/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 d