The 15 best copywriting frameworks to make your landing pages more effective

Do you want to maximize conversions on your landing pages?

If you are looking for a way to increase sales or get new leads for your business, you need to know that there is no magic formula for success. However, there are some proven marketing frameworks that can help you create effective sales landing pages. These frameworks are based on the analysis of consumer behavior and the use of persuasive words and techniques to capture the visitor's attention and convert them into customers.

In this article, we introduce you 15 of the most effective marketing frameworks, explaining how each of them can help you create landing page And Web sites successfull. Each framework includes a series of bullet points to guide you through the entire process of creating a landing page, from creating a catchy title to using elements of social proof.

To apply these frameworks optimally, you can contact our Web Agency: BigFive. We specialize in digital marketing and web development. Thanks to our experience, we can help you create effective and personalized landing pages for your business, using these frameworks to maximize your online visibility and increase your sales.

AIDA – Attention, Interest, Desire, Action

AIDA is one of the best-known frameworks for creating an effective landing page. This model is based on four key stages, each of which plays an important role in convincing a visitor to take action. The first stage is about attracting attention, the second arouses interest, the third increases desire and the fourth leads to action.

• Attention: attract the potential customer's attention through eye-catching titles, interesting images and keywords.
• Interest: create interest in the potential customer by showing the advantages and unique features of the product or service.
• Desire (Desire): arouse the potential customer's desire for the product or service presented, showing how it can solve their problems or satisfy their needs.
• Action: guide the potential customer towards action, for example through purchasing the product or requesting further information.

Practical examples:

Scenario 1 – Product sale

The company is a manufacturer of high-quality running shoes that wants to promote a new shoe model. The goal is to increase online sales.

• Attention: “The lightest running shoe in the world!”
• Interest: “Designed with innovative materials for a faster, more efficient ride.”
• Desire: “Let our shoes carry you to victory.”
• Action: “Order now and start running with maximum ease!”

Scenario 2: Sale of services

The company is a web agency that offers custom web development services for small businesses. The goal is to generate more leads from potential customers.

• Attention: “Customized websites for your business.”
• Interest: “Our team of expert developers works with you to create a website tailored to your needs.”
• Desire: “We have helped many small businesses like yours achieve their goals online.”
• Action: “Request a free consultation now and find out how we can help your business grow online!”

PAS – Problem, Agitate, Solve

PAS is an acronym that stands for Problem, Agitate, Solve. This framework is used for creating effective copywriting. PAS requires that the copy be structured in this way:

• Problem: identify the customer's problem and make it evident.
• Shake (Shake): highlight the problem and make it feel like a negative experience.
• Solve: offer a solution to the problem and push the customer into action.

Practical examples:

Scenario 1 – Product sale

• Problem (Problem): The customer needs effective lighting for his company.
• Shake (Agitate): The current lighting in your company causes discomfort for employees and affects productivity.
• Solve (Solve): Our product provides better and more efficient lighting, improving employee productivity and solving the problem.

Scenario 2: Sale of services

• Problem (Problem): The customer is having difficulty finding the right cleaning service for their business.
• Shake (Shake): His business always looks dirty and unprofessional, affecting the brand's reputation.
• Solve (Solve): Our professional cleaning services can solve the problem, providing effective cleaning and improving brand reputation.

FAB – Features, Advantages, Benefits

FAB is an acronym that stands for Features, Advantages, Benefits. This framework is used to present products or services in a compelling and persuasive manner. FAB requires that the points of sale are structured in this way:

• Features: description of the technical or functional characteristics of the product or service.
• Advantages: description of how the characteristics of the product or service translate into benefits for the customer.
• Benefits: description of how the benefits offered by the product or service improve the customer's life.

Here's how businesses can use the FAB framework in creating a sales landing page:

Practical examples:

Scenario 1 – Product sale

A company selling a camera can use the FAB framework as follows:

• Features (Features): The camera has a 50x optical zoom, a resolution of 20 megapixels and the ability to record 4K video.
• Advantages (Advantages): With such a powerful zoom and such high resolution, the customer can capture clear details even from afar and get high-quality images. Furthermore, with the ability to record 4K videos, the customer can get high-quality videos.
• Benefits (Benefits): Customer can capture important moments in sharp details and get high-quality images and videos that can be kept forever.

