This article is concerned with identifying, comparing, and accounting for the principal rhetorical conventions within Pagan practitioners’ narratives of conversion. Applying key insights from studies on narrative identity and drawing on 15 months of fieldwork and 25 in‐depth interviews with Pagan practitioners, I first outline formal similarities in the content of participants’ narratives, arguing that these narrative conventions together constitute an ideal typical conversion narrative: what I call the rhetoric of continuity. This narrative form depicts the process of conversion as a rediscovery or uncovering of a temporally continuous and essentialized Pagan self. I suggest that while all conversions involve both change and continuity, adherents of different faith traditions vary in the degree to which they stress self‐transformation and/or self‐continuity. I then argue that the rhetoric of continuity reflects and reinforces practitioners’: (1) perspective on the locus and nature of the authentic self; (2) claims to legitimacy and social acceptance; and (3) understanding of the nature of religious truth.