A campaign landing-page brief gives the page a clear job before the layout is designed.
It connects the offer someone sees in an advertisement with the information they need to make an enquiry.
I use the brief to agree what the page should explain, which evidence can support it and what happens when someone contacts the business.
For an Adelaide campaign, start with the service you can deliver locally and the customer action your business is ready to handle.
Copy the worksheet below into a document and fill in the answers you already know.
Download the landing-page brief worksheet (CSV) to record the brief, responsibilities and acceptance checks in a spreadsheet.
Give the campaign a specific purpose
Choose 1 main offer for the page, such as requesting a quote for an agreed service or booking a defined appointment.
Describe the offer in the language your customers use when they ask about it.
Record what's included, who it suits and the information someone needs before taking the next step.
If there's a price, starting price or promotion, supply the approved wording and conditions.
A page for a particular campaign can sit alongside your main website, with its own focused explanation and enquiry journey.
My landing-page service covers the build scope; this checklist helps you prepare the information that shapes it.
| Brief decision | Your answer |
|---|---|
| Campaign offer | The exact service, package or appointment |
| Suitable customer | The person who can use the offer |
| Adelaide coverage | The actual area where the service is available |
| Main action | Quote request, appointment or another defined step |
| Offer details | Inclusions, approved price and relevant conditions |
| Business capacity | Who handles enquiries and when the offer is available |
| Approver | The person confirming content and final release |
Match the page to the advertisement
Collect the planned advertisement wording, search themes and destination address in the same brief.
Then write the first question a visitor is likely to have after clicking.
For example, a hypothetical Adelaide bookkeeping campaign might need to explain which monthly tasks are included and which business records the customer supplies.
That's a briefing example, rather than a claim about a Web Team Adelaide client.
Put the matching service and offer near the beginning of the page so visitors can recognise the connection.
If you're still choosing whether the existing website is ready for paid traffic, use my website-before-Ads guide to make that decision first.
Supply evidence for the actual offer
Gather approved photographs, relevant work examples, qualifications and customer feedback that relate to the service being advertised.
For each item, identify its source and what it demonstrates.
A photograph might show the finished work, while a project explanation can describe the scope and decisions involved.
Keep any measured result attached to its original provider, period and definition.
Give testimonials their original wording and permitted attribution.
The brief can also list practical questions customers ask about timing, preparation, access, ownership or the quoting process.
Answering those questions makes the offer easier to assess before someone submits their details.
Write the enquiry journey from start to finish
List the details your business needs to respond usefully to the enquiry.
Explain why each field belongs in the form, and identify which details can be discussed later.
The W3C forms tutorial recommends clear labels, instructions and feedback, along with asking for information needed to complete the process.
Include those requirements in the brief and the acceptance checklist.
Describe the confirmation someone should receive after submitting, including the next step your business can actually provide.
For a booking journey, name the calendar provider, appointment type and confirmation process.
For a quote journey, name the person receiving the enquiry and the information needed for an initial response.
| Journey stage | Decision to record |
|---|---|
| Visitor arrives | Which offer and question the page should answer first |
| Visitor reads | Evidence and practical details needed to assess the service |
| Visitor acts | Required fields or the relevant booking option |
| Submission succeeds | Confirmation message and agreed next step |
| Business responds | Recipient, response process and records to keep |
Agree what you'll measure
Name the events you want to understand before the campaign begins.
A submitted form, a phone-link tap, a booking-link click and a completed booking describe different actions.
Keep them separate in the brief so the finished measurement can answer a useful question.
For example, a booking-link click shows someone opened the booking journey; confirmation from the booking provider establishes whether an appointment was completed.
Record the systems involved and the person responsible for approving access.
Passwords and secret keys belong in the agreed secure access process rather than the briefing document.
Use this launch worksheet
| Acceptance check | Evidence to record |
|---|---|
| Offer matches the advertisement | Approved advertisement and page wording |
| Mobile page is readable | Review on the devices customers commonly use |
| Form is understandable | Labels, required fields and correction messages checked |
| Enquiry reaches its destination | A controlled delivery check agreed with the recipient |
| Booking flow completes | Correct appointment and confirmation checked |
| Measurement works | Observed event and the action it represents |
| Content is approved | Named approver and agreed release version |
Send the completed brief with the material that's ready and mark anything awaiting approval.
Standalone landing pages are scoped separately from an ongoing advertising engagement.
Web Team Adelaide Google Ads management is $900 + GST per month and includes a landing page, with no lock-in, setup fees or hidden fees.
You retain control of your account and pay Google separately for the advertising budget.
Use the project planner to describe your campaign, or book a free power session to discuss the brief with me.