Technical specification template for landing page development. What is a technical specification? Explain what will be on each page

In the vastness worldwide network you can find countless various manuals on landing page design. However, in most cases they are images devoid of context, or, conversely, solid theory without clear examples. This manual represents an attempt to combine both. Having a solid technical specification will help you create a clear picture of your work and justify your ideas.

As an example, this article will look at the creation of a specification for a landing page by Verse for its upcoming master class on Process design. The whole process is divided into 3 stages - defining goals and end user, implementation nuances and iterative changes.

User goals and understanding

During the planning stage, you define your goals, get an idea of ​​who your users are and how you can be useful to them. This information will serve as a kind of guiding star for you, which will not let you go astray. the right path.

1. Setting goals and objectives

First of all, you must formulate your goals. And not just any goals, but SMART goals - those that meet the following characteristics:

• Specific – goals should be extremely specific. You must have a clear idea of ​​what you need to work on.
• Measurable - Goals should be measurable so you can measure your progress.
• Achievable - goals should be achievable. Strive for big, but realistic goals.
• Relevant - Goals should be meaningful and relevant to what you want to achieve.
• Time-bound - the goal should have a specific completion date so that you can not only evaluate, but also confirm your progress.

However, not all of your goals need to be SMART goals; some of them can be exceptionally high quality. For example, a good mix is ​​75% SMART goals and 25% quality goals.

Below are a few examples of common goals that have been used by Verse:

• Drive traffic to landing page— 100,000 unique visitors within 1.5 months from the launch date.
• Get addresses Email from those who are interested, and from those for whom this course could really be useful. Receive 2000 registrations within 1.5 months from the launch date.
• Increase brand awareness of Verse and increase blog traffic by 50%.
• In a clear and concise manner, tell the user about the Process master class and who it is created for. Arouse interest.
  • Explain the benefits of the master class.
  • Tell us about yourself and your experience.

2. Who are your users?

In order for users to be interested in your landing page, you must first understand who they are, what their motivations are, etc.

The key audience for such master classes are designers who occupy different job positions and have different motivations. Verse divided the audience into two large groups - primary and secondary users, and identified several portraits of potential clients in each of them:

Table 1. Main users

Table 2. Secondary users

3. User engagement level

Your landing page will be visited by users with different degrees of engagement, and this also needs to be taken into account when drawing up technical specifications. What can you offer people to achieve the goals you have set?

Let's look at how Verse divided its users.

Highly Engaged Users

Know about Verse
We saw the finished work on the company’s website
Are part of the community

Medium engaged users

Saw work on Dribbble, Behance, Pinterest, Designspiration, etc.
Not familiar with the Verse website

What could you tell them and offer them?

• A brief overview of what is offered in the master class and how it can be useful
• Method of registration for the course - registration via email
• Offer something valuable in advance - PSD template from the course
• Direct them to the Verse blog

Low Engagement Users

Users who have no idea who Verse is and what kind of course it is

What could you tell them and offer them?

• A brief overview of what is offered in the master class and how it can be useful
• Method of registration for the course - registration via email
• Offer something valuable in advance - PSD template from the course
• Direct them to the Verse blog
• Confirm your level not only with a link to finished work, but also with the quality of the landing page itself.

As you can see, the less engaged a user is, the more you need to communicate with them.

Tip: If your landing page has a subscription form, consider offering it to users in exchange for their email address.

So, what you will need to satisfy the user's goals and your own:

• Lead form for users to register.
• Details or examples from the workshop - demonstrated through video, text, visual design or images.
• Tell users what new things they will learn from the master class (working with grids, typography, layouts, and how to solve various problems).
• Explain how this workshop can increase their value as designers. Nice visual design and typography. It is important to demonstrate a robust design that relies on all of the principles mentioned.
• Tell a true story. Be yourself and convey the atmosphere of the course.
• Showcase your work and tell about yourself.

