# Landing Page Message Brief

Align a landing page's audience, situation, promise, evidence, objections, constraints, offer details, trust signals, and one appropriate primary action.

## Usage note

Use this brief for one campaign, offer, audience, and primary action. Verify every claim, price, condition, testimonial, and availability detail before drafting. Conversion does not justify hiding limits, manufacturing urgency, implying guaranteed outcomes, or making the decline path harder to find. Involve legal, privacy, security, billing, or accessibility reviewers when the offer requires them.

## How to use this template

1. Define traffic source, target audience, awareness, offer, primary action, and post-click consequence.
2. Write one bounded promise and map every material claim to approved evidence.
3. Plan page sections around relevance, mechanism, proof, objections, limits, and decision details.
4. Align calls to action, forms, confirmation, privacy, pricing, and cancellation language.
5. Approve factual and ethical guardrails, then test comprehension and suitable conversion outcomes.

## Blank template

### Audience and offer

- **Campaign or source:** [Ad, email, referral, search, or direct]
- **Primary audience:** [Role, situation, and readiness]
- **Problem or desired progress:** [Reader's language]
- **Offer:** [Product, resource, trial, event, or consultation]
- **Primary promise:** [Bounded outcome]
- **Primary action:** [Exact user action]
- **After-action consequence:** [Account, payment, contact, download, or other]
- **Explicit non-fit:** [Who should not choose this offer]

### Message and evidence

- **Opening message:** [Audience + offer + outcome]
- **How it works:** [Three essential steps or mechanisms]
- **Proof 1:** [Claim and source]
- **Proof 2:** [Claim and source]
- **Strongest objection:** [Concern and honest response]
- **Material constraint:** [Limit, eligibility, region, version, or availability]
- **Price or commitment:** [Complete, dated details]
- **Trust information:** [Privacy, security, contact, policy, or people]
- **Secondary path:** [Useful alternative for not-ready visitors]

### Decision checks

- [ ] Arrival promise and page promise agree.
- [ ] Claims have current approved evidence.
- [ ] Limits and non-fit cases are visible.
- [ ] Price, renewal, trial, and eligibility details are complete.
- [ ] Primary action describes the real consequence.
- [ ] Forms request only necessary information.
- [ ] Decline, cancel, and alternative paths are usable.
- [ ] Success measures include suitability and task quality, not clicks alone.