Make Sure Your Copy Converts: Three Tried and Tested Structures

Copywriting / 09 May 2022

Our 3 Favourite Copywriting Formulas to Increase Conversions. Copywriting Services. Copywriting services. Copywriting agency. SEO content writing. Content writing. Beesting Digital

Huddle in close – we’re about to let you in on some trade secrets that form an integral part of our content writing services: copywriting formulas.

At the end of the day, quality copy makes a world of difference. In fact, SEO aficionado Neil Patel estimates that good copy can improve your conversion rate by as much as 113%. And these classic, tried-and-tested structures are key to doing just that.

Whether you’re on the hunt for a copywriting agency that will make your content shine, or are searching for tactics on how you can improve your copy in-house, we’ve got you covered. Let’s get started.

How are these structures useful for SEO content writing?

These conversion structures are powerful enough to form the building blocks of almost every piece of marketing copy or content you’ll ever either write. Without them, your conversion path will crumble away and leave your leads and website visitors grappling for direction and guidance. 

Using a tried and tested copywriting formula guarantees you a few things: 

  • A template for putting together effective, attention-grabbing copy
  • Confidence in achieving the engagement you want
  • Consistent quality across your marketing content

The structures included in this round-up have one thing in common: they’re all acronyms. And honestly, there are some ridiculous acronyms out there. AICPBSAWN, for example. 

Attention, Interest, Credibility, Proof, Benefits, Scarcity, Action, Warn, Now. 

It’s a miracle if you remember the acronym, let alone the words the letters stand for. 

But, the point is, no matter how complicated the acronym, the same key ideas crop up, time and time again. 

  1. You need to grab your audience’s attention with an offer or promise they can’t refuse
  2. You need to provide proof of your claims
  3. You need to nudge your audience towards a perfectly crafted Call-To-Action, with so much grace and decorum that they’ll actually want you to take them there

Do these three things, and you’ll get results, which is why copywriting services are an increasingly popular investment. Conversion structures simply help us pick out the right details and assemble them in the most persuasive order.

So, let’s dive into our three favourite copywriting formulas.


PASOS is a variation on the better-known PAS technique. While it shares the same initial three steps, PASOS will give your copy added pizazz and your clients a few extra reasons to engage. 

This is a popular structure of choice for copywriting services and agencies. Its rigidity gives writers specific points to tackle and teases out the finer points of your business branding.


The first part of any conversion journey is identifying ‘why’ your target customer needs your product. This is the pain point, and it will often also be your USP

Ask yourself: what initial problem am I looking to solve for my customers? 

For example, if you’ve reached this page because you’d like to improve the conversion rates of your marketing emails, then a pain point for you will be that the average click-through rate on emails is just 2.6% – shock and horror – which means that a lot of your marketing team’s hard work is falling on deaf ears.

This is the problem you need to overcome, and your customer will have one too. Your first copy or content writing task is to describe this pain. Vividly. 


Once you have identified the pain, play on it. Acknowledge all the reasons that the pain hurts. Demonstrate that you understand the pain in a visceral way. You are empathetic because this pain is your realm of expertise. Make it personal. But crucially, don’t make them dwell too long.

If you’re handing this task over to a copywriting agency, it’s vital that you give them a clear idea of your customer’s pain points, so these first two steps can be shaped convincingly. 


Now, your product really gets to shine. All that pain that you have been stirring up, you must now banish. Hand them your product on a golden platter – the solution is simple, you’re offering it to them, all they have to do is take it. 


Don’t be shy here. Really clarify the benefits of your solution. 

Using a clear content writing structure allows you to show off all the amazing facets of your product and your company, by first balancing them out with the personal approach and empathetic reasoning of Pain and Agitate. 

But here, you get to straight-up boast about how much value you can give your customers. 

Seeing as some of you will have found yourselves here because you want to improve email conversions, a copywriting agency like us might use this opportunity to point out that 78% of successful companies in 2021 had a firm, documented content marketing strategy which helped boost those lagging email click-through rates we mentioned.

