Use this brief to prepare one priority service page. Supply the business facts, available evidence and questions buyers ask; your writer or delivery partner can turn those inputs into a page.
For the pages, functions and responsibilities across a first website, use the whole-website brief.
Download the printable service page brief (PDF, two pages)
The download includes a blank worksheet and a completed planning example from our own website rebuild offer. You can also copy the seven prompts below into your notes. Completing the brief is optional before requesting a free Clarity Call.
Choose one service worth explaining better
Pick a service you want more suitable enquiries for. Gather its current page, recent proposals, common sales questions and examples of the work you are allowed to show.
Use short notes. You do not need to write finished copy. Mark anything unresolved as “discuss”. Continue on a separate sheet if needed.
If you need to decide what the page should contain first, read the service page structure guide. If the difficult part is choosing evidence, use the proof selection guide.
Copy the seven prompts
Start with these details:
- Service / current page URL
- Prepared by / date / final approver
1. Buyer and situation
Who needs this service, what has prompted the search, and who is outside its scope?
2. Work and boundaries
What will the buyer receive? List the useful deliverables, inclusions and exclusions.
3. Approach and responsibilities
How does the work happen, what must the client supply, and what is worth explaining about your approach?
4. Cost and timing
What can you state about the price and schedule? Name the inputs or decisions that change them.
5. Evidence to show
Which example supports which claim? Add its source, publication permission and any context the reader needs.
6. Questions before contact
What do suitable buyers still ask before proceeding? Record the answer or the decision still needed.
7. Next step and nearby pages
What should the buyer do, what happens afterwards, and which related questions belong on another page?
Worked example: our website rebuild
A planning example from SEO Informatica’s own service page, using the same seven fields.
Service / current page URL: Website Rebuild, see the service.
1. Buyer and situation
Established B2B service firms whose website no longer reflects their expertise or service range. United States and United Kingdom first; suitable businesses elsewhere. Enterprise platforms and substantial custom software need a different scope.
2. Work and boundaries
A separately quoted website rebuild for up to 25 pages: agreed structure, words, design, build, forms and search foundations. Extra pages, portals, payment systems and applications are scoped separately.
3. Approach and responsibilities
Review useful existing pages and URLs. The client supplies business facts, evidence, access and approvals; we write the words. Two review rounds cover structure and design direction, then the working site.
4. Cost and timing
One fixed build quote, confirmed on the free Clarity Call and in writing. Delivery within 21 business days from approved inputs. The clock pauses for pending inputs or decisions; waiting more than 14 days moves the project to the next available build slot.
5. Evidence to show
The published confidential HR advisory case shows eight service choices and a problem-based chooser. Use it to demonstrate how we presented the offer. Link to the case, where the reader can inspect the work. The client is unnamed by agreement.
6. Questions before contact
Can useful content stay? Yes, it is reviewed for retention or improvement. Who owns the site? The client after final payment. Is monthly work required afterwards? No. Link to the service page for the full terms.
7. Next step and nearby pages
Request a free Clarity Call about the current site and scope. Written direction covering the recommended work, responsibilities and price follows within two business days after the call. Link to the rebuild decision guide and HR case. Completing this brief and requesting an Outside View are optional.
The example summarises one offer. Use the full service scope and terms when evaluating it; supply your own business facts when completing the blank brief.
Hand over the facts and the open questions
Send the brief to the person preparing the page with the relevant source material. Identify who can approve service facts, evidence permissions and final copy.
Before the page goes live, review the explanation against the brief. Check that the scope is still accurate, each example supports its claim and the next step leads where the reader expects. Missing permission or an unsettled commercial term needs resolution before publication.
For confidential material, provide only what your delivery partner is authorised to receive. The public page may use an approved summary or redacted sample.