Brief Format

Fill in all universal fields before handing to an executing agent. Conditional fields apply based on page type. If a required field cannot be filled, the brief is not ready for execution. Do not ask an agent to build a page without a completed brief.

Universal fields

Required for every page, regardless of type.

Page type. Which of the types in this chapter applies, including the ref number. e.g. E1: Field x Use case.

Working name. A human-readable name for internal tracking. e.g. "Moodboard tool for interior designers."

Target vertical. Which field this page is written for, or "all" if vertical-agnostic. Interior designer / Personal stylist / Wedding and event planner / All.

Nav status. On-nav or off-nav for this instance.

Traffic source. Where visitors are coming from. Organic search / Paid social / Email / Referral / Event / Direct / Nav.

Visitor temperature. How warm the visitor is when they arrive. Cold (no awareness) / Warm (knows Visualist) / Hot (ready to act).

Primary CTA. The single ask this page makes, with the destination URL.

Social proof available. Customer quotes, verticals, or outcomes available to use. Include: quote text, attribution (vertical and role at minimum), outcome if available. "None" if none.

Reference example. Best-in-class example for this page type, from this chapter or identified separately.

Live URL. To be filled when the page is live. Update the relevant sub-chapter entry when live. Leave blank until published.

Review or expiry date. When this page needs to be reviewed or retired. Required for all off-nav pages.

Conditional fields

Include only those that apply to the page type being built.

Primary keyword. SEO and AEO types. The target keyword with validated search volume. Required for: E1 (Field x Use case), E3 (Use case), E5 (Comparison), E7 (Category / Best X for Y), E8 (Tips / How-to). Optional for: E2 (Field).

AEO target question. AEO types. The specific question this page should answer in AI-powered search. Required for: E1 (Field x Use case), E7 (Category / Best X for Y), E8 (Tips / How-to).

Event name and date. Event pages. Required for: E9 (Event).

What Visualist did at the event. Post-event mode only. Sponsored / spoke / demonstrated / exhibited, and what was shown. Required for: E9 post-event (Event).

Competitor name. E5 (Comparison) only. The specific tool this comparison page addresses.

Offer details. Exact discount, terms, what is included, expiry date, redemption mechanic. Required for: D3 (Special offer). Optional for: D4 (Referral / Partner), E9 post-event (Event).

Campaign name and window. E6 (Hero moment) only. The campaign this page is part of and its active dates.

Partner or referral source. D4 (Referral / Partner) only. The specific partner, community, or source sending traffic and the referral context.

Asset or event details. E10 (Lead magnet / Download) only. Sub-type (downloadable / webinar), contents or agenda, presenter for webinars, post-submission confirmation.

Microsite domain and gate mechanic. G1 (Product-led microsite) only. The standalone domain and exactly what the signup gate unlocks.

Features to highlight. Which Visualist features are central to this page. Confirm all are live in the product overview before the brief is submitted.

Related pages to link. Internal links this page should include. List URLs when live, leave blank if not yet built.

Meta and SEO fields

Required for every page. Follow the global standards defined in 13.01 Site Architecture. Fill in the page-specific values here before briefing an agent. If a field is left blank, the global default applies (but the global default is a fallback, not a substitute for page-specific meta).

Meta title. The page-specific title following the format [Page title] · Visualist. Maximum 60 characters. Must be unique across the site. Do not duplicate the H1 verbatim: the meta title can be a tighter, more keyword-forward version of the page headline.

Meta description. 140 to 160 characters. Unique to this page. Summarizes the page's primary value in plain language. Written in Visualist's voice. Must not repeat the meta title. Include the target keyword naturally where applicable.

OG title. The social share title. May differ from the meta title where a more conversational or evocative version performs better in social context. If the meta title works for social, use it here unchanged.

OG description. The social share description. 1-2 sentences. May differ from the meta description. Should work as a standalone impression in a social feed.

OG image. 1200x630px. Must use the Visualist visual identity. If a page-specific OG image is not available, state "use global default" and do not leave blank. Campaign and off-nav pages should always have a dedicated OG image.

Canonical URL. The full, non-www HTTPS URL for this page. Required even if it matches the live URL exactly. Off-nav pages must not point their canonical to the on-nav equivalent.

Robots directive. index, follow for evergreen pages. noindex, follow for time-bound campaign pages post-campaign. noindex, nofollow for confirmation and thank-you pages.

Structured data type. The JSON-LD schema type for this page. One of: Organization (homepage only), SoftwareApplication (product and feature pages), HowTo (tips and how-to pages), Article (blog posts), Review or CaseStudy (Via Visualist pages), FAQPage (pricing page FAQ). Leave blank if none applies.

Agent execution notes

Load these files in order before beginning execution on any page in this chapter.

1. This chapter: read the entry for the page type being built.

2. Product overview: confirm which features are live before writing any product claim.

3. Chapter 09 Voice: apply before writing any copy.

4. Chapters 04 through 08: apply before making any design decision.

5. Positioning statement: check all claims against the messaging hierarchy.

6. ICP definition: if the page targets a specific vertical, use the frustration language from this file. Do not invent ICP pain. If a required brief field is missing, flag it and return the brief rather than inferring.