The landing page brief ClixFeed needs before design starts
Exact questions to answer before a landing page or campaign page is designed — so scope, messaging, and conversion paths are clear from day one.
A landing page is not a smaller website. It is a single decision, designed for a specific audience arriving with a specific intent. When that decision is vague in the brief, the page becomes a compressed homepage — busy, polite, and easy to leave.
This template is what ClixFeed asks for before designing a landing page or campaign page. Copy it into a document, answer every question, and send it with any supporting material you have. Incomplete answers are fine; guessing is not.
1. Business context
1.1 What is the business, in one sentence?
1.2 What service or offer is this page promoting?
Name it exactly as you would want a visitor to understand it.
1.3 Is this page for the whole business or one offer only?
Examples: new programme launch, seasonal promotion, event registration, consultation booking, waitlist, lead magnet download.
1.4 Why now?
What triggered this page — launch, repositioning, ad campaign, referral push, new location, partnership?
1.5 What does success look like in plain terms?
Examples: qualified enquiries per week, booked consultations, event sign-ups, email list growth. Do not invent targets if you do not have them; describe what you would consider a useful outcome.
2. Audience
2.1 Who is the primary visitor?
Be specific: role, situation, location if relevant, level of awareness (cold, warm, returning).
2.2 What problem or desire brings them to this page?
Write from their perspective, not yours.
2.3 What have they likely already tried or considered?
2.4 What would make them leave without acting?
Price anxiety, trust gap, timing, unclear fit, bad mobile experience, too much form friction — name the real objections.
2.5 Who is this page not for?
Exclusions improve clarity. List them.
3. Traffic and context
3.1 Where will visitors come from?
Paid ads, email, social, QR code, partner referral, organic search, offline material.
3.2 What will they see before they arrive?
Ad headline, email subject line, social caption, flyer copy — paste exact wording if possible.
3.3 Is there a message match requirement?
Should the page headline echo the ad or email promise?
3.4 Will visitors arrive on mobile, desktop, or both?
If you know the split from past campaigns, include it.
4. Offer and messaging
4.1 What is the single primary action on this page?
One action only. Everything else is secondary.
4.2 What is the secondary action, if any?
Example: download a guide if not ready to book.
4.3 List the three most important things a visitor must understand.
In order of priority.
4.4 What is your clearest differentiator for this offer?
Not a list of ten adjectives — the one reason someone should choose you.
4.5 What proof can you provide for this page?
Case notes, credentials, logos, press, process transparency, team bios, sample work, certifications. Note what is approved for use.
4.6 What claims must not appear on this page?
Regulatory limits, unsubstantiated outcomes, competitor comparisons you cannot support.
4.7 Paste any existing copy you want retained or adapted.
Headlines, offer descriptions, FAQs, pricing language.
5. Page structure and content
5.1 What sections do you believe the page needs?
If unsure, describe the story in order: problem → offer → proof → action.
5.2 What questions must the page answer before someone will act?
5.3 Do you need pricing on the page?
Full pricing, from-price, or enquiry-only?
5.4 Do you need FAQs?
If yes, list the questions visitors actually ask your team.
5.5 What assets do you have?
Photography, video, illustrations, logos, icons, PDFs, lead magnets. Note what is licensed and what must be sourced.
5.6 What assets do you not have but need?
We will flag what requires photography, copywriting, or stock with clear licensing.
6. Form, booking, and integrations
6.1 What happens when someone converts?
Email notification, CRM record, calendar booking, payment, automated email sequence — describe the desired flow.
6.2 What fields are required on the form?
Only include fields you will actually use for qualification or follow-up.
6.3 Where should submissions go?
Platform names: Formspree, HubSpot, Pipedrive, Calendly, custom endpoint, etc.
6.4 Do you need scheduling embedded on the page?
If yes, which tool and account?
6.5 Are there tracking requirements?
Analytics events, ad platform pixels, UTM conventions, consent banner needs.
6.6 What confirmation should the visitor see?
Thank-you message, redirect URL, booking confirmation, download delivery.
7. Visual and brand direction
7.1 Does this page follow an existing brand system?
If yes, share guidelines, fonts, colours, and example pages.
7.2 If this is a campaign-specific look, what should it feel like?
Three reference URLs and a sentence on why each is relevant — not “make it premium.”
7.3 Are there visual approaches to avoid?
Category clichés, colours, stock styles, competitor similarities.
7.4 Should the page feel continuous with your main website or distinct?
Campaign microsite versus on-brand subpage.
8. Technical and compliance
8.1 Domain and URL
Where will this page live? New subdomain, subfolder, standalone domain?
8.2 Languages or regions?
8.3 Accessibility or industry requirements?
Privacy policy link, consent checkboxes, health or financial disclaimers, cookie rules.
8.4 Performance constraints?
Known slow integrations, mandatory third-party scripts, hosting limitations.
9. Timeline, stakeholders, and approval
9.1 Target launch date and hard deadlines
Campaign start, event date, ad flight.
9.2 Who approves copy, design, and launch?
Name roles, not just “the team.”
9.3 How many revision rounds are realistic for your side?
9.4 What could delay the project?
Pending photography, legal review, pricing decision, partner sign-off.
10. Competition and references
10.1 Name two competitors or alternatives a visitor might compare you to.
10.2 What do they do well online that you respect — and what do they do poorly?
10.3 Share up to five reference URLs
These do not need to be competitors. They should show taste, structure, or conversion patterns you find useful.
What a strong brief gives you
A complete brief does not guarantee a perfect first draft. It prevents expensive ambiguity: wrong audience, wrong action, wrong proof, wrong integration, wrong launch date.
If you can answer sections 1–4 clearly, we can usually shape a page strategy quickly. Sections 5–8 turn that strategy into an accurate scope. Section 9 protects the timeline.
Send the brief with whatever you have — rough notes beat a blank page. ClixFeed will respond with clarifying questions, a recommended page structure, and an honest scope outline before design begins.
Distinctive by design. Commercial by default.
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