Ever feel like your website’s not pulling its weight? You’ve got visitors, but somehow they’re not turning into customers. You’re not alone, and I’ve got a simple fix that could change that.
It’s called StoryBrand, a marketing method that helps you clarify your message so visitors immediately understand how you can help them. And when your message is clear, your website stops sitting on the sidelines and starts working for you.
What is StoryBrand?
StoryBrand is a marketing framework created by Donald Miller that’s all about one thing: making your customer the hero.
Most businesses make the mistake of talking too much about themselves—how great they are, their awards, how long they’ve been around. But in reality, your customers don’t care about that (at least not yet).
What they care about is how you can help them.
With StoryBrand, you flip the script. Instead of making it all about your business, you make the customer the center of the story. It’s their journey, their problem, and you’re the guide who’s going to help them succeed. It’s a simple, but powerful shift in how you communicate.
StoryBrand lays this out in seven key steps that we’re going to walk through—don’t worry, I’ll keep it local and relatable.
1. A Character (Your Customer) Has a Problem
First things first: your customer is the hero of the story, not you. Imagine someone searching for an electrician—they’re not interested in your whole business history or qualifications right away. They have a problem and need to know if you can solve it.
Your website should speak directly to that problem first. Let’s say you’re a plumber. Instead of starting with “We’ve been in business for 20 years,” try something like, “Got a leak driving you crazy?” It’s straight to the point and shows your customer that you get it.
When you address their problem immediately, they’ll feel seen and understood—and they’re much more likely to stick around on your site to learn more.
2. They Encounter a Guide (That’s You!)
Now that you’ve pointed out the problem, it’s time to step in as the guide—the trusted expert who can help them out. You’re not the hero, but you are the one who’s going to make their life easier.
Think of it like this: you’re at a summer festival and a friend is raving about this new food truck you have to try. They’re not the chef, but they’re guiding you to something you’ll love. That’s your role—you’re not the focus, but you’re pointing them toward the solution they need.
On your website, this is where you establish your authority. Add a line or two about your expertise, but keep it simple. Even better, use a testimonial.
“We’ve helped over 100 small businesses in Rhode Island grow their customer base”
That sounds a lot better than listing every single award you’ve ever won.
3. You Give Them a Plan
People like a clear, simple plan. They’re not going to stick around if your process feels complicated or unclear. Think about ordering chowder—do you want red or white? Cup or bowl? Oyster crackers or no? Stuffies? It’s kind of a pain. If the steps aren’t easy to follow, people might just walk away.
In StoryBrand, the plan you give should be simple and actionable. Something like this works great:
- Schedule a free consultation.
- We’ll create a custom plan to solve your problem.
- Enjoy the results (without lifting a finger).
That’s it. Three easy steps that show your potential customers exactly how you’re going to help them, and what they need to do to get started.
4. Call Them to Action
Now, you need to tell people what to do next. Don’t assume they’ll figure it out—give them a clear, direct call to action.
I recently went to a Cars & Coffee car show in Newport with my son. There were no signs pointing to a parking area for spectators, so we had no idea where to park. We ended up parking in the actual car show section when someone from the car show guided us in. We found it funny considering we parked near a couple of $100k cars.
The same goes for your website. If your call-to-action button is hidden, or worse—nonexistent—your potential customers won’t know what to do next. Make it obvious. Use language like “Get Your Free Quote” or “Schedule a Consultation Today” to direct them exactly where you want them to go.
And keep the options limited. Don’t overwhelm people with multiple choices. One clear call to action is all you need.
5. Help Them Avoid Failure
This is the part where you remind your customers what might happen if they don’t take action. You don’t need to scare them, but it helps to gently point out what’s at stake.
If you’re a roofing company, you might say something like, “Don’t wait until that small leak turns into major water damage.” Or if you’re a digital marketer, you could say, “Don’t lose more customers because your website isn’t converting visitors.” This little nudge can help people realize that waiting or doing nothing could cost them in the long run.
6. Paint a Picture of Success
Once you’ve pointed out the risks of inaction, it’s time to paint the picture of success. What will their life look like once they’ve worked with you? Show them the happy ending.
For example, if you’re a landscaper, you might say, “Imagine spending your weekends relaxing in a beautiful yard, without having to lift a finger.” Or if you’re a marketing consultant, “Picture your business booming with new customers, while you focus on what you do best.”
People want to feel good about their decision, and showing them what success looks like is a powerful motivator.
7. The Transformation
Finally, StoryBrand emphasizes the transformation your customers will experience. It’s not just about solving the problem—it’s about how their life will improve afterward.
Maybe someone is losing sleep over a check engine light in their car and you own an automotive service center. After taking their car to you, they’re relieved, their runs great, and they’ve got reliable transportation to get to work. That’s the kind of transformation you want to showcase. It’s more than just fixing a problem—it’s about making life easier, more enjoyable, and more successful.
Wrapping it Up
StoryBrand is all about clarifying your message and showing customers how you can guide them to success. It’s a shift in how you communicate on your website, but it can make all the difference. When your message is clear, you don’t just get more visitors—you turn those visitors into loyal customers.
Remember, clear communication is key—and it can turn your website into your best salesperson.
