The playbook
Landing Page Design: Template and Field Guide
This landing page design template turns a broad task into a record another person can use. It captures campaign, promise, proof, then connects that information to a decision. Copy the table into your working document or system and create a separate record for each item in scope.
Put the task in context
A campaign advertising a roof inspection should land on a page explaining that inspection, its coverage, and the request process. Match the form's requested details to the inspection. Do not silently turn the advertised appointment into an unrelated newsletter signup.
Copyable worksheet
| Field | Entry instructions |
|---|---|
| campaign | Record the campaign associated with this page or interaction record. Use a stable reference so later updates can be matched. |
| promise | Record the promise associated with this page or interaction record. Keep the value specific enough for another owner to interpret. |
| proof | Record the proof associated with this page or interaction record. Keep the value specific enough for another owner to interpret. |
| form | Record the form associated with this page or interaction record. Keep the value specific enough for another owner to interpret. |
| confirmation | Record the confirmation associated with this page or interaction record. Keep the value specific enough for another owner to interpret. |
| Decision field | Entry instructions |
|---|---|
| Observed problem | Describe the actual condition and where it was observed. |
| Recommended action | State the smallest action that resolves the documented problem. |
| Evidence | Link to the record, observation, or test supporting the action. |
| Owner and next review | Name the accountable person and when the decision should be revisited. |
How to complete the worksheet
Begin with campaign. Use the same reference throughout the record so notes are not attached to the wrong item. Then match the headline offer and audience to the entry message. This establishes the information required before the worksheet becomes a request for action.
Next, place relevant proof near the decision point. Use the observed problem and evidence fields to explain why that step is needed. A useful entry describes an actual condition, such as advertising one offer and showing a different one on the page, rather than a broad instruction to “improve performance.”
Finally, use a clear action with a functioning completion path. Put align campaign copy page content and confirmation message in the action field only when it addresses the observed condition. If the problem is different, change the action. The template is a structure for judgment, not a reason to apply the same fix everywhere.
Illustrative completed decision
| Part | Illustrative entry |
|---|---|
| Problem | Advertising one offer and showing a different one on the page |
| Action | Align campaign copy page content and confirmation message |
| First check | Match the headline offer and audience to the entry message |
| Follow-up check | Use a clear action with a functioning completion path |
| Outcome to define | completed qualified landing-page actions |
Adapt the fields without losing meaning
You can add fields required by your team, but each should change a decision or preserve necessary context. Keep factual observations separate from recommendations. If promise changes, record the new value and its effective date instead of silently rewriting the context of an earlier decision.
Use the record in a handoff
Ask the receiving owner to explain the next action using only the worksheet. Missing context becomes visible quickly during that exercise. Repair the record before applying the structure to a larger batch. Keep completed qualified landing-page actions connected to the item so the team can later assess whether the action was useful.
Keep the page’s main task visible when adding helpful detail. Supporting information should reduce uncertainty at the decision point. If a section introduces a second unrelated offer, decide whether it belongs on another page.
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