# Worked page brief: advertise this template

This is a proposed campaign for the landing-page brief, not a campaign we have run. No traffic, leads or conversion results are supplied.

## Buyer and ad

Buyer: a B2B marketer who needs to turn an ad offer into instructions for a writer and designer.
Problem: the team has an ad concept but has not agreed what the destination promises, what its form needs or what happens after someone responds.
Proposed traffic source: LinkedIn static ad.
Proposed ad opening: “Your ad has a promise. Does the landing page deliver it?”
Proposed headline: “B2B landing-page brief + completed example”.
Creative: a readable crop of the actual blank and completed documents. No fabricated product screenshot or testimonial.
Ad URL: unknown; this ad has not been built or launched.

## Offer and access

Offer: two Markdown documents, a blank landing-page brief and this completed example. They help specify the buyer, offer, page sections, form, mobile treatment and measurement.
Access: proposed direct downloads, without a form, account or payment. Confirm the delivered links before publishing any campaign.
Immediate next step: download the blank file, open it in an editor or agent, and fill in buyer and offer first.
Follow-up: none promised or triggered by this plan. A download does not authorize email follow-up.
Unknown: final published URLs and campaign owner. The production team must resolve these before launch.

## Page text and material

| Element | Proposed copy or material | Supporting material |
|---|---|---|
| Headline | Plan your landing page with a brief your writer and designer can follow | The blank file covers the decisions listed below |
| Explanation | Specify the ad promise, offer, proof, CTA, form and mobile layout. Download the blank brief and a completed example. | Both actual files |
| Image | Readable crop of the offer and page-element sections | Real document capture after formatting |
| Evidence | Show the fields visitors will fill in and an actual completed section | No testimonials or performance figures needed |
| Primary CTA | Download the blank brief | Final download URL pending |
| Companion CTA | Download the completed example | Final download URL pending |
| Conditions | Two editable Markdown files. No form or account required. | Verify deployed behavior before launch |

## Form and delivery

No form. The campaign promises documents, and this proposed offer has no operational need for contact details. A different campaign requiring lead qualification would need its own reason and disclosure; do not silently add a form to this offer.
Confirmation: browser receives the file; page retains instructions for opening it. Test actual download reception and UTF-8 text.
Error: if the download link fails, repair it before launch. Do not claim the delivery works from link presence alone.

## Phone layout

Place headline, short explanation and primary download control before a long table of contents. Stack the two document previews. Let readers enlarge the actual document image and return to the same reading position. Keep the supporting instructions in short paragraphs and numbered steps.

No video is required to understand this offer. If a demonstration is added, show someone completing the real brief and explain which decisions they make. Verify any scene controls and captions before release.

## Measurement

Primary event: a click on the blank-brief download link. Record only if event instrumentation is actually implemented and verified; currently it is unconfigured.
Reporting window: choose a fixed campaign start/end before analysis; currently unknown.
Denominator: unique eligible landing-page visitors within that same window, with the chosen analytics identity and consent limits stated. Duplicate-event handling must be defined before reporting a rate.
Qualified leads: unknown; this ungated offer does not collect identity or qualification information.
Limit: a click does not prove successful file receipt, completed brief, ad launch or revenue. Browser QA verifies delivery behavior separately. Reader-reported use, if collected later with permission, remains a different measure.

## Launch decision

Draft: enough to draft the page. Launch: blocked until the delivery and ownership decisions below are resolved. Assign production and review owners, publish and test both files, confirm destination URLs and implement any intended measurement. No budget or campaign start date is authorized by this worked example.

Next action: the article producer formats the two files and tests the blank→completed brief→review-prompt chain. The independent reviewer identifies any missing decisions before release.