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

| 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 Interactiv