12 Landing Page Brief 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

Length by Device

7-Section Structure

Section 1 — Hero

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

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."

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.

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.

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.

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.

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

Section 7 — Final CTA

Goal: One last, strongest call to action.

Technical Requirements

Performance

Required Integrations

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

Analytics Tracking Plan

A/B Test Plan

Test by priority — only one variable at a time:

Round 1 — Highest Impact

Round 2 — Form Optimization

Round 3 — Fine Tuning

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)

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