Templates
Planning documents you can copy today.
The structures behind our internal work. Recreate them in whatever tool your team already uses.
Campaign brief
Objective, audience, offer, measurement and the one decision the campaign should change.
- Commercial objective
- Audience and intent
- Offer and proof
- Success metric
- Kill criteria
Keyword to page map
One row per URL so no two pages ever compete for the same query.
- Target query
- Intent type
- Destination URL
- Current position
- Next action
CRO test plan
A hypothesis format that forces a reason, not just an idea.
- Observation
- Hypothesis
- Variant description
- Primary metric
- Minimum sample
Monthly reporting
The reporting shape we use: outcome first, activity last.
- Commercial outcome
- Channel contribution
- What changed
- What we learned
- Next month's focus