Launch page strategy

Decide what the visitor needs to understand, believe and do. This Web Design Studio skill produces the story brief that directs the page. Strategy first, then design, then motion. Do not begin a layout or animation merely to discover what to say.

When this fires

• A launch, landing, product or waitlist page needs a clear argument.
• The user wants to improve a headline, call to action or pricing page copy.
• A conversion review finds competing actions, unanswered objections or weak proof.
• The user asks what the page should say before asking how it should look.

A visual repair with settled copy does not need a new strategy brief. Keep supplied content and the requested scope intact.

Establish the inputs