12 landing page brief global

Landing Page Brief (Global)

1 page = 1 goal = 1 CTA. No menus, no outbound links, no distractions.

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Information Gathering

Ask up to 4 questions:

1. What product/service? Brief description + price + target audience.
2. What is the LP goal? Lead capture (form), booking, purchase, signup?
3. Primary traffic source? Meta Ads, TikTok Ads, Google Ads, organic, or mixed?
4. What assets exist? Product photos/video, testimonials, social proof numbers?

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Core Principles

1 page — 1 goal — 1 CTA

Principle	Explanation
Single goal	Each page serves one action: fill a form, book a call, or buy
No nav menu	Remove header navigation — prevents users leaving the page
No outbound links	Every link should anchor-scroll to the CTA, never link out
Mobile-first	70%+ of paid-ad traffic is mobile globally — design mobile first
<3s load	First Contentful Paint < 1.5s, Largest Contentful Paint < 3s
Urgency element	Countdown, limited stock, deadline — always have at least one

Length by Device

Device	Total page length	Avg reading time
Mobile	6–8 scroll screens	90–120 seconds
Desktop	4–5 scroll screens	60–90 seconds

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7-Section Structure

Section 1 — Hero

Goal: Hook + deliver core value proposition within 5 seconds.

Element	Requirement	Character limit
Headline	Clear benefit, not generic	60 chars
Sub-headline	Short explanation of the benefit	120 chars
Primary CTA	Verb + benefit, contrast color (#ff6b00)	25 chars
Visual	Product image/video or result shot	1 hero asset
Trust badge	Customer count, ratings, partner logos	3–5 badges

Copy template:

Headline: [Desired result] — [Time / condition]
  Example: "Clear skin in 4 weeks — without injections"

Sub-headline: [Method/product] helps [audience] [achieve result] without [main concern].
  Example: "Our deep-facial protocol helps busy professionals reclaim healthy skin without downtime."

CTA: [Verb] + [benefit]
  Example: "Book your free consultation"

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Section 2 — Problem (Pain Agitation)

Goal: Name the exact pain so the user thinks "Yes, that's me."

Element	Requirement
3–5 pain points	Specific, in customer's own language
Consequences	What happens if unsolved?
Emotion	Empathy words: tired, anxious, frustrated, stuck

Template:

"Are you struggling with any of these?"

- [Pain 1 — specific, situational]
- [Pain 2 — consequence of the problem]
- [Pain 3 — accompanying emotion]
- [Pain 4 — failed past attempts]

"If even one of these resonates — [product/service] is built for you."

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Section 3 — Solution (How it works)

Goal: Position the product/service as the answer to Section 2.

Element	Requirement
Solution intro	2–3 short sentences
3–4 process steps	Numbered: Step 1 → Step 2 → Step 3 → Result
Differentiators	3 USPs vs competitors or old methods
Visual	Icons or images per step

Template:

"How [solution] works:"

Step 1: [Customer action] → [Outcome of step]
Step 2: [Next action] → [Outcome of step]
Step 3: [Final action] → [End result]

Why we're different:
- [USP 1]: [Short explanation]
- [USP 2]: [Short explanation]
- [USP 3]: [Short explanation]

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Section 4 — Social Proof

Goal: Build trust through real results.

Element	Requirement	Quantity
Testimonial	Real name, photo, specific result	3–5
Numbers	Total customers, avg rating, years experience	3–4 stats
Partner logos	If B2B or with major brands	4–6 logos
Before/After	Side-by-side result imagery	2–3 pairs
Video review	Customer talking about experience	1–2 videos

Testimonial template:

"[Specific result with numbers]"
— [Name], [Role/Title], [City]
[Photo or avatar]

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Section 5 — Lead Form / Primary CTA

Goal: Convert. This is the most critical section.

Element	Requirement
Form headline	Restate benefit + add urgency
Form fields	Min: Name + Phone (2 fields). Max: + Email + 1 optional
CTA button	Contrast color (#ff6b00), large, high-contrast
Reassurance	"Information is private" or "Free consult, no obligation"
Urgency	Countdown timer or "[X] slots left this month"

Form rules:

• Mobile: form spans full screen width
• Each field has a clear label + example placeholder
• CTA button height ≥ 48px (mobile-tap friendly)
• After submit: show Thank You + redirect or confirmation
• Don't request email if the goal is a phone call/chat

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Section 6 — FAQ (Objection Handling)

Goal: Answer 5–7 common questions to remove buying barriers.

