WEB DESIGN & DEVELOPMENT / A PRACTICAL ANSWER
What belongs in a landing page brief?
The short answer
A landing page brief should connect one audience, one offer and one meaningful action. It must explain where visitors come from, what they need to know and what happens after they respond. Design references help with direction, but they cannot replace the operational details that make the page useful.
What to plan
Supply the campaign message, audience context, approved proof and practical limitations. Specify the form, purchase or booking journey, including the receiving system and owner. Explain which assets are available and who can approve claims or changes.
What to verify
Agree how performance will be interpreted before producing variants. A lead target without a definition of an eligible enquiry can encourage the wrong optimisation. Include consent requirements, tracking responsibilities, launch access and the plan for retiring or updating the offer.
ILLUSTRATIVE EXAMPLE / NOT A CLIENT RESULT
Make it concrete.
For an introductory workshop, the brief should state eligibility, format, availability and the registration process. A designer cannot responsibly invent those facts from a headline promising a better business outcome.
Before you commission
- Provide the source campaign and approved offer details.
- Define the action and receiving system.
- Name the approvers, measurement owner and launch dependencies.
A plain-text worksheet. Downloading does not send us your details.
FROM THE QUESTION TO THE WORK
A useful next step.
Bring the decision, the existing situation and the information you have. We can help define a scope before you commit to a wider project.
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