Most landing pages fail because they’re built on aesthetic choices, not strategic ones.Good copy isn’t enough. Beautiful design doesn’t save bad structure.If your landing page isn’t converting, it’s because it lacks a proven framework.

In this guide, you’ll find five field-tested landing page formulas that don’t rely on guesswork — they’ve been validated by thousands of real campaigns.

1. PAS (Problem – Agitate – Solve): Best for Pain-Aware Visitors

This formula only works if your visitor already feels the pain and recognizes the problem.

How it works:

• Problem: Call out the exact issue.“Lost R$12,000 to chargebacks last month?”

• Agitate: Expose the cost of inaction.“At this rate, you're losing over R$36,000 per quarter.”

• Solve: Offer a clear, specific solution.“Our fraud prevention tool reduces chargebacks by up to 89% in 30 days.”

When to use it:

• Your product solves a clear, measurable problem.

• Your traffic is already solution-aware or problem-aware.

• Examples: billing automation, cybersecurity, analytics tools.

Avoid it if:

• You’re speaking to top-of-funnel audiences who don’t yet know they have a problem.

• Your “solution” is vague or requires education before pitching.

2. AIDA: Safe Bet for Mixed Traffic or High-Ticket Offers

AIDA (Attention – Interest – Desire – Action) mimics a sales funnel inside the page.It works especially well when you need to warm up the visitor before asking for action.

Example breakdown:

• Attention: “Companies that doubled their conversions in 90 days made one key change.”

• Interest: “That change? A structural shift in their landing page layout that only 8% of businesses apply.”

• Desire: “Here’s how [Real Client] jumped from 2.3% to 6.8% conversions by optimizing just their CTA and above-the-fold.”

• Action: “I want to audit my page now”

Best suited for:

• Higher-priced products and services.

• Audiences who need to be educated before they’re ready to act.

• Pages with a narrative progression toward the CTA.

Why AIDA still works:

Because it matches how people actually process information online — from attention to motivation to decision.

3. BAB (Before – After – Bridge): Perfect for Selling Transformation

BAB works brilliantly when your product promises a clear “before” and “after.”This is key for industries that sell change — weight loss, business growth, skill building, etc.

Example for a booking automation system:

• Before: “Still scheduling appointments on WhatsApp and writing them down in a notebook?”

• After: “Clinics that automated this cut no-shows by 83% and increased monthly revenue by 40%.”

• Bridge: “Setup takes 2 minutes. No contracts. No training needed.”

When it shines:

• You're selling a measurable result.

• You can clearly show the transformation from “pain” to “progress.”

• Especially good for digital products and info businesses.

What kills BAB:

• Weak “after” — if the transformation isn’t tangible, this formula falls flat.

• A vague or complicated “bridge” — the solution must feel accessible and immediate.

4. The 4 U’s: Use When Speed and Urgency Matter

Useful, Urgent, Unique, Ultra-Specific.This formula is built to drive fast action, especially when there’s scarcity or time sensitivity.

Example for a live webinar:

Ideal for:

• Webinars, eBooks, launch pages, free trials.

• Any campaign where there's a strong reason to act now.

Important:

All four U’s must be strong. If any one feels generic or unclear, the entire structure loses effectiveness. Use data, deadlines, differentiators, and direct language.

5. Storytelling Funnel: When the Sale Is Emotional or Deeply Personal

This isn’t just “tell a story.”It’s about crafting a narrative arc — tension, transformation, and payoff — to make the reader feel and act.

Example for a leadership coaching service:

• Start with a micro-story:“When I got promoted to my first leadership role, I had no idea what I was doing. I was fired in six months.”

• Build emotional contrast:“I realized leadership wasn’t about control. It was about trust. I studied, adapted — and within two years, I was managing 120 people across 3 cities.”

• Transition to offer:“Today, I help new managers avoid those early mistakes — with a framework that actually works. Here's how to join my mentorship.”

Where it works:

• Coaching, consulting, high-touch services.

• Anything where connection and credibility matter more than feature lists.

Pro tip:

The story must mirror the audience’s own journey. If it doesn’t feel relatable, it fails.Also: the transition to the pitch has to feel organic, not like a bait-and-switch.

Which Formula Should You Use? Here's How to Decide Without a Chart

Think in terms of your audience's awareness and intent:

• If your visitor is already struggling with a specific problem and searching for a fix → Use PAS.

• If you have mixed or cold traffic and need to guide them toward a decision → Use AIDA.

• If your product delivers a visible “transformation” → Use BAB.

• If you’re running a campaign with urgency, scarcity, or limited bonuses → Use the 4 U’s.

• If your credibility and connection are your main selling points → Use Storytelling Funnel.

Still unsure? Start with AIDA. It’s the most versatile — and it forces you to build a logical sequence before you hit “publish.”

The Real Truth: A Formula Is Only as Good as Its Execution

No formula saves a weak offer. No structure fixes vague copy. But when you apply these frameworks with precision, you stop guessing and start converting.

What makes execution tight?

• Specificity: no “world-class,” no “cutting-edge.” Use numbers. Use names.

• Clarity: don’t make the visitor guess what you offer, how it helps, or what to do next.

• One goal per page: don’t split attention. One page, one conversion goal.

You’re not writing to impress. You’re writing to move.

Want Pages That Actually Convert? Prest Digital Builds Them for You

If you're tired of “pretty pages” that don’t sell, Prest Digital helps you build landing pages designed for conversion, not decoration.

The team works with proven frameworks, deep CRO expertise, and real A/B testing data.They don't deliver templates. They deliver performance.

Visit Prest Digital to request a free landing page audit and see why your current page isn’t converting like it should.