Before you start that web page or a creative brief. There is the task of research: including competitive analysis, surveys, reviewing web and performance analytics, customer service calls and the buying process, what process worked and pain points.

Most creative briefs have the following chapters:

– System requirements
– Web team roles
– Client expectations
– Target audience
– Determining success metric
– Personas
– Customer Journey Map
– Content
– Timelines
– Architecture diagrams
– Wireframes
– Prototypes

Before starting to code, get the approval of the following schematics:

– Architecture Diagram
– Wireframe
– Prototypes - Comprehensive

These initial steps are important because code changes require more time and cost.

Additional examples:
• Intranet case study