Marketing website brief
Plan a marketing website that helps each visitor understand the offer, trust its claims, and take the right next step.
Websites and landing pages · 45 min · Standard · 20 questions
Audience and goals
What are visitors trying to do on the website?
Which visitors matter most to the business?
Which business result should the website contribute to?
What should a qualified visitor understand after the first screen?
Why should a visitor choose this offer over an alternative?
Claims and content
Which claims need proof?
What evidence can support those claims?
Which questions must each priority visitor answer before taking the next commercial or product step?
Conversion
Which primary action fits each level of visitor readiness?
Which secondary action should be available?
How will we know that the website produces useful enquiries or product actions?
Search and delivery
Which search topics deserve dedicated pages?
Which performance limits must the website meet?
Which accessibility requirements must the website meet?
Which languages or markets must the website support?
Which website actions need analytics?
Which systems must the website connect to?
Ownership
Who owns each claim?
Who owns each content area?
What should trigger a content review?
How to use this brief
Use this brief as a bank of questions for the conversation. Choose what is relevant, mark covered questions as you go, and skip anything that has already been answered.
Use this brief when...
Use when creating a new marketing site and its end-to-end visitor experience.
Best used as: Live call · Async intake
- Category
- Websites and landing pages
- Discussion time
- 45 minutes
- Depth
- Standard
- Last updated
- Jul 21, 2026
- Scope
- Design briefs
- Best used as
- Live callAsync intake
- Design roles
- Marketing designerFreelancer / agency designerUX/UI designer
- Audience
- Marketing teamsDesign agenciesFreelancers and consultantsFounders and operators
- Platforms
- Web
- Company type
- StartupB2BB2CEnterprise
- Product stage
- Early-stageGrowthMature product
- Tags
- websites-and-landing-pagesmarketing-websitebrand-and-communicationcompany-websiteproduct-marketingwebsite-launch