Scenario 2 – Sale of services

A company selling digital marketing services can use the FAB framework as follows:

• Features (Features): Services include social media management, personalized content creation, and targeted advertising.
• Advantages (Advantages): With social media management, the client can increase their visibility and engagement of their followers. By creating personalized content, the client can reach their target audience more effectively. With targeted advertising, the client can reach potential customers interested in his products or services.
• Benefits (Benefits): The client can increase its visibility, reach its target audience more effectively and attract new customers interested in its products or services.

BAB – Before, After, Bridge

The BAB framework is a method used for creating persuasive and convincing content, based on the “before, after and bridge” structure. This framework requires you to follow these three steps:

• Before: identify the customer's current problem or situation.
• After: present the desired outcome or solution to the problem.
• Bridge: provide a solution or offering that takes the customer from “before” to “after”.

Practical examples:

Scenario 1 – Product sale:

A company that sells hair care products can use BAB to introduce a new shampoo. Here's how the page could be structured:

• Before (Before): Describe the problem of brittle and damaged hair due to the use of harsh products.
• After (After): Describe the desired results, i.e. soft, shiny and healthy hair.
• Bridge (Bridge): Present the new shampoo as a solution and benefits such as gentle formula, natural ingredients and visible results.

Scenario 2 – Sale of services:

A company offering web design services can use BAB to present its service. Here's how the page could be structured:

• Before (Before): Describe the problem of the non-performing or outdated website that is not attracting traffic or conversions.
• After (After): describe the desired result, i.e. a modern, attractive and functional website that leads to concrete results.
• Bridge (Bridge): Present the web design service as a solution and benefits such as many years of experience, proven results and personalized service.

PPPP – Picture, Promise, Prove, Push

The PPPP framework, or Picture, Promise, Prove, Push, is a copywriting methodology used to create persuasive and convincing landing pages. Here's how it works:

• Picture: uses an image that captures the visitor's attention and represents the product or service clearly and effectively.
• Promise: describe the main promise of your product or service, i.e. the main benefit that the visitor will get.
• Tests (Test): provide evidence that your promise is true, through testimonials, case studies or statistical data.
• Push (Action): finally, push the visitor to act, or to carry out the desired action, which could be the purchase of a product or the request for a service.

Practical examples:

Here are two case studies that illustrate how companies can use this framework to create a sales landing page:

Scenario 1: Product sale

A skin care company wants to increase sales of its latest product launch. Using the PPPP framework, the landing page should be structured as follows:

• Picture: Use an image that shows the product and its attractive packaging.
• Promise: Describe the main promise of the product, which is to “reduce the signs of skin aging”.
• Evidence: provide evidence of its effectiveness through testimonials from satisfied customers and statistical data regarding the results obtained.
• Push: finally, push the visitor to act, with a call to action that invites them to purchase the product.

Scenario 2: Sale of services

A consulting company wants to get more clients for its training services. Using the PPPP framework, the landing page should be structured as follows:

• Picture: use an image that represents the value of training and its importance for professional success.
• Promise: describe the main promise of the service, namely “helping professionals improve their skills”.
• Evidence: provide evidence of the quality of training through testimonials from satisfied clients and statistical data regarding the professional success of their former students.
• Push: finally, push the visitor to act, with a call to action that invites him to request more information or book the training service.

IDCA – Interest, Desire, Conviction, Action

The IDCA (Interest, Desire, Conviction, Action) framework is a marketing model that helps guide a prospect from interest to purchasing action. It starts with interest, goes through generating desire, builds belief in the product or service, and finally drives action.

Here are the bullet points for each entry in English with the Italian correspondence and its description:

• Interest: Capture the potential customer's attention with a message of interest and value that responds to their needs.
• Desire (Desire): Show the customer how the product or service can satisfy their needs and wants.
• Conviction: Build belief in the product or service through testimonials, reviews, case studies and social proof.
• Action: Invite the customer to act through a clear and direct call to action.