Bullet points and lists are a great tool for this section:

  • They force pesky skim-readers to slow down 
  • They make your benefits stand out
  • Search engines love them, so they’ll boost your website rankings

Social Proof

There is no better way of influencing trust than by using the words of others. This is why so many website landing pages end with testimonial sliders. It shows that the promises you’ve made aren’t empty; on the contrary, plenty of past customers have benefitted from your services, so new customers can too. 

Social proof, when used effectively, can revolutionise your business branding. Check your positive reviews for recurring words. What do people love about you? That’s your brand, and that’s what you want to show off at this point in your conversion journey. 

Of course, it goes without saying that you need to end your structure with a convincing Call-To-Action that speaks back to the promised outcome. Without a CTA, all your hard work has been for nothing.


The Before After Bridge technique breaks your product or service down into three key stages: 

  • The Before stage, when your target client is as yet unfamiliar with your product
  • The After stage, when your product has solved a key problem for the client
  • And then, the Bridge, which provides the solution 

By placing the problem and the solution in rapid succession, you increase your client’s motivation to engage. The solution is fast, and it’s easy. So easy, in fact, that it can be summed up into one swift turning point.

The principles that form the PASOS technique are equally valuable with BAB. You will still need to build your Before section around pain points, and your After will need to describe the product outcome. 

But, the difference with BAB is its simplicity, which makes it great for short-form copy like snappy Instagram posts, quick email marketing check-ins, or image- and graphics-heavy landing pages. Quality copywriting services will use the right structure at the right time.


AIDA forms the basis of many of the copywriting formulae that writers use. It works well for long-form content, particularly blog posts, as it focuses less on singling out specific pain points and more on storytelling and positive problem-solving. It allows for a little more flexibility of form, too.


Your first objective is to capture the reader’s attention. This might initially be an email subject line, a web page meta title, or the first line of a LinkedIn post, but the attention-grabber should continue into the first one or two sentences of your copy. 

You can do this by tapping into a pain point, asking a question that the reader asks themselves all too often, offering an irresistible deal, or perhaps showcasing one of your success stories. 


Next, you need to maintain the reader’s attention by generating more specific interest around your product. Funnel their attention down to the things that you can really help with. If you chose to ask an attention-grabbing question, this might be where you start to provide an answer; or, if you showcased a success story, offer a bit more depth, detail, and personalisation.


Interest is not the same as desire. We might umm and ahh over a deal that’s just dropped into our inbox, but that’s not the same as feeling the urge to snap it up. So, you need to light your reader’s fire using trustworthy testimonials, startling statistics, or generous guarantees. 


Finally, when your reader is champing at the bit to get their hands on what you have to offer, give them what they want. This is your CTA – the link through to the product details, sign-up form, or contact page that constitutes the next step.

There are many variations on AIDA out there, some with a heavier focus on statistics or overcoming objections. But, as with all the catchy acronyms highlighted in this post, the key principles are the same: you need to offer a solution, prove that it works, and show your audience how they can make it theirs.

Now, don your hard hat and get constructing

Using a basic, formulaic structure for SEO content writing and copywriting will help you get your conversions right from the get-go. 

That said, outsourcing copywriting takes this one step further – your website copy, email marketing, ad copy, blogs, and social media posts will be written by someone who knows these structures like the back of their hand. 

At Beesting Digital, we’ve got these structures down to a fine art. As a copywriting agency, we provide effective SEO copywriting services so that you don’t have to worry about the complexities of structure and optimisation yourself. 

There’s a reason that 47% of companies are choosing to grow their content teams in 2022. It’s because attracting traffic through copy and content has never been more important. Making Beesting part of your content creation powerhouse lets you reap the rewards of great copywriting services and content writing, without the time pressures and costs of hiring in-house. 

Book your discovery call today to start discussing the possibilities.

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