12-brief-landing-page

Brief Landing Page

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

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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?

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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

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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"

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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."

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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]

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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]

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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

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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.

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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)

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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

<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

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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

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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)

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Template ket qua

# 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 / ...]

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## 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%) |

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## 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]

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## 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

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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

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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