A landing-page brief should tell the builder who clicked, what the ad promised, what evidence supports that promise and what the visitor should do next. If those decisions are missing, the builder makes them while writing the page, and you find out at review.
Start with the actual ad and the product it sells. Then write the brief below before choosing sections or a template.
Which ad is this page for?
Attach the ad creative, its copy and the intended destination. Name the audience in plain language. "People buying a travel pillow for an overnight flight" gives the writer something to work with. "Travel enthusiasts" leaves the reason for clicking unclear.
If several ads will use the page, list the promise each one makes. A page can serve several creatives when they sell the same reason to buy. If one sells comfort on a flight and another sells a smaller bag, note that difference before treating them as interchangeable.
The brief should also say whether the reader already knows the product. Someone comparing two pillows has different questions from someone who has never thought about using one. That second reader is often the one a presell page is for.
What does the visitor need answered before seeing the offer?
Write the question the ad creates. Keep it specific enough that the writer can answer it on the page.
For the travel example, an illustrative question is: "Will this support my head without taking up half my carry-on?" The page now needs to explain support and show packed size. A paragraph about the company's mission can't answer either question.
List the next questions too. What does the reader need to see to judge fit? What might make the product a bad fit for them? What do they need to know about cleaning, delivery or returns? Use real support tickets and customer research when you have permission to use them. Don't write imagined customer questions down as research findings.
What can the writer prove?
Put the evidence beside the claim it supports. A product measurement can support a packed-size claim. A demonstration video can show how the pillow folds. A customer review can describe that customer's experience.
Don't hand over a folder called "proof" and expect the writer to work out which claim each file backs up. Name the source, its date and any limits on its use. If a review describes comfort, it doesn't establish that everyone will sleep through a flight.
If evidence is missing, remove or narrow the claim. The brief is the place to make that call, before an unsupported sentence becomes part of the design. For testimonials in particular, the FTC rules on supplement testimonials show where the line sits.
Which offer and destination should the page use?
Specify the product, variant or bundle, the price source and the next URL. Include conditions that change what the buyer receives or pays, such as a subscription selection or a minimum order for a discount.
Write out the next step. Does the button open a product page, a selected bundle or checkout? A visitor shouldn't read about one bundle and land on a different selection without explanation.
If the offer can change before launch, name who checks it on release day. A screenshot of last month's promotion is not the source of truth for tomorrow's price.
Copy this landing-page brief
| Line | What to write |
|---|---|
| Ad | Attach the creative and its copy. |
| Audience | The person and their buying situation. |
| Promise | What the ad leads that person to expect. |
| Questions | What they need answered before buying. |
| Evidence | Each claim paired with a source you may use. |
| Offer | What they receive, the conditions and the current price source. |
| Destination | The exact URL and the expected product selection. |
| Release check | Who checks the offer, the links and the page on a phone. |
| Measurement | The business outcome and the page you'll compare against. |
Here is a short, invented example. An ad shows a pillow folding into a carry-on. The audience is people packing for an overnight flight. The page must show how the pillow supports the head and how much space it takes up. The evidence is an unedited folding demonstration and the product dimensions. The offer is one pillow, with the current shipping terms. The button opens that pillow's product page.
That brief doesn't dictate every paragraph. It gives the writer a reason to include each section and enough information to check the finished page.
Who uses the brief?
The same brief works whoever builds the page. A freelancer or agency gets the facts they'd otherwise ask for on a kickoff call. An in-house designer gets a checklist to review the draft against.
If you build with an AI page tool, the brief is how you check its draft. Landra turns a product URL into a finished advertorial, listicle or presell page, with the copy, layout and images done for you (14-day trial, plans from $19/mo). It can't know which ad you're running or which claims your evidence supports. Read the draft against your brief's promise, evidence and destination lines before you publish.
If the page is for paid social, check the finished page against the ad with the Facebook ads landing page guide. Then fill in the brief for one ad before building several variations.
Frequently asked questions
What should a landing page brief include?
The ad creative and copy, the audience and their buying situation, the promise the ad makes, the questions the visitor needs answered, the evidence for each claim, the offer and its conditions, the exact destination URL, who runs the release check, and how the page will be measured.
How long should a landing page brief be?
Short enough to fit on one page. The brief does not write the page. It gives the writer a reason for each section and enough facts to check the finished page against.
Can one landing page serve several ads?
Yes, when the ads sell the same reason to buy. If one ad sells comfort on a flight and another sells a smaller bag, write down that difference before treating them as interchangeable. Different promises usually need different openings.
Who should write the landing page brief?
Whoever owns the ad and the offer, usually the founder or the growth marketer. The builder, writer or agency can then turn it into a page without guessing at the audience, the claims or the price.
