Boost your site’s ROI with better words (in the right order).
Your website’s homepage is like the front door to your business. It needs to welcome visitors, grab their attention, and guide them to say “yes” to your services. But how do you structure the words to make that happen? That’s where copy frameworks come in—they’re like blueprints for writing that turns browsers into buyers.
Small service businesses often struggle with confusing messaging that doesn’t convert. You don’t need to be a pro writer. Pick a framework that fits your style, and you’ll have clear, effective copy in no time. Let’s break down six popular ones, explain what they’re for, and show you real examples for your site.
These time-tested content frameworks are straightforward — great if you’re just getting started.
AIDA (Attention, Interest, Desire, Action)
Hook visitors right away, builds curiosity, stirs up want, and pushes them to act.
Best for: Grabbing quick attention on fast-scrolling homepages, like for urgent services (e.g., plumbers or locksmiths).
Example: Headline grabs attention (“Locked Out Late at Night?”), interest with details (“We arrive in 30 minutes or less”), desire via testimonials (“Saved my day!”), and action with a big “Call Now” button.
PAS (Problem, Agitate, Solution)
Name the issue, make it feel worse, then swoop in with your fix.
Best for: Highlighting pain points in everyday services (e.g., accountants or cleaners).
Example: Start with the problem (“Tired of messy tax filings?”), agitate (“They cost you time and penalties”), and solution (“Our simple system handles it all—book a free chat”).
People connect with stories. These frameworks make your copy feel personal and relatable.
StoryBrand
Position your customer as the hero, you as the guide, and show a clear path to success.
Best for: Building trust in relationship-based businesses (e.g., coaches or consultants).
Example: “You’re the busy coach changing lives, but marketing feels overwhelming. We’re your guide with a proven plan—see how we helped others thrive.”
BAB (Before, After, Bridge)
Describe the “before” struggle, the “after” dream, and how you bridge the gap.
Best for: Showing transformation in improvement services (e.g., fitness trainers or business advisors).
Example: Before (“Struggling to attract clients?”), After (“Packed schedule and growing revenue”), Bridge (“Our website setup connects you directly—start today”).
If your services have clear perks, these shine a light on what matters most.
FAB: Features, Advantages, Benefits
List what you offer, why it’s better, and how it helps the customer.
Best for: Detailing offerings in practical businesses (e.g., landscapers or repair shops).
Example: Feature (“Weekly lawn care”), Advantage (“Uses eco-friendly tools”), Benefit (“Enjoy a beautiful yard without the hassle”).
4Ps (Promise, Picture, Proof, Push)
Make a bold promise, paint the success, back it with evidence, and urge action.
Best for: High-value services needing credibility (e.g., financial planners).
Example: Promise (“Double your savings”), Picture (“Retire comfortably”), Proof (“Client stories and stats”), Push (“Sign up for a free audit”).
Don’t stick to one—blend them! For instance, combine AIDA with StoryBrand for cutting-edge services. It grabs attention while telling a hero’s tale. Hip Bip tip: Test a couple on your site. Track what gets more clicks.
You’ve got this. Pick one framework, apply it to your homepage, and watch leads roll in. If it feels overwhelming, Hip Bip can handle it all for you—just answer a few questions, and we’ll build a site that works.
Boost your site’s ROI with better words (in the right order).
Your website’s homepage is like the front door to your business. It needs to welcome visitors, grab their attention, and guide them to say “yes” to your services. But how do you structure the words to make that happen? That’s where copy frameworks come in—they’re like blueprints for writing that turns browsers into buyers.
Small service businesses often struggle with confusing messaging that doesn’t convert. You don’t need to be a pro writer. Pick a framework that fits your style, and you’ll have clear, effective copy in no time. Let’s break down six popular ones, explain what they’re for, and show you real examples for your site.
These time-tested content frameworks are straightforward — great if you’re just getting started.
AIDA (Attention, Interest, Desire, Action)
Hook visitors right away, builds curiosity, stirs up want, and pushes them to act.
Best for: Grabbing quick attention on fast-scrolling homepages, like for urgent services (e.g., plumbers or locksmiths).
Example: Headline grabs attention (“Locked Out Late at Night?”), interest with details (“We arrive in 30 minutes or less”), desire via testimonials (“Saved my day!”), and action with a big “Call Now” button.
PAS (Problem, Agitate, Solution)
Name the issue, make it feel worse, then swoop in with your fix.
Best for: Highlighting pain points in everyday services (e.g., accountants or cleaners).
Example: Start with the problem (“Tired of messy tax filings?”), agitate (“They cost you time and penalties”), and solution (“Our simple system handles it all—book a free chat”).
People connect with stories. These frameworks make your copy feel personal and relatable.
StoryBrand
Position your customer as the hero, you as the guide, and show a clear path to success.
Best for: Building trust in relationship-based businesses (e.g., coaches or consultants).
Example: “You’re the busy coach changing lives, but marketing feels overwhelming. We’re your guide with a proven plan—see how we helped others thrive.”
BAB (Before, After, Bridge)
Describe the “before” struggle, the “after” dream, and how you bridge the gap.
Best for: Showing transformation in improvement services (e.g., fitness trainers or business advisors).
Example: Before (“Struggling to attract clients?”), After (“Packed schedule and growing revenue”), Bridge (“Our website setup connects you directly—start today”).
If your services have clear perks, these shine a light on what matters most.
FAB: Features, Advantages, Benefits
List what you offer, why it’s better, and how it helps the customer.
Best for: Detailing offerings in practical businesses (e.g., landscapers or repair shops).
Example: Feature (“Weekly lawn care”), Advantage (“Uses eco-friendly tools”), Benefit (“Enjoy a beautiful yard without the hassle”).
4Ps (Promise, Picture, Proof, Push)
Make a bold promise, paint the success, back it with evidence, and urge action.
Best for: High-value services needing credibility (e.g., financial planners).
Example: Promise (“Double your savings”), Picture (“Retire comfortably”), Proof (“Client stories and stats”), Push (“Sign up for a free audit”).
Don’t stick to one—blend them! For instance, combine AIDA with StoryBrand for cutting-edge services. It grabs attention while telling a hero’s tale. Hip Bip tip: Test a couple on your site. Track what gets more clicks.
You’ve got this. Pick one framework, apply it to your homepage, and watch leads roll in. If it feels overwhelming, Hip Bip can handle it all for you—just answer a few questions, and we’ll build a site that works.
Hip Bip solves the website problem for small service businesses by providing American-made websites that actually make money and lower business owner stress.
Hip Bip solves the website problem for small service businesses by providing American-made websites that actually make money and lower business owner stress.
Provided with ❤️ from HBCO.AGENCY.
© 2025 Hippidy Bippidy Co. All rights reserved. Terms & Privacy