4. User stories

User stories are similar to , except that they are more specific and act as a more functional requirement. However key difference The focus here is on what the user wants, rather than just what the technical requirements are:

You can do even better by replacing the user with a specific target audience eg: as a creative director, I want..., [because...].

Technical implementation

So, you have decided on your goals and created the clearest portrait possible potential client, which means it’s time to work on the main part of the technical specifications - the nuances of implementation.

1. Finding a suitable template

Look for everything that may be useful to you: design patterns, things that work, like, may be relevant to the project. Keep it all for yourself and come back as you go. This is your source of inspiration to help you formulate your own ideas. , in addition to the designer, provides access to the gallery ready-made pages, where landing pages are presented for a number of popular categories.

2. Structure and interactions

Consider the structure of the page, as well as all the user interactions and components needed to achieve your goals.

Develop a schematic layout and move on to the visual component. The sequence in the case of Verse is as follows:

1. Introduce the user to the course. Post the registration form.
2. Tell the user about the main benefits of the course and what he can take away from it.
3. Explain who this course is intended for.
4. An example of a lesson and an image of one of the master class screens.
5. The final statement of the task and purpose of this course.
6. Latest registration form.
7. Brief biographical information about the author.

Undoubtedly, during the design process new ideas appeared and the structure of the site changed. That's the beauty of working on your own project: you can always go back and change it.

3. Visualization

The landing page was based on the grid and canvas of the Verse website, as well as the Chronicle Display and Gotham fonts used in its design.

Start by working out one detail (in the example described it was) and, as soon as you are happy with it, move on to the next, gradually building all the details around this one key visual element. Initially the canvas looked something like this:

It turned out pretty good, but there was still some work to be done. The emphasis was strongly shifted to the left and there was also a lack of dynamism:

This option seemed most suitable to Verse. But since the authors did not have the rights to the macbook image, they recreated something similar using vector shapes.

At the same time, work was underway on the rest of the landing page. Several screenshots from the master class were posted in the form of cards. In addition, the user was explained what he would receive from this course:

The resulting version was by no means the final version. Having checked the initial goals and objectives, the authors developed new version pages. Compared to the first, it conveyed the value of the course better. In addition, more have been added to engage the user and thus increase the number of shares on the page.

Changes and iterations

You've reached the point where you finally launch your landing page. Your landing page isn't perfect yet, but only by putting it in a live environment and getting feedback from users, you will understand what can be further improved by you. Changes and iterations are the key to successful websites and products.

Please note that the information is presented here as a linear process only for the purpose of making it easier to perceive and assimilate. In practice, in most cases you have to go back and forth frequently, and, in addition, many steps can occur simultaneously.

Striving for perfection is good, but if fixing 1% takes as long as fixing 99% of everything else, it's better to leave it as is. Even if this is not 1%, but all 10%, it is better to launch the product and periodically improve it (more about). We must understand that nothing is ever truly completed; it can only be considered complete at this particular moment. The digital landscape is constantly changing, and the products you create must change as well.

Staying open to change and constant optimization is something you must do if you want to achieve great results. Determine the goals of your campaign, study your audience, and choose a template and personalize it to suit your needs. technical task and test changes during each iteration will help you.

Filling out the brief is a responsible matter, on which the fate of the entire project and the effectiveness of communication between the customer/performer largely depend. To help you figure it out, we have written our manual. Read!

Basic Concepts

Brief (from the English “brief” - instructions, summary) - the most important document that allows you to note key positions order, specify the client’s needs.

Creating a list has one goal - to simplify the interaction between the customer/performer, to tell how, what, and why the project needs to be completed. It is advisable to begin cooperation between the parties by filling out such a document (note that this is relevant for all areas of business).

The list helps to describe in detail the essence of the order, introduce the contractor and the client, therefore, traditionally, it includes several main sections (contact information, history of the company, product/service, wishes regarding the future project).

