Frameworks

Every full page is built on a proven copywriting framework.

A framework is a battle-tested structure for persuasion, a sequence that takes a reader from attention to action. We pick the right framework for each page's job and fill it with your own material.

See pricing See how it works

The toolkit

Seven frameworks, each for a different job

These are the established frameworks copywriters have used for decades. SimpleCopywriter knows the strengths and the trade-offs of each, and matches them to the page that suits them best, so a homepage reads differently from a service page or a case study.

AIDA

Moves the reader through four stages, Attention, Interest, Desire, and Action, ending on one clear next step. The classic conversion arc, reach for it when the page's whole job is to get someone to act.

Where we use it

Pricing and blog index pages, plus any page type without a closer match.

Strengths

Simple, versatile, and works on almost any short-form page
Keeps a page tightly focused on a single action

Trade-offs

Can feel formulaic if applied mechanically
Weak when trust or education is the real bottleneck

PAS

Leads with the Problem the reader feels, Agitates it by making the cost of leaving it unsolved vivid, then presents the offer as the Solution. Reach for it when the audience already knows they have a problem.

Where we use it

Sustainability and ESG pages.

Strengths

Emotionally resonant and fast to grab attention
Excellent for an audience that already feels the pain

Trade-offs

Can read as manipulative if the agitation is overdone
Falls flat for readers who aren't yet aware of the problem

FAB

Ties each Feature to the Advantage it creates and the concrete Benefit the customer ends up with, so capabilities read as outcomes rather than a spec sheet. Reach for it when you have real substance to translate.

Where we use it

Service and product pages and their overviews, capabilities, integrations, security and FAQ pages.

Strengths

Turns dry features into customer outcomes
Clear and credible for substantive offerings

Trade-offs

Less emotionally compelling than story-led structures
Can become a long list if features aren't prioritized

BAB

Paints the Before state (life with the problem), the After state (life once it's solved), then frames the offer as the Bridge between them. Reach for it when the transformation is the most compelling thing you can show.

Where we use it

Never assigned automatically. Pick it yourself for any page whose strongest story is the before and after.

Strengths

Makes the value of change tangible and aspirational
Naturally vivid and easy for a reader to picture themselves in

Trade-offs

Needs a genuinely meaningful before/after to land
Risks over-promising if the After is exaggerated

4Ps

Opens with a Picture of the desired outcome, makes a Promise to deliver it, backs it with Proof (evidence, results, testimonials), then adds a Push toward action. Reach for it when you have evidence to lean on.

Where we use it

Case studies.

Strengths

Proof step builds strong credibility and trust
Balances aspiration with evidence

Trade-offs

Only as strong as the proof you can actually supply
Weaker on pages without results to point to

Golden Circle

Starts with Why the company exists (its purpose and belief), then How it delivers, and finally What it offers, leading with meaning before detail. Reach for it when belief and identity are what you're really selling.

Where we use it

About, leadership, and careers pages.

Strengths

Builds an emotional, purpose-led connection
Differentiates a brand on what it believes

Trade-offs

Vague or hollow if the 'why' isn't genuine
Less effective when the reader just wants the practical details

StoryBrand SB7

Structures the page as a story with the customer as hero and the brand as the guide: name what the customer wants, the problem in the way, then position the brand as the experienced guide with a simple plan and a confident call to action.

Where we use it

Homepages.

Strengths

Customer-centric: the customer is the hero, the brand the guide
Clarifying framework that cuts through vague messaging

Trade-offs

More involved to apply well than shorter formulas
Can feel templated if every page follows the same beats

No single framework is right for every page, and the craft is in the match. SimpleCopywriter selects per page automatically, and you can override the choice whenever you want more control.

Begin

The right framework, grounded in your own material.

SimpleCopywriter picks the proven structure each page needs, fills it with what your own documents actually say, and reviews it before you read a word.

See pricing See how it works

Frameworks

Every full page is built on a proven copywriting framework.

A framework is a battle-tested structure for persuasion, a sequence that takes a reader from attention to action. We pick the right framework for each page's job and fill it with your own material.

See pricing See how it works

The toolkit

Seven frameworks, each for a different job

AIDA

Where we use it

Pricing and blog index pages, plus any page type without a closer match.

Strengths

Simple, versatile, and works on almost any short-form page
Keeps a page tightly focused on a single action

Trade-offs

Can feel formulaic if applied mechanically
Weak when trust or education is the real bottleneck

PAS

Where we use it

Sustainability and ESG pages.

Strengths

Emotionally resonant and fast to grab attention
Excellent for an audience that already feels the pain

Trade-offs

Can read as manipulative if the agitation is overdone
Falls flat for readers who aren't yet aware of the problem

FAB

Where we use it

Service and product pages and their overviews, capabilities, integrations, security and FAQ pages.

Strengths

Turns dry features into customer outcomes
Clear and credible for substantive offerings

Trade-offs

Less emotionally compelling than story-led structures
Can become a long list if features aren't prioritized

BAB

Where we use it

Never assigned automatically. Pick it yourself for any page whose strongest story is the before and after.

Strengths

Makes the value of change tangible and aspirational
Naturally vivid and easy for a reader to picture themselves in

Trade-offs

Needs a genuinely meaningful before/after to land
Risks over-promising if the After is exaggerated

4Ps

Where we use it

Case studies.

Strengths

Proof step builds strong credibility and trust
Balances aspiration with evidence

Trade-offs

Only as strong as the proof you can actually supply
Weaker on pages without results to point to

Golden Circle

Where we use it

About, leadership, and careers pages.

Strengths

Builds an emotional, purpose-led connection
Differentiates a brand on what it believes

Trade-offs

Vague or hollow if the 'why' isn't genuine
Less effective when the reader just wants the practical details

StoryBrand SB7

Where we use it

Homepages.

Strengths

Customer-centric: the customer is the hero, the brand the guide
Clarifying framework that cuts through vague messaging

Trade-offs

More involved to apply well than shorter formulas
Can feel templated if every page follows the same beats

No single framework is right for every page, and the craft is in the match. SimpleCopywriter selects per page automatically, and you can override the choice whenever you want more control.

Begin

The right framework, grounded in your own material.

SimpleCopywriter picks the proven structure each page needs, fills it with what your own documents actually say, and reviews it before you read a word.

See pricing See how it works