Landing page brief | World Enterprise

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Do not publish a quote, a logo, a number or a name unless the person or company has agreed in writing and the statement is true today.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