Brief for landing page - required condition working on one-pagers. Today we will analyze in detail the main sections of the standard manual, give explanations, and provide materials for downloading.

A little ahead of the topic, let's say the following - when filling out the form, you cannot leave the lines of the document empty. It is better to study all the graphs several times, check with contact person/ performer different moments, but write everything you need. A large amount of information here will only have a positive effect, it will stimulate creativity, so to speak.

So, we offer our manual.

"Hat" contains contact information representative of the customer with whom direct communication will take place. It is very important to write contact details of one/two people responsible for a specific project, because this will greatly facilitate the work of both parties and will definitely increase efficiency.

So, the “header” usually contains the following items:

• company;
• contact person, position;
• contact number;
• website;
• email;
• another type of communication (Skype, ICQ).

About company

The next section proposes to tell full information about the brand. We list the main forms offered for filling out:

Each of the points you describe will be directly or indirectly used for quality work on the project.

For example, the presence of a brand’s corporate identity will give impetus to the work of designers. In addition, the compliance of the web resource with the special unique style of the company always looks presentable and attractive.

The same applies to the logo. Its presence is a prerequisite high-quality landing page. If there is no logo, it is advisable to order its development.

Here clear example corporate identity, “talking” logo from the developers of LPgenerator.

Also regarding the geographical location of the office and distribution of goods. If you work with all of Russia, be sure to indicate this moment. If you are limited to one region or several, also indicate. This information is required. Traditionally, it is placed immediately on the main page (see previous example).

The following example, by the way, demonstrates the importance of promotions and discounts - a marketing technique almost always works, increasing conversion.

Description of the product/service is a mandatory part of the plan. The user must see what he is buying, and most importantly, why. Here we smoothly move on to the topic of benefits. Below is an example of a header, where the specified question is immediately revealed in the offer.

In the context of benefits, it would be appropriate to mention an interesting split testing, it was carried out by marketing specialists from a company from New Zealand - SpaceShips. Its field of activity is car rental. Experts decided to check which image home page will bring more conversions.

The first illustration shows the driver looking at the beautiful landscapes, the car is almost invisible in the frame.

The second is satisfied tenants good car, attention is focused primarily on the car.

Surprisingly, the first version won. Marketers found an explanation: the visitor’s emotional connection with the product played a role. The beautiful scenery demonstrated the benefit to the user from renting a car, because he can see many beautiful places just by getting behind the wheel. Conversion increased by 8.5%. This is such a “profitable” fact.

Brand benefits are perhaps the most favorite section among businessmen. A well-known expression: if you don’t praise yourself, no one will praise you :) Landing is a platform where moderate laudatory texts are very welcome. We present to you good example, where several main advantages of the company organizing the fire show are revealed, but, note, there is no feeling of intrusiveness.

I would also like to highlight separately “ a short history company" - unfortunately, clients of web studios often neglect brevity, thereby making a big mistake. Visitors are not interested in reading long opuses; the buyer only needs to know why they can trust you. This is what a successful solution from a catering brand looks like.

Certificates, diplomas, reviews, letters of gratitude - all this social proof, they serve as a convincing argument “for” your company. Never neglect this block, otherwise you risk negating the entire marketing effect of the web resource.

By completing this section of the brief landing development page, remember our main recommendation more often. It’s better to write more, such a decision will always have a positive impact.

About Landing Page

Let's move on to the third section of the document, it is devoted directly to the project. We put the following components there.

1. Conversion action expected from the user: make a purchase, leave contacts, download a file, etc.
2. Desired style of the future landing page (strict, business, vintage, ultra-modern, other)
3. Special preferences regarding colors
4. What sections would you like to see? We remind you that the following are considered mandatory:
   • header (where the offer, logo, CTA elements are placed);
   • product information;
   • company advantages;
   • customer interaction section (lead form, call-to-action elements);
   • social proof;
   • footer (address, location map, legal address).
5. What graphic materials can you provide for working with the site? For example, label design, slides, etc.
6. Desired CMS of the site
7. Is adaptation necessary? mobile traffic?
8. Do you need integration with social networks, Internet statistics systems?
9. Do you need counters (promotion timer)?

