They make your copy easier to write and give it a professional outlook.
Using these copywriting formulas to write your landing page copy saves you a lot of time. It greatly reduces the amount of time spent facing a blank screen, not sure where to start.
Finally, using a landing page copy formula helps to create better copy by helping with A/B testing (or in Unbounce case Smart Traffic). This will let you know what works best for your product and what does not and will boost your lead generation rates by compelling your visitors to provide their contact information to you
Here are some of the most outstanding formulas for you to try out.
Table of Contents
Formula #1 The 4 Cs Clear Concise Compelling Credible
This is one of the best copywriting formulas to use on a landing page copy. If rightly done, it is sure to generate more conversions and lead to more sales.
To get the most of this formula, you should keep two things in mind: the copy’s goal and the audience’s need. By understanding your audience and clarifying your objective, you can compose the right message your customers will be interested in.
Let’s break it down.
Clarity focuses on the need of your customers to understand your message. All parts of the copy from the introduction to the CTA must be well presented.
The copy should be presented using everyday language and words your customer would relate with and easily understand.
The typical advice is to write using small words, short sentences, bullet lists and well-sectioned headers. (check out 751 power words to turn sharpen your copy)
The aim here is to present the whole picture with the fewest possible words. Being concise is not the same as brief, where the goal is to keep the message short.
A landing page copy can sometimes be long-form to generate quality leads. Nevertheless, it should be straight to the point with no redundancy, repetitions or bloated words.
The copy must be engaging and exciting that the reader is not just willing to read to the end but also ready to take the right action.
To do this, the copy should focus on your prospects, their needs, interests, concerns and desires.
This is where you help your readers overcome their skepticism and help them make the buying decision. Social proofs, money-back guarantees, endorsement badges are some of the options at your disposal to show how credible your brand is.
Formula #2 AIDA Attention Interest Desire Action
AIDA is one of the first copywriting formulae I learned as a marketer, and it works like magic.
One thing about AIDA that has made it stand out over the years is that you can apply it to almost any type of product.
Grabbing the reader’s attention should be the first thing a landing page copy should be about. Your headline and introductory sentence should do all the job of captivating your reader to read more.
One way to easily captivate your audience is to display your knowledge of their situation. Your introduction should be centered on the reader’s passion or problem.
The next thing to do is to present information, statistics, or solutions that are of particular interest to the reader. This should address the customer’s concerns and worries.
Personalize your copy as if it were intended solely for the prospect and no one else.
Here’s where you answer the question every reader asks, “what’s in it for me?” You can answer this question by presenting your unique selling proposition in such a way that stimulates your reader’s desire to buy your product.
Get your reader to take the next step by using the right call to action. Don’t be afraid to ask for the sale at this point. Your CTA should be persuasive using the appropriate verb. For example: try for free, or buy now for a 20% discount.
Formula #3 PAS (Problem Agitation Solution)
This formula is easy to use and is customer-centered. When used correctly, you grab the audience’s attention from the onset.
By creating a clear picture of your customers’ problems, the copy is better-positioned to turn a mere reader into a paying customer.
The introductory part of the copy should talk about the specific issues your customers are facing. You have to create a vivid picture using the right words and examples.
Your readers should quickly identify with the problem and be eager to know the solution you offer.
Don’t be quick to jump to the solution. Talk more about the problem. Let your readers know they are missing out by not solving the problem now.
Talk about the cost and opportunities lost by letting the problem linger. You have to emphasize the effects of the situation on your reader’s life or business. This gives more impact to the next part of the formula.
Here comes the knight in shining armor. After letting your readers know how much it hurts not to solve the problem, present your product as the ultimate solution.
You should connect every problem highlighted to the benefits your product offers.
Formula #4 The 4 Ps (Picture Promise Prove Push)
This formula is famous for writing landing page copy because it utilizes the storytelling approach to ensure customers take the needed action.
Make your reader the star of the story you are about to tell. Your story can be about a pressing problem or the ideal future your customers desire. The picture should be a clear one that lets your customer imagine life without the current problem you want to solve.
The next part of your story describes how your product will help solve the problem or take your customer to the ideal future they imagine.
Assure your audience that your product can do as promised. You can make use of reviews and testimonials to assure skeptics that your product is sure to deliver.
Your customers also want to know the implications when your product does not do as promised. You can offer guarantees and endorsement badges as reassurance that you can keep your promise.
Your story will not be complete without helping your reader take precise action. This is where your call to action comes in. You can let it come naturally as part of the story, or you can offer a little motivation using urgency and scarcity to nudge your customer in the right direction.
Formula #5 FAB (Features Advantages Benefits)
One of the essential pieces of advice on copywriting applies to this formula, “focus on benefits, not features.” This formula is ideal for short copy on landing pages and essential products where the features are part of the selling propositions.
Start by stating the features of your product. Never forget that your customers are not interested in specifications, as they are interested in what your product can do and how it can make their life easier.
