---
name: 12-brief-landing-page
description: Tao brief landing page chuyen doi cao — 7 section, 1 page = 1 goal = 1 CTA, mobile-first, toi uu conversion
metadata:
  version: 2.0.0
  category: content
triggers:
  - "brief landing page"
  - "trang ban hang"
  - "trang thu lead"
  - "brief cho lap trinh vien lam landing"
  - "landing page"
  - "trang dich"
output: File .md chua brief day du 7 section voi copy template, yeu cau ky thuat, A/B test plan, va tracking plan
related:
  - 02-brief-chien-dich
  - 05-copy-quang-cao
  - 09-insight-khach-hang
  - 10-tinh-kpi-nguoc
---

# Brief Landing Page

> 1 page = 1 goal = 1 CTA. Khong menu, khong link ngoai, khong xao nhang.

---

## Thu thap thong tin

Hoi user toi da 4 cau:

1. **San pham/dich vu gi?** Mo ta ngan + gia ban + doi tuong muc tieu.
2. **Muc tieu landing page?** Thu lead (form), dat lich, mua hang, dang ky?
3. **Nguon traffic chinh?** Meta Ads, TikTok Ads, Google Ads, organic, hay ket hop?
4. **Da co asset chua?** Anh/video san pham, testimonial, so lieu social proof?

---

## Nguyen tac cot loi

### 1 page — 1 goal — 1 CTA

| Nguyen tac | Giai thich |
|------------|-----------|
| 1 muc tieu duy nhat | Moi trang chi phuc vu 1 hanh dong: dien form, dat lich, hoac mua hang |
| Khong navigation menu | Loai bo header menu — tranh user roi khoi trang |
| Khong link ngoai | Moi link phai anchor scroll xuong CTA, khong dan ra ngoai |
| Mobile-first | 70%+ traffic tu mobile o Viet Nam — thiet ke mobile truoc, desktop sau |
| Toc do <3 giay | First Contentful Paint < 1.5s, Largest Contentful Paint < 3s |
| Yeu to khan cap | Countdown, so luong gioi han, deadline — luon co it nhat 1 |

### Phan bo do dai theo thiet bi

| Thiet bi | Tong chieu dai trang | Thoi gian doc trung binh |
|----------|---------------------|-------------------------|
| Mobile | 6–8 man hinh cuon | 90–120 giay |
| Desktop | 4–5 man hinh cuon | 60–90 giay |

---

## Cau truc 7 section

### Section 1 — Hero (Man hinh dau tien)

**Muc dich:** Hook + truyen tai gia tri cot loi trong 5 giay.

| Thanh phan | Yeu cau | Gioi han ky tu |
|------------|---------|---------------|
| Headline | Noi ro loi ich chinh, khong chung chung | 60 ky tu |
| Sub-headline | Giai thich ngan cach dat duoc loi ich | 120 ky tu |
| CTA chinh | Dong tu + loi ich, mau cam (#ff6b00) | 25 ky tu |
| Visual | Anh/video san pham hoac ket qua | 1 hinh chinh |
| Trust badge | So khach hang, danh gia, logo doi tac | 3–5 badge |

**Template copy:**

```
Headline: [Ket qua mong muon] — [Thoi gian/Dieu kien]
  Vi du: "Da sang min trong 4 tuan — khong can xam lan"

Sub-headline: [Phuong phap/San pham] giup [doi tuong] [dat ket qua] ma [loai bo noi lo].
  Vi du: "Lieu trinh facial chuyen sau giup chi em van phong lay lai lan da khoe manh ma khong mat thoi gian nghi duong."

CTA: [Dong tu] + [Loi ich]
  Vi du: "Dat lich tu van mien phi"
```

---

### Section 2 — Van de (Problem Agitation)

**Muc dich:** Goi ten dung noi dau de user cam thay "dung roi, minh dang gap van de nay."

| Thanh phan | Yeu cau |
|------------|---------|
| 3–5 pain point | Liet ke van de cu the, dung ngon ngu cua khach hang |
| Hau qua | Neu khong giai quyet thi sao? |
| Cam xuc | Dung tu gay dong cam: met moi, lo lang, chan nan, mat tu tin |

**Template:**

```
"Ban co dang gap nhung van de nay?"

- [Pain point 1 — mo ta cu the, co tinh huong]
- [Pain point 2 — hau qua cua van de]
- [Pain point 3 — cam xuc di kem]
- [Pain point 4 — da thu cach khac nhung khong hieu qua]

"Neu ban dang gap it nhat 1 trong nhung dieu tren — [ten san pham/dich vu] la giai phap."
```

