Free landing page brief (Word)

How to use the landing page brief

1. Download the file and open it in Microsoft Word. Read the short "How to use this brief" list on the first page.
2. Fill in sections 1 to 4 for one campaign: the goal, the audience, the ad groups that will use the page and every promise the ad makes.
3. Plan the page in section 5, starting with what a visitor sees on a phone before scrolling. Use Part 2 to see the level of detail that helps.
4. Agree the tracking plan in section 6 and tick the compliance checks in section 7 before design starts.
5. Share the brief with whoever writes, designs, builds and tracks the page, and collect each approval in section 8 before the campaign goes live.

Why write a brief before designing a landing page?

Most landing page problems start before design: an ad that promises one thing and a page that leads with another, a form nobody tracks, or a claim that a regulated business is not allowed to make. Writing the goal, the ad's promise and the tracking plan down first lets everyone check them before the work starts.

Google rates landing page experience as one of the three parts of Quality Score, and its advice is to match the page to the ad's promise and repeat the ad's call to action. Section 4 of the brief asks you to list every promise the ad makes and where the page keeps it. Our guide to landing pages for Google Ads in Singapore explains each section in detail, with sources.

How do you plan conversion tracking for a landing page?

Give each contact option its own GA4 event, mark the enquiry events as key events, then create Google Ads conversions from them. Choose one primary conversion, usually the submitted form, for Google Ads to bid towards.

WhatsApp and call buttons count taps, not messages or calls. Google Ads tracks real calls with Google forwarding numbers, and Singapore is not on Google's list of countries where Google forwarding numbers are available (checked October 2026). The tracking plan table has a column for how each conversion was tested, and space to note where your team logs the calls and chats it receives.

What compliance checks does a Singapore landing page need?

Every form that collects personal data needs a notice of what you collect and why, under the PDPC's data protection obligations. Marketing messages need a separate opt-in. Before you send marketing calls or texts to Singapore numbers, check them against the Do Not Call Registry, unless the person gave clear and unambiguous consent. Messages whose only purpose relates to an ongoing relationship, such as a membership or account, are outside the DNC rules; a one-off purchase is not an ongoing relationship. The PDPC's guide to the DNC provisions explains both exceptions.

Some sectors have their own rules. Licensed clinics follow MOH's Healthcare Services (Advertisement) Regulations 2021, financial services advertisers must be verified by Google for Singapore, and property agents show the particulars CEA's ethical advertising guidelines require. The checklist in section 7 links to each source. It is general guidance, not legal advice.