You should carefully present the features to sound enticing and captivating.
This is the way to get your audience’s attention and make them read more. You should focus more on the latest updates or enhancements that make your product stand out.
It is essential to talk about your product and how it helps your audience solve their problems.
You can also concentrate on why your product is the best solution and why it is better than the competition.
Your readers want to know how your product answers their latent concerns, and now is the time to tell them. You should make use of the customer-specific benefits your product presents to answer these questions.
Show how the product is relevant to customers’ problems and how using your product or service can help them achieve more in their life, family, health, and overall well-being.
Formula #6 BAB (Before After Bridge)
This is another easy-to-use formula that thrives on creating the right picture with your product as the bridge that helps your customer get to their target.
Everybody wants to be the hero of the story, and this formula does that. It makes you place your customer as the center of attraction instead of your brand or your product.
This is where your reader currently is. Describe your customer problem in a way that stimulates their emotion and make them realize the problem at hand.
Then, describe their ideal world without the problem and let them imagine it. Help your customer see the difference between both worlds.
Explain why the “promised land” is a better place to be and why they should desire it.
Finally, offer your product as the solution to the problem. The vehicle that conveys them to the promised land. Your product should serve as a bridge to assist your customers in moving to a better place by solving their current problems.
You should back up your claim by presenting the benefits your product offers and examples of how previous customers have used it to get to utopia.
Formula #7: PAPA (Problem Advantages Proof Action)
The PAPA formula combines some components of other procedures already highlighted.
It helps you compose the right message for your landing page, just like you have it when using AI copywriting tools.
The message is sure to get your audience to take action and not miss out on the goodies you have to offer.
Another reason for using this formula is that it emphasizes the use of social proofs to persuade readers to buy. Landing pages should display proofs and not leave their customers guessing if the product will do the job or not.
You have to present the problem in a manner that quickly grabs your readers’ attention. People want to avoid pain, issues, and risks. So, use customers’ pain points to capture their attention and get them focused on knowing the solution you offer.
Then talk about the need for solving the problem now. Show your customer the advantages of solving the problem and why your product is the right choice to do the job.
Subtly persuade your readers by showing them proof that your product has solved the same problem for other people like them.
Close the copy by using a winning CTA. You don’t want your prospect to simply read and appreciate your product. You should go the extra mile by prompting them to make the buying decision immediately.
Formula #8 QUEST Qualify Understand Educate Stimulate Transition
This is another formula where storytelling comes to play. It is especially ideal for landing pages where long-form copy are used or where a new product is to be presented.
Using this formula shows you understand your prospect’s current problem, why they have it, and how they can solve it. In essence, it allows you to educate your customers.
Show your prospect where they currently are with their problem. This part is to prepare your reader and whet their appetite for what they are about to read.
Let them know you understand their problem, where they are, and why they are there. This helps you connect to the reader on a personal level and earn their trust.
Then enlighten them that there’s a better place for them to be and a better way to solve their problem. This is where you discuss your product and how it can help them achieve their aims and solve their problems.
Appeal to your customers’ emotions and desire to buy. Ideally, you should talk about why your solution is the best and why your customer should use it.
Lastly, help them make the buying decision. Make it sound like a transition from where they are to a better place they need to be. You should use a CTA that encourages your customer to take the desired action.
Formula #9 ACCA Awareness Comprehension Conviction Action
This formula is particularly ideal when presenting your product as a solution your customers don’t even know they have.
The idea is to let them know they have a problem, educate them on why it is a problem, present the solution and create a desire to make the buying decision.
Your reader might not even know they have a problem with their current situation. They might be thinking they are in the best place possible.
But you know this is not true. So, make your readers aware of the problem your product solves and how it affects their lives.
This is the focus of this formula. You have offered a diagnosis of the situation and problem at hand. Swiftly tell your audience about your solution and how it solves the problem.
Provide an answer to why your solution is the best option and why now is the best time to buy. It creates a desire and confidence in your reader to use your solution. You can also reassure your customer by using reviews and testimonials.
Direct your customer to take the needed action. You can arouse emotion using extra benefit, scarcity, or urgency. For example, the offer lasts for the next 24 hours; get it now.
Choosing the right formula depends on the type of product you offer and your audience’s motivation to buy.
The most important thing to know is that the ideal formula(s) should help you create a customer-centered landing page copy.
Skillfully place your customer as the star of the story, and you are sure to attract more quality leads and make more sales.
If you are still finding it difficult to use these templates to create a good copy, you can try out AI copywriting generator software. They can help you with creative copy to boost your marketing efforts.
So, have you tried any of these formulas before? Which one are you currently using? And which one are you excited to try out?
Olusola David is the founder and CEO of Torchbankz.com, an eCommerce entrepreneur and blogger with a keen interest in Digital Marketing for eCommerce.After starting his online business journey with Dropshipping, he now shares his trial and error experience of many years with new aspiring entrepreneurs. Connect with him on Twitter and LinkedIn.
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