Most business owners are used to talking about their company in terms of themselves and their accomplishments. But when you use this narrative where you’re the main character, your story lacks clarity and makes it hard for readers to understand and connect with you, which makes it hard for them to become clients.
The StoryBrand Framework is a seven step structure that helps you put your client front and center so they can see how exactly you improve their lives with your offer. Its main goal, and the point of any good website, is to clearly tell your visitor what it is that you do and how you can help them succeed.
Many people hear about the StoryBrand Framework and are excited to take the information and run with it, creating greater clarity for their business.
But somewhere along the line it’s common to start wondering, am I doing this right?
Oftentimes, when writing a website, you start wondering if you described your customer’s problem in a relatable way, or start using puns, too many cutesy words, and not enough clear language.
Another common issue is that entrepreneurs often know their product so well that they start using ‘insider’ language —this is where everyone inside the organization knows what you are talking about because it is familiar, but outsiders have no idea. Most people do this all the time without realizing it!
When Your Marketing And Website Are Not Clear, You Miss Out On Sales
Clients come to you because they need your offer to solve their problems. If you can’t explain exactly how you do that, they check out.
When you write a solid BrandScript and turn it into a website, you bring your followers into a story that helps them see why you matter in their life.
But how do you bring your BrandScript to your website?
StoryBrand Website Examples
The first step in the StoryBrand Framework is called de Character.
This section points directly to your customer and their needs. Your goal here is to clearly state your customer’s goals in terms of your product.
Integrity Medicine is a great example of a successful Character section:
- The header clearly tells you what their customer wants: Simple Health Care You Can Afford is front and center, letting the reader know exactly what they’re in for.
- The sub-header explains how they help you by telling you exactly what they offer and where.
- The photo shows people of different ages enjoying a healthy life.
- The buttons tell you exactly where to go to get simple health care.
In the StoryBrand Framework, we mention what the Character wants at the very beginning, and whether they got it at the end.
In the Character section, we like to use a few of these successes to foreshadow what the Character gets by working with you.
You can make your Success section a list, or it can be a line of icons below the header.
Another element in the Character section is the Call To Action button. Ideally, you want to include one on the top right corner of your page and one right under your Character section.
But the character has a problem to solve, right? That’s their main reason to be on your site.
Colorado Mobile Drug Testing’s Problem section is a great example to follow:
When you list the examples of your customer’s problem below the opening line, your customer sees that you understand them and know what their pain points are.
Depending on if your website is for an individual (you!) or a company, the Guide section can look a little different.
In the case of Dr. Joe Simon, the Guide section features him and his expertise as the main focus:
In the StoryBrand Framework, the Guide section includes two sub-sections: the Empathy (why you want to help people solve their problem), and the Authority (why they can trust you to solve their problem).
In this case, Dr. Joe Simon’s website opens the section by talking about how he relates to his customers, and uses a couple short paragraphs that mention his past experience and how he came to reach success.
For a company, the Guide section is a little different.
Let’s look at Colorado Mobile Drug Testing again:
Since there wasn’t one person to introduce, they decided to list out their Authority in the Guide section instead of including a paragraph.
The next step is the Plan. Let’s look at Zoe Facility Services:
One of the keys to a great Problem section is using numbers for each step. This lets the reader’s brain recognize the pattern and understand that this is a structured plan.
The first step is an action step. This step is usually the same as the text in the Call to Action buttons.
The second step mentions the process or summarizes all the steps you go through to get the result they want.
The third step is the success the client is hoping for.
The Call To Action
These are the buttons we mentioned earlier. This button lets your customer go exactly where they need to when they’re ready to buy from you.
Another element we like to include in this section is a detailed look at what your customer is getting when they buy.
Let’s look at Learn to Make a Product:
This section clarifies your offer so your customer knows exactly what they’re getting from you.
The Results section mentions a failure your reader will go through unless they work with you, and the success they will enjoy by hiring you.
Let’s see Koha Pet Food:
For Koha Pet Food, this includes expensive vet trips and a sick pet. What’s more moving than that?
And the success subsection points out the best possible outcome the customer gets by buying from you.
Now that you understand these concepts and have seen them in real StoryBrand websites, do you feel more confident as you try to change your own messaging?
Stop missing out on sales with a confusing website! Learn from these StoryBrand website examples.