So, in order. The conversion action required by a business owner is the determining factor when we talk about designing a landing page. The choice of structure depends on the purpose, call-to-action elements finally, what text to write. As an example, we offer you a number of examples of different CTA buttons, depending on the chosen goal.

Here the conversion goal is purchase (select products).

Here, they receive the user’s contacts, so they only offer to make a calculation.

As for the desired style/color scheme, the desire of the site owner is unlikely to be an immutable truth. Of course, his opinion is taken into account, but in reality, design ideas change several times, especially design ones, they are “adjusted” very persistently (colors, fonts, block sizes, and much more change).

Regarding the sections that an online entrepreneur wants to see. The standard structure traditionally does not change, since it is the only correct one leading to conversion. You can add other blocks, for example, a mini-catalog with prices, if appropriate, examples of work, again, when the company’s field of activity allows it.

Here, for example, the rules for placing an order are described.

Adaptation for mobile traffic is a must. In this way, the interests of visitors who often surf the Internet using smartphones, tablets, and search engines. Yandex, Google, search giants, identify “naughty” ones using special algorithms, and pessimize mercilessly.

By the way, using LPgenerator, you can immediately develop mobile versions.

Counters - perhaps so much has been said about them that even repetitions are pointless. Just know that they increase conversion by creating a feeling of time pressure for the user. Feel free to place such blocks on your website. Be sure that there is not a single layout without a counter :) You can look at split testing on this topic.

Additional requirements

This is the name of the next section of the one-page creation list. IN Additional requirements Each company puts its own points, but usually this is something that cannot be attributed to others. Applicable to a landing page - the technical component of the resource (does it require selection of a domain name, administration, hosting). Also here you can ask the online entrepreneur if he will order copywriting separately, or ask him to provide the resources he likes in order to understand his taste and wishes.

For the customer, the advice is the same - write as much as possible. If you don’t want to bother yourself, trust the contractor to choose the right one Domain name, just be sure to indicate your requirements.

Users LPgenerator platforms here's a win-win. We provide comprehensive services: from choosing a layout, consulting with specialists, and ending with hosting and domain selection.

We have received the final version of the design and now we need to finally make the layout. But before we find a layout designer and do the layout, we need to write a technical specification for the layout of the site. I wrote the main points that I think any layout designer needs to know; he will either ask you this, or you will tell him this in the technical specification.

“Create a one-page website.” Write an email to receive applications. "Layout Features". As you remember, our site width is 1000 pixels, we indicated this in the design and here we repeat it. "Site coding" Don’t worry too much about why or why, you just need to do it this way. Then everything will open normally on all browsers or devices, there will be no nonsense with the text. "Font" - Cuprum Regular. I happen to have Cuprum Regular, I’ll attach it along with the technical specifications. If you have some other font, then indicate which fonts should be used. “No CMS, just CSS + HTML + JS.” Why is this so? I love CMS systems, these are content management systems. Many clients want to see a CMS on their websites, but I take the position that a website and a landing page are slightly different things and it is better to create a landing page without a CMS. Why? Because there is no need to fill pages, many pages, with information. Here you only need to correct a few blocks, moments, and so on, i.e. This is all done very quickly and easily, without a CMS. This is the first one. Secondly, CMS systems are usually free. Free CMS systems - this is one of the biggest holes in the protection of your site, i.e. your website may simply disappear due to a virus, some kind of malicious program, and so on, if you do not properly care for the CMS. I assume that you are businessmen, not programmers, so you won’t particularly care about the CMS and the hosting.

