A landing page is often built for a specific campaign, product or service. Everyone is under deadline pressure. Everyone wants to launch faster. But without a proper brief the team starts guessing. Because of that revisions grow, disputed decisions appear and the project drags on.
A landing page brief is a short document where you fix the page's goal, the audience, the key message, the structure, the materials, the constraints and the success metrics. It's a single source of truth. It helps you agree on the logic and the design faster, and then move calmly to development and launch.
What a landing page brief is and why deadlines and revisions grow without one
A brief is needed so the team understands the task the same way. Not through words in a chat. Not through scattered files. But in one place and in a clear form.
Without a brief, three things usually happen. First: the team builds the page around their own experience rather than your funnel, and then you ask to redo the hero, the offer and the form — the most expensive revisions. Second: people who should have signed off at the start — lawyers, the brand manager, the head of sales, the product owner — join late, find inconsistencies and launch a new round of revisions. Third: constraints surface — no proper logo, no photos, no domain access, no way to connect the needed integration — and the team stops and waits.
A good brief reduces the number of questions at the start and makes revisions targeted. It doesn't replace the work on a prototype and technical spec. But it saves weeks on approvals.
How a brief differs from a technical spec and a prototype
A brief answers why and for whom you're building the landing page. It fixes the goal, the audience, the key message, the tone, the materials and the constraints. In it you set the boundaries, and it helps you not change course in the middle of the work.
A technical spec answers exactly how everything should work. It describes form logic, notifications, integrations, responsive requirements, data storage, error cases, access and roles. The spec is for development and testing.
A prototype answers how the page will be structured. It shows the block structure, the order, the emphasis and the spots for CTAs. In short: the brief sets the direction, the prototype assembles the page, the spec fixes the implementation.
Who takes part in preparation and who approves decisions
A brief shouldn't be written by one person alone. It gathers information from the business, marketing and product. So it's better to define the participants and the person who makes the final decision right away.
- The business owner or department head — confirms the goal and the commercial sense of the offer.
- The marketer or traffic specialist — describes traffic sources, the audience, the UTM approach and the metrics.
- Sales or the lead-handling manager — explains which leads are needed, how fast they respond and what counts as a quality lead.
- The product or operations manager — fixes service details, timelines, conditions, constraints and the post-request scenario.
- The client-side brand manager or designer — hands over brand assets and rules.
- A lawyer or compliance — checks wording, the offer and data-processing requirements where it matters.
One responsible person must approve decisions. Otherwise you'll get endless approvals. In the brief it's worth stating directly who approves the prototype, who approves the design and who gives the final go-ahead for launch.
When a short one-page brief is enough
Sometimes you don't need a big document. A short one-page brief is enough if the task is simple and all the inputs are already clear. This works when you launch a single landing page with a ready offer and materials, when you test a hypothesis and want to go to ads quickly, or when you update an existing landing page in a targeted way.
But even in a short brief you can't skip the basics: the goal, the audience, the offer, the user action, the materials, the technical constraints and integrations, and who approves the result. That's the minimum that saves the project from extra rounds of revisions.
The landing page goal and KPIs you can actually measure
A landing page almost always solves one task: collect leads, book consultations, sell a product. If the goal is vague, the team argues about text and blocks, deadlines grow, revisions multiply. So in the brief fix the goal first — one main goal and one secondary if it doesn't interfere with the first.
Write the goal so it can be checked with numbers. Don't write make it modern or raise awareness. Write get leads from ads or get payments for the course.
How to connect the page goal to the funnel and traffic source
A landing page goal depends on where people come from and what stage of choice they're at. The same offer works differently in search and in ads. So in the brief specify the traffic source and the funnel step.
- Where the traffic comes from: contextual ads, targeting, social referrals, mailings, partners, offline QR.
- What the person already knows: a cold audience sees you for the first time, a warm one is comparing, a hot one is almost ready to leave their contact.
