Geoffrey Moffett

February 25, 2024

Rev Up Your Conversion Rates: The Magic of Landing Pages and the PAS Framework Uncovered!

Hey there, fellow digital enthusiast! Got a minute? Or perhaps a cup of coffee in hand? Because we're about to dive into a topic that's going to revolutionise the way you look at your website's landing pages. And trust me, it's worth the read!


Landing pages – they're like the shop windows of the online world. They're our first impression, our welcome mat, and let's face it, they can make or break whether someone decides to stick around or bounce off faster than a tennis ball on a trampoline. But here's the crux of the matter: a landing page without an effective call-to-action (CTA) is like a joke without a punchline. It leaves your visitors hanging, wondering what they're supposed to do next.

Now, I know what you're thinking: "But I've got a CTA! It’s that shiny 'Submit' button at the bottom of my form!" Well, friend, hate to break it to you, but having a CTA doesn’t necessarily mean it's doing its job effectively. And that's where the magic formula known as the PAS (Problem-Agitate-Solve) framework comes into play.

So, what's this PAS thingamajig, you ask? It's a tried-and-true copywriting technique that's been making waves in the marketing world for years. Here's how it breaks down:

Problem: Identify your visitor's problem. Show them you understand what they're going through.

Agitate: Stir the pot a little. Highlight the consequences of not addressing the problem. Make them feel the discomfort.

Solve ( Solution) : Present your solution. This is where your product or service steps into the spotlight, ready to save the day.

Let's take an example. Say you're selling a time-tracking app. Your PAS-powered CTA might look something like this:

"Struggling to keep track of your work hours? (Problem). It's easy to lose sight of time, and before you know it, your productivity takes a hit (Agitate). Try our time-tracking app! It organizes your day, so you can focus on what truly matters (Solve)."

See how that works? It's like a mini-story, leading your visitor from a place of frustration to a vision of relief.

Now, let's get down to the nitty-gritty. How do you implement PAS on your landing page? Here are some tips:

Know Your Audience: The key to a compelling Problem statement is understanding your audience's pain points. Do your research. Ask questions. Dig deep.

Stir Emotions: Don't be afraid to Agitate. You're not being mean; you're helping your visitors realize they need a solution.

Show, Don't Tell: When presenting your Solution, show how it solves the problem. Use testimonials, case studies, or a demo video.

Keep It Simple: Your CTA should be clear, concise, and action-oriented. No jargon, no fluff.

Test, Test, Test: Not sure if your PAS is working? Test different versions and see which one performs better.

So, there you have it – the secret sauce to creating a landing page CTA that converts like crazy. 

Now, go out there and give your landing pages the PAS treatment. And remember, the goal isn't just to get people to click; it's to get them excited about clicking. Happy converting!

About Geoffrey Moffett

Hey!  I'm Geoffrey and right now 110% of my time is focused on building Triovia, a digital and social media marketing education company.  

In this small part of the internet I blog about thoughts, stories and ideas.