---

### Section 3 — Giai phap (Solution + How it works)

**Muc dich:** Gioi thieu san pham/dich vu nhu cau tra loi cho van de o Section 2.

| Thanh phan | Yeu cau |
|------------|---------|
| Gioi thieu giai phap | 2–3 cau ngan, khong viet qua dai |
| 3–4 buoc hoat dong | So hoa quy trinh: Buoc 1 → Buoc 2 → Buoc 3 → Ket qua |
| Diem khac biet | 3 USP so voi doi thu hoac phuong phap cu |
| Visual | Hinh anh/icon minh hoa tung buoc |

**Template:**

```
"[Ten giai phap] hoat dong nhu the nao?"

Buoc 1: [Hanh dong dau tien cua khach] → [Ket qua buoc nay]
Buoc 2: [Hanh dong tiep theo] → [Ket qua buoc nay]
Buoc 3: [Hanh dong cuoi] → [Ket qua cuoi cung]

Tai sao khac biet:
- [USP 1]: [Giai thich ngan]
- [USP 2]: [Giai thich ngan]
- [USP 3]: [Giai thich ngan]
```

---

### Section 4 — Bang chung xa hoi (Social Proof)

**Muc dich:** Xay trust bang ket qua thuc te.

| Thanh phan | Yeu cau | So luong |
|------------|---------|---------|
| Testimonial | Ten that, hinh that, ket qua cu the | 3–5 |
| So lieu | Tong khach, danh gia TB, nam kinh nghiem | 3–4 so |
| Logo doi tac | Neu la B2B hoac co brand lon | 4–6 logo |
| Truoc/Sau | Hinh anh so sanh ket qua | 2–3 cap |
| Video review | Khach hang chia se trai nghiem | 1–2 video |

**Template testimonial:**

```
"[Ket qua cu the voi so lieu]"
— [Ten], [Nghe nghiep/Vi tri], [Thanh pho]
[Hinh anh hoac avatar]
```

---

### Section 5 — Form thu lead / CTA chinh

**Muc dich:** Chuyen doi — day la section quan trong nhat.

| Thanh phan | Yeu cau |
|------------|---------|
| Headline form | Nhac lai loi ich + khan cap |
| So truong form | Toi thieu: Ten + SĐT (2 truong). Toi da: + Email + 1 truong tuy chon |
| CTA button | Mau cam (#ff6b00), kich thuoc lon, noi bat |
| Cam ket | "Thong tin bao mat" hoac "Tu van mien phi, khong rang buoc" |
| Khan cap | Countdown timer hoac "Con [X] slot trong thang nay" |

**Quy tac form:**

- Mobile: form chiem toan bo chieu rong man hinh
- Moi truong form co label ro rang + placeholder vi du
- Button CTA cao toi thieu 48px (de bam tren mobile)
- Sau submit: hien Thank you + redirect hoac thong bao thanh cong
- Khong yeu cau email neu muc tieu la goi dien/nhan tin

---

### Section 6 — FAQ (Xu ly phan doi)

**Muc dich:** Tra loi 5–7 cau hoi thuong gap de go bo ro can mua.

| Loai cau hoi | Vi du |
|-------------|------|
| Gia ca | "Chi phi bao nhieu? Co phat sinh khong?" |
| Hieu qua | "Bao lau thay ket qua?" |
| An toan | "Co tac dung phu khong?" |
| Quy trinh | "Dang ky nhu the nao?" |
| Doi thu | "Khac gi voi [doi thu/phuong phap khac]?" |
| Cam ket | "Co bao hanh/hoan tien khong?" |
| Thoi gian | "Mat bao lau?" |

**Dinh dang:** Accordion (co/dong) — mac dinh dong tren mobile de tiet kiem khong gian.

---

### Section 7 — Final CTA (Chot)

**Muc dich:** Lan cuoi keu goi hanh dong, manh me nhat.

| Thanh phan | Yeu cau |
|------------|---------|
| Headline | Tom tat toan bo gia tri trong 1 cau |
| CTA button | Giong Section 5, mau cam, kich thuoc lon |
| Khan cap | Nhac lai deadline/gioi han |
| Lien he truc tiep | SĐT hotline + link Zalo/Messenger (cho nguoi khong muon dien form) |

---

## Yeu cau ky thuat

### Hieu suat

| Chi so | Yeu cau |
|--------|---------|
| First Contentful Paint | < 1.5 giay |
| Largest Contentful Paint | < 3 giay |
| Cumulative Layout Shift | < 0.1 |
| Time to Interactive | < 3.5 giay |
| PageSpeed Score (Mobile) | > 80 |

