what's inside the technical specification for the landing page
Eight sections with 20 fillable fields plus a ready-made checklist technical requirements. The technical specifications are tailored for the contractor (studio or freelancer) who needs a clear “what to do”, not literary descriptions of “how we see our site.”
- 1. Project Summary. Current URL, traffic source, target action, target CR.
- 2. Offer and positioning. Offer formula, three key benefits, digital proof.
- 3. Section structure. 9 standard blocks with broken down: Hero / pain / solution / social proof / process / prices / FAQ / about the team / final CTA. Plus the questions “which ones to remove” and “which ones to add.”
- 4. CTAs and forms. Main button text, quantity fields, thank-you page.
- 5. Design. Brand book, references, prohibitions.
- 6. Technical requirements. Ready checklist of 10 points: Core Web Vitals, WebP/AVIF, fonts, adaptive 320 / 768 / 1024 / 1440, 152-FZ.
- 7. Analytics and attribution. CRM, UTM, goals Metrics (minimum 4 events).
- 8. Deadlines and acceptance. Deadline, acceptance criteria.
why is it structured this way?
The logic of technical specifications is from meaning to technology. First the “why” (traffic source and offer), then “what” (section structure), then “how” (design and technical requirements). The contractor must understand the context before how do you give him a palette and fonts, otherwise he will make it “beautiful”, but not for your task.
Section 3, with its 9-block structure, is the most useful. I took this one structure of 6 performance marketing projects and compared it with what written in books on conversion. The coincidence is almost complete, but the order and the accents are mine. “About the team” is before the final CTA, not somewhere in middle: on cold B2B traffic, team faces increase trust more, than “reviews” - and this is statistically confirmed in three of my cases.
Technical requirements in the form of a checklist rather than “wishes” are fundamentally. In my practice, every second landing page is from a contractor came with LCP 5+ seconds and PageSpeed ≤ 50. When LCP is in the checklist and recorded as part of the acceptance, the contractor immediately sets aside time for optimization of images and fonts within the initial estimate.
how to use technical specifications
- Step 1. Fill out in advance, not at the meeting. TK is material for the contractor, not for you. If you fill it out "on on the go,” you’ll get an indistinct result. Sit down for 60-90 minutes, answer all 20 points.
- Step 2: Show three contractors. From one specification you will receive three different estimates of deadlines and budgets. It's normal - there's a difference will tell you who understands the task and who doesn't. The same logic as in article about choosing a contractor.
- Step 3. After starting work, fix the changes in the same document. All edits are in the same DOCX, with the date. In 2 For a month you won’t remember what was changed and why.
- Step 4. Carry out acceptance according to the checklist from section 6. You run PageSpeed, check the Metrics goals, open the form with phone - if at least one point is not passed, the landing page is not accepted.
- Step 5. After the launch - retrospective. In 4 weeks After launch, open the TK again. "Target CR" from section 1 - achieved? If not, you are looking for leverage (landing page, creatives, audience), not redesigning the entire landing page from scratch.
what is NOT in this technical specification
- Design layout and interactive prototypes. This is TK level of “what should be”, not “how exactly”. Prototype - next iteration after approval of the technical specifications.
- Landing texts. The texts are written by a copywriter for this TK. The technical specifications contain offers and bulletins, not final formulations.
- Descriptions of backend logic (calc, configurator). If Landing is more complex than static ones - add an appendix describing the logic. Leave the main technical specification blank.
- SEO semantics and content plan. TK - about conversion landing page for advertising traffic. On-page SEO is a different genre with other tasks.
what specifications for landing pages do I consider bad in RuNet?
- Technical specification for 40 pages with a description of each icon. The contractor does not read to the tenth page. I keep TK within 8 pages of the main part plus 1 page of the checklist.
- Technical specifications without a checklist of technical requirements. You get it landing page with LCP 6 seconds, without Metrica goals, without 152-FZ. In a month redoing it with another contractor.
- TK “make it beautiful, like Apple’s”. Apple is a brand with billion-dollar budgets and a cult of product. Your landing page is below Yandex Direct is a different task with different requirements. Better “make it for cold traffic with CR ≥ 2%.”
- Terms of reference without the section “What we don’t do.” Contractor will assume “by default” - will add stock photos with a smile, GIFs, parallax effects, crawling text animations. Clearly better Fix “do not use any of the above.”
TK is insurance. Not from a bad contractor, but from our own future “but in general we wanted it differently.” The best technical specification is the one to which you come back after 3 months, read and find out what you had in mind.
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