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:
- San pham/dich vu gi? Mo ta ngan + gia ban + doi tuong muc tieu.
- Muc tieu landing page? Thu lead (form), dat lich, mua hang, dang ky?
- Nguon traffic chinh? Meta Ads, TikTok Ads, Google Ads, organic, hay ket hop?
- 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
Bang nguong hieu suat (FCP, LCP, CLS, TTI, PageSpeed mobile), bang 7 tich hop bat buoc (Meta Pixel, GA4, Google Sheets, Zalo, UTM, TikTok Pixel, GTM), doan SEO meta tag mau, va bang 3 breakpoint responsive: doc references/ky-thuat-tracking-va-ab-test.md muc "Yeu cau ky thuat".
Analytics Tracking Plan
Bang 11 su kien can track (PageView, ViewContent, 4 moc scroll depth, FormStart, Lead, ClickCTA, ClickPhone, ClickZalo) kem trigger va platform tuong ung: doc references/ky-thuat-tracking-va-ab-test.md muc "Analytics Tracking Plan".
A/B Test Plan
Lo trinh test 3 vong theo thu tu uu tien (Vong 1 headline + CTA copy · Vong 2 so truong + vi tri form · Vong 3 mau CTA + yeu to khan cap) kem bien the A/B va quy tac ket luan: doc references/ky-thuat-tracking-va-ab-test.md muc "A/B Test Plan".
Template ket qua
Khung markdown day du de copy: header + bang thong tin chung + o dien noi dung cho ca 7 section + checklist yeu cau ky thuat + 3 dong A/B test plan: doc references/template-brief-landing-page.md.
Khau BUILD — tu brief den trang HTML chay duoc
Brief xong moi la nua duong. Phan nay la khau bien brief thanh trang HTML that — dung khi tu build (Ladipage Custom HTML, file HTML tinh, hoac giao cho dev).
Tu duy: landing page khong phai de dep — de convert. Moi section phai co ly do ton tai. Bo di ma khong ai de y thi bo han.
Buoc 1 — Chon mode truoc khi viet dong code dau tien
| MVP | Production |
|---|
| Muc tieu | Nguoi duyet xem va chot huong trong 15 phut | Trang that de chay ads |
| Thoi gian | 30 phut — vuot la dang over-engineer | 1-2 ngay |
| Font | Font he thong (Arial / system-ui) | Font brand that |
| Copy | Placeholder, dung do dai that | Copy that da duyet |
| Anh | O mau xam co ghi kich thuoc | Anh that, da nen |
| Pixel / tracking | Khong | Day du |
| Responsive | Chi kiem tra khong vo layout | Hoan chinh 375px / 768px / 1440px |
Luat: khong bao gio nhay thang vao Production. MVP truoc → duyet huong → moi build that. Sua bo cuc o MVP mat 5 phut, sua o Production mat nua ngay.
Buoc 2 — Map section theo muc tieu (khong phai luc nao cung 7 section)
| Muc tieu / loai traffic | Thu tu section |
|---|
| Lead gen — traffic lanh | Hero → Van de → Giai phap → Bang chung → Form → FAQ → Final CTA |
| Traffic am (retarget, da biet brand) | Offer → Khan cap → Bang chung → Form |
| Khoa hoc / su kien | Hero → Gioi thieu → Noi dung chuong trinh → Nguoi day → Testimonial → Bang gia → FAQ → Form |
| Booking dich vu local | Hero → Bang chung → Quy trinh → Bang gia → Form dat lich → FAQ |
Traffic cang am, trang cang ngan. Bat nguoi da biet brand doc lai phan "van de" la ly do ho thoat.
