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`.
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`.
1 page = 1 goal = 1 CTA. No menus, no outbound links, no distractions.
Information Gathering
Ask up to 4 questions:
What product/service? Brief description + price + target audience.
What is the LP goal? Lead capture (form), booking, purchase, signup?
Primary traffic source? Meta Ads, TikTok Ads, Google Ads, organic, or mixed?
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.
