Landing Page Brief

Landing Page Brief

Turn an offer into a build-ready landing page spec — the sections, the message in each, the proof, and the CTAs — so a designer, developer, or page builder can execute without guessing. A good brief decides the page's job and the order of persuasion before a single pixel is placed.

When to use

The user is about to build (or rebuild) a landing page and needs the structure and copy direction first.

Before you start

1. Read the brand/product context (.agents/product-marketing.md / .agents/aaj-brand.md) and reuse the positioning if it exists; otherwise pull it from the positioning-statement skill.
2. Lock the page's one job — the single conversion goal (signup, demo, purchase, lead) — and the one audience it speaks to.
3. Gather the core benefit, supporting benefits, proof (data, testimonials, logos), objections to overcome, and the competitive alternative.

Workflow

1. Define the through-line: the single promise the whole page makes, derived from positioning.
2. Lay out the sections in persuasion order using the template in resources/brief-template.md (hero → proof → how it works → benefits → objection handling → final CTA).
3. Write copy direction for each section — the message and angle, not necessarily final words — plus the specific CTA.
4. Place proof deliberately near the claims it supports and the points of hesitation.
5. Add conversion + SEO/GEO notes: one primary action, minimal form, and the page's title/meta, answer-first intro, and schema (hand to the geo-content-optimization skill if the page must rank/be cited).

Present the result

Deliver the section-by-section brief (section, purpose, message/copy direction, proof, CTA), the single primary CTA, and the SEO/GEO notes — ready to hand to a builder.

Guardrails & common mistakes

• One job per page. A page that tries to do everything converts no one.
• Lead with the outcome, not the feature list or the company story.
• Match message to traffic source. A page for a specific ad should echo that ad's promise.
• Don't bury proof. Put it where doubt arises, not only at the bottom.
• Minimize the ask. Every extra field and every secondary CTA costs conversion.

Related AAJ resources

• Interactive tool: https://aajconsult.com/tools/webgen-ai

Related skills

positioning-statement (the through-line) · copywriting (final copy) · website-conversion-audit (grade it once built) · ab-test-significance (test variants).

Credits

Original AAJ skill. The Agent Skills format and Corey Haines' coreyhaines31/marketingskills (MIT) were references for structure and coverage; this skill is independently written. See the repository README.