“Borders should continue the background.” What does it mean? This means that there should also be a background on the sides. It shouldn't just end at 1000 pixels, it should continue. "At smaller size screen, less than 1000 pixels, the layout should not work.” A very common problem for layout designers is that the layout starts to go wrong, so we will check everything. After they match it for us. “Text must be text”, i.e. where we have text, there must be text. Funny, but true. Most layout designers are so careless that they simply copy pictures along with text. This is wrong, we need text. “Buttons should respond to hover.” It's clear here. What we have on hover is that the button should simply change color and so on. "On hover in Layout Layers, Off by Default." All this is in the design, it is in the psd, i.e. When hovered, the button changes. You can see everything and the layout designer knows it too. “There should be text on the buttons, just like on the layout (designed programmatically, not a drawing,” i.e. the buttons must be laid out programmatically.

Most layout designers try to deceive people in this way and make picture buttons, i.e. you cannot change the text on them, you cannot change them in any way, a lot of problems appear. You need to make sure that they are soft buttons, plus they take less time to load, and so on. “The “order a call back” buttons should open: you are taken to a form with the “enter your phone number” field and the “order a call back” button. Everything is clear here. Here I took an option from the old technical specification, but did not correct it. “The shape of the ceiling, hood, doors, half-arches and trunk should respond to hovering: at the same time, when hovering, the picture should darken slightly and the text under the picture should be highlighted in a different color.” Or just change, you’ll see later. And “when you click on the forms, the “order a consultation” pop-up form should open with the “enter your phone number” field and the “order a consultation button.” Well, everything is logical here. “All forms must receive applications by email,” which we indicated above. Here important point. “The application must also contain: source: utm source, key phrase: utm term.” For example, buy direct and reinforced concrete well rings. Now I'll show you how it should look. Here, for example, is an application form, what form. Use the form to order a consultation, phone e-mail, question, landing page. Here is the transcription, the Russian version of the landing page, the source and the key phrase.

Why is this necessary? Because then, sooner or later, you will want to check from which source, for example, Direct, or AdWords, more applications are coming, but you will not be able to do this. Or you can, but you will do it through Metrica, for example. And here you can simply analyze all the mail, search by letters, for example, by Direct sources, or by AdWords sources, to understand where more applications came from. Everything here is very simple and easy. The same goes for keywords. If necessary, you can collect at least some statistics for certain key phrases. Next, you can already connect your CRM system, for example, to AMO CRM. You can connect applications and you will have complete statistics on where people are coming from, from Direct, from AdWords, from which key phrases etc. “If this application is for the ceiling, hood, arch floor, trunk, then with the appropriate notes.”

That is, so that our applications arrive exactly in accordance with our client’s requirements. If he orders a luggage rack, then it is marked that the application is for a luggage rack, if this is an application for a small class, middle class, business class, then marked auto class. Everything is also logical. If the application call back, then call back. If it’s just an application, then an application. If “I want the same result”, remember we had such a button “I want the same result”, an application from the result. If the question is below, then the question. “The price table should be a laid-out table.” Same thing, let's see. Here it is - “based on your wishes, here is the table and here it should be laid out, and not be a picture, like many.

The rest is, in principle, not significant. This is quite enough for the programmer to understand what needs to be done.

And now we need to find a layout designer. You can search on all the same sites - freelance.ru, Work-zilla.com and the like. I'll show you a template of how to do it to really get good layout. First of all, never say “make up landing page, landing page.” and the like, because as soon as you write the word landing page, everything becomes more expensive several times. You want to create a one-page website. And you're not fooling anyone because it's one page. Price. Maximum 3000 rubles. I know precedents that for 1250 rubles they make a very good layout. The turnaround time is 2 days, which is quite enough. Payment options – no prepayment, because you will not have final result, until you pay, in any case. You will first look at the work of the layout designer on his hosting and only after payment he gives you all the files. Payment method - choose yourself, in my case electronic money. Specialization. It is clear here that web programming and project description. It is necessary to design a one-page website using psd. Psd you have. No CMS, only CSS + HTML + JS. The picture is attached. The picture means psd in jepg form. The technical specification will be sent to the candidate. You don’t need to invent anything, just lay it out as on the layout. Send two links to the site and examples of your layout. Here I have added three more links to working sites from your layout. Three, two anyway. And then analyze the candidates, select only those who sent at least a few links, see how everything works and choose according to your taste.

