# Evidence brief for a landing page (free template)

- From the iter0 guide "How to Write a Startup Landing Page From Customer Evidence": https://iter0.com/blog/write-a-launch-page-from-customer-evidence
- Licence: free to copy, edit and share. Fill it in with your own material.
- Use it before you write a word of page copy, then give the filled-in brief to your writer, your developer or an AI tool.

## How to fill it in

1. Fill in only from real material: things your customers said or did, and facts about the product as it works today.
2. Give every piece of evidence an ID in the log (I-1 for the first interview, S-1 for the first support email, and so on). Every claim on the page must point back to an ID.
3. Give each part a status:
   - CONFIRMED: at least one ID in the log supports it.
   - ASSUMED: it is your guess. An assumed line cannot carry a claim on the page. Turn it into a question for your next conversation.
   - MISSING: you have nothing yet. Leave the claim off the page and add it to the gap list at the end.
4. Never invent a quote, a customer, a number or a result to fill a gap. Write MISSING.

---

## 1. Evidence log

Use one row per item. Name people by role, not by name, unless they agreed to be named.

| ID | Type (interview, support email, call note, review, usage data, product fact) | Date | Who (role) | Exact words or fact | Permission to publish (yes, no, not asked) |
| --- | --- | --- | --- | --- | --- |
| I-1 | | | | | |
| I-2 | | | | | |
| I-3 | | | | | |
| S-1 | | | | | |
| P-1 | | | | | |

Notes on usage data: for every figure, write the count, the period and the group it covers (for example "one clinic, three weeks, 11 offers"). A figure without those three details stays out of the page.

## 2. The six parts

### Buyer
- Who is this page for? A role in a situation, not a market size.
- Test: can you name five real people who fit?
- Written line:
- Evidence IDs:
- Status (CONFIRMED / ASSUMED / MISSING):

### Problem, in the buyer's words
- Quote or paraphrase the problem exactly as buyers said it. Keep their nouns.
- Written line:
- Evidence IDs:
- How many different people raised it:
- Status:

### Offer
- What happens when someone uses the product, written from product facts that match what ships today.
- Written line:
- Evidence IDs (product facts):
- What the product does not do yet (so the page does not imply it):
- Status:

### Proof you can publish
- Something a stranger can see or check: a working screen, a quote you have permission to use, a figure with its count, period and group.

| Proof item | What it shows | Evidence ID | Permission | Count, period, group (for a figure) |
| --- | --- | --- | --- | --- |
| | | | | |

- Your honest stage (waitlist, beta, first customers, general release):
- Status:

### Objections
- Reasons buyers hesitated, from interviews, calls and support emails.

| Objection | Evidence ID | Answer | Evidence ID for the answer | Status |
| --- | --- | --- | --- | --- |
| | | | | |

- An objection with no sourced answer goes to the gap list.

### The one next action
- What the visitor does on the page:
- What happens after they do it (who replies, how soon, what it costs):
- Evidence IDs:
- Status:

## 3. Page map

Order the sections by the questions a buyer asks as they read. A section with no evidence is cut or left out.

| Section | Its job | Parts it draws on | Evidence IDs | Ready (yes, no) |
| --- | --- | --- | --- | --- |
| 1. Hero (headline, subhead, action) | Say who the page is for and what happens when they use the product | Buyer, problem, offer, next action | | |
| 2. The problem | Show you understand the buyer's situation | Problem | | |
| 3. How it works | Show the product doing the job | Offer | | |
| 4. Proof | Give the visitor something to check | Proof | | |
| 5. Objections and questions | Answer the worries buyers voiced | Objections | | |
| 6. Price or terms | Say what it costs, or what the next step costs | Offer | | |
| 7. Closing action | Repeat the one next action | Next action | | |

## 4. Claim check for the draft

Copy every sentence on the draft page that states a fact about the product, your customers or a result.

| Sentence from the draft | Evidence ID | Keep, rewrite or remove |
| --- | --- | --- |
| | | |

Watch for these four:
- A number without a count, a period and a group.
- "Trusted by" or a logo without a name and permission.
- Fastest, easiest, leading or best without a comparison you can show.
- "AI-powered" without a sentence saying what the AI does.

## 5. Gap list

Everything marked MISSING, and the person who can fill it.

| Missing item | Who can answer | Needed by |
| --- | --- | --- |
| | | |

## 6. If you give this brief to an AI tool

- Paste the filled-in sections, or attach this file if the tool takes text files.
- Say which lines are exact wording to keep and which are background.
- Tell the tool not to write anything for a part marked MISSING.
- Ask it to list any sentence in its draft that has no evidence ID, then check that list yourself. You know which numbers are true and which customers agreed to be quoted.

To build the page in iter0, open https://iter0.com/build and give the filled-in brief to the Launch CEO. Paste the text into the chat box, or attach the file as a spec file (.md, .txt or .pdf, up to 2 MB).