If you’re a fan of Storybrand and Donald Miller, and let’s face it, you wouldn’t be reading this blog if you weren’t, then you may be thinking of Storybrand’ing your website.
Wouldn’t it be great if you could see the best Storybrand website examples before you build your own website? Donald Miller’s brandscript and overall Storybrand framework are helping businesses to communicate clearly with their audiences and sell more as a result.
Chances are you’re here because you’re doing some research for your own marketing strategy. There are some big claims out there about the results the Storybrand framework can deliver, including huge numbers around revenue growth. What it boils down to is, the very least that you get from implementing Storybrand’s techniques is a website that is simple and easy for potential customers to understand.
We’re going to walk you through three examples of great Storybrand websites and explain what makes them so effective:
Website Example #1: One Week Website
Ok ok. We’re a little biased. This is our very own website. But, what’s the use in writing an article like this if you don’t love your own website? Let’s walk you through the step-by-step process we used to turn our Storybrand brandscript into a homepage that works.
Take a look at our website here at One Week Website as we explain how we used the Storybrand framework section by section. You’ll see how you can then take your own Storybrand brandscript and turn it into a great Storybrand website.
Our headline is what the character wants
When our customers work with us, they want a website they can be proud of. Now, the reasons they are proud of the website will differ depending on the buyer. For example, one client may want a website that looks the way they want it to look, while another client may really care about clear website copy.
Both of these reasons why each client loves their website doesn’t matter as it relates to my website copy. If I find the “least common denominator” around why clients buy from us and what they are looking for, then it’s very simple: they want a website they can point to and say out loud “I love that!” All we did was simply state they will love their website.
Now think about your business: you may sell a “widget” or a service and think it’s really important that customers know about some specific detail that explains why your service is so awesome. If you sell cupcakes, then yes, clients need to know they are “made fresh every day.” If you sell financial services, then yes, clients need to know your services are “fee-only” and that you don’t take commissions. These items don’t need to be in your headline, though. It’s too much information.
It may feel “cheap” to write a headline that simply states what your customer wants or even counter-intuitive, but it’s not. Your clients will have problems before and after working with you, so you really need to focus on the simple, transformational experience that your brand provides them and write a short, compelling headline from that point of view.
Here’s a simple exercise to try: Write down a success your customer has after they get done working with you. Can you write eight words that will describe this success? If you can do this, then congrats, you’ve written your website headline.
Our call to action is strong
If you listen to the Building a Storybrand podcast, then you know that a strong call to action button is one of the most important components to a great Storybrand website. Our call to action button isn’t wimpy. There is no doubt on how to get started with us once your budget aligns with our services – we clearly spell out the next action. The button is also purple, which makes it easy to see.
Here’s a simple exercise to try: Look at your homepage button. Is there a big button at the top right of your homepage? Is it clear like “Schedule a Call” or is it wimpy like “Get Started?”
Our tagline states what we do and what our character wants
The sentence under your headline needs to tell your customers what it is that you do. There’s no need to be cute here. Just tell them exactly what you do. Bonus points if you can work in some success buckets like we did – those key areas in which people want to achieve. (We used pride in their website appearance and the ability to earn new customers).
Too many websites make the mistake of over-complicating this part and when you do that, the potential customer often leaves in confusion.
Here’s a simple exercise to try for your brand: Does the second sentence underneath your headline state what you do in a simple way?
Our homepage photo shows our character’s identity transformation
The website photo we used in our header shows two business leaders (my audience character) who are proud of their website. They are showing my potential customers the feeling they can have after working with One Week Website.
Exercise for your brand: What about your website hero image? Does it show customer success or is it just a picture of a random desk or general stock image?
Website Example #2: World Housing
World Housing is a great example of a non-profit website that has taken their brand story and turned it into a homepage that is clear. Non-profit websites need to choose to either lead with the donor as the character, or the cause as the character. World Housing does a great job leading with the cause as the character:
Their headline and company name is insanely clear
First of all, the headline they use (“A Home For Everyone”), as well as their company name, is so incredibly clear that it only takes a couple of seconds to realize that they build homes for anyone in need and your donation can help to build homes for everyone.
Their tagline uses failure and success at the same time
We love how the tagline takes the fear people have with donating to a non-profit (where does my money go?) and reverses it by stating “100% of your donation goes to building homes for families living in slums.” At the same time, they specifically give a success in the tagline – the statement that your money will build homes for those families.
Section two provokes the external problem
As mentioned with our website, it’s very important to dive into your customer’s problem as soon as possible. We’re fans of taking the external and internal problem from your brandscript and placing it in section two of your homepage.
In this example, the external problem is that over a billion people, or 14% of the world’s population live in slums.
Super duper clear call to action button
“Donate now” creates more of a sense of urgency than simply saying donate. If you run a non-profit, then consider changing your call to action button to “Donate Now.” Again, it is very specifically telling the audience what their next action should be.
Website Example #3. Real Estate On Purpose
One of the first things you notice about the Real Estate On Purpose website is that they have a clear focus on the customer, not themselves. They could have said something like “we are premier real estate coaches,” but they went with what the character actually wants: “Sell more houses, enjoy more free time, be happy.”
How’s that for hitting success buckets? Most people have that struggle for work-life balance and this headline will reach their deepest desires.
Their tagline highlights exactly what they do (and for how much!)
If you were in doubt about how you might sell more houses and enjoy more free time, the tagline immediately underneath quickly clears that up. “Build your perfect real estate business by completing one simple activity each week. It only costs $20 per week.”
You know what else is great about this? It quickly deals with a common objection that their target audience might have – “I don’t have time.” One simple activity each week sounds doable, and highlighting the affordable price of $20 per week will keep anyone interested who was already worrying about price.
They have just a few clear options
Another positive about this website is that it’s very “clean.” This helps to promote clear messaging because the potential customer doesn’t get confused by having a lot of things going on.
Specifically, the navigation menu has just a few options so that the website visitor doesn’t go “down a rabbithole.” The call to action button is also very clear and specific at the top-right with “start free trial.”
Section two deals with another potential objection
In the real estate business, there have been a lot of so-called “gurus” selling the latest “sure thing” to those interested in making money from the business. Many of these either charge a lot of money for the privilege of sharing in their knowledge, or they’re not giving out value for money at all.
The first part, “yes, you can build the practice of your dreams” speaks directly to the goals of their target character. The second part says; “No, you don’t need a hot shot Instagram guru to show you how. Our online activities make it simple and fun to build a real estate business that affords you a happy life.” This is directly addressing any potential suspicion or fear that the customer might have about the integrity of what they’re selling. There are no gimmicks or tricks, just simple activities that work.
Now it’s your turn to take your Storybrand brandscript and turn it into a website that clearly communicates your value to your target audience.
Need help with clarifying your own message? Our founder, Danny is a Storybrand Certified Guide and can help walk you through the process of developing a clear message for your business.
Hit us up by filling in the contact form here.