- What you consider the next step: a request, a call, a switch to a messenger, a payment.
An example wording for the brief. Goal: consultation requests. Traffic: ads and social. Stage: cold and warm. Action: submitting the form and switching to WhatsApp. That way the designer and copywriter immediately understand how much to explain in the hero and where to place the CTA.
Which metrics to choose for a request, call, messenger and payment
In the brief list the target actions. And set a metric for each action. Don't try to measure everything. Choose the main one and what helps you understand the quality of the traffic and the page.
- A request via form: count form submissions and the share of visitors who submitted, plus errors and abandoned attempts — these reveal UX problems.
- A call: count taps on the number on mobile and the fact of the call if you use call tracking; separate taps from real calls.
- A messenger: count taps on WhatsApp and Telegram buttons and separately record what happens next.
- A payment: count successful payments and the payment rate, recording the steps before payment to find the bottleneck.
A useful set of quality-control metrics: the share of mobile traffic and mobile conversion, the load speed of the hero, the bounce rate tied to the traffic source. Don't set KPIs without context: first specify what traffic you buy and what product you sell.
How to fix the baseline and the evaluation period after launch
Without a baseline you won't know whether things got better or worse. A baseline is the starting point, what exists now. If the landing page is new and there's no data, you can set the baseline as a planned target and note this honestly.
- The current conversion of the old page or site.
- The average cost of a lead from ads over the previous period.
- The current number of requests per week or month.
- The current share of requests from forms, calls and messengers.
Then fix the evaluation period after launch. Don't judge the landing page by its first two days. In the brief, three lines are enough: which period we take for the pre-launch comparison, when we start counting after launch, who looks at the numbers and decides on revisions. If you have no analytics, that should be written down too.
The audience and user scenarios you need to describe in advance
A landing page doesn't work for everyone. It works for a specific person with a specific task. The clearer you describe the audience, the easier it is to assemble the structure and text, and the fewer revisions like let's add something else there will be.
- Who this person is.
- What problem they come with.
- What matters to them for a decision.
- Why they might not trust you.
- What has to happen for them to leave a contact or pay.
If the audience varies, split it into two or three segments and indicate which segment is the main one. Otherwise you'll get a compromise page where every block is about something different, and conversions drop.
A minimal customer portrait when there's no research
If you have no research, don't leave the audience as a blank line. Describe the minimum — that's enough so the designer and copywriter don't argue about taste but assemble the page for a specific person.
- Who this is: the role and type of company, a private client or a business.
- Where they are and how they choose: a city or region, searching, coming from ads, reading reviews.
- Why they came: one main task — to buy, book, get an estimate, leave a request.
- What context they're in: urgent or able to compare, buying for the first time or having used it before.
- What matters to them when choosing: price, timelines, quality, guarantee, response speed, process transparency.
An example of a minimal persona for the brief. A small-business owner in Almaty. Needs a flow of service requests from ads. Compares two or three options. Afraid of overpaying and getting a weak result. Wants to understand what happens after the request and when they'll be contacted.
Pains, objections and trust triggers for the hero and the blocks below
A landing page works when it answers fears and doubts. Not in general terms, but specifically. So in the brief you need to list the pains and objections and immediately indicate how you address them.
- Pains — what hurts before the purchase: no time to figure it out, tried before and it didn't work, unclear how much it costs, scary to leave contacts.
- Objections — what stops them before action: I don't trust a new company, what if the price changes after the request, what if the service doesn't fit, what if I have to wait long for a reply.
- Trust triggers — what you can show: examples of work, cases with a verifiable result, reviews with names and a source, clear terms, a transparent next step, contacts and fixing terms in a contract.
Tie this to the blocks. The hero answers the main fear, below come details and proof, then a simple CTA, then another dose of trust and a final CTA. In the brief it's handy to make a three-column table: the pain or objection, how we answer it on the page, where exactly this will be.
