---
name: 12-landing-page-brief-global
description: "Use when a NEW landing page, sales page, or single-product page has to be built — seven-section structure, one page one goal one CTA, copy per block, mobile-first rules, technical and speed requirements, tracking plan, A/B test plan, and a dropshipping single-product mode. Trigger on 'landing page brief', 'build a sales page', 'I need a landing page', 'brief for the dev', 'Shopify product page', 'what should go on the page'. Also use when ad traffic is ready and there is nowhere to send it. Not for — the ad copy pointing at the page, see `05-ad-copy-global`; the offer and its value stack, see `31-offer-design-global`; scoring a finished design, see `47-design-review-global`; coded email, see `49-html-email-template-global`."
metadata:
  version: 2.5.1
  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