Buoc 3 — Thu tu build cac khoi
Build theo dung thu tu nay, moi khoi xong moi sang khoi tiep:
| # | Khoi | Bat buoc | Noi dung toi thieu |
|---|
| 1 | Hero | Co | Pre-headline (nhan nho) · Headline theo loi ich (khong theo tinh nang) · Sub-headline 1-2 cau · CTA chinh · social proof ngan ("X nguoi da tham gia" / so sao) · anh that (khong dung anh stock chung chung) |
| 2 | Van de | Co | 3 noi dau: icon + tieu de + 1 cau mo ta · cau chuyen tiep: "Neu ban gat dau voi it nhat 1 dieu tren..." |
| 3 | Giai phap | Co | Tieu de "Day la cach [brand] giai quyet..." · 3-5 y co dau tick · anh minh hoa hoac demo that |
| 4 | Bang chung xa hoi | Co | 2-3 the testimonial: avatar that + ten + vai tro + trich dan that · kem so lieu ("200+ hoc vien", "ROAS 4.2x") |
| 5 | Offer / bang gia | Tuy | Ten goi + nhan "Pho bien nhat" · gia goc gach ngang + gia hien tai · danh sach bao gom · bonus · khan cap ("con X suat" / "uu dai den [ngay]") · CTA lon · cam ket ("hoan tien trong X ngay") |
| 6 | FAQ | Nen co | 5-7 cau xu ly rao can cuoi, dang accordion |
| 7 | Final CTA | Co | Nhac lai khan cap · form hoac nut CTA · tin hieu tin cay (logo, cam ket, hotline) |
Nen mau va typography: doc tu brand hub — [mau primary], [mau secondary], [font heading], [font body]. Neu chua co, chay 46-brand-guideline truoc. Khong tu che bang mau.
Buoc 4 — Form va tracking
<form action="[WEBHOOK_URL]" method="POST">
<input type="hidden" name="source" value="landing-[ten-chien-dich]">
<input type="hidden" name="utm_source" value="">
<input type="hidden" name="utm_medium" value="">
<input type="hidden" name="utm_campaign" value="">
<input type="text" name="name" placeholder="Ho va ten *" required>
<input type="tel" name="phone" placeholder="So dien thoai *" required>
<input type="email" name="email" placeholder="Email">
<button type="submit">Dang ky ngay</button>
</form>
- UTM tu URL phai duoc tu dong do vao hidden field — khong co buoc nay thi khong biet lead den tu camp nao.
- Fire event
Lead (Meta Pixel) va event tuong ung GA4 khi submit thanh cong, khong phai khi bam nut.
- Moi field them vao form = conversion giam. Toi da 3 field bat buoc.
Chi tiet setup pixel/CAPI/UTM → 53-tracking-setup.
Buoc 5 — Conversion checklist ky thuat (truoc khi go live)
Buoc 6 — Timeline chuan trong chien dich
| Moc | Viec | Nguoi lam | Gate |
|---|
| T-14 | Doc brief chien dich, chot landing page nam trong danh sach asset | Designer / Dev | 41-campaign-asset-list |
| T-7 | Dung MVP trong 30 phut → gui duyet | Designer / Dev | Duyet huong trong 15 phut (47-design-review) |
| T-6 | Sua theo gop y MVP (1 vong) | Designer / Dev | |
| T-5 | Build ban Production day du (landing page la asset phuc tap — lam som nhat) | Designer / Dev | |
| T-3 | Gan tracking, test form, test toc do | Performance | 53-tracking-setup |
| T-1 | Kiem tra cuoi cung theo conversion checklist | Performance + Lead | Pre-launch check |
| T-0 | Go live truoc khi bat ads | | Khong bat ads truoc khi landing page da test xong |
Luat: landing page luon la asset lam som nhat trong chien dich, vi moi thu khac (ads, email, Zalo) deu tro ve day. Landing page tre = ca chien dich tre.
Lien ket skill
09-insight-khach-hang — lay pain point va ngon ngu khach hang cho Section 205-copy-quang-cao — viet copy ads dan traffic ve landing page10-tinh-kpi-nguoc — tinh conversion rate can dat va ngan sach ads tuong ung02-brief-chien-dich — landing page nam trong brief chien dich tong the13-phan-tich-du-lieu — phan tich hieu suat landing page sau khi chay41-campaign-asset-list — landing page la 1 dong trong danh sach asset cua chien dich46-brand-guideline — lay mau, font, style token thay vi tu che bang mau47-design-review — gate duyet MVP o T-7 va duyet ban Production49-html-email-template — cung he token va cung cach dung HTML cho email53-tracking-setup — gan pixel, CAPI, UTM cho landing page21-audit-ads-performance — khi CTR tot ma CPL cao, van de thuong nam o landing page
Checklist chat luong
Noi dung
Thiet ke
Ky thuat
Truoc khi go live
Khi tu build HTML