What we need to know about the business.
Start with the context. These answers shape everything that follows.
- 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.
Who the page is really for.
Vague audiences produce vague pages. Specificity makes everything else easier.
- 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 here?Write from their perspective, not yours.
- 2.3 — What have they 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.
Where visitors come from and what they see first.
Landing pages earn their keep when they continue the click. Match the offer, the headline, and the promise.
- 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.
The single action, and what supports it.
One primary action on the page. Everything else is secondary. The page earns that action through proof and answers.
- 4.1 — What is the single primary action on this page?
- 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.
The skeleton of the page.
Sections, FAQs, pricing signals, and the assets you already have or still need.
- 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.
What happens after someone converts.
The conversion is the visible action. The hidden plumbing determines whether it actually works for your team.
- 6.1 — What happens when someone converts?Email notification, CRM record, calendar booking, payment, automated email sequence.
- 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.
- 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.
How the page should look and feel.
Be specific about what you admire and what you want to avoid — vague references produce generic pages.
- 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 site or distinct?Campaign microsite versus on-brand subpage.
The unglamorous parts that decide whether the page ships.
Domain, languages, accessibility, performance constraints. Confirm these before design.
- 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.
The people and dates that move the project.
Decisions taken late move launches. Resolve these early.
- 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.
What visitors will compare you to.
Naming the alternatives makes the comparison work in your favour.
- 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.