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Skills12-landing-page-brief-global

12-landing-page-brief-global

Marketing & growth

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Updated 10-16 01:17

About this skill

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

<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

# 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