The main scenarios on the page and what counts as a conversion
Describe what a person does on the landing page. Not everything, but two or three scenarios. Then the structure becomes clear. A quick decision: the user grasps the offer in five seconds and immediately leaves a request. Comparing and checking: they read, verify details, look for proof, read the FAQ. Clarifying via contact: not ready to leave a request but ready to ask a question via messenger or a call.
- The main conversion: submitting a form, a call, a message in a messenger, a payment if the page sells directly.
- Micro-conversions: a tap on the phone number, opening a messenger, downloading a file, going to the price list, viewing the portfolio block.
Fix one main conversion and count the rest as micro-conversions. If the conversion is a call, think in advance about which numbers we show, how we record the call, who answers and during which hours. Otherwise marketing and development will count the result differently.
The offer and key message so the landing page is unambiguous
A landing page shouldn't guess the meaning. It should state it. One screen, one idea, one action. In the brief describe the offer so it can be placed in a headline without editing.
- What you offer.
- Whom you offer it to.
- What result the person gets.
Then add specifics: the format (a service, product, consultation, estimate, booking), the timeframe for getting the result after a request, and a boundary — who this is not for. Don't mix several products in one offer. If you have different services, pick one page goal and move the rest to separate landing pages.
A USP and value proposition in one phrase without generic words
A strong formulation sounds simple. It doesn't promise abstract quality — it describes the benefit and the difference. Weak options like quality and fast, an individual approach or the best prices carry no meaning.
A working formula for one phrase: the result plus for whom plus what makes you different. For example: we help you get service requests through a landing page with a clear structure and a fast path to the form. When you write a USP, use words that can be verified: a clear next step, a form with the right fields, CRM integration, correct work on mobile, fast loading.
If there's no differentiator yet, fix it as such. Then the landing page will be built on clarity, structure, trust and hypothesis testing, not on an invented promise.
What exactly the user gets after a request and within what timeframe
Describe the result of a request so a person without your context understands it. Don't write the abstract we'll get in touch. Write what exactly will happen next and what the client gets as output. Fix the next step — an estimate, consultation, solution selection, demo, booking — one step without extra branches.
State the response time and separately the time to get the result — these are different things. If there are conditions in the process, say so before the click. Make expectations measurable.
- What the user gets: a list of one or two points.
- Time of the first reply: specific.
- Time of the final result: specific.
- Who's responsible: a department or role.
- Communication channel: a call, messenger, email.
CTAs for different readiness stages and one main call to action
A landing page must have one main goal, which means one main CTA. It leads into the main scenario and stands in the key spots: the hero, the middle, the end. The other CTAs work as support for those not yet ready to leave a request, but they shouldn't compete with the main action.
- A hot audience wants to buy or order quickly — give a short call and a simple form.
- A warm audience wants to understand the terms and price — give an estimate request, a consultation, a list of questions.
- A cold audience wants trust and facts — show cases, examples and answers to questions.
In the brief fix the main CTA (the button text, where it leads, what happens after submission), the secondary CTAs and constraints, for example not placing more than two different CTA variants in the hero. Don't pick the button text by taste — tie it to the result.
The page content and structure: what to provide and in what form
A landing page assembles meaning from content. If there's no content, the team starts guessing, and guessing always breeds revisions. So the brief must describe the structure and provide materials or a clear plan of who prepares them. Decide right away who's responsible for texts, photos and proof, and indicate what can't be changed — the offer wording, legal terms, prices, program names.
The list of blocks and content priorities from hero to form
Assemble the page skeleton before the design. For each block give a goal and content. The minimal set most often needed by a landing page:
- The hero: a headline, the key message, one main CTA, a short explanation, a trust marker.
- Pain and solution: what the client is unhappy with and how you solve it.
- Advantages: three to five points, only specifics.
- How it works: process steps or a usage scenario.
- What's included and the price or terms.
- Proof: cases, reviews, figures, partners, certificates.
- FAQ: short answers to frequent pre-request questions.
