Increase Your Landing Page Conversions with This Formula

  Email Marketing
Tyler Pigott
Tyler Pigott

11.02.2018 | 3 min read

While tweaks like color changes and button size can boost your landing page’s conversion rate, sometimes you need more than an incremental increase. When a landing page is performing poorly, you may need to overhaul the messaging.

Writing landing page copy from scratch can seem intimidating, but if you rely on proven formulas as a structure, you can build your page on a solid framework — and have confidence that your conversions will increase as a result.

There are dozens of landing page formulas that copywriters have come up with since the dawn of advertising. While many of them are good, the PAS framework is a proven classic that has been tested time and time again. In this post, we’ll show you how to increase your landing page conversions with the PAS formula.

PAS (Problem, Agitate, Solve)

The PAS formula is effective because it connects with the built-in human instinct to survive and thrive, which includes avoiding pain. Our ancestors’ existence depended on avoiding pain (and its consequences), and it’s a behavior that’s been passed down in our biology. PAS is short for Problem, Agitate, Solve. The PAS formula is highly effective for B2B sales (whether you’re selling a product/service or a promoting a free demo or other offers). But it also works well for any landing page that offers to alleviate a customer pain point or challenge.

Identify the Problem

You’ll begin by describing the primary (or deepest) pain point that your prospects are feeling. Be specific here. If you’re too general, prospects may not identify with the pain as closely. Also, the more specific and empathetic you are, the more prospects will believe you understand their pain. And if prospects believe that you understand the pain they’re feeling, they’re likely to read on.

Agitate the Pain

Now you’re going to dig into the pain. Describe the consequences of the pain. What is happening as a result of leaving the pain go unchecked? What are the emotional implications of the pain? Again, be specific here. You may need to conduct interviews with your target audience to learn the information you’ll need to write this copy.

Pro tip: Start with customers’ external problems — what is the tangible obstacle they have to overcome in order to get the thing they want? Then move to internal problems — how it this problem making them feel?

Solve the Problem

Finally, you’ll present the solution to the problem and describe how you can make the pain go away. Specificity is key in this section as well. Once prospects have realized the seriousness of the problem and are feeling the pain deeply, you need to convince them that your solution will actually work to solve it — otherwise, they’ll just be upset. Articulate exactly how your solution addresses the problem and the resulting pain. Include social proof (testimonials, a brief case study, etc.) in this section to generate trust.

For an Extra Boost

While the classic PAS formula is extremely effective, you can add one more section to give your landing page an extra boost: Outcome.

The Outcome section will help your prospects envision life with the solution. After you’ve presented the solution and thrown in some social proof, present prospects with a concrete picture of what the results will look and feel like. If you have a testimonial or case study that clearly and vividly demonstrates the results and emotional experience that a client gained, you can use that here.

Consider the positive and the negative when focusing on outcome:

  • Positive — What good things will happen to your customers if they engage your products or services?
  • Negative — What negative consequences will your customer experience if they don’t do business with you?

Don’t Forget the CTA

You’ve kept prospects reading to the bottom of your landing page — congrats! The final critical step toward conversion is your call-to-action (CTA). An effective CTA will reflect your landing page copy. It should reference the pain point and then present the offer. For example, “Ready to stop wasting your sales team’s time? Request a consult to learn how.”

The PAS(O) formula works because it engages the left and right sides of the brain to fully focus on a problem and its consequences and then reveal the solution that will make life better. You don’t have to be an award-winning Ogilvy copywriter to create landing pages that convert. You just need to understand your prospects’ problem and the pain they’re feeling as a result, and know how to lead prospects through the PAS(O) formula toward your offer.

Need help revamping your landing pages to increase conversion rates? Request a free consult.


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