Performance marketing
The landing page starts before the layout.
A useful landing-page brief explains the visitor’s decision, the campaign promise and the evidence needed to connect them.
Start with the person arriving.
A visitor from a specific search may already know the service they want. A visitor responding to an educational campaign may still be working out the problem. They should not automatically receive the same explanation or the same request.
Write down what the person is likely to understand before landing. Then identify what they need to know before taking the next step.
Keep the promise connected.
The ad, page and form should describe the same offer. If the ad introduces a consultation but the page immediately asks for a large commitment, the experience changes the terms of the conversation.
Consistency does not mean repeating the headline word for word. The page should develop the promise with practical detail and credible evidence.
Write the brief as decisions.
- What should the visitor understand immediately?
- What information would help them evaluate fit?
- Which claims need evidence on the page?
- What objection is likely to prevent action?
- What happens after the visitor responds?
Let the representation follow the answer.
A technical offer may need a comparison or workflow diagram. A programme may need a schedule and counselling route. A service-area business may need clear geographic information and a call action. A row of identical cards is not a substitute for deciding which information matters.
Finish the journey in the brief.
Specify the confirmation, the destination of the enquiry and the responsible team. Test them when the page is implemented. A conversion design that ends at the button leaves the business half of the experience unresolved.