- The form and contacts: fields, consents, communication channels.
In the brief it's handy to lay this out as a table: the block, the block's task, the key points, the materials, who's responsible for content, the status. Set priorities right away: what's mandatory for the first version and what can be added after launch. This protects from scope creep and speeds up the start.
Trust proof: reviews, cases, figures, certificates
A landing page rarely converts without trust. But trust must be verifiable and appropriate. In the brief spell out which proof you can show and in what form you hand it over.
- Reviews: text, video, a screenshot — with the source and permission to publish.
- Cases: task, solution, result; if figures can't be disclosed — at least the fact of the work done.
- Figures: only those you can confirm, for example years in business or the number of projects.
- Certificates and statuses: scans or links and usage rules.
- Client and partner logos: only with approval and correct files.
Don't try to cover trust with one block at the end. Spread the signals across the page: one marker in the hero, one next to the advantages, one before the form. This reduces doubts at the moment of decision.
Client materials: photos, video, texts, documents and answers to questions
A strong landing page rarely emerges from an empty file. It needs facts, images and precise wording. If the materials aren't gathered before the start, the team will start inventing, approvals will drag on, and revisions will become endless. What's worth preparing in advance and putting in one folder:
- Photos in original quality: the product or object from several angles, the team or experts, the office or point of sale.
- Video: a link and the source file, a description of where we place it, a script or key points if the video isn't shot yet.
- Texts as raw material: a list of services and packages, prices or pricing rules, timelines and conditions, geography, guarantees.
- Documents and facts: licenses and certificates, company details, presentations and price lists.
- Reviews and cases: real texts with a source, the name and title, a photo or logo where there's consent.
Make a short block of answers for approval: what can't be promised, which wording the brand forbids, where the lead should go and who approves the final version. This saves the team from repeating the same thing on every call.
Related service
We'll build a landing page for your campaign and offer
We'll design and build a landing page for a specific traffic source — from the prototype and structure to the design, forms and CRM integrations. We'll connect analytics and events, configure the forms and bring the page to launch. Access, accounts and source files stay with you.
The design and brand assets to gather before the start
A landing page design doesn't start with a pretty picture. It starts with brand constraints. If you don't fix them, every block becomes a subject of dispute, and you'll be approving tastes rather than the result. Gather brand assets before the start — this saves days on clarifications and keeps a consistent style across the page.
Logos, fonts, colors and usage rules
Hand over the brand package in a clear form — ideally in one folder with a short file of rules.
- The logo: the main one, an inverse for a dark background, an icon; vector is best, otherwise a high-quality PNG; state what can't be done.
- Colors: the main brand colors in HEX, additional ones for accents, examples of where to use the accent.
- Fonts: which ones you use, whether there's a commercial license, what to replace it with if the font can't be embedded.
- A guide and rules: a brand book by link or PDF, and in its absence — a simple list of mandatory colors, fonts and recognizable elements.
Tone of voice and examples of brand communication
The same landing page can be written differently: strictly for corporate procurement, simply for a mass-market service, calmly for medicine and education. If the tone of voice isn't defined, the text will jump around, and that hits trust.
- Formal or informal address.
- Short phrases or detailed explanations.
- Neutral or with light emotion.
- More figures and facts or more stories and examples.
- How you call the client: buyer, patient, student, partner, customer.
Give examples so as not to argue about taste: two or three links to pages whose style you like, one example where the style doesn't fit, and words that can't be used. If people in the company speak differently, choose one reference and assign a person to keep the tone consistent during revisions.
References: what you like, what you don't and why
References save time if you explain the meaning. A mere link to someone else's page doesn't help: the team sees one thing, you mean another, and extra iterations begin. Bring five to eight examples and split them by structure, visual style and mechanics.
- What exactly you like: for example, the hero, the pricing block, the way reviews are presented.
- Why you like it: quick to understand, easy to compare, builds trust.
- What you don't like and what definitely not to repeat: too much animation, small text, overloaded forms.
