Marketing & Sales · Framework
9-Part Landing Page Formula
A nine-step copywriting framework for structuring high-converting sales and landing pages.
This framework by Jon Brosio outlines a structured sequence for writing and designing effective landing pages. It takes visitors from initial interest through problem agitation, proof, offer details, and risk reduction. Use it as a structural checklist when writing copy or reviewing existing conversion funnels.
The framework
- A clear (and compelling) outcome — Start the page by highlighting: what your offer is about, how it solves the problem, why the prospect should care. Gives a reason to keep reading.
- Magnify the problem — Tell them why the problem is so painful, who is to blame, and what happens if it goes unsolved; create a vivid picture of how it affects their life.
- Story, solution, system — Pivot to your offer: a transformation story, the epiphany to your solution, or a problem-solving system you developed; show that "they can solve it too".
- Provide proof that it works — Reviews, testimonials, case studies.
- Reveal your offer (the "value-stack") — Continuation, onboarding, schedule, bonuses, modules, lessons, extras, price, help.
- Call to action — Use scarcity, urgency and priming to drive action and conversion.
- An irresistible guarantee — Reduce buyer risk; industry charge-back average is under 1%, so it's win-win for creator and customer.
- An ultimatum — Remind them what happens if they take the offer and if they don't; one last nudge to act.
- Objection killers — FAQs, an offer recap, customer testimonials to show it's the right choice.
What it's for
- Draft the initial copy and section outline for a new product landing page
- Audit an underperforming sales page to identify missing persuasive elements
- Structure an educational email course or long-form pitch page
Key points
- Lead with a clear, outcome-focused hero section explaining what, how, and why
- Agitate the core problem and highlight the cost of inaction
- Introduce the solution via narrative, transformation, or a proprietary framework
- Establish credibility with case studies, reviews, and client numbers
- Present a detailed value stack covering features, modules, bonuses, and pricing
- Incorporate strong calls to action using ethical urgency and scarcity
- De-risk the purchase using a clear satisfaction guarantee
- Close with an ultimatum and objection-killing FAQ section
Pricing
Free
Details
- Type
- Framework
- Category
- Marketing & Sales
- Topic
- Conversion Optimization
- Open source
- No
- Platforms
- other
- For
- Copywriters, solopreneurs, digital product creators, and growth marketers.
- Alternative to
- StoryBrand Framework, PAS Framework, AIDA Framework
- Tags
- copywriting, landing pages, conversion, framework, sales copy
Why it was saved
- @jonbrosio: A reusable checklist for building or critiquing landing pages.
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