Business Objectives
The business objective of the campaign and in particular the page.
What problem are you trying to solve?
Know Your Audience
Understand the goals and motivations of the users who will be arriving at your landing page. What are the main questions that a potential visitor will have?
Knowing this will allow you to design an experience that answers these questions in priority sequence on the page.
Visitor Action
The desired action of the visitor (primary CTA - Call To Action).
Sounds simple, but if you don’t have a very specific idea in mind, your page can lose focus.
Entry Points
Take note of all campaign entry points (email, organic, PPC, social media) and any existing collateral materials to ensure you maintain a consistent brand experience and design.
If your landing page doesnʼt match the aesthetic (eg. of the banner ad) then people will often rightfully assume they are in the wrong place and leave.
Technical limitations of your target audience
Are they iPhone users? Are they business people with laptops that still view everything on 1024×780? Or are they designers with big 24” iMacs?
Creative brief
Ideally there will be a well defined concept that ties business and user goals together into a simple and implementable idea. This will help you to design something that doesnʼt stray from the core goals of the campaign.
If you are a small business or entrepreneur then this might seem like a bit of a luxury (or an extreme waste of time). It can be really useful to go through the process of creating a simple half page brief (see example below) just to get the idea down on paper before you commit it to digital realm.
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| Creative Brief (source: Mel Henson, Smart Insights) |
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