# Landing page brief

A one-page brief for a landing page: who it is for, the single action, the proof you can show and the sentences to test before anyone builds it.

> **How to use this.** Answer each section in plain sentences before anyone designs or builds the page. If you cannot answer a section with evidence, stop there and go and get the evidence first.

## 1. The visitor

- **Who arrives on this page:** the role and the situation, in one sentence.
- **How they got here:** the search, message, referral or link that sent them.
- **What they already know:** what they have heard about the problem and about your product.
- **What they are comparing you with:** the alternative they use today, including doing nothing.

## 2. The one action

- **The single action you want:** one verb and one object, for example "book a call" or "join the waiting list".
- **What the visitor gets when they take it:** state it exactly, with no surprises.
- **What it costs the visitor:** time, information, money or commitment. Say so on the page.

## 3. What the product does

Write one sentence a stranger would understand, starting with a verb. Test it by reading it to someone outside your field. If they cannot repeat it back, rewrite it.

- **The sentence:**
- **The problem it removes:**
- **Who it is not for:**

## 4. Proof you can show now

List only what exists today and what you could show a visitor. Mark anything that does not exist yet as "none yet" and leave it off the page.

| Claim you want to make | Proof that exists today | Where the proof lives | Safe to publish? (yes or no) |
|---|---|---|---|
| | | | |
| | | | |
| | | | |

Do not publish a quote, a logo, a number or a name unless the person or company has agreed in writing and the statement is true today.

## 5. Objections and honest answers

| What a visitor might worry about | The honest answer | Where on the page it goes |
|---|---|---|
| | | |
| | | |
| | | |

## 6. Page outline

| Section | Purpose | What it says | Evidence behind it |
|---|---|---|---|
| Headline | Say what the product does | | |
| First screen action | Offer the single action | | |
| How it works | Show the product in use | | |
| Proof | Show what is true today | | |
| Objections | Answer the worries above | | |
| Final action | Repeat the single action | | |

## 7. Claims check

- [ ] Every sentence on the page is true today.
- [ ] Every number on the page can be shown to a reader who asks.
- [ ] No claim compares you with a named competitor unless you can support it.
- [ ] The page says what happens after the visitor takes the action.
- [ ] The page can be read and used with a keyboard and a screen reader.
- [ ] Any form says what you will do with the information it collects.

## 8. Test plan

- **What you will change:** one thing at a time.
- **What you expect to happen, and why:**
- **What you will count:**
- **What you will do if the result differs from your expectation:** decide this before you look.

---

World Enterprise, https://worldenterprise.org/. Last updated 2026-10-10.