/12-landing-page-brief-global

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
license: MIT
  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 f