### Tich hop bat buoc

| Tich hop | Chi tiet |
|----------|---------|
| Meta Pixel | Events: PageView, ViewContent, Lead, SubmitApplication |
| Google Analytics 4 | Events: page_view, scroll (25/50/75/100%), form_start, form_submit |
| Form → Google Sheets | Moi submission tu dong ghi vao Google Sheets |
| Form → Zalo thong bao | Gui thong bao ve Zalo OA/Zalo Group khi co lead moi |
| UTM tracking | Doc UTM params tu URL, luu kem voi form data |
| TikTok Pixel | Neu chay TikTok Ads: PageView, SubmitForm |
| Google Tag Manager | Quan ly tat ca pixel qua 1 container |

### SEO Meta Tags

```html
<title>[Headline chinh] | [Ten thuong hieu]</title>
<meta name="description" content="[Sub-headline — 150–160 ky tu]" />
<meta property="og:title" content="[Headline chinh]" />
<meta property="og:description" content="[Sub-headline ngan]" />
<meta property="og:image" content="[URL hinh OG 1200x630]" />
<meta property="og:type" content="website" />
<meta name="robots" content="noindex, nofollow" />  <!-- Landing page khong can index -->
```

### Responsive

| Breakpoint | Yeu cau |
|-----------|---------|
| Mobile (< 768px) | Layout 1 cot, font 16px+, CTA chiem full width |
| Tablet (768–1024px) | Layout 1–2 cot, CTA noi bat |
| Desktop (> 1024px) | Layout 2 cot cho section co hinh + text, max-width 1200px |

---

## Analytics Tracking Plan

| Su kien | Trigger | Platform |
|---------|---------|----------|
| PageView | Tai trang | Meta Pixel + GA4 + TikTok Pixel |
| ViewContent | Cuon qua Section 3 (Giai phap) | Meta Pixel |
| Scroll depth 25% | Cuon 25% trang | GA4 |
| Scroll depth 50% | Cuon 50% trang | GA4 |
| Scroll depth 75% | Cuon 75% trang | GA4 |
| Scroll depth 100% | Cuon het trang | GA4 |
| FormStart | Click vao truong dau tien cua form | GA4 |
| Lead | Submit form thanh cong | Meta Pixel + GA4 + TikTok Pixel |
| ClickCTA | Click bat ky CTA button nao | GA4 (event label: vi tri section) |
| ClickPhone | Click so dien thoai | GA4 |
| ClickZalo | Click link Zalo | GA4 |

---

## A/B Test Plan

Test theo thu tu uu tien — moi lan chi test 1 yeu to:

### Vong 1 — Tac dong lon nhat

| Yeu to test | Bien the A | Bien the B | Chi so do |
|-------------|-----------|-----------|-----------|
| Headline Hero | Tap trung loi ich | Tap trung noi dau | Conv rate form |
| CTA copy | "Dat lich tu van mien phi" | "Nhan uu dai ngay" | Click rate CTA |

### Vong 2 — Toi uu form

| Yeu to test | Bien the A | Bien the B | Chi so do |
|-------------|-----------|-----------|-----------|
| So truong form | 2 truong (Ten + SĐT) | 3 truong (Ten + SĐT + Email) | Conv rate form |
| Vi tri form | Giua trang (Section 5) | Tren dau trang (sau Hero) | Conv rate form |

### Vong 3 — Tinh chinh

| Yeu to test | Bien the A | Bien the B | Chi so do |
|-------------|-----------|-----------|-----------|
| Mau CTA button | Cam (#ff6b00) | Xanh (#155eef) | Click rate CTA |
| Yeu to khan cap | Countdown timer | "Con X slot" text | Conv rate form |

**Quy tac A/B test:**
- Toi thieu 200 conversion moi bien the truoc khi ket luan
- Chay toi thieu 7 ngay de loai yeu to ngay trong tuan
- Chi so chinh: conversion rate form (khong phai bounce rate)