Note the constraints separately: where the boundary of minimalism is, where the boundary of brightness is, whether additional accents beyond the brand colors can be used. References don't turn a landing page into a copy — they set the guideposts and help agree on the style quickly before the design begins.
Technical requirements and constraints so you don't redo it at the end
The technical block in the brief saves weeks. It removes surprises and fixes where the domain sits, who provides access and which integrations can't be broken. Without it, the team starts drawing in a vacuum, and then it turns out forms don't submit, payments can't connect, there's no access — and everything goes back around.
Domain, hosting, SSL and access: who provides them and when
Decide right away where the landing page will live and who's responsible for it. In the brief a list and timelines are enough.
- Domain: whether it exists, who owns it, where it's registered, whether a new domain or subdomain is needed.
- Hosting or server: whether there's a platform, who administers it, what constraints exist.
- SSL certificate: always needed with forms and data transfer; state who issues and installs it and by when.
- Access: who grants access to the domain, hosting, admin panel, mail, analytics, and who accepts it on the contractor's side.
Agree in advance where to deploy, which access method you use, and who pays for the domain and hosting so the site doesn't go down in a month.
Integrations: CRM, mail, messengers, telephony, payments and APIs
A landing page almost always doesn't live on its own: it passes leads, sends emails, leads into messengers, records events. So the brief needs a list of integrations and rules for transferring data.
- Where requests should go: to a CRM, to email, to a messenger or to several places at once.
- Which communication channels you want on the page: a call, WhatsApp, Telegram and others.
- Whether telephony and call tracking are needed and who grants access to the account.
- Whether online payment is needed and what scenario: what the client pays for and what happens after payment.
- Whether there are external services and APIs: booking, scheduling, a personal account, delivery, cost calculation.
For each integration, fix who provides the keys and on which day of the project, which fields you collect and pass on, which statuses and notifications matter to the business, and what counts as a critical error — for example, the form submitted but the lead didn't reach the CRM.
Requirements for forms, validation, notifications and data storage
A form on a landing page looks simple, but it often breaks conversion and sales processes. In the brief describe the form as a business scenario, not as a block on the page.
- Which fields are needed and which are required.
- Which validation rules you use: phone format, email, minimum message length.
- Whether spam protection is needed and what's acceptable for user convenience.
- Which messages the user sees: success, error, field hints.
- Where notifications go and whether a thank-you page is needed.
Separately decide on data storage: where you store leads, who has access to them, and how you'll diagnose the problem if requests stop arriving. For that you need a log, an error notification and a backup channel.
Analytics, SEO and testing: what to set up before development
These three points are better closed before the design. Otherwise you'll get a beautiful page but won't be able to tell whether it works, or you'll face revisions when marketing asks for goals, events and correct tags. If you're not ready to describe all the details, fix the minimum: which events are definitely needed, who grants access to the analytics systems, and who accepts the result and against which checklist.
Events and goals in analytics: requests, clicks, calls, form submissions
A landing page without analytics turns into a page with no answer to the main question: what worked. So events and goals are worth fixing in the brief before design and development. Then the team will build in the right buttons, forms, numbers and scenarios from the start.
- A form submission — separately for each form if there are several.
- A click on a CTA button — with a priority if there are several CTAs.
- A tap on the phone — important for mobile traffic.
- A tap on WhatsApp and Telegram — separate events for each messenger.
- A transition to the payment page or a successful payment, a file download, a form error and showing the success message.
Describe events by the formula: the action, where the element is, what counts as success. Agree in advance which inquiries you consider a lead, whether separate goals are needed by traffic source, and who checks that the goals work.
UTM rules and traffic sources for correct attribution
If you run ads or placements, UTM tags settle half the disputes: they show which channel brought requests and which just brought visits. It's better to agree on the rules before launch, not after.
- Use a single writing style: one language and one case.
- Don't change names on the fly, otherwise reports will fall apart into duplicates.
