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Landing page

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    Что такое целевая страница (Landing Page)?
  2. Анатомия посадочной страницы
    5 Topics
    1 Quiz
  3. Формулы для построения посадочных страниц
    4 Topics
  4. Правила использования лендинга
    1 Topic
  5. Этапы перед созданием лендинга
    3 Topics
  6. Типы целевых страниц
    3 Topics
  7. Виды целевых страниц
    4 Topics
  8. Структура лендинга
    34 Topics
    1 Quiz
  9. Copywrite
    What is landing page?
    1 Quiz
  10. Types of landing pages
    11 Topics
    1 Quiz
  11. Anatomy of landing page
    11 Topics
    1 Quiz
  12. Formulas of landing pages
    1 Quiz
  13. Tips for good landing pages
    1 Quiz
  14. Development
    2 Topics
    2 Quizzes
  15. Список полезных плагинов и библиотек для работы с лендингами
    3 Topics
  16. Верстка
    2 Topics
    1 Quiz
  17. UX for developers
    1 Topic
  18. Customer avatar
    Аватар клиента
    1 Quiz
Lesson 12 of18
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Formulas of landing pages


What is the purpose of copywriting formulas?

Copywriting is simply a type of writing used to get an audience to act, but as any copywriter knows, achieving that is not so simple. As there are a number of factors that influence whether a reader takes action, there exists a plethora of copywriting formulas to help you cover all your bases. Different formulas work for different goals, content types, and writing styles.

What makes a good copywriting formula?

The best copywriting formulas have a few things in common:

1. They are easy to remember and to master;
2. They can help new and experienced copywriters alike to produce compelling copy quickly;
3. They also have successful track records — in some cases, decades-long successful track records.

AIDA Formula

Here’s what the AIDA Formula is in a nutshell:

Attention: Get their attention with something catchy and relevant.

Interest: Tell them interesting facts or uses.

Desire: Make them desire the product/service.

Action: Get them to take action.

The PASTOR Framework

Problem: Name your client’s problem.

Amplify: Point out why the problem is particularly bad.

Solution: Describe how to solve the problem.

Transformation: Demonstrate your credentials how you have helped solve other clients’ problems.

Offer: Describe your specific service offerings here.

Response: What should the client do next?


P – Pain

Choose the most “painful” problems of your clients and state them in your text.

“Your salary is too small?”, “Your children do not behave?”, etc.

mP – More Pain

Here you need to increase the pain from the first step. A reader must decide to oneself that it’s impossible to keep living like that.

H – Hope

Now you need to present several alternatives and possible ways out. Or even use storytelling and write about people in the same situation who succeeded in working it out.

S – Solution

And finally we offer a solution of client`s problem. This solution must be really valuable, so a reader could feel its usefulness right here and now.

P.A.S. Formula

P.A.S. stands for:


What is their problem? Identify the critical pain point. The more vividly you identify their pain, the more you show the reader that you understand them and the better this will work. When you experience this done well, it almost feels like those behind the copy feel and understand what it is to be you.


Add in emotion to that pain point and clarify it further. Doing this creates in the audience a strong sense of your empathy for the pain you have highlighted.


We all seek resolution to our pain points. So now you need to resolve all that tension you just created. Make everything better. 

QUEST formula

Qualify the prospect.

Understand where they’re at (show them this understanding).

Educate them on a better way.

Stimulate them so they want that better way.

Transition them from where they are to your customer.

Lesson Content