Most weak landing pages are not a writing problem. They are a brief problem: the writer was told "we need a page for the webinar" and had to guess who is coming, from where, and what they should do next. This landing page brief template fixes that in one page. Fill it in before anyone writes a headline, then hand it to the copywriter and designer together. Copy it below, or download the template as CSV.
Part 1: The Brief
Every field is required. If a field cannot be filled in, the page is not ready to be written.
| Field | Question it answers | Your answer |
|---|---|---|
| Page goal | What single action should a visitor take? | |
| Success metric | Which number tells you the page works, and what is the current baseline? | |
| Audience | Which role, company type and size is this page for? Who is it not for? | |
| Traffic source | Which ads, emails or links send people here, and what did they promise? | |
| Awareness stage | Does the visitor know the problem, the solution category, or your product? | |
| Main promise | The one outcome the page commits to, in the buyer's words | |
| Top 3 objections | What will stop them acting? (price, effort, risk, timing, internal approval) | |
| Proof available | Which case studies, logos, numbers or quotes can back the promise? Are they relevant to this audience? | |
| Offer and CTA | What exactly do they get, and what does the button say? | |
| What happens after | What do they see and receive after converting, and how fast? | |
| Voice notes | Words to use and avoid; terms the audience uses for the problem | |
| Constraints | Legal, brand, design system, form fields, deadline |
Part 2: Section-by-Section Copy Outline
Once the brief is agreed, outline the page in the order a visitor reads it. Each section has one job.
| Section | Job | Draft copy | Source in the brief |
|---|---|---|---|
| Headline | Repeat the promise from the traffic source, for this audience | Main promise, traffic source | |
| Subhead | Say how, or for whom, in one sentence | Audience | |
| Primary CTA (above the fold) | Make the action obvious and specific | Offer and CTA | |
| Proof strip | Show peers the visitor will recognize | Proof available | |
| Problem section | Describe the problem the way the buyer describes it | Voice notes, awareness stage | |
| How it works / what you get | Three steps or three benefits, concrete | Offer | |
| Objection handling | Answer the top 3 objections directly | Top 3 objections | |
| Detailed proof | One case study or quote with a specific result | Proof available | |
| Form or final CTA | Repeat the offer and state what happens next | What happens after |
How to Use the Brief
- Start from the traffic source. Pull up the actual ad, email or post that will send visitors. The headline should echo its promise; a mismatch here is the most common reason paid landing pages underperform. Google calls this part of landing page experience.
- Get objections from sales, not from the marketing team. Ask two reps what prospects say just before they go quiet. Those are your top three.
- Check proof relevance. A logo from a different industry or company size is weak proof for this audience. If you have nothing relevant, say so in the brief; it changes how the page should argue.
- Review the brief, not the draft. Getting sign-off on the brief first means the copy review is about wording, not about who the page is for.
- Plan the variant now. If you will test the page, note the alternative headline or offer in the brief and plan the test with the A/B test plan template.
Illustrative Filled-In Brief
Illustrative example for a fictional B2B software company running a paid search campaign.
| Field | Entry |
|---|---|
| Page goal | Book a 30-minute demo |
| Success metric | Demo bookings per visitor; current campaign page converts at about 2% |
| Audience | Operations managers at manufacturers with 200 to 2,000 employees. Not for small workshops |
| Traffic source | Search ads on "production scheduling software"; ad promises "Plan a week of production in an hour" |
| Awareness stage | Knows the solution category, comparing vendors |
| Main promise | Plan a week of production in an hour instead of a day of spreadsheet work |
| Top 3 objections | ERP integration effort; whether planners will adopt it; cost vs current spreadsheets |
| Proof available | Two manufacturing customer quotes; integration list; no public ROI numbers |
| Offer and CTA | Demo using a sample of their own schedule; button "Book a demo with your schedule" |
| What happens after | Calendar link on the thank-you page; confirmation email with a prep checklist |
| Voice notes | Use "planner", "changeover", "shift"; avoid "AI-powered" and "revolutionary" |
| Constraints | Form max four fields; must use existing page template |
From this brief, the headline almost writes itself: "Plan a week of production in an hour." The objection section then answers ERP integration first, because it is the one sales hears most.
For page structure ideas, see our B2B landing page examples and our guide to B2B landing page optimization.
Frequently Asked Questions
What should a landing page brief include?
The page goal and success metric, the audience, the traffic source and what it promised, the visitor's awareness stage, the main promise, the top objections, available proof, the offer and CTA, what happens after conversion, voice notes and constraints. The copy outline follows from those answers.
Who should fill in the landing page brief?
The campaign owner, usually a demand generation or product marketing manager, with input from sales on objections. The copywriter should receive a completed brief, not write it.
Is a landing page brief the same as a creative brief?
It is a specialised creative brief. A general creative brief covers brand and visual direction for any asset; a landing page brief adds the traffic source, the conversion goal, objections and a section outline, because the page has one job to do.
How long should a B2B landing page be?
Long enough to answer the top objections for the audience's awareness stage. Visitors who already know your product need a short page with a clear CTA; visitors comparing vendors need proof and objection handling, which makes the page longer.