Landing pages · Briefing
A landing page brief checklist for small business owners
Lucas Brasso de Morais · · 3 min read
A useful landing page brief states the audience, the offer, one main action and the information needed before that action. Include approved proof, existing tools, content responsibilities and how an enquiry will reach you.
Name the customer and the decision
“We want more conversions” does not explain what a visitor should do. Write a concrete sentence: a homeowner should request a quote for this service; a business owner should ask about this consultation; an attendee should request event information.
Describe who should take that step and who is not a good fit. A focused page can be more useful when it explains the boundaries of the offer rather than trying to persuade every possible visitor.
Explain the actual offer
List the deliverable, what is included, what the customer needs to provide and any meaningful exclusions. If you publish a price, state the currency and distinguish one-off development or setup costs from recurring fees.
Use evidence you can substantiate. Provide approved project photographs, genuine testimonials with permission or verifiable background. If those are unavailable, explain the process clearly instead of inventing customer stories or statistics.
Choose a contact route that can be maintained
A phone link, an email draft, WhatsApp or an existing booking provider may be enough for the first version. A custom form requires delivery and spam decisions; a CRM integration or online payment flow adds another system to scope.
Tell the developer which tools you already use. Linking to an existing calendar is different from rebuilding one. Agree what happens after a visitor clicks and who responds to the enquiry. A click is not proof that a message was sent or received.
Prepare the content and review process
Choose one language for the initial page and identify who approves its wording. Provide accurate business details, image rights, contact information and any required legal text. A second language needs a separate review even if the layout is shared.
Agree how feedback will be collected and who can approve the launch. Timing depends on scope, content and reviews. An unspecified deadline can create friction even when the actual page is small.
Use a scoped price as a starting point
Lucas Brasso’s €399 landing page offer covers one page in one agreed language, responsive design, offer structure, metadata, crawlable content, contact links and launch support. Domain, hosting, paid tools and maintenance are separate unless agreed in writing.
Extra pages, languages, ecommerce, custom form delivery and integrations require a quote. Send your brief before assuming those features are included. If customers need several distinct service pages, discuss the €599 website package instead.
Sources and further reading
Prices describe Lucas Brasso’s own offer, not a market-wide benchmark. These primary sources provide supporting technical guidance.