Let's decide on the concept and structure of the site and, based on your vision of the problems of the target audience, we will draw up technical specifications for the development of a one-page design

The vast majority of studios are focused on medium budgets and work according to a simplified scheme. The technical specifications are drawn up by the customer himself without the help of a contractor, and two people usually work on the project - a manager and a designer who combines the duties of a usability specialist. The layout is developed immediately, without a prototype. With this scheme of work, a lot depends on the customer - on his understanding of the psychology of visitors and the ability to express his thoughts in a language understandable to the designer. If you find yourself in a similar situation, the main thing is to correctly draw up the terms of reference for developing the design of a one-page website.

What should the terms of reference for developing a one-page website design contain?

Your task is not just to describe the design requirements in as much detail as possible, but to make the document clear, structured and understandable. It is very important to use point markings so that during further discussion of the terms of reference for the development of a one-page website design, either party can simply refer to, for example, point “4 B”, and not explain that we're talking about about the moment described on page 3 in the second paragraph from the bottom.

Order technical specifications from 500 rubles

So, the basic terms of reference for developing the design of a one-page website should contain:

• 1. General description of a one-page site

  What are the goals of the site, who is its target audience? What feelings should it evoke in visitors - trust, joy, solidity, originality, etc. What should it be associated with? Should it be remembered? In other words, at this point you need to focus on the emotional characteristics of the future design. I don’t recommend reducing this point to a description like “Beautiful design that should evoke positive emotions" Believe me, the concept of beauty and positivity between you and the designer can be very different.

• 2. Site structure in the form of a diagram

  A diagrammatic representation of the relationships between sections, categories, and page types, which may be accompanied by a brief description.

• 3. General design wishes:

  • preference options for color scheme, preferably with examples that can be generated using the Colorscheme.ru service;
  • the size of the site (fluid, fixed, multi-sized) and the resolution to which it will need to be adapted;
  • basic page structure: number of columns, presence of header and footer and other cross-cutting elements;
  • other wishes that relate to specific points appearance one-page site.

• 4. Description of end-to-end blocks

  Almost all one-page sites have at least three end-to-end blocks in which the content is the same - header, footer and menu. In order not to describe these blocks, you can put them in a single paragraph.

  • A cap: What is its intended purpose? Should it attract attention, or vice versa – not be conspicuous? What information blocks should be placed there? etc.
  • Footer- similar to a hat. Purpose, content, emphasis.
  • Menu Description must contain a list of links (or blocks of links) in hierarchical order. If necessary, you need to clarify which points should be emphasized and what wishes you have regarding the design and highlighting of links.

• 5. Description of blocks (screens) of a one-page site

  The description of each block must include:

  • target action that the user must perform on this page (register, select a product, leave a review, pay, etc.);
  • a list of all elements that the content part will contain (pictures, tables, text, feedback form, etc.);
  • the purpose of the page (introduce the user to the advantages of the company? show the product? inform in detail about the characteristics of a particular product? etc.);
  • if necessary, a list of elements on which you would like to focus the attention of visitors (only necessary in cases where these elements are not related to the purpose of the page described above).

• 6. Description of individual graphic elements

  If you plan to develop a logo, icons, or diagrams, they must also be described in the technical specifications. Even if you draw up a very detailed technical specification, after reading it the designer should have clarifying questions

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Good day, dear readers. When will customers stop teaching designers how to work? No matter what you create and no matter how much you work, there will always be some bastard who will say that everything is wrong and let’s redo it.

