If your website isn’t capturing attention and moving visitors toward action, then you’re missing out on opportunities for conversions.
Most web pages read like static brochures: too much information, not enough clarity, and no structure to guide the visitor to take action.
As Donald Millar from Marketing Made Simple says, “If you confuse them, you lose them.”
The truth is, every page on your site should be treated like a sales page, not just an information page. And like any great sales page, there’s a proven structure that works.
The Problem, Solution, 123 Framework
This framework borrows from the world of direct response copywriting where the focus is on action (think: conversions) rather than information (brochure).
Instead of talking first about what you do, you meet your audience where they are:
- Highlight their problem
- Present the solution
- Show how easy it is to work with you
I learned this framework from my good friend Callum Maxwell from Optimise Online.
It’s similar to other frameworks such as PASTOR and StoryBrand Website Template, however what I love about this framework is how simple and quickly it can be applied to any web page.
Here’s the structure:
The Problem
Lead with a headline that speaks to the pain or frustration your audience is already thinking about.
The goal here is to enter the conversation that’s already going on in their minds.
For example, instead of “Get Our IT Services For Your Business”, try “Is Your Current MSP Holding You Back?”
This headline speaks to a known but unspoken problem in your audience’s mind. Once you have a clear headline, include a few sentences and/or bullet points to further describe the problem and the impact.
If you can articulate the problems of your target market better than they can, they will be more likely to trust you with the solution.
The Solution
Now present the solution to the problem.
For example, rather than “IT Services” try “Get A Technology Growth Partner”
Show the end state: what success looks like for them.
Offer a quick win — something they’ll notice right away when working with you.
123, It’s Easy to Work With Me
Simplify your process into three clear steps. Even if you have more than 3 steps, simplify it right down so it’s clear and easy to skim at a glance.
Example: 1. Book a call. 2. Get your strategy. 3. Launch with confidence.
The goal is to remove friction and make action feel effortless.
Pro Tips
To make the most of this framework, also include:
- At the top of your page, use a strong headline and highlight three key benefits
- Below your 123 section, include testimonials, client logos, and case studies to build trust
- Always end with a clear call to action so your audience knows exactly what you want them to do to start doing business with you
For more landing page tips, view our how to optimise a landing page for higher conversions.
Next Steps
To apply this framework and increase your conversions, start by picking one key page on your site, ideally your most important service page.
Rewrite it using the Problem, Solution, 123 framework. Keep it simple and review how it reads compared to your current page and your competitors.
You’ll be surprised how much more engaging, persuasive, and conversion-focused it becomes.
For more landing page tips, view our guide for how to optimise a landing page for higher conversions.
