Adode Media · Landing Page Campaign Brief

01

Campaign Basics

The high-level shape of this campaign. Get this right first because every later decision flows from it.

Campaign name *

Internal label for this campaign. Use a short, descriptive phrase.

LP1 URL slug *

The URL path for the primary page. Lowercase, hyphen-separated, no spaces.

Do we also need a second page (LP2) for retargeting? *

Most campaigns benefit from a second page with a different angle for visitors who saw LP1 but didn't convert.

Yes, build LP2I want a retargeting page with a different offer or angle No, just LP1Single-page campaign, no retargeting page needed

Target launch timing

When do you want to start running ads to this page?

This week (rush) Within 2 weeks Within a month Just exploring, no rush

02

Target Audience

Specific over general. "Medical practices" is too broad. "Atlanta pediatric dentists doing $800K to $2M in revenue" is usable.

Primary vertical *

Medical practicesPrimary care, dental, MedSpa, specialty, etc. ContractorsGCs, trades, commercial, residential NonprofitsFoundations, advocacy orgs, social impact OtherSpecify the niche in the next field

Specific niche within that vertical *

Get specific. The more precise, the better the copy.

Who is the decision maker? *

Job title, responsibility, and what they personally care about.

Revenue range

Helps qualify the audience and pitch appropriate to budget.

Geographic focus

Atlanta metro only Statewide (Georgia) Southeast region National

What's the audience's biggest fear or pain right now? *

What keeps them up at night about their business? Use their words if you've heard them.

What's their biggest aspiration?

What do they actually want? What does success look like to them?

What have they already tried? Why didn't it work?

Helps us position the offer against past failures and avoid generic claims.

03

The LP1 Offer

What are we giving them in exchange for their email or attention?

LP1 offer type *

What's the primary thing we're offering on the first page?

PDF guide / roadmap / checklistDownloadable asset they can save and reference later Free strategy session / discovery callDirect booking, no asset Free video trainingSingle video or short series Free audit or reviewWe review something of theirs and report back Quote or proposal requestQualifying form for project-based pricing Workshop or webinar signupLive or evergreen event registration OtherDescribe in the next field

Offer name (how you'd describe it on the page) *

The headline-ready name for the freebie.

What's actually inside the offer?

List what they'll get. Specific bullets work better than vague descriptions.

Does the offer exist already?

Yes, it's readyI'll provide the file/asset No, I need it builtClaude should outline or write it PartialNotes exist but need polishing N/AOffer is a call or service, no asset needed

What's the ONE thing you want them to do on LP1? *

Single conversion goal. Pages with multiple goals convert poorly.

04

The LP2 Angle

LP2 retargets people who saw LP1 but didn't convert. It needs a different angle, not a repeat of LP1.

LP2 format

What format fits this audience and offer best? Claude will recommend based on research if you're not sure.

Diagnostic / scorecardInteractive self-assessment with personalized result Case study deep-diveSingle client story with results ROI calculatorInteractive math tool showing potential gains Free strategy session pitchDirect booking with a softer angle than LP1 Mini-course or video series3 to 5 short videos drip-fed via email Comparison guideOur approach vs. alternatives Not sure, recommendClaude proposes based on research

LP2 angle name

If you have a specific framing in mind.

LP2 conversion goal

05

Available Assets

What do you have on hand? Check everything that applies. You'll send the actual files to Claude after submitting this brief.

Photography

Founder portrait (Ona) Team photos Behind-the-scenes / work photos Client photos with releases Lifestyle / brand photos None yet, need stock or AI

Video

Paste YouTube IDs below if you want them embedded. The ID is the 11-character string after youtube.com/watch?v=

Client video testimonials Founder talking head Service / process demo No video yet

YouTube video IDs (one per line)

Include a brief label so Claude knows what each video is. Format: VIDEO_ID - Label

Proof & Credibility

Written testimonials Case studies with metrics Client logos (with permission) Press mentions or features Certifications / credentials Limited / building from scratch

Paste any client quotes or case study stats you have permission to use

Never invent these. Only include verified, approved quotes and numbers.

Brand & Existing Pages

Brand assets available

Logo (PNG / SVG) Existing site to reference Style guide / brand book Other landing pages to match

06

Research Hints & Competitive Context

Optional but valuable. Saves Claude research time and sharpens the positioning.

Specific competitors or comparison points

Companies the audience considers alongside us. URL is fine if you have it.

What's our specific differentiator for this audience?

Why should they pick Adode over what else they're considering?

Topics, brands, or claims to AVOID

Things Claude should not reference in any copy. Useful for compliance or sensitivity.

Statistics you've already vetted

Include source. Claude will research more, but starting with vetted stats saves time.

07

Tone & Design Direction

Adode brand stays the same. Within that, this audience may need a softer or bolder register.

Tone for this audience

Warm and reassuringFor parents, patients, cautious buyers Bold and confidentFor builders, operators, "let's go" personalities Clinical and preciseFor specialists, decision-makers who need data first Conversational and directDefault Adode tone, peer-to-peer

Visual density

How much information does this audience want on the page?

MinimalFew sections, lots of whitespace, fast to scan ModerateBalanced, standard 6-8 sections ComprehensiveLong-form, lots of detail, skeptical buyers

Brand color emphasis

All seven palette colors are available. Which should lead this campaign?

Teal + Cream leadCalm, trustworthy, default Adode Orange + Black boldHigh energy, urgency Gold + Cream warmPremium, established Yellow accent + TealOptimistic, attention-grabbing

Visual references / inspiration

Links to landing pages you like, or descriptions of the aesthetic you want.

08

Anything Else?

Open notes, deadlines, constraints, special requests

New landing page campaign brief.

Campaign Basics

Target Audience

The LP1 Offer

The LP2 Angle

Available Assets

Research Hints & Competitive Context

Tone & Design Direction

Anything Else?

Ready to hand off to Claude?

New landing page campaign brief.

Campaign Basics

Target Audience

The LP1 Offer

The LP2 Angle

Available Assets

Research Hints & Competitive Context

Tone & Design Direction

Anything Else?

Ready to hand off to Claude?

Your Campaign Brief