How StoryBrand Can Help Your Website Make More Sales

How StoryBrand can help your website make more sales
How StoryBrand Can Help Your Website Make More Sales
How StoryBrand can help your website make more sales

StoryBrand is a compelling marketing framework that can help you create a clear, concise, and effective website. Using the StoryBrand framework will help you create a website that resonates with your audience and increase sales.

What is StoryBrand?

StoryBrand is a 7-part framework created by Donald Miller that invites clients into a story with your brand. The framework makes your story so clear and compelling it resonates with your audience, enabling you to achieve your goals. The framework is based on the principle that people are more likely to purchase from brands that understand them and can solve their problems.

How exactly does StoryBrand help drive sales on my website? 

The goal of any website should be to make sales, and the StoryBrand framework can help you do just that in a clear, concise, and effective way. A well-designed StoryBrand website will bring your potential clients through a journey, positioning them as the hero of the story and you as their guide. 

What are some of the benefits of using the StoryBrand framework? 

Using the StoryBrand framework has many benefits, including clarifying your brand and marketing message, improved conversions, and helping increase sales across your social media and website. In addition, StoryBrand can help you to build a strong brand identity that will resonate with your target audience. 

How do I structure my website using the StoryBrand framework so that clients convert?

Design, image, determine goals and objectives, logo, chart, questions, website structure. Digital marketing.
How do I structure my website using the StoryBrand framework so that clients convert?

If you follow the StoryBrand framework, you’ll apply 9 recommended sections to your website home page, two of which are optional, and all of which have one purpose – to drive sales. Even though there are 9 sections in the StoryBrand framework, your website copy and design will be what make it unique to you and your brand. Here’s a brief rundown of what they are:

1. Your Website Header

Above all others, your header is the most crucial section of your website. When visitors land on your home page, they will spend an average of 2.6 seconds reviewing the words and images there. If they like what they saw, they’ll continue scrolling through your site and spend only an average of 5.9 seconds doing so.

Basically, your website header is the deciding factor as to whether you’ll win clients. Ensure the text is concise and clear and that the images portray success.

2. The Stakes

Although you don’t want to paint a picture of outright failure, people are on your site in the first place because they have a problem. So you need to outline what will happen if they don’t take action in their lives or business to solve that problem. Instead of only calling out all of the successes that people will get when they work with you, remember to include the stakes. Why? Because people are more likely to take action to solve problems. If only 20% of the people who visit your website read anything beyond your header, applying this part of the StoryBrand framework is a surefire way to help you convert more sales.

If only 20% of the people who visit your website read anything beyond your header, outlining the stakes part of the StoryBrand framework is a surefire way to help you convert more sales.

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3. The Value Proposition

Explicitly calling out the benefits on your website that your clients will experience when they take action and work with you will generate more sales. Summarise your brand benefits or the specific product/service benefits. For example, increased brand awareness, client retention and sales. By all means, include a sentence underneath that elaborates on what you mean by the brand benefit. Remember, this is not why it’s good to work with you. It’s how working with you will benefit your clients. Many of the websites created by StoryBrand certified guides, myself included, contain this particular section directly under the header, so the benefits are clear and help visitors immediately go ahead with the sale.

4. The Guide Section

By and large the guide section is one that seems to go awry for a lot of companies. Chiefly, this should be the only place where you demonstrate competency and authority. Both empathy and authority are required in this section to position your company as one that gets its clients and is capable of helping them avoid the stakes. If you overdo it on competency and authority, you’ll position yourself as the hero of the story. Since your clients need a guide and not a hero, you’ll lose them if you do this. Be sure you’re always positioned as the guide.

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Building a story brand by donald miller. 
Clarify your message so customers will listen.
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Building a Story Brand – Donald Miller

5. The Plan

Whether you visit your doctor, dentist, accountant or anyone else who plays the guide in your life or business, you are looking for them to identify your problem and produce a plan to fix it. It’s the same for your clients. As you’ve already positioned yourself as the guide in the story, this section of your website enables you to share your plan. Avoid making your plan complicated by breaking it down into three or four simple steps that make it easy for your clients to understand how you’ll help them achieve their goals.