Practical examples:

Here are two examples of how a company might use the IDCA framework in creating a sales landing page:

Scenario 1: Product sale

A company that produces sports clothing wants to promote a new line of running shoes. The goal is to convince potential customers to buy the shoes.

• Interest (Interest): The landing page starts with an eye-catching photo of the shoes along with an attention-grabbing headline like “The Most Comfortable Running Shoes I've Ever Worn.”
• Desire (Wish): The company describes the shoes' benefits, such as lightweight, breathability, and cushioning, and shows photos of professional athletes wearing them. Furthermore, the company presents the opinions of satisfied customers.
• Conviction (Conviction): The landing page includes customer reviews, athlete testimonials, and a video showing the quality and reliability of the shoes.
• Action (Action): At the bottom of the page, a call to action is included, such as “Buy your new running shoes today and see the difference!”.

Scenario 2: Sale of services

A web design company wants to promote its website creation services. The goal is to convince potential customers to purchase the website design service.

• Interest (Interest): The landing page starts with an attention-grabbing message like “Your website can be your best online storefront.”
• Desire (Wish): The company presents the benefits of creating a custom website, such as increased visibility and brand authority, along with images of successful websites they have created for other clients.
• Conviction (Conviction): The landing page includes testimonials from satisfied customers and social proof such as awards or recognition obtained by the company.
• Action (Action): At the bottom of the page, a call to action is included, such as “Contact us for a free quote!”.

ACCA – Awareness, Comprehension, Conviction, Action

The ACCA (Awareness, Comprehension, Conviction, Action) framework is a model that helps companies create effective landing pages. It starts from awareness and knowledge of the product, passing through persuasion and conviction, to finally arrive at the purchasing action of the customer.

Here are the bullet points for each item in the ACCA framework:

• Awareness: let the customer know about the product and its advantages
• Comprehension: explain to the customer how the product works and how it could help him or her
• Conviction (Persuasion): convince the customer that the product is the right choice for him or her
• Action: encourage the customer to purchase the product

Practical examples:

Here are two examples of how companies can use this framework to create effective landing pages:

Scenario 1: Selling a product

A company selling a new hair care product wants to create an effective landing page to increase sales. Here's how you might use the ACCA framework:

• Awareness (Awareness): Create a catchy headline that grabs customers' attention and describes your product
• Comprehension (Understanding): Explain how the product works and what its benefits are for the customer's hair
• Conviction (Persuasion): present testimonials from satisfied customers who have used the product successfully
• Action (Action): Include a prominent purchase button and encourage the customer to make the purchase with a limited-time promotion.

Scenario 2: Sale of a service

A company that offers web design services wants to create an effective landing page to acquire new customers. Here's how you might use the ACCA framework:

• Awareness (Awareness): Create an eye-catching title that describes your web design service and grabs the attention of potential customers
• Comprehension (Understanding): Explain how the web design service works and what its benefits are for customers
• Conviction (Persuasion): Present examples of websites successfully created for previous clients and explain how the web design service improved their online presence
• Action (Action): Include a prominent call-to-action button and encourage the prospect to contact the company to request more information or request service.

STAR – Situation, Task, Action, Result

The STAR framework (Situation, Task, Action, Result) is a tool used to describe experiences and results in a clear and concise way.

Here are the bullet points for each entry in English with the Italian correspondence and its description:

• Situation: Describe the situation you found yourself in
• Task: Describe the task you have set yourself
• Action: Describe the actions taken to address the task
• Result: Describe the results obtained thanks to the actions undertaken

Practical examples:

Here are two examples of how a company might use the STAR framework in creating a sales landing page:

Scenario 1 – Product sale

An athletic apparel company is launching a new line of running shoes. The goal is to create a convincing landing page that pushes potential customers to purchase.

• Situation: The running shoe market is very competitive and buyers are always looking for innovative, high-quality products.
• Task: Create a landing page that highlights the unique features of the new running shoes and their superior performance compared to the competition.
• Action: Use engaging images and videos to show the shoes in action, provide detailed information on technical features and customer health benefits, highlight positive reviews from other satisfied buyers.
• Result: Increase in sales of new running shoes thanks to the engaging and persuasive landing page.

