Hiring marketing, a website or a system means buying something you cannot see until it is finished. That is why these projects run late, go over budget or deliver something different from what the company had in mind. The antidote is a clear brief, a closed scope and ownership of everything in your company's name. Before writing the brief, define who you sell to with the ideal customer tool: agencies and developers work much better when they know who the website or campaign needs to convince.
Start with the goal, not the tool
"I want a new website" and "I want to show up on Instagram" describe means. A good supplier will ask what for. Answer first, in the request itself:
- what you want to happen: more quote requests, online sales, fewer support calls, a faster internal process;
- how you will measure it: number of leads per month, sales, time saved;
- for whom: the profile of the customer or internal user;
- by when: a real launch date, tied to something in your business.
Write a short brief
The brief does not need ten pages. One page with the answers below already prevents half of the problems:
- What exists today: current website, social profiles, system, what works and what does not.
- What needs to be done: pages, features, integrations, number of pieces per month.
- What you provide: copy, photos, logo, access to systems.
- References: two or three examples you like and why.
- Constraints: budget, deadline, systems that must keep working.
A request such as "corporate website with 8 pages and CRM integration, remote, R$ 5 thousand to R$ 20 thousand, one-off, decision in 7 days" already separates those who do this kind of project from those who do not.
Project or monthly fee
Websites and systems are usually projects, with a fixed price and deadline. Content marketing, paid media and social media management are usually monthly fees. For monthly fees, agree on what is delivered every month: how many pieces, how many campaigns, which report, which meeting. A monthly fee with no defined deliverable turns into a charge with no visible result.
In paid media, separate the service fee from the ad budget. The budget goes to the ad platform; the fee pays whoever sets up and manages the campaigns.
Everything in your company's name
This is the point that causes the most trouble when the relationship ends. Require, from the start:
- the domain registered under your company's CNPJ;
- hosting, ad accounts, analytics and social profiles created in the company's account, with the agency as an invited administrator;
- source code and editable files delivered at the end of the project;
- passwords kept by the company, not only by the supplier.
If the supplier resists any of these items, ask why before moving on.
Customer data and security
Websites with forms, online stores and systems handle your customers' personal data, and the LGPD (Brazil's data protection law) applies to your company even when a third party does the development. Ask how the data will be stored, who will have access, how backups are made and what happens in case of an incident. For systems, also agree on security updates and support after delivery.
How to assess the supplier
| What to look at | How to look at it |
|---|---|
| Portfolio | Projects similar to yours, live, that you can open |
| Results | A case with before and after numbers, explained without exaggeration |
| Team | Who actually does the work, and whether it is outsourced |
| Process | Stages, approvals and how many rounds of revisions are included |
| Support | What happens after delivery and how much it costs |
In IT and marketing, location matters little: many suppliers work remotely. On Verified Quotes at RodadaDeNegocios.org, you can mark the request as remote, and it reaches companies in the sector across the country. Those who reply send a short proposal, with a price or range, lead time and differentiator, and three time slots for a 20-minute video conversation.
The 20-minute conversation
Ask the supplier to show, on screen, a project similar to yours and explain what they did. Ask what they would change in your brief: good professionals question things, and that is a positive sign. Agree on the next step: detailed proposal, timeline and start date. Your name and contact details are released only after the conversation, if both sides want to continue.
Contract and payment by stage
For projects, prefer payment by delivered and approved stage: one part at the start, another when the layout or prototype is approved, the rest on delivery. Write into the contract the scope, the deadline for each stage, the number of revision rounds, the handover of code and files and the support after launch.
Common mistakes
- Hiring based on how the portfolio looks: a beautiful website that brings no leads does not solve your problem. Ask about results.
- Leaving the copy for last: the website stalls waiting for text and photos only your company can provide. Agree on deadlines for your part too.
- Measuring only likes and followers: track what matters to the business, such as quote requests and sales.
- Switching suppliers without a transition plan: without access and files, the new agency starts from scratch.
- Forgetting maintenance: websites and systems need updates. Agree on who takes care of that after delivery.
Summary
Define the goal, the measure and the audience before talking about tools. Write a one-page brief. Separate projects from monthly fees and service from ad budget. Keep domain, accounts and code in the company's name. Take care of customer data. Assess portfolio, process and support, talk for 20 minutes and pay by stage.