# Landing-page brief

Complete one brief for one offer. Write “unknown” wherever a decision or source is missing. Give the writer and designer the linked files as well as this document.

## 1. Who is coming to the page?

- Buyer and job:
- Problem they are trying to solve:
- Traffic source:
- Exact ad opening and headline:
- Ad URL or screenshot:
- What the ad promises:

## 2. What will they receive?

- Offer: demo / trial / resource / consultation / other:
- Exact contents or scope:
- Access conditions: form, account, payment, eligibility or scheduling:
- What happens immediately after the CTA:
- For trials: when access begins, when the trial clock starts, and what happens when it ends:
- Who contacts them afterward, how and when:
- Unknown conditions and person responsible for resolving them:

## 3. What should the page say and show?

| Page element | Proposed text or material | Source or file | Open decision and owner |
|---|---|---|---|
| Headline | | | |
| Explanation under headline | | | |
| Product/resource image or video | | | |
| Evidence supporting the promise | | | |
| Offer contents or agenda | | | |
| Primary CTA | | | |
| Conditions near CTA | | | |

For every customer statement, preserve speaker, company, exact wording and permission. Do not add a result because it sounds plausible.

## 4. What does the form need?

If no form is needed, say why and identify the direct destination.

| Field | Required or optional? | Why the business needs it now | What happens if omitted? |
|---|---|---|---|
| | | | |
| | | | |
| | | | |

- Actual button destination or submission action:
- Confirmation page/message:
- Delivery method:
- Consent/contact wording to review:
- Error and missing-field behavior:

## 5. How will it work on a phone?

- First screen: what can the visitor understand and do?
- Order of offer, proof and form:
- Text or image details that need a larger view:
- Video captions and controls, if video is used:
- Full-size image and return behavior:
- What must be tested before launch:

## 6. What will count as a result?

- Primary observable event:
- Where it is recorded:
- Reporting window:
- Denominator and duplicate rule:
- Definition of a qualified lead, if relevant:
- Who records downstream qualification:
- What this event does not establish:

Keep a download separate from reading or completing the resource. Keep a form submission separate from an attended meeting or qualified sales opportunity.

## 7. What can the team do next?

Draft: enough to draft / provisional outline only / hold. Explain which content decisions are still missing. A final URL can be pending while a writer drafts; the offer itself must be defined.

Launch: unverified / blocked / verified by test receipts. List the real link, form, download or account-flow checks. Stop launch when the offer cannot be delivered or a material condition is unresolved. A completed brief does not prove the live page works.

- Production owner:
- Source/claim reviewer:
- Unresolved launch decisions:
- Next action and owner:
- Links to companion files: