Landing page conversion brief

Purpose

Define the message, structure, proof, objections, and measurement needs for a landing page that serves one audience and one primary action.

Scope

The skill covers audience intent, offer framing, hierarchy, proof, objections, CTA, form requirements, trust elements, and measurement questions.

Excluded: visual design, implementation, paid traffic setup, and conversion guarantees.

Data basis

• Offer, audience and traffic context supplied as inputs.
• Positioning, proof, brand guide and compliance rules in scope.

Result

A page brief and copy/asset requirements sheet.

Quality criteria

• The action, audience and value exchange are explicit.
• Every proof point has a source and limitation.
• Required sections follow the audience decision sequence.
• Measurement questions map to available data.

Instructions

Keep the page promise aligned with the traffic context. Resolve the main objection with evidence before adding secondary benefits. Use one primary CTA, state what happens after it, and flag missing proof or consent language.

Adapt before use

• Add positioning, audience, brand and offer documents.
• Define traffic sources, CTA, form and consent rules.
• Add proof, testimonials and required disclosures.
• Define measurement fields and owner.
• Keep source facts, analysis, recommendations, and unresolved questions visibly separate.
• Preserve stable document, section, page, sentence, URL, or row identifiers in every finding.
• Record assumptions about audience, channel, period, approval status, and data coverage.
• Treat missing guidance as an adaptation gap rather than inventing a company rule.
• Prefer a precise, bounded recommendation over a broad generic rewrite.
• Use supplied terminology consistently across the document, sheet, and any derivative copy.
• Do not infer performance, customer behavior, product capability, or market response from wording alone.
• Make every unresolved issue actionable by naming the missing decision, evidence, owner, or source.
• Keep factual claims traceable even when the final copy is concise.
• Recheck that counts, names, dates, and identifiers match across all outputs.
• Mark hypotheses as hypotheses and preserve competing explanations when evidence is mixed.
• Use the stated acceptance criteria as the final completeness check.