Leave with a landing page outline with message, evidence and a clear conversion action.
Start with a real buying situation
For the worked example, the audience is a business owner with traffic but few enquiries. Their problem is that important product pages attract poorly matched searches. The desired practical outcome is a prioritised set of pages and search tasks tied to the offer.
The example is deliberately bounded: the development team can implement only a few changes this month. That condition should influence the promise, scope and next step rather than disappear from the marketing copy.
| Illustrative offer | a technical and content opportunity audit |
|---|---|
| Buyer question | Which enquiries should organic search bring, and which should it avoid? |
| Possible evidence | a sample audit entry connecting a query, page issue, proposed fix and measurement |
| Useful asset | a search intent to landing-page map |
How to complete your landing page brief
- Name the visitor and the question they arrive with.
- Write a concrete headline that answers that question.
- Show how the offer works and what it includes.
- Address relevant concerns with evidence and clear limitations.
- Choose one primary action and explain what happens after it.
Worked example
These entries are illustrative planning material, not research findings or customer results. Keep the structure and replace the content with verified details.
| Visitor and arrival question | a business owner with traffic but few enquiries asking how to address this problem: important product pages attract poorly matched searches. |
|---|---|
| Headline and offer summary | Example headline: “SEO agencies: start with a clear brief.” Explain the offer in the next sentence: a technical and content opportunity audit. Refine the headline using your actual customer language. |
| Evidence and scope | Show a sample audit entry connecting a query, page issue, proposed fix and measurement. Explain agree implementation ownership, reporting periods and what is outside scope. |
| Objections to answer | Answer the real concern: “Can you put us first on Google next month?” Response direction: We cannot guarantee positions. We can establish the baseline, fix the highest-impact issues and measure relevant visibility and enquiries over time. |
| Primary action and next step | Invite the reader to audit one product section and implement a small agreed set of fixes. Explain the information required and what happens after they respond. |
Review before using it
A useful operational measure in this example is qualified organic enquiries, separated from brand and support traffic. That does not automatically make it a marketing attribution metric. Define the source, period and owner before drawing conclusions.
- Can a first-time visitor explain the offer and the next step without a sales call?
- Check the delivery assumptions: Agree implementation ownership, reporting periods and what is outside scope.
- Use evidence rather than promises. Do not invent search volumes, positions or guaranteed indexing dates.
- Discuss the draft with someone who understands the buying situation. Start with: “Which enquiries should organic search bring, and which should it avoid?”
- If the next step is a trial, define its purpose. One possible starting point is to audit one product section and implement a small agreed set of fixes.
Common mistakes and a better review
Do not fill a missing fact with an impressive-sounding number. Mark it as an assumption, explain how you will check it and give that check an owner. A short, honest document is easier to use than an elaborate plan built on unknowns.
| Watch for | Multiple competing calls to action can hide the page’s primary purpose. |
|---|---|
| A real buyer concern | Can you put us first on Google next month? |
| Useful response direction | We cannot guarantee positions. We can establish the baseline, fix the highest-impact issues and measure relevant visibility and enquiries over time. |
| Evidence to collect | The buyer’s own account, a sample audit entry connecting a query, page issue, proposed fix and measurement, and records relevant to qualified organic enquiries, separated from brand and support traffic. |
Your working sheet
Write your own version below. Notes are saved on this browser when local storage is available. Use Download to keep a separate copy; avoid adding confidential information on a shared device.
Example: a business owner with traffic but few enquiries asking how to address this problem: important product pages attract poorly matched searches.
Example: Example headline: “SEO agencies: start with a clear brief.” Explain the offer in the next sentence: a technical and content opportunity audit. Refine the headline using your actual customer language.
Example: Show a sample audit entry connecting a query, page issue, proposed fix and measurement. Explain agree implementation ownership, reporting periods and what is outside scope.
Example: Answer the real concern: “Can you put us first on Google next month?” Response direction: We cannot guarantee positions. We can establish the baseline, fix the highest-impact issues and measure relevant visibility and enquiries over time.
Example: Invite the reader to audit one product section and implement a small agreed set of fixes. Explain the information required and what happens after they respond.
Review your work
Tick only what you can support with your answer or practice. This is a reflection checklist, not an automated assessment.
Questions about this resource
How do I adapt this for my seo agencies business?
Replace the audience, offer and evidence with your actual information. Begin with a recent buyer conversation about why important product pages attract poorly matched searches, then check which assumptions match your business.
Is the filled example ready to publish?
No. It is a working example. Verify claims, permissions, prices, current capabilities and any customer information before using it externally. Do not invent search volumes, positions or guaranteed indexing dates.
What should I do after completing the worksheet?
Use it to make one decision or have one focused conversation. The intended output is a landing page outline with message, evidence and a clear conversion action. Set a review date and update it when the evidence changes.
Illustrative business worksheet. No customer results, market rates, traffic volumes or performance benchmarks are implied. About these resources.