---

## Template ket qua

```markdown
# Brief Landing Page — [Ten san pham/dich vu]
Ngay tao: [YYYY-MM-DD]
Muc tieu: [Thu lead / Dat lich / Mua hang]
Nguon traffic: [Meta Ads / TikTok Ads / Google Ads / ...]

---

## Thong tin chung

| Hang muc | Chi tiet |
|----------|---------|
| San pham/Dich vu | [Ten] |
| Doi tuong | [Mo ta ngan] |
| Gia ban | [Gia] |
| USP chinh | [3 diem khac biet] |
| Muc tieu conversion rate | [X%] (benchmark: landing page VN 5–15%) |

---

## Section 1 — Hero

- **Headline:** [60 ky tu]
- **Sub-headline:** [120 ky tu]
- **CTA:** [25 ky tu]
- **Visual:** [Mo ta hinh anh/video can dung]
- **Trust badge:** [Liet ke 3–5 badge]

## Section 2 — Van de

- Pain point 1: [...]
- Pain point 2: [...]
- Pain point 3: [...]
- Cau chuyen doi: [Cau noi chuyen tu van de sang giai phap]

## Section 3 — Giai phap

- Gioi thieu: [2–3 cau]
- Buoc 1: [...]
- Buoc 2: [...]
- Buoc 3: [...]
- USP: [3 diem]

## Section 4 — Social Proof

- Testimonial 1: [Ten, ket qua, hinh]
- Testimonial 2: [Ten, ket qua, hinh]
- Testimonial 3: [Ten, ket qua, hinh]
- So lieu: [VD: 1,200+ khach | 4.8/5 sao | 5 nam kinh nghiem]

## Section 5 — Form

- Headline form: [...]
- Truong: Ten, SĐT, [truong tuy chon]
- CTA button: [...]
- Khan cap: [Countdown / So luong gioi han]
- Cam ket: [...]

## Section 6 — FAQ

1. [Cau hoi] → [Tra loi]
2. [Cau hoi] → [Tra loi]
3. [Cau hoi] → [Tra loi]
4. [Cau hoi] → [Tra loi]
5. [Cau hoi] → [Tra loi]

## Section 7 — Final CTA

- Headline: [Tom tat gia tri]
- CTA: [Giong Section 5]
- Lien he: [SĐT + Zalo + Messenger]

---

## Yeu cau ky thuat

- [ ] Toc do tai < 3 giay (mobile)
- [ ] Meta Pixel: PageView, ViewContent, Lead
- [ ] GA4: page_view, scroll depth, form_start, form_submit
- [ ] Form → Google Sheets (tu dong)
- [ ] Form → Zalo thong bao (tu dong)
- [ ] UTM tracking luu kem form data
- [ ] OG meta tags day du
- [ ] Responsive mobile-first

## A/B Test Plan

- Test 1: [Headline A vs B] — do: conv rate — thoi gian: 7 ngay
- Test 2: [CTA copy A vs B] — do: click rate — thoi gian: 7 ngay
- Test 3: [Form field A vs B] — do: conv rate — thoi gian: 7 ngay
```

---

## Lien ket skill

- **`09-insight-khach-hang`** — lay pain point va ngon ngu khach hang cho Section 2
- **`05-copy-quang-cao`** — viet copy ads dan traffic ve landing page
- **`10-tinh-kpi-nguoc`** — tinh conversion rate can dat va ngan sach ads tuong ung
- **`02-brief-chien-dich`** — landing page nam trong brief chien dich tong the
- **`13-phan-tich-du-lieu`** — phan tich hieu suat landing page sau khi chay

---

## Checklist chat luong

### Noi dung

- [ ] Headline Hero truyen tai loi ich trong 60 ky tu
- [ ] Moi section co 1 muc dich ro rang, khong trung lap
- [ ] Pain point dung ngon ngu cua khach hang (khong dung thuat ngu noi bo)
- [ ] Co it nhat 3 testimonial voi ten that + ket qua cu the
- [ ] Moi CTA dung dong tu + loi ich, khong dung "Click here" hay "Tim hieu them"
- [ ] Co yeu to khan cap (countdown, so luong gioi han, deadline)
- [ ] FAQ xu ly het cac phan doi chinh

### Thiet ke

- [ ] Khong co navigation menu
- [ ] Khong co link dan ra ngoai trang
- [ ] Mobile layout 1 cot, font >= 16px
- [ ] CTA button mau cam, chiem full width tren mobile
- [ ] Hinh anh co alt text
- [ ] Form toi da 3 truong

### Ky thuat

- [ ] Load time < 3 giay tren 4G
- [ ] Meta Pixel + GA4 da cai
- [ ] Form gui data ve Google Sheets
- [ ] Zalo thong bao khi co lead moi
- [ ] UTM params duoc luu vao form data
- [ ] OG image 1200x630 da co
- [ ] noindex, nofollow (landing page khong can SEO)

### Truoc khi go live

- [ ] Test form tren mobile (iOS + Android)
- [ ] Test toc do tren PageSpeed Insights
- [ ] Kiem tra hien thi OG khi share link
- [ ] Chay thu Meta Pixel voi Events Manager
- [ ] Link CTA va anchor scroll hoat dong dung
