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~7 min · 5 sections · 20 questionsLanding Page Brief Template
A short, sharp brief for campaign landing pages. Strips out everything that isn't the offer, the audience, or the conversion goal.
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1. The offer
One page can't sell two things. Pick one.
- Q1.What's the single offer this page exists to convert?
- Q2.What does the prospect get the moment they convert?
- Q3.What's the price (or 'free') and what's the catch?
- Q4.What's the urgency / scarcity, if any?
2. The audience & source
Match copy to the ad that brought them here.
3. The single CTA
If there are two CTAs, there's no CTA.
4. Proof & objections
Address the doubts that cost you the conversion.
5. Goals & testing
Define done.
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