If you’re an entrepreneur or a business owner, you know how important it is to have a clear and compelling message that attracts customers and grows your business. But how do you craft such a message? And how do you make sure it’s consistent across all your marketing channels, especially your website?
That’s where Don Miller’s StoryBrand framework comes in. StoryBrand is a proven method that helps you create a powerful brand story that connects with your audience and motivates them to take action. It’s based on the principles of storytelling, which are proven to capture attention, engage emotions, and influence decisions.
In this blog post, I’ll show you how to apply the StoryBrand framework to your website, so you can turn more visitors into customers and grow your business. I’ll also share some examples of websites that use StoryBrand effectively, so you can see how it works in action.
But before we dive in, let me explain what StoryBrand is and why it works.
What is StoryBrand and Why Does It Work?
StoryBrand is a marketing framework created by Don Miller, a bestselling author and speaker who has helped thousands of businesses clarify their message and grow their revenue. StoryBrand is based on the idea that every successful brand is telling a story, and that story follows a universal formula that has been used for centuries by storytellers, filmmakers, and novelists.
The formula goes like this:
- A character with a problem
- Meets a guide
- Who gives them a plan
- And calls them to action
- To avoid failure
- And achieve a climactic vision
This formula works because it taps into the power of storytelling, which is one of the most effective ways to communicate and persuade. Stories help us make sense of the world, relate to others, and imagine new possibilities. Stories also trigger emotional responses in our brains, which influence our behavior and decisions.
When you use the StoryBrand framework to create your brand story, you’re essentially inviting your customers to join you on a journey where they are the hero, you are the guide, and your product or service is the solution to their problem. You’re also showing them what’s at stake if they don’t take action, and what’s possible if they do.
By doing this, you’re creating a clear and compelling message that resonates with your customers and motivates them to buy from you.
How to Apply StoryBrand to Your Website
Now that you know what StoryBrand is and why it works, let’s see how you can apply it to your website. Your website is one of the most important marketing tools for your business, because it’s where most people will first encounter your brand and decide whether to trust you or not.
That’s why your website needs to pass what Don Miller calls the “grunt test”. The grunt test is a simple way to evaluate whether your website communicates clearly what you offer, how it helps, and what action you want visitors to take.
To pass the grunt test, your website should answer these three questions in less than five seconds:
- What do you offer?
- How does it make my life better?
- What do I need to do to buy it?
If your website can’t answer these questions quickly and clearly, then you’re losing potential customers who are confused or bored by your message.
Header
The header is the first thing visitors see when they land on your website. It should capture their attention and make them curious to learn more about your business.
To create an effective header, use the StoryBrand formula to write a one-liner that summarizes what you do in an intriguing way. A one-liner is a single sentence that clearly explains what your business does in an intriguing way. It should identify the customer’s problem, your solution, and the successful outcome.
For example, here’s a one-liner for a personal trainer:
You want to get fit and healthy, but you don’t have time or motivation to go to the gym. I’m a personal trainer who comes to your home or office and helps you achieve your fitness goals in just 30 minutes a day.
This one-liner identifies the customer’s problem (lack of time and motivation), the solution (a personal trainer who comes to them), and the successful outcome (achieving fitness goals).
To create an effective one-liner for your business, follow these steps:
- Identify the customer’s problem
- Explain your plan to help them
- Describe the successful ending to their story if they work with you
Once you have your one-liner, use it as the headline of your header. Then, add a subheadline that expands on your one-liner and adds more details or benefits. For example, the subheadline for the personal trainer could be:
No equipment needed. No excuses. Just results.
Finally, add a clear call-to-action button that tells visitors what to do next. For example, the call-to-action for the personal trainer could be:
Schedule a free consultation
Body
The body is where you provide more information about your business and how it helps your customers. It should follow the StoryBrand formula and guide visitors through the steps of your brand story.
To create an effective body, use these elements:
- A problem section that identifies the customer’s problem and shows empathy
- A solution section that introduces you as the guide and explains your product or service
- A plan section that outlines the steps or process to work with you or buy from you
- A testimonial section that showcases social proof and success stories from your customers
- A call-to-action section that repeats your main offer and invites visitors to take action
Footer
The footer is the last thing visitors see on your website. It should reinforce your message and provide additional information or resources.
To create an effective footer, use these elements:
- A summary of your one-liner and call-to-action
- A contact section that provides your phone number, email address, and social media links
- A lead magnet section that offers a free downloadable PDF “guide” that provides value and gets email addresses
- A disclaimer section that provides legal information and privacy policy
What are the benefits of using StoryBrand?
StoryBrand is a powerful framework that helps you create a clear and compelling message that attracts customers and grows your business. By applying StoryBrand to your website, you can turn it into a sales machine that captures leads, nurtures prospects, and schedules appointments.
If you want to learn more about StoryBrand and how to use it in your marketing, I highly recommend reading Don Miller’s book “Building a StoryBrand: Clarify Your Message So Customers Will Listen”. It’s a must-read for any entrepreneur or business owner who wants to improve their communication and increase their sales.
You can get the book here: https://amzn.to/43Mf1cC