Type	Examples
Pricing	"How much does it cost? Any hidden fees?"
Effectiveness	"How long until I see results?"
Safety	"Are there side effects?"
Process	"How do I sign up?"
Competition	"How is this different from [alternative]?"
Guarantee	"Refund or warranty policy?"
Timing	"How long does it take?"

Format: Accordion (open/close) — collapsed by default on mobile to save space.

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Section 7 — Final CTA

Goal: One last, strongest call to action.

Element	Requirement
Headline	Sum up the entire value proposition in one line
CTA button	Same as Section 5 — contrast color, large
Urgency	Restate deadline or limited stock
Direct contact	Phone hotline + WhatsApp/Messenger link (for non-form converters)

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Technical Requirements

Performance

Metric	Target
First Contentful Paint	< 1.5s
Largest Contentful Paint	< 3s
Cumulative Layout Shift	< 0.1
Time to Interactive	< 3.5s
PageSpeed Score (Mobile)	> 80

Required Integrations

Integration	Detail
Meta Pixel	Events: PageView, ViewContent, Lead, SubmitApplication
Google Analytics 4	Events: page_view, scroll (25/50/75/100%), form_start, form_submit
Form → CRM/Sheet	Every submission auto-saved (HubSpot, Airtable, Google Sheets)
Form → Slack/Email alert	Real-time notification on new lead
UTM tracking	Read UTM params from URL, save with form data
TikTok Pixel	If running TikTok Ads: PageView, SubmitForm
Google Tag Manager	Manage all pixels in one container

SEO Meta Tags

<title>[Main headline] | [Brand name]</title>
<meta name="description" content="[Sub-headline — 150–160 chars]" />
<meta property="og:title" content="[Main headline]" />
<meta property="og:description" content="[Short sub-headline]" />
<meta property="og:image" content="[OG image URL 1200x630]" />
<meta property="og:type" content="website" />
<meta name="robots" content="noindex, nofollow" />  <!-- LPs typically don't need indexing -->

Responsive Breakpoints

Breakpoint	Requirement
Mobile (< 768px)	Single column, font 16px+, CTA full width
Tablet (768–1024px)	1–2 columns, prominent CTA
Desktop (> 1024px)	2 columns for image+text sections, max-width 1200px

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Analytics Tracking Plan

Event	Trigger	Platform
PageView	Page loads	Meta Pixel + GA4 + TikTok Pixel
ViewContent	Scrolls past Section 3 (Solution)	Meta Pixel
Scroll depth 25%	25% scrolled	GA4
Scroll depth 50%	50% scrolled	GA4
Scroll depth 75%	75% scrolled	GA4
Scroll depth 100%	Full scroll	GA4
FormStart	Click on first form field	GA4
Lead	Successful form submit	Meta Pixel + GA4 + TikTok Pixel
ClickCTA	Any CTA button click	GA4 (event label: section position)
ClickPhone	Phone number click	GA4
ClickChat	Live chat / WhatsApp click	GA4

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A/B Test Plan

Test by priority — only one variable at a time:

Round 1 — Highest Impact

Variable	Variant A	Variant B	Metric
Hero headline	Benefit-focused	Pain-focused	Form conv rate
CTA copy	"Book free consult"	"Get my offer"	CTA click rate

Round 2 — Form Optimization

Variable	Variant A	Variant B	Metric
Form fields	2 fields (Name + Phone)	3 fields (+ Email)	Form conv rate
Form position	Mid-page (Section 5)	Top (after Hero)	Form conv rate

Round 3 — Fine Tuning

Variable	Variant A	Variant B	Metric
CTA color	Orange (#ff6b00)	Blue (#155eef)	CTA click rate
Urgency element	Countdown timer	"X slots left" text	Form conv rate

A/B test rules:

• Min 200 conversions per variant before deciding
• Run min 7 days to wash out day-of-week effects
• Primary metric: form conversion rate (not bounce rate)

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Single-Product LP for Dropshipping

Activates when context is dropshipping. Different from regular brand LP — laser-focused on conversion.

Single-Product LP Structure (mobile-first)

Section	Goal	Element
1. Hero	Stop scroll	Hero image + bold headline + price + CTA button
2. Problem-Solution	Validate problem	"Tired of X? This Y solves it" + product photos
3. How it works	Build understanding	3 steps with icons
4. Social proof	Build trust	Customer photos + reviews (Loox/Judge.me)
5. Features benefits	Build desire	4-6 feature tiles
6. Comparison	Differentiate	"Us vs Alternatives" table
7. Urgency/Scarcity	Push decision	Stock countdown / shipping delay if delayed
8. FAQ	Handle objections	6-10 common objections answered
9. CTA section	Convert	Repeat CTA + free shipping mention + guarantee
10. Footer	Trust signal	Contact + return policy + privacy

Dropshipping LP Rules

1. Single product per page — never list 2+ products
2. Mobile-first design — 90% traffic from mobile (Meta/TikTok ads)
3. Above-the-fold CTA — "Add to Cart" must be visible without scrolling
4. Stock countdown — Beeketing, Hurrify, or built-in apps
5. Cart abandonment recovery — abandoned cart email automation (Klaviyo)

Reference

See skill 29-dropshipping-mastery-global for full pipeline.

