# Content brief: [page title]

Written: [date] · Brief by: [name] · Writer: [name] · Due: [date]

How to use this file: fill it in top to bottom. Sections 1 to 3 are decisions, section 4 is evidence, sections 5 to 8 tell the writer what to build, and section 9 is the check before the page goes live. Delete these instructions before you send it.

---

## 1. The page

- Address (URL):
- Page type: (guide, service page, product page, comparison, local page, ...)
- The one job of this page: (one sentence: what the reader can decide or do after reading it)
- The reader: (who they are, what they already know, what they want to do next)
- The page this one supports: (the page that sells, and how a reader gets to it from here)

## 2. The search

- Main search and monthly searches: (number, where it came from, date)
- Other wordings that ask the same thing and share this page:
- Searches that belong to other pages on the site: (do not cover them here; link to them)
- What Google shows today: (date checked; how many results are forums, business pages, videos; is there an AI answer at the top?)
- What the top results agree on:
- Where the top results disagree, and what we will say:
- What the top results leave out:

## 3. Questions the page answers, in reading order

| # | Question the reader has | Where it goes (heading, one line, table, steps) | Answered by (a fact in section 4 or our own experience) |
|---|---|---|---|
| 1 | | | |
| 2 | | | |
| 3 | | | |

## 4. Facts the writer may use

A fact that is not in this table does not go on the page. "Source" is the page or the person it came from. A claim made by one page in the results is that page's claim: say whose it is, or leave it out.

| Fact | Source (title and link, or "the owner" with the date they told you) | Checked on |
|---|---|---|
| | | |
| | | |

## 5. What only we can add

- Our own numbers, process or observations: (what we see in our own work that no top result says)
- Our own photos, examples or tests:
- Where each one goes on the page:

## 6. Shape

- Proposed headings: (in our words; none copied from the top results)
- Format for each part: (answer in the first lines, a list, a table, steps)
- Images: (what each one shows and who makes it)
- Length: (a range, based on the pages that rank, and why)

## 7. Links

Links out of this page:

| To page | Words that carry the link | Where on the page |
|---|---|---|
| | | |

Links into this page:

| From page | Words that carry the link | Where on that page |
|---|---|---|
| | | |

## 8. What not to claim

- (advice we are not qualified to give, numbers we cannot back, promises, competitor names)

## 9. Done when

- [ ] The first lines answer the main search
- [ ] Every fact on the page is in section 4, with its source
- [ ] No heading copies a heading from a top result
- [ ] The material from section 5 is on the page
- [ ] Nothing from the other pages in section 2 is covered in depth
- [ ] Every link in section 7 is in place
- [ ] Nothing from section 8 is on the page