Scenario 2 – Sale of services

A travel agency wants to increase its online visibility and acquire new customers for its customized tour packages.

• Situation: The tourism market is highly competitive and buyers are always looking for convenient and personalized offers.
• Task: Create a landing page that highlights the experience and reliability of the travel agency and the advantageous personalized offers for the most popular destinations.
• Action: Use high-quality images and videos to show the destinations offered, provide detailed information on personalized offers and included services, highlight the positive reviews of other satisfied customers.
• Result: Increase in bookings for personalized tour packages thanks to the engaging and convincing landing page.

SCIPAB – Situation, Complication, Implication, Position, Action, Benefit

The SCIPAB framework is an acronym representing Situation, Complication, Implication, Position, Action, Benefit, which is a framework for creating effective sales presentations.

Below are the bullet points for each framework entry:

• Situation: description of the customer's current situation
• Complication: identification of difficulties and problems that the client is facing
• Implication: explanation of the negative consequences that the customer could suffer if he does not solve his problems
• Position: presentation of your solution as the best to solve customer problems
• Action: explanation of how the customer can use your solution to solve their problems
• Benefit: illustration of the benefits that the customer will obtain by using your solution

Practical examples:

Scenario 1 – Product sale

Company X sells a new facial beauty product and wants to create a landing page for its sale.

• Situation: description of the difficulties encountered by the customer with existing facial care products on the market
• Complications: Identification of problems the customer faces with competing products, such as irritation, dryness and poor effectiveness
• Implications: explanation of the problems the client may face if these problems are not resolved, such as worsening of the appearance of the skin and dissatisfaction
• Position: presentation of the new product as the best solution to solve these problems, thanks to its natural formula and its tested effectiveness
• Action: explanation of how to use the product to achieve the desired results, including the duration of treatment and how to apply
• Benefits: Illustration of the benefits the customer will get from using the new product, such as glowing, healthy skin, increased self-confidence, and a reduction in the need for other products.

Scenario 2: sale of services

XYZ Company provides business consulting services for startups. The goal is to convince potential customers that the company's consultancy is the right investment for the growth of their startup.

• Situation: Startups often struggle to find the funding needed for growth due to a lack of industry experience and knowledge.
• Complications: Without the right guidance, startups risk investing ineffectively and not growing as desired.
• Implications: This can lead to business closure, loss of money and personal disappointment.
• Position: XYZ business consultancy can help startups identify areas in which to invest more effectively and develop winning strategies for growth.
• Action: XYZ consultants work closely with startup founders to understand their specific needs and develop a customized growth plan.
• Benefits: With XYZ's consultancy, startups can have the confidence to invest effectively and grow sustainably, without running the risk of failing due to lack of experience and knowledge of the sector.

PASTOR – Problem, Amplify, Story, Transformation, Offer Response

The PASTOR framework is a storytelling methodology that aims to create a strong emotional connection with the audience, with the ultimate goal of pushing them to action. This model has been successfully used in many marketing and advertising campaigns, thanks to its ability to engage audiences in an authentic and lasting way.

Here are the bullet points for each framework entry:

• Problem: identify the audience's problem and show its importance
• Amplify (Amplification): increase the intensity of the problem and create a strong emotion
• Story: tell an engaging story that shows the transformation from problem to solution
• Transformation: show how the proposed solution can solve the public's problem
• Offer Response: propose a clear and immediate solution offer

Here are the two usage scenarios of the PASTOR framework:

Scenario 1 – Product Sale

The ABC company produces a new line of sustainable clothing and wants to create a landing page to promote it. It will use the PASTOR framework to tell the story behind the creation of the clothing and convince visitors to make purchases.

