From client brief to landing page.
A brief template and worked example for your next project.
1. Give the page one job.
Finish this sentence with your client:
“This page helps [audience] understand [offer] so they can [action].”
Choose a specific action: request a quote, view workshop dates, or register interest. Match the opening message to the campaign bringing visitors there.
2. Capture the essentials.
Copy these fields into your project notes. Keep answers short and specific.
- Offer
- What is the client promoting? What is included?
- Audience
- Who is visiting, and where will they arrive from?
- Primary action
- What should they do? Add the real destination.
- Message and proof
- Which approved facts and images support the offer?
- Content
- Required sections, copy, dates, prices, and contact details.
- Visual direction
- Colors, typography, imagery, references, and motion.
- Requirements
- Domain, forms, booking, accessibility, and tracking.
- Delivery
- Scope, reviewer, deadline, revisions, hosting, and maintenance.
Collect approved assets and usage permissions. Mark missing details as placeholders; leave unverified testimonials and claims out.
3. Give each section a purpose.
Example: a fictional ceramics studio promoting a beginner workshop to local adults.
- Hero: introduce the workshop and “View workshop dates.”
- The experience: explain what participants will make.
- Practical details: duration, price, location, and materials.
- The studio: introduce the teachers with approved images.
- Questions and booking: resolve doubts and repeat the booking action.
4. Write the first prompt.
5. Check the draft against the brief.
- The offer and intended audience are clear.
- Every main button leads to the agreed action.
- Copy, claims, dates, and images have client approval.
- Mobile layouts and booking links work.
Review the structure first, then use the editing guide to refine the details.
Related guides
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