Probably one of the most difficult moments in the work of any developer is handing over the project and talking with the client. Of course, you often come across good clients who understand why we are studying and trust the work completely, but for this we need to prove ourselves and create the right impression. This is not possible for everyone and not always.

Today we will talk about what the brief for a landing page should be and how to communicate with the client in order to gently show him who is a pro here and who is a mere mortal who does not understand anything about design, and therefore should not get involved in this work and command where not should be, even though the customer is always right.

How to be an alpha male that clients don't argue with

First, let's discuss some general points. This is very important, because everything depends on them further work and the amount of time that will then be spent on delivery and acceptance of the project.

The most important thing in our business is to present yourself competently right away. There is a very fine line here. On the one hand, you need to be friendly so that a person recommends you (so wonderful) to their friends, and on the other hand, you need to prove yourself to be an alpha male (female), with whom it is better not to argue again, you will do everything cool without unnecessary advice and instructions.

The main mistake of mid-level web studios, which does not allow them to advance further. Don't do this and you can achieve more.

On the portals of some companies you can see briefs for Landing Page. The client goes to the website, downloads, fills out and waits for the project to be ready. Of course, I understand that these companies most likely very busy and they can afford it.

However, it would be much more effective if a manager worked with each client. This could allow them to raise the price. Those who are able to pay big money want to be licked and treated with respect and awe, he eventually pays.

Quality service is the basis of any business in the 21st century.

Naturally, I also recommend that you use this approach to work; communicate via Skype with the customer, or better yet, meet. Fill out the brief yourself and only then send it for approval along with other documents.

Firstly, the client immediately feels a special attitude and interest on your part. The first sign that the project will be successful. Secondly, while you are communicating, you can find out more details in terms of wishes.

Clients do not always know what they want and may not answer all questions. You must lead them in this conversation. You're an expert. Thirdly, you create a competent impression of yourself and place it during a meeting or communication. It won't be that difficult to do. Both of you are interested in a favorable ending to the cooperation.

Step-by-step guide: the perfect client meeting

What should your action plan be? You come to the meeting, take out the development brief and fill it out. After that, come home, fill it out in pdf, and send it by mail to the client to make sure that everything is compiled correctly.

Considering that you are blocking access to editing, a person will be able to write all his other wishes either in a letter or in text document. Believe me, there will be much more of them if you open access to edits directly in the document. This little trick, use it.

Next, you meet with the customer again and give him a design contract, a creation brief, an estimate, to sign. All this in separate files(I don't mean computer term), on each document your contacts, phone number, logo.

Believe me, this is such a small thing, and they will find fault with you less.

I already wrote about that, it’s very simple. Well, a logo can be made professionally, efficiently and cheaply using www.logaster.ru . Well, this is in case anyone needs it.

If you can’t meet the client in person, you can easily get everything Required documents through the Internet. Don't forget about the ability for people to print and scan, although in some cases you can use FedEx or something like that. Can you imagine how cool and professional you will look?

How to write a brief correctly

So, you meet with a client (or communicate with him via the Internet), take out the brief on the landing page and start asking him questions. Write down as much as possible. All this may come in handy. Even if you don't squeeze it into the final version for signing, you will know it. Super. There is no such thing as too much information.

If you use my document, which can be downloaded at the end of this article, please note that some questions are repeated there. This is how it should be, this is right and good.

By rephrasing the question you can get more useful information. A person may get used to being asked about benefits and answer automatically, but if you are interested in how his company differs from a specific competitor, then something new may appear here.

In addition, the customer himself does not want to look like an idiot; he will try not to repeat himself and look for different answers to the same questions.

Let's now look at my example and talk about what you need to find out from a potential client. What important questions and categories are there?

• Contacts

This will be useful to you in any case and how more contacts, all the better. Even if you already have the customer’s phone number, ask for Skype, VKontakte account, and so on. Be sure to give it to him in case he needs something. Show interest in him and show him that you are ready to make contact.