• Problem (Problem): Identify the problem of the fashion industry in terms of environmental and social impact.
• Amplify (Amplify): Describe how the problem has worsened over time and how the fashion industry has contributed to the problem.
• Story (Story): Tell the story behind the creation of the sustainable clothing line and how the company tried to address the problem.
• Transformation (Transformation): Illustrate how purchasing sustainable clothing can contribute to a positive transformation of the fashion industry.
• Offer (Offer): Offer the sustainable clothing line and explain how purchasing it can help contribute to positive change in the fashion industry.
• Response (Answer): Encourage visitors to shop and become part of the positive change in the fashion industry.

Scenario 2: Sale of services

Company XYZ provides human resources management consulting services and wants to create a landing page to promote them. It will use the PASTOR framework to tell success stories and convince potential clients to choose the company's consultancy.

• Problem (Problem): Identify common problems that startups encounter in human resource management.
• Amplify (Amplify): Describe how these issues can negatively impact the growth and success of startups.
• Story (Story): Tell success stories of startups that have used the company's consulting services to address their human resource management problems.
• Transformation (Transformation): Illustrate how the company's consultancy can help startups transform their problems into growth opportunities.
• Offer (Offer): Offer the company's consulting services and explain how they can help startups overcome their human resource management problems.
• Response (Answer): Encourage potential clients to request a consultation to begin their transformation journey towards effective human resources management.

SLAP – Stop, Look, Act, Purchase

The SLAP (Stop, Look, Act, Purchase) framework is a direct sales method that helps businesses guide website visitors through a quick and effective purchasing process. Here is a detailed description of each step of the framework:

• Stop (Stop): the goal of this phase is to capture the attention of website visitors, convincing them to stop their browsing and focus on your product or service.
• Look: At this stage, the goal is to get visitors to carefully examine what you are offering and understand the advantages of your product or service over competitors.
• Act (Act): At this stage, the goal is to get website visitors to take action, such as signing up for your newsletter, downloading a demo, or making a purchase.
• Purchase: the ultimate goal of the SLAP framework is to get website visitors to complete a purchase.

Practical examples:

Here are two examples of how a company can use the SLAP framework to create an effective sales landing page:

Scenario 1: Product sale

Company: An online sportswear store that sells high-quality running shoes. Objectives: Increase sales and brand awareness.

• Stop: Use eye-catching graphics and a provocative title to capture the attention of website visitors.
• Look: Show high-quality images of running shoes and describe their advantages over competitors.
• Act: Offer a 10% discount coupon to those who sign up for your newsletter, provide a free product demo, or offer a customer satisfaction guarantee.
• Purchase: Simplify the purchasing process with a fast and secure checkout.

Scenario 2: Sale of services

Company: A business consultancy firm offering digital marketing services for small and medium-sized businesses. Objectives: Generate potential customers and increase brand awareness.

• Stop: Use an engaging presentation video to capture the attention of website visitors.
• Look: Describe the digital marketing services the company offers and explain how they can help small and medium-sized businesses grow.
• Act: Offer a free consultation for website visitors who want to learn more about the company's services, provide a free case study or whitepaper on digital marketing.
• Purchase: Simplify the process of contacting the company, such as for

RACE – Reach, Act, Convert, Engage

RACE is an acronym that stands for Reach, Act, Convert, Engage. This framework is used for creating an effective digital marketing strategy. RACE requires the strategy to be structured like this:

• Reach: Identify your target audience and find the best way to reach them.
• Act (Act): provide an engaging experience for the user and push them to take action, such as visiting the website or interacting with content.
• Convert: convert visitors into actual customers, for example through the purchase of a product or the subscription to a service.
• Engage (Involve): maintain customer engagement and loyalty, for example by sending newsletters or offering special promotions.

Practical examples:

Scenario 1 – Product sale:

Let's say you have a company that sells products. To use the RACE framework, you should:

• Reach: Identify your target audience, for example by identifying their age, gender, geographic location and their interests.
• Act: provide an engaging experience on your website, for example by providing detailed descriptions of your products, high-quality images and an easy and intuitive purchasing process.
• Convert: encourage purchases through special promotions or by offering free shipping.
• Engage: maintain customer engagement and loyalty, for example by offering loyalty programs or sending informative newsletters about your products.

