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Best landing pages formulas (by MGID) (1)

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We are sure each of you is interested in effectively selling landing page. However, it’s wrong to believe they are created by the wave of a magic wand. You definitely need to use a more rigorous approach. So let's consider 5 best-selling text formulas for landing pages brought by MGID that will help you to create effective landing pages!


Attention can be achieved through intrigue, provocation or paradox in a heading, a subtitle or promising first paragraph of text. There is an opinion that the modern public is oversaturated with the emotional presentation, therefore, it is often better to be calmer, but informative.

Interest. Your aim is to warm up the audience by explaining that the problem is or to make the user believe he or she has an unmet need. I suggest you highlight up to 3 powerful arguments or that will convince the audience. Of course, you can and more but it is better not to overload users and be consistent.

Desire. Here you say that your product or service can solve the particular problem or satisfy its need. A good technique is getting closer to the reader, an expression of an understanding of his problems (this can be started in the previous paragraph). Here you need to create a desire to buy.

Action. This is actually a call-to-action like “Buy now”, “Register”, “Get trial”, “Don’t miss out!” etc. You need to clarify that the user has to do.

Some add Motivational factor between Desire and Action. Motivation can be a limited offer or discount.


This formula is used when a person takes time to purchase, usually automobiles, expensive household appliances, tourist or business services.

Аttention → Сomprehension → Сonviction → Аction

The algorithm of this formula is no longer based on an emotional, but on a rational component and works when the decision is made carefully.

Attention. If you want someone to start reading your text, you should get his attention. The most commonly used elements are a catchy title, first paragraph, and good graphic design.

Comprehension. Here you start listing a few of the most powerful rational arguments. You will lose some part of the audience, but you will only have leads interested in your product.

Conviction. At this stage, you prepare users for the next stage by adding even more powerful and correct arguments in favor of choosing our proposal. Your goal is to convince the reader of the correct choice.

Action. There is no need to put too much pressure on the reader. The beauty of the ACCA model is that the person is already internally ready for action, and therefore only a slight push is enough.

Offer. You know the interests and user’s profile, so you make an offer that will “hook” him.
Deadline. Time limit on product volume, the number of hours until the end of the discount, sales, copies, etc.
Call-to-Action. As usual, you clarify that the user has to do.


The 4P formula is considered one of the simplest and most effective emotional formulas, great for social networks.

First, you need to attract attention with the help of bright and attractive pictures with text. For example, you show a photo of a guy with several girls on a yacht in the Mediterranean. Then, you must show that the promise is feasible with the help of your product or service. For instance, the user needs to invest in real estate or take part in a lottery in order to get a luxurious life or vacation. Then you provide with proof, namely the arguments that will convince him that the desire can really be accomplished with your product. Social proofs work very well, such as “every second person dreams.” Well, in the end, you use a push - a call to action.


First, you talk about the problem or pain. Then, you aggravate the pain and provide the user with the hope that there are means to solve the problem. Finally, you present your product or service as a solution. Take a look at the example below.

“Did you get a few extra pounds? But summer is coming very soon! If you want to become as slim as your girlfriends try a new tea for weight loss based on pineapple!”

Finally, we suggest you test a few different copies and images. By doing so, you will be able to see which one performs the best for your audience and so to invest more in it. You should not forget that the landing page must be simple, eye-catching and not overload with information. Make people interested in your product with effective selling text and quality images!

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