Landing Page & Funnel Design Scope of Work Template
Define the full scope of a landing page and funnel project before work starts: strategy, design, copy, integrations, A/B testing, and pricing, all in one document.
· Trusted by 1,600+ agenciesScope of Work Template
Introduction
A summary of the landing page project: the client's campaign goals, the funnel structure, and the overall scope of the design and conversion optimization work.
This template also covers:
- Project Objectives
- Services Included
- Timeline & Deliverables
- Roles & Responsibilities
- Revisions & Feedback
- Reporting & Analysis
- Pricing & Payment Terms
What is a Landing Page & Funnel Design Scope of Work Template?
A landing page scope of work template is a structured document that defines the full scope of a landing page and funnel design project (strategy, design, copy, integrations, A/B testing, and pricing), before any work begins.
A landing page and funnel design scope of work (SOW) template is a document that outlines the boundaries of a conversion-focused landing page project, from funnel strategy and user flow mapping through page design, copywriting, form setup, CRM/email integrations, A/B testing, and performance tracking. It defines who is responsible for what, how many pages and variants are included, how success will be measured (conversion rate, leads generated), and the pricing structure, so the agency and client agree on exactly what is being delivered before the first page is designed.
- Used before any landing pages are designed or copy is written, not after
- Typically 2–4 pages covering all eight sections from introduction to pricing
- Signed by both the agency and the client before kickoff
- Often structured as a flat project fee per funnel or per landing page
- Includes a dedicated pricing section with design, copy, integration, and testing costs
What's Inside This Template
8 structured sections, ready to fill in for your project.
Introduction
A summary of the landing page project: the client's campaign goals, the funnel structure, and the overall scope of the design and conversion optimization work.
Project Objectives
The specific goals: designing high-converting landing pages, creating compelling copy, setting up lead capture forms, integrating with CRM/email tools, and establishing A/B testing for continuous improvement.
Services Included
The detailed list of deliverables: funnel strategy, landing page design, copywriting, form setup, CRM/email integration, thank-you page, A/B test variants, and mobile optimization.
Timeline & Deliverables
The phased approach: strategy and wireframes in week 1, design and copy in week 2, integrations and testing in week 3, revisions and launch in week 4, followed by A/B testing and optimization.
Roles & Responsibilities
Who owns what: the client provides campaign goals, brand assets, and timely approvals; the agency handles strategy, design, copy, integrations, and A/B testing.
Revisions & Feedback
The revision process: how many rounds of revisions are included per page, the feedback turnaround window, and what happens with scope changes or additional page requests.
Reporting & Analysis
Post-launch reporting covering conversion rates, form submissions, traffic sources, A/B test results, and recommendations for optimization.
Pricing & Payment Terms
The project cost per page or per funnel, what's included (design, copy, integrations, A/B testing), and how additional pages or variants are billed: the section most free templates leave out until a dispute arises.
Without a Template vs. With This One
| Aspect | Without a Scope of Work | With This Template |
|---|---|---|
| Defining deliverables | Vague "build a landing page" brief that’s easy to dispute later | Written deliverables list per page (design, copy, forms, integrations), agreed before work starts |
| Pricing | One lump number with no link to pages or variants | Per-page or per-funnel pricing with clear A/B test variant costs |
| A/B testing | No testing plan, so the agency ships one version and hopes | Dedicated A/B testing section with variant count and optimization cadence |
| Integrations | No agreement on which tools to connect, so forms go nowhere | Integration section specifies CRM, email, and analytics connections |
Who This Template Is For
Built for the people who actually write and send scope of work documents — here's why it fits each of them.
Creative Agencies
- Standardize scope across every landing page and funnel project
- Set page count and variant limits before the first design is created
- Define A/B testing and conversion optimization terms upfront
Freelance Designers
- Set expectations with clients who think "landing page" means just a design
- Draw a clear line between included pages and paid additional variants
- Send it for e-signature instead of relying on a casual email agreement
Project Managers
- One reference doc for deliverables, deadlines, and responsibilities across the team
- Settles "was that A/B test variant included?" disputes before they start
- Clarifies who owns what: agency design vs. client copy and approvals
Startup Founders
- Brief a funnel agency without ambiguity about pages, flows, and integrations
- Keep funnel costs predictable with a fixed project fee per page or funnel
- Tie pricing to specific deliverables: pages, copy, forms, integrations
Marketing Teams
- Scope landing pages separately from the main website redesign
- Align internal stakeholders on what the agency is delivering and when
- Hand off the signed SOW to procurement or legal without back-and-forth
E-commerce Brands
- Scope product landing pages separately from campaign-specific funnels
- Define how seasonal launches and promotions get dedicated page support
- Tie landing page deliverables to conversion rate and revenue metrics
How to Use This Template
Fill in project & party details
Add your agency and client names, the campaign type, and a short overview of the landing page project.
Define funnel and page scope
List the specific services included (strategy, design, copy, forms, integrations, A/B testing), and the page count.
Set timeline and revision terms
Define the phased approach, how many revision rounds are included per page, and the feedback turnaround window.
Add pricing and payment terms
Set the cost per page or per funnel, and how additional pages or A/B test variants are billed.
Send it for e-signature
Save it to a free Taskip account to send it for signature and manage the whole project, including status tracking and client delivery, from there.
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FAQs — Landing Page & Funnel Design Scope of Work Template
What is a landing page scope of work template?
A landing page scope of work template is a pre-structured document that defines a landing page project's boundaries before work begins: funnel strategy, page design, copywriting, form setup, integrations, A/B testing, and pricing. It protects both the agency and the client from scope creep by putting expectations in writing upfront, rather than relying on verbal agreements or scattered email threads.
What should a landing page SOW include?
At minimum: an introduction with campaign goals, project objectives, a detailed list of services (strategy, design, copy, integrations, A/B testing), a phased timeline, roles and responsibilities, revision terms, reporting metrics (conversion rate, leads), and pricing with per-page or per-funnel fees. This template includes all eight of those sections.
Is this landing page scope of work template free to use?
Yes, this template is free to download and customize, with no signup required. If you want to send it for e-signature, track its status, or convert it into a formal agreement, you can save it to a free Taskip account.
Can I customize this template for different funnel types?
Yes. Every section (funnel structure, page count, integration targets, A/B testing approach) is a placeholder meant to be edited for your specific engagement. Add or remove pages depending on whether it's a lead gen funnel, a sales page, a webinar registration funnel, or a product launch sequence.
What's the difference between a landing page and a website page?
A website page serves multiple purposes: navigation, information, exploration. A landing page has one goal: conversion. It removes distractions, focuses on a single call to action, and is typically tied to a specific ad campaign or traffic source. This template covers the full scope of conversion-focused landing page design, including A/B testing for continuous optimization.
How many landing page variants should an SOW include?
Most landing page projects include 1–3 A/B test variants per page to test different headlines, CTAs, or layouts. The exact count depends on the campaign budget and traffic volume. This template lets you define the exact variant count in the Services Included section, with pricing for additional variants in the Payment Terms.
How do I turn this into a signed agreement?
Fill in the template, then save it to a free Taskip account to send it to your client for e-signature. From there you can track when it's been viewed and signed, get notified the moment it's countersigned, and store the finished document alongside the rest of that client's project files, with no separate e-signature tool needed.
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