Scenario 2 – Sale of services:

Let's say you have a company that offers services. To use the RACE framework, you should:

• Reach: Identify your target audience, for example by identifying their age, gender, geographic location and their interests.
• Act: provide an engaging experience on your website, for example by providing detailed descriptions of your services and an easy and intuitive booking process.
• Convert: encourage booking through special promotions or by offering the first booking free.
• Engage: maintain customer engagement and loyalty, for example by sending booking reminders and offering loyalty programs for regular customers.

AAPPA – Attention, Advantage, Evidence, Persuade, Action

The AAPPA framework is an acronym that represents the key steps to create an effective landing page that can generate conversions. The first letter indicates the goal to be achieved with each step: attract attention, show the benefit, demonstrate validity, persuade the visitor and push him to action.

Here are the key points of AAPPA:

• Attention: Capture the visitor's attention
• Advantage: Present the benefit of the product or service
• Tests (Demonstration): Provide evidence of the validity of the product or service
• Persuade (Persuade): Convince the visitor of the usefulness of the product or service
• Action: Encourage the visitor to take action

Practical examples:

Scenario 1: Product sale

The company we want to consider is a consumer electronics company that wants to sell a new smartphone. The goal is to increase online sales. Here's how to use the AAPPA framework to create an effective landing page:

• Attention: Use eye-catching product images and clear titles to grab the visitor's attention
• Advantage: Present the features of the new smartphone and the advantages compared to previous models
• Evidence: Provide evidence of the product's validity, such as positive customer reviews or comparisons with competitors
• Persuades: Convince the visitor that the new smartphone is an advantageous and necessary purchase
• Action: Encourage the visitor to purchase the product by providing a clear and inviting “Add to Cart” button

Scenario 2: Sale of services

The company in this case is a digital marketing agency that wants to sell its social media marketing services. The goal is to generate new customers interested in their services. Here's how to use the AAPPA framework to create an effective landing page:

• Attention: Use eye-catching images or videos and a title that captures the visitor's attention
• Advantage: Present the benefits of using social media marketing, such as improving brand visibility and increasing sales
• Evidence: Provide examples of past successes and case studies
• Persuades: Convince the visitor that their agency is capable of providing effective and personalized digital marketing services
• Action: Encourage the visitor to take action by providing a clear and easy-to-use contact form or “Book a Consultation” button.

4U – unique, useful, ultra-specific, urgent

If you're looking to promote a product or service online, creating an effective landing page is critical to maximizing your conversion rate. But what makes a successful landing page?

The 4U framework provides a simple but powerful answer: the page must be unique, useful, ultra-specific and urgent. In this way, it ensures that the visitor receives the information necessary to make a purchasing decision quickly and effectively. As online competition increases, using a framework like 4U can make the difference between a mediocre landing page and a successful one.

Here are the bullet points for each entry:

• Unique: The landing page must have a unique offer that differentiates the product or service from competitor offers.
• Useful (Useful): It must be clear how the product or service offered can solve problems or satisfy customer needs.
• Ultra-specific: The landing page must be extremely detailed, with all the information necessary for the customer to make a purchasing decision.
• Urgent: The landing page must create a sense of urgency for the customer so that they feel pushed to act immediately.

Practical Examples:

Scenario 1: Selling a product

An online clothing company wants to increase sales of a line of coats. The goal is to attract new customers and encourage existing ones to purchase. To do this, the company creates a landing page with the 4U framework:

• Unique: “100% eco-friendly coats with high-quality materials”
• Useful: “Warm and durable coats, suitable for all climates and activities”
• Ultra-specific: Details about the coat's fabric, sizing, color options and care instructions
• Urgent: “20% discount only for the next 24 hours!”

Scenario 2: Sale of a service

A tax consultancy firm wants to increase the number of clients using their services. The goal is to convince potential clients that they need professional tax advice. To do this, the company creates a landing page with the 4U framework:

• Unique: “Our personalized tax consultancy adapts to the needs of each client”
• Useful: “Avoid fines and tax penalties with our personalized advice”
• Ultra-specific: Details of the services offered, including tax return preparation, income tax and VAT advice
• Urgent: “Make an appointment with one of our experts before the end of the month and receive a free consultation!”