Landing Page Copy Frameworks
A landing page has one job: persuade the visitor to take a single action. Because it is so focused, proven copy frameworks can guide its structure and remove much of the guesswork about what to say and in what order.
Frameworks are starting points, not straitjackets. They help you cover the right ground in a sensible sequence, which you can then adapt to your offer and audience.
Three Popular Frameworks
Each of these has stood the test of time across countless campaigns because it mirrors how people decide.
- AIDA: Attention, Interest, Desire, Action.
- PAS: Problem, Agitate, Solution.
- FAB: Features, Advantages, Benefits.
Applying One in Practice
Whichever framework you choose, the underlying flow is similar — meet the reader where they are and lead them to one clear decision.
- Open with the visitor's problem or goal.
- Show you understand it and the cost of inaction.
- Present your solution and its benefits.
- Close with one clear, low-friction call to action.
Frequently Asked Questions
Should a landing page have a navigation menu?
Often not. Removing distractions keeps the visitor focused on the single action the page exists to drive.
If you need a hand with any of this, your Progressive Robot delivery team is ready to help. Raise a ticket from the Support area of your client portal or speak to your account manager and we will guide you through the next steps.