Agitating your landing page visitor sounds like a really stupid thing to do, but it's a proven persuasion technique.

Here's how leading SaaS startups use PAS (pain - agitate - solution) to drive conversion.

Your visitor has a pain currently, which they may or may not be aware of.

Most likely they have some frustration.

And it's compelling enough for them to be on your landing page.

Your job is to define that pain and then agitate it

You want to use emotional language to amplify and agitate the feeling of that pain in the visitor right now

This will move the visitor into the solution stage.

Their desire will be to sedate the pain and become more comfortable.

This means they are more likely to explore your solution in front of them.

Now, let's see it in action

Startup @andco
Landing page: https://www.and.co/ 

Agitation: the tedium, hassle and worry of paperwork for freelancers

Startup @GetOribi
Landing page: https://oribi.io/ 

Agitation: analytics are mind-numbing, only for boring analysts, and make you fall asleep

Startup: Kitchen
Landing page: https://kitchen.co/ 
Style: illustration

Agitation: Everything is messy, stakeholders are confused, you feel stressed and overwhelmed

Startup: @savvycal_ from @derrickreimer
Landing page: https://savvycal.com/ 

Savvycal agitates the visitor pain in the landing page headline, founder letter and testimonials

Agitation: Currently you feel *weird* sharing your scheduling link

Startup: @lemoneyeo from @volodarik @AnvarAzizov
Landing page: https://lemon.io 

Agitation: you're overwhelmed with things to do and filled with doubt, you want to hire the best

Startup: @contrahq from @_BenHQ and @kuizinas
Landing page: https://contra.com/ 

Contra gracefully agitates the visitor while drawing contrasts with their new way of doing things.

Agitation: networking sucks, spam-filled newsfeeds suck, CVs are outdated. There's a better way

Startup: @RiversidedotFM
Landing page: https://riverside.fm/ 
Style: before and after visual

Agitation: Zoom video quality is horrible and your viewers deserve better.

Startup: @twobirdapp
Landing page: https://www.twobird.com/ 

Twobird agitates the visitor throughout their landing page copy to drive conversion.

Agitation: Tasks are scattered, it's frustrating having to switch, you're missing things, there's too much clutter