SEO‑First Feature Brief: A 45‑Minute Template to Ship Rankable Landing Pages, PRDs, and Playables

Search intent defines the shape of a page. If the SERP for your target query favors product pages with demos, a long ‘how-to’ guide will underperform no matter how well it’s written. Working from a single high‑intent keyword prevents your team from shipping misaligned content and creates a canonical page a contractor can build to rank and convert.

Starting from intent also forces measurable success criteria: pick one query, map each user intent to a page section (e.g., ‘how to use’ -> step-by-step playable), and write acceptance tests tied to that behavior. This converts vague product goals into testable deliverables that marketing and engineering can both ship to search engines and users.

Use seven tightly focused fields you can complete in 45 minutes: Target Query + Intent, One‑line value promise, 3 Benefit bullets (micro‑features), Example user story (single sentence), 2–4 P0 acceptance criteria (testable), Primary demo flow (playable spec), and Schema/JSON‑LD type to emit. Each field maps directly to a deliverable: headline variants, hero bullets, Gherkin scenarios, a Figma mock rule set, and a JSON‑LD block for rich results.

Because each field has a clear export target, the brief doubles as a build-ready PRD. Contractors get exact copy, a demo script that can be built as an indexable mini‑playable, and machine-friendly schema to bump your eligibility for rich results.

Headline variants: produce 3 H1s that match user intent—exact match, benefit-first, and long‑tail question. Keep one H1 per page and use the remaining variants for A/B tests and metadata.

JSON‑LD: choose the schema that mirrors the playable or page purpose (Product + Offer for product pages, HowTo for demo steps, ItemList for feature lists). Emit a minimal valid block (name, description, image, url, offers if transactional) and validate with Google’s Rich Results Test before publishing.

Acceptance tests: write 2–4 P0 Gherkin scenarios that check the demo flow and the headline promise. Example: Given a visitor clicks the demo CTA, When they complete step X, Then they should see the sample result Y. These map directly to QA cases and to the playable spec for the contractor.

Figma mock rules: deliver constraints not pixels—text scale for headline variants, max hero height, slot rules for mini‑playable (GIF + link or HTML snapshot), and a single CTA design that maps to the demo. This reduces back‑and‑forth and lets a contractor produce production assets that match the brief.

Timebox the session: 5 minutes to pick the keyword and sketch the intent, 10 minutes to write H1 + subhead + three benefit bullets, 10 minutes to write the user story and 2–4 acceptance criteria (in Gherkin form), 10 minutes to choose schema and sketch the JSON‑LD block, and 10 minutes to list Figma mock rules and export the deliverables. Keep the session focused—if consensus stalls, lock the brief and create a single follow‑up decision ticket.

Deliverables at the end of 45 minutes: one fillable brief, three H1s, a draft JSON‑LD block, 2–4 Gherkin scenarios, a one‑page Figma ruleset, and a short PRD summary that links the acceptance tests to launch success metrics. Hand these to a contractor with the instruction: produce one static landing with an indexable mini‑playable and a Figma file matching the rules.

Give the contractor: the filled brief, H1 variants (one chosen as H1), the JSON‑LD block to paste in the head, the Gherkin P0 acceptance tests, Figma mock rules, and one short example demo script or GIF showing the playable’s primary path. Include the expected meta title (≤60 chars) and meta description (≤155 chars) and specify canonical URL and any redirect plan if you’re consolidating intent.

Validate before publish: run the JSON‑LD through Google’s Rich Results Test, check that page speed and mobile UX meet your baseline, and ensure the hero H1 matches the primary query intent. After publish, track impressions and clicks for the target keyword; iterate with headline swaps or minor content depth additions if the page underperforms.