What belongs in every brief
- The exact customer question, verbatim, as it's actually searched
- Target audience and search intent
- The handful of facts the page absolutely has to include
- A draft of the quotable core paragraph (40 to 70 words)
- Related questions for the FAQ block
- Internal links that should be set
- Forbidden words (the marketing clichés that make a page sound like every other page)
Briefing template
Question: [customer question, verbatim] Target audience / intent: [who searches this, why] Mandatory facts: 1. [fact with a number, sourced] 2. [fact with a number, sourced] 3. [fact with a number, sourced] Core paragraph (draft): [40-70 words, answers the question completely, no hedging] FAQ: [2-3 related questions] Internal links: [target pages] Taboo: unforgettable, unique, market leader (without proof)