6. Pricing

This is undoubtedly one of the questions I get asked the most. “Should I include my prices on my website?” This section is entirely optional. If you offer bespoke services or you don’t want to share your pricing, then don’t. In reality, you don’t want people to get sticker shock, either. You could potentially include something like “starting from,” “ranging from,” or “get a quote” on your site. Alternatively, include a guide price on your sales call before you send a proposal. There’ll be less chance of sticker shock then, and on the call, people will usually tell you if your price is far above what they can afford, saving you the time of creating a proposal that will never proceed.

7. The Video

This section is also optional on your site. However, if your brand is a company and your images all portray your brand story thus far, it’s helpful to remember that people buy from brands they trust. Often, that trust is a gut feeling. In order to help create that sense of trust, showing up on camera with a short video created using the StoryBrand framework outlining the problem you help solve is a highly effective way to drive sales on your website.

8. The Explanatory Paragraph

Summing up information about your brand and the clients you serve can go into the explanatory paragraph. The benefit of this section on your website is that it presents as an opportunity to optimise your Search Engine Optimisation with keywords that result in traffic and sales. Do your homework and learn which keywords will help the Google Gods drive traffic to your site!

Do the research on your keywords to optimise Search Engine Optimisation - digital marketing strategy Kilkenny

In the StoryBrand community, we call this section of your website the “Junk Drawer.” The idea is that every link you include on your website that distracts visitors from the primary action you want them to take should be positioned in the junk drawer. In other words, things like your privacy policy, legal notices, careers, etc. There’s no need to have those in your header section.

What common mistakes are companies making on their website that applying the StoryBrand framework could help them avoid?

I see three common mistakes over and over again on company websites that I review.

1. No clear call to action

70% of small businesses don’t use any call to action on their front page. In the StoryBrand community, we describe your call to action as though it’s a cash register on your website, and its sole purpose is to help you drive sales. Imagine being in a supermarket or department store with no cash registers?! Websites are the same. Be sure to place your call to action cash registers in prominent places consistently throughout your site.

Your direct call to action is like a cash register on your website. Be sure that they're in obvious places consistently. Digital Marketing Strategy Deirdre Martin Consulting.

2. They have no website at all

Surprisingly, less than 50% of small businesses before the pandemic had a website. This figure startled me! It’s no surprise that many of the sites I review have been created by the directors, founders and CEO’s themselves. For those designing their own website, I highly recommend reading two books – Building a StoryBrand by Donald Miller and Marketing Made Simple by Donald Miller and Dr. J.J. Peterson.

3. They don’t pair copywriting and design

Many who are new to websites make the common mistake of hiring developers or designers and not giving enough weight to the words on their site. Words are what make people buy. The design elevates the words and conveys messages more clearly, helping people focus on particular points. As long as you elevate either design or copy over the other, you’re not going to sell.

Conclusion – How StoryBrand Can Help Your Website Make More Sales:

All things considered, StoryBrand is a powerful framework that can help you create a clear, concise, and compelling website that results in more sales. By following the StoryBrand framework, you’ll create a website that resonates with your audience and engages them in a story with your company. If you’re looking for a way to improve your website’s conversion rate and make more sales, consider the StoryBrand framework.

And now, for my call to action!

Marketing doesn’t have to be complicated or expensive. By clarifying your message and targeting your ideal customer, you can cut through the noise and start seeing results.

Enhance your message to today with the FREE StoryBrand Marketing Report.

Fill in the questionnaire and get practical advice to connect with your customers, so they buy from you.

Deirdre Martin is a business mentor specialising in digital marketing makeovers helping companies get more clients and grow their businesses. She is a keynote speaker, business award winner and bestselling business author. For a FREE business breakthrough call, go to Deirdre’s calendar and find a time that works for you. Follow on LinkedIn!

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