minutes. That's not an exaggeration - we timed it.
What to include in a project brief
| Part | What it covers |
|---|
Project Brief | A short intro that explains what the brief is gathering and how the answers get reviewed before the work starts. |
Your name | A required name field, so the response is attached to a real point of contact. |
Email address | A required email field for the client contact details that go with the brief. |
Date you need the finished work for (launch, campaign, print run) | An optional date field to capture the deadline driving the project. |
Project details | The main questions that define the job, including goal, audience, what needs rewriting, required facts or legal lines, tone, and what access needs providing. |
What is the single goal for this project? | A required question that pins the work to one outcome, so later decisions have something to test against. |
Who is the primary audience? | A required question that names who the copy has to speak to first. |
Which pages and copy do you need rewritten? | A required question that lists the pages and sections in scope, so the rewrite doesn’t drift. |
Which facts or legal lines must appear? | A required question that captures claims, compliance text, or wording that can’t be dropped. |
What tone should we use, and what to avoid? | An optional question for voice direction, including what language to steer clear of, which helps keep brand voice consistent. |
Files, links and access you will provide before start | An optional question that lists what the client will share up front, so the project can start without a back-and-forth. |
Who it is for
Copywriters, brand voice studios, and marketing teams who need clients to answer the right questions before website copy work starts.
The form in full
Project Brief
Use this brief to tell us what the booked website copy rewrite must do. We read your answers, flag any questions, and confirm the project plan.
- Your name (required)
- Email address (required)
- Date you need the finished work for (launch, campaign, print run)
Project details
Answer these so we can start drafting the copy.
- What is the single goal for this project? (required)
- Who is the primary audience? (required)
- Which pages and copy do you need rewritten? (required)
- Which facts or legal lines must appear? (required)
- What tone should we use, and what to avoid?
- Files, links and access you will provide before start
