A landing-page brief your AI can actually use

The brief makes the important choices

An AI assistant can produce a polished-looking layout from a vague request. It cannot know which promise is true, which buyer matters most, or which enquiry your business can handle. Those decisions belong in the brief.

A useful landing-page brief fits on a page. It tells the assistant enough to make coherent copy and design decisions, and marks the missing facts it should ask about. Do not measure its quality by the number of adjectives or reference links.

Use this worksheet before opening a design tool, asking for HTML, or choosing a template. The same facts should remain consistent across your ad, landing page, and follow-up conversation.

Copy the worksheet

LANDING-PAGE BRIEF

Business or project:
The specific audience:
The problem they are trying to solve:
The offer and what it includes:
What it does not include:
Why now, if there is a genuine reason:

ONE PRIMARY ACTION
What the visitor should do:
What happens after that action:
Who follows up:
Which details we need from the visitor:

EVIDENCE
Facts we can substantiate:
Approved examples or work samples:
Testimonials we have permission to use:
Unknowns the assistant must ask about:

BRAND AND DELIVERY
Approved logo, colors, fonts, and imagery:
Tone and any terms to avoid:
Chosen page address or domain:
Where enquiries should go:
Relevant accounts or integrations (no credentials):

REVIEW
Who approves the draft:
What must be checked before publication:
What we will measure after relevant visitors arrive:

Blank proof is better than fabricated proof. If your business is new, show the work, process, sample deliverable, or relevant experience you can honestly support. A testimonial component does not have to appear just because another site’s layout has one.

A completed service-business example

Consider a fictional bookkeeping practice called Northline. Its broad description, “accounting solutions for modern businesses,” does not tell the assistant which page to create. A narrower brief is more useful:

Decision	Example input
Audience	Owners of small service businesses who need help keeping monthly records current.
Offer	A conversation about monthly bookkeeping scope and onboarding.
Primary action	Request a bookkeeping enquiry.
Useful fields	Name, reply email, business type, and current accounting software.
Proof	Owner-supplied experience and sample reporting, only after permission and review.
Follow-up	The practice replies to discuss fit; no instant quote or booking is promised.
Unknowns	Exact service area, qualifications, pricing, and availability.

This is a planning example, not a claim about a real firm. See how that brief becomes a layout in the accountant template. The page explains one job instead of squeezing bookkeeping, audit, payroll, tax, and advisory into a single undifferentiated offer.

Resolve conflicts before asking for design

If the brief says “one action” but lists four equally important buttons, choose the primary action. If the headline promises a free resource but the follow-up is a sales call, either change the promise or deliver the resource. If the form asks for budget but the offer is a newsletter, explain why that question is necessary or remove it.

These inconsistencies are easier to fix in a brief than after a page has been designed around them. Ask the assistant to identify contradictions before generating sections.

Turn the brief into a build request

Read this landing-page brief. Summarize the audience, offer, and primary action in three short sentences. Flag contradictions and ask only for missing facts that affect the page.

Then propose the section order and the minimum useful form fields. Explain how each section helps the visitor decide. Once I confirm the direction, build a private preview using the connected publishing tool. Do not invent proof or publish before review.

For a ready-to-fill version, use the prompt generator. For separate requests to revise copy, add a form, or review performance, use the prompt library.

Keep the brief with the page

Update the brief when the offer changes, not merely when the visual design changes. Future edits are easier when the assistant can see the current promise, audience, and goal. Keep credentials elsewhere and provide only the approved business facts the task requires.

After publication, compare the enquiries with the audience you intended to reach. If they are consistently a poor fit, review the offer and qualification questions before adding more traffic.