- Agree on a minimal set of parameters: source, medium, campaign.
- Fix who creates the tags and where they store the templates.
If part of the leads come through a call or messenger, think about how you'll link them to the campaign. Sometimes a separate messenger link with a UTM is enough, sometimes you need a separate number or a recording scenario in the CRM. This is worth describing in words in the brief even if you don't know the exact implementation.
Basic SEO requirements: meta tags, schema and speed
A landing page is often built for ads, but basic SEO requirements are still needed. They improve page quality, speed up loading and help if you want organic traffic.
- Title and description — one set per page, without generic words.
- One main H1 matching the meaning of the hero and clear block headings.
- A clean URL for the page, a favicon and correct previews for messengers.
- Schema markup: organization and contacts, product or service, FAQ — indicate which blocks you plan.
A landing page must open quickly on mobile, especially if you drive traffic from ads. Set requirements for image and video weight, ask for a responsive check on popular resolutions and a basic check that forms and buttons work on a mobile connection.
The work process and acceptance criteria to avoid scope creep
Scope creep appears when you haven't agreed on exactly what you get as output and how you accept it. So in the brief it's important to describe the stages, the results of each stage and the acceptance criteria. Then revisions stay revisions and don't turn into endless new development.
- Agreeing on goals, audience, offer and structure.
- The prototype and the text logic of the blocks.
- The design of the mockups and responsive layouts.
- Front-end work and integrations.
- Testing.
- Launch and verifying analytics.
Fix who approves the design and the texts, how you accept a stage, how many revision iterations you plan and which changes count as new scope — for example, adding new blocks, integrations or a second version of the page.
Deliverables and handover formats: prototype, mockups, assets, documentation
Deliverables are the list of what the contractor is obliged to hand over. When you fix it, you protect yourself from a situation where the landing page seems done but is impossible to develop and maintain.
- A structure prototype: an interactive prototype or a static scheme with block logic.
- Design mockups with variants for the key resolutions and exported assets.
- Texts in the final version and an editing guide if the landing page runs on a CMS or builder.
- A list of integrations and settings: where requests are sent, which notifications are configured, which fields are collected.
- A description of the configured analytics: which events and goals, what they're named, where to check them.
Ask for files in original quality, links to working files with access rights and a single storage location. Additionally ask for a specification of element states, a list of all pages and screens, and a list of external services the page is tied to.
Timeline, stages and the number of iterations for design and revisions
Fix the timeline before the start. That way you remove unnecessary waiting and don't lose weeks on approvals. In the brief a simple table is enough: the stage, the start date, the delivery date, who accepts it, what counts as done. A landing page usually passes through three bottlenecks — the prototype, the design and the post-build revisions, and at each assign one person who gives the final yes or no.
- The first prototype version — one round of revisions.
- The first design version — one or two rounds of revisions.
- Front-end and assembly — one round of revisions on the test domain.
- Further improvements — as separate tasks in the next sprint.
Collect revisions into one document and hand them over as a single package so the team doesn't redo the same thing several times. Write down a rule about new ideas: a new feature or new block means a new estimate of timeline and cost and a separate approval.
Acceptance checklist: responsiveness, speed, accessibility and form functionality
Make landing page acceptance by checks, not by taste. In the brief state that you accept the page on a test domain and then in production after the transfer.
- Responsiveness: the page is correct on phone, tablet and desktop, text doesn't overlap buttons, elements are comfortable to tap.
- Speed: the hero appears quickly, heavy images don't load at full size unnecessarily, video doesn't slow the scroll.
- Accessibility: the contrast of text and background is readable, buttons have clear labels, the form shows errors clearly.
- Forms and requests: all submission scenarios work, phone and email validation is correct, the request actually reaches mail, CRM or a messenger.
- Content and legal elements: the final texts and prices, up-to-date contacts, consent to data processing.
- Analytics: goals and events fire, UTM tags don't break the page and aren't reset.
