What goes into a sales page brief? 19 steps before one line of copy
A German childcare software company lost its category ranking. The fix was a sales page that also earns the ranking. This is the writer brief behind it, anonymised, every real number kept.
Most sales pages are written from the founder's head. Most category pages are written from a keyword list. This page had to do both jobs at once: convince a daycare director and a funding body to book a demo, and rank for a keyword with about 1,900 searches a month in a results page that had shifted toward parents looking for a login.
So the brief starts with research, not copy. Nineteen numbered steps ran before a single sentence of page copy was allowed. Then a human reads the brief and says yes or no. Only then does anyone write the page.
The case study shows the whole shape: the at-a-glance table with meta and score targets, the structural floors, the house rules a writer inherits, the cannibalisation rule that explained why the old page never ranked, the buyer's own words, all fourteen outline sections with the phrase to bold and the citation each one carries, the twelve FAQ answers, the CTA cadence, the sources, and the sign off with the open items for the founder.
Every number is real. The client and the competitors are not named.
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Read the full brief anatomy