Leave with a landing page outline with message, evidence and a clear conversion action.
Start with a real buying situation
For the worked example, the audience is a hiring manager with a hard-to-fill role. Their problem is that interviewers assess different criteria and suitable candidates disengage. The desired practical outcome is a shared scorecard and a timely, clearly owned hiring process.
The example is deliberately bounded: compensation and interview availability need approval before outreach. That condition should influence the promise, scope and next step rather than disappear from the marketing copy.
| Illustrative offer | a specialist recruitment assignment |
|---|---|
| Buyer question | Which capability must the person demonstrate in the first three months? |
| Possible evidence | an anonymised candidate brief mapped to the agreed role criteria |
| Useful asset | a hiring intake and interview feedback template |
How to complete your landing page brief
- Name the visitor and the question they arrive with.
- Write a concrete headline that answers that question.
- Show how the offer works and what it includes.
- Address relevant concerns with evidence and clear limitations.
- Choose one primary action and explain what happens after it.
Worked example
These entries are illustrative planning material, not research findings or customer results. Keep the structure and replace the content with verified details.
| Visitor and arrival question | a hiring manager with a hard-to-fill role asking how to address this problem: interviewers assess different criteria and suitable candidates disengage. |
|---|---|
| Headline and offer summary | Example headline: “Recruitment agencies: start with a clear brief.” Explain the offer in the next sentence: a specialist recruitment assignment. Refine the headline using your actual customer language. |
| Evidence and scope | Show an anonymised candidate brief mapped to the agreed role criteria. Explain clarify exclusivity, fee triggers, replacement terms and candidate consent. |
| Objections to answer | Answer the real concern: “Another recruiter charges a lower percentage.” Response direction: Let us compare the search scope, screening evidence and replacement terms before comparing fees alone. |
| Primary action and next step | Invite the reader to calibrate the role using an agreed scorecard and sample candidate profiles. Explain the information required and what happens after they respond. |
Review before using it
A useful operational measure in this example is time between candidate submission and a useful hiring decision. That does not automatically make it a marketing attribution metric. Define the source, period and owner before drawing conclusions.
- Can a first-time visitor explain the offer and the next step without a sales call?
- Check the delivery assumptions: Clarify exclusivity, fee triggers, replacement terms and candidate consent.
- Use evidence rather than promises. Do not guarantee a hire or invent candidate availability.
- Discuss the draft with someone who understands the buying situation. Start with: “Which capability must the person demonstrate in the first three months?”
- If the next step is a trial, define its purpose. One possible starting point is to calibrate the role using an agreed scorecard and sample candidate profiles.
Common mistakes and a better review
Do not fill a missing fact with an impressive-sounding number. Mark it as an assumption, explain how you will check it and give that check an owner. A short, honest document is easier to use than an elaborate plan built on unknowns.
| Watch for | Multiple competing calls to action can hide the page’s primary purpose. |
|---|---|
| A real buyer concern | Another recruiter charges a lower percentage. |
| Useful response direction | Let us compare the search scope, screening evidence and replacement terms before comparing fees alone. |
| Evidence to collect | The buyer’s own account, an anonymised candidate brief mapped to the agreed role criteria, and records relevant to time between candidate submission and a useful hiring decision. |
Your working sheet
Write your own version below. Notes are saved on this browser when local storage is available. Use Download to keep a separate copy; avoid adding confidential information on a shared device.
Example: a hiring manager with a hard-to-fill role asking how to address this problem: interviewers assess different criteria and suitable candidates disengage.
Example: Example headline: “Recruitment agencies: start with a clear brief.” Explain the offer in the next sentence: a specialist recruitment assignment. Refine the headline using your actual customer language.
Example: Show an anonymised candidate brief mapped to the agreed role criteria. Explain clarify exclusivity, fee triggers, replacement terms and candidate consent.
Example: Answer the real concern: “Another recruiter charges a lower percentage.” Response direction: Let us compare the search scope, screening evidence and replacement terms before comparing fees alone.
Example: Invite the reader to calibrate the role using an agreed scorecard and sample candidate profiles. Explain the information required and what happens after they respond.
Review your work
Tick only what you can support with your answer or practice. This is a reflection checklist, not an automated assessment.
Questions about this resource
How do I adapt this for my recruitment agencies business?
Replace the audience, offer and evidence with your actual information. Begin with a recent buyer conversation about why interviewers assess different criteria and suitable candidates disengage, then check which assumptions match your business.
Is the filled example ready to publish?
No. It is a working example. Verify claims, permissions, prices, current capabilities and any customer information before using it externally. Do not guarantee a hire or invent candidate availability.
What should I do after completing the worksheet?
Use it to make one decision or have one focused conversation. The intended output is a landing page outline with message, evidence and a clear conversion action. Set a review date and update it when the evidence changes.
Illustrative business worksheet. No customer results, market rates, traffic volumes or performance benchmarks are implied. About these resources.