One audience and a primary action
Describe who arrives, the problem they want to solve and their acquisition channel. A purchasing manager comparing equipment suppliers needs different evidence from an owner evaluating a service. Choose the primary action: request a quote, book a consultation or buy. Secondary actions should support that journey rather than compete with it.
Materials and constraints
Supply real photographs, service details, working terms and answers to common objections. Separate verified facts from planned capabilities. Identify languages, required integrations, domain ownership and the lead handling process. If content does not exist yet, include its preparation in the scope: missing copy affects the information architecture as much as visual design.
Accept observable outcomes
Define concrete checks: a form creates a lead with its source, a telephone link works and content remains readable on a small screen. Agree who approves copy and how revisions are handled. This makes acceptance possible without arguing over whether the page looks modern enough.
- Audience and the problem to solve.
- Offer, constraints and authentic materials.
- Lead journey from form to owner.
- Testable acceptance scenarios.
Project questions
Does a small landing page need a detailed brief?
Yes, but it can be short. Goals, audience, materials, integrations and completion criteria matter more than the length of the document.