12 Landing Page Brief Global

---
name: 12-landing-page-brief-global
description: Create high-converting landing page briefs — 7-section structure, 1 page = 1 goal = 1 CTA, mobile-first, conversion-optimized. Includes Single-Product LP for Dropshipping mode.
metadata:
  version: 2.5.0
  category: content
  language: en
triggers:
  - "landing page brief"
  - "LP design brief"
  - "single product page"
  - "dropshipping LP"
  - "Shopify product page"
  - "landing page"
  - "lead capture page"
  - "sales page"
output: A .md file with a complete 7-section brief, copy templates, technical requirements, A/B test plan, and tracking plan
related:
  - product-marketing-context-global
  - 02-campaign-brief-global
  - 05-ad-copy-global
  - 09-customer-insight-global
  - 10-reverse-kpi-calc-global
  - 29-dropshipping-mastery-global
---

# Landing Page Brief (Global)

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

---

## 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?

---

## 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 |

---

## 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"
```

---

### 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."
```

---

### 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]
```

---

### 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]
```

---

### 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

---

### 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.

---

### 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) |

---

## 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

```html
<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 |

---

## 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 |

---

## 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)

---

## 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.

---

## Output Template

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

---

## 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%) |

---

## 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]

---

## 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
```

---

## 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)

---

## 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