Don’t forget to ask if the company has its own website. You can find a lot there additional information, which will help when creating a landing page. Probably the worst mistake a developer can make is not looking at the website of the company he is working with.

• About company.

The target audience is one of the most important issues. Even your earnings will depend on it!

Let's say you are going to do a one-page job for a door store. Part of the product range is designed for buyers of luxury goods for whom price is not at all important. For them, the priority is solid oak and the fact that the tree grew on the southern side of the Ural Mountains in sunny weather.

They are willing to pay any amount for wood that has been processed by real beavers and protected from the weather by squirrels. Naturally, even the mention of a discount can make them doubt the quality of the product and the activity of the squirrels.

Another part of the doors in the same store are cheaper, they are designed for people who are primarily concerned about discounts. Why not offer the client to make two landing pages? By the way, for some products you can and should create several landing pages.

If this information is new and interesting for you, then I recommend that you look course by Sergei Sadovnikov . Here you will find a lot useful information about how to make cool sales pages, work with clients and quickly shoot one project after another.

The course consists of two parts. The first contains a lot of theory regarding what benefits the customer, and therefore increases the professional level of the developer. And the second part is devoted to the technical part, about how to spend no more than an hour on this work.

• Information about goods and services.

If you look at my sample, you will see that this point is nothing more than the concentration of one multiplied question: name the advantages of your product, how your service differs from others, by what criteria are you better than competitors.

To prevent the customer from thinking that you are an idiot, try to engage in the dialogue as much as possible in this part of the survey. I don’t recommend that you simply ask one question after another from a list, otherwise the client will get tired of answering you and will be very upset that he has to communicate with an asshole. He doesn't know about your insidious plan.

Use your speaking skills, ask additional questions that will help direct thoughts in a different direction. If you feel that the client is starting to lose his temper, let him go and move on to the next point, and return to this a little later.

• The target audience

For whom will we create a one-page website? Who benefits from this offer? If these are women, then we will use ornate fonts in the design. If for men, then blue, simple and straightforward.

I repeat once again, if you have a lot of information, then you are free to choose from it, and if something is missing, then you are provided with gags and nonsense on the site. Don’t be offended, lack of information reflects poorly even on the work of professionals, although they would never make such a mistake. They will definitely ask exactly as much as is needed.

• Blocks that should be on the site

This is another reason not to show the brief to the client right away. You are a professional, you don’t need to let the client get into something he doesn’t need to get into. It was not enough for him to teach you how to work! Mark everything yourself and then approve. Naturally, you will have to remove from the list those blocks that you consider unnecessary.

Let's say you think that for an iron for 300,000 it is not necessary to organize and describe a promotion. Isn’t it better to describe how exclusive and wonderful it is, we remember the squirrels with their tails, which this time they used to polish the surface.

Naturally, few people will fall for the offer just because you drop a couple of thousand on delivery. People who are ready to buy an iron for 300,000 are not interested in the shares. In the text (and not only there) you need to pay attention to the incredible quality of materials, the uniqueness of the product and the big names that use this thing.

Your customer catches his eye on the “brilliant” idea, seeing the “Promotion” module in your brief, and says that it is vital for him. This is cool, let's give the iron a handkerchief as well!

Remember, your client may not be their target audience themselves. He can’t even buy a car for that kind of money, but don’t tell him that. You know better how everything should look, but there is no need to argue. Sometimes it is better to simply hide some information and not provoke a conflict.

• Setting a goal

The goal will not always be a sale, especially if there is no corresponding button. How can a LP visitor buy something from you if the most you have on the page is a button to order a call back? Of course, in this case the goal will be different.

After the brief is filled out and signed, you can create the website. By the way, this document should become an annex to your agreement. Despite the fact that it is drawn up in free form, it still has legal weight.

Download my Brief and use it for your health

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