Landing Page Brief Template for Agencies

Use this to write a landing page spec in 20 minutes — then build fast without rework.

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1) One-paragraph brief

Goal:
Audience:
Offer:
Primary CTA:
Secondary CTA:
Traffic source(s):
Success metric:

2) Page structure checklist

Headline + subhead (one clear promise)
Proof (logos, testimonials, numbers)
Offer details (what’s included / who it’s for)
Form or CTA block (above the fold + repeated)
Objections FAQ (3–5)
Guarantee / risk reversal (if relevant)
Final CTA + contact option

3) QA before launch

Mobile layout checked (no hidden CTA)
Form tested end-to-end (thank-you + email)
Tracking pixels/events firing
Page load feels fast on 4G
No mixed messaging between ad and page