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Output Template

# Landing Page Brief — [Product/Service Name]
Created: [YYYY-MM-DD]
Goal: [Lead / Booking / Purchase]
Traffic source: [Meta Ads / TikTok Ads / Google Ads / ...]

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## Overview

| Item | Detail |
|------|--------|
| Product/Service | [Name] |
| Audience | [Short description] |
| Price | [Price] |
| Main USP | [3 differentiators] |
| Target conversion rate | [X%] (benchmark: lead-gen LPs 5–15%, e-com 1–5%) |

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## Section 1 — Hero

- **Headline:** [60 chars]
- **Sub-headline:** [120 chars]
- **CTA:** [25 chars]
- **Visual:** [Image/video description]
- **Trust badges:** [List 3–5]

## Section 2 — Problem

- Pain 1: [...]
- Pain 2: [...]
- Pain 3: [...]
- Bridge: [Sentence linking pain to solution]

## Section 3 — Solution

- Intro: [2–3 sentences]
- Step 1: [...]
- Step 2: [...]
- Step 3: [...]
- USPs: [3 points]

## Section 4 — Social Proof

- Testimonial 1: [Name, result, photo]
- Testimonial 2: [Name, result, photo]
- Testimonial 3: [Name, result, photo]
- Stats: [e.g. 1,200+ customers | 4.8/5 rating | 5 yrs experience]

## Section 5 — Form

- Form headline: [...]
- Fields: Name, Phone, [optional]
- CTA: [...]
- Urgency: [Countdown / limited slots]
- Reassurance: [...]

## Section 6 — FAQ

1. [Q] → [A]
2. [Q] → [A]
3. [Q] → [A]
4. [Q] → [A]
5. [Q] → [A]

## Section 7 — Final CTA

- Headline: [Value summary]
- CTA: [Same as Section 5]
- Contact: [Phone + WhatsApp + Messenger]

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## Technical Requirements

- [ ] Load < 3s (mobile)
- [ ] Meta Pixel: PageView, ViewContent, Lead
- [ ] GA4: page_view, scroll depth, form_start, form_submit
- [ ] Form → CRM/Sheet (auto)
- [ ] Slack/Email lead alert (auto)
- [ ] UTM tracking with form data
- [ ] OG meta tags complete
- [ ] Responsive mobile-first

## A/B Test Plan

- Test 1: [Headline A vs B] — metric: conv rate — duration: 7 days
- Test 2: [CTA copy A vs B] — metric: click rate — duration: 7 days
- Test 3: [Form fields A vs B] — metric: conv rate — duration: 7 days

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Skill Cross-references

• 09-customer-insight-global — pull pain points and customer language for Section 2
• 05-ad-copy-global — write ads driving traffic to this LP
• 10-reverse-kpi-calc-global — compute target conversion rate and ad spend
• 02-campaign-brief-global — LP fits in the broader campaign brief
• 13-data-analysis-global — analyze LP performance after launch
• 29-dropshipping-mastery-global — full dropshipping pipeline (when LP is for a single product store)

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Quality Checklist

Content

• Hero headline conveys the benefit in 60 chars
• Each section has a single clear purpose, no overlap
• Pain points use the customer's own language, not internal jargon
• At least 3 testimonials with real names + specific results
• Every CTA uses verb + benefit, not "Click here" or "Learn more"
• Urgency element present (countdown, limited stock, deadline)
• FAQ handles all major objections

Design

• No navigation menu
• No outbound links
• Mobile layout single-column, font ≥ 16px
• CTA button contrast color, full-width on mobile
• Images have alt text
• Form max 3 fields

Technical

• Load time < 3s on 4G
• Meta Pixel + GA4 installed
• Form posts to CRM/Sheet
• Lead alerts to Slack/Email
• UTM params saved with form data
• OG image 1200x630 present
• noindex, nofollow (LPs usually skip SEO)

Pre-launch

• Test form on mobile (iOS + Android)
• PageSpeed Insights check
• OG preview when sharing the link
• Meta Pixel verified via Events Manager
• CTA links and anchor scroll work correctly