
One page purpose
Identify the question or service decision the page should answer. Support it with related topics rather than inserting a list of target phrases. Look for gaps between what the business offers and what visitors understand.
Tell readers what the page offers early. Move detailed explanation into descriptive sections instead of delaying the answer with an introduction. Use the findings to update the brief for the next stage.
- A written brief
- Named responsibilities
- Agreed review points




