StoryBrand Website Examples

1. Clear Hero Statement

What it is: A hero statement is the first thing visitors see when they land on your website. It communicates what your business offers and how it benefits the customer. This should be prominently displayed on your homepage.

Why it works: In "Building a StoryBrand," Donald Miller emphasizes the need for clarity. A clear hero statement reduces confusion and immediately engages visitors by addressing their needs.

Consider the opening crawl of Star Wars: "A long time ago in a galaxy far, far away..." This immediately sets the scene and context for the audience, much like a hero statement sets the context for a website visitor.

Real Example: "Helping entrepreneurs find peace and productivity."

2. Identifying the Problem

What it is: Identifying and empathizing with the customer's problem is crucial. It shows that you understand their struggles and are equipped to help. Clearly outline your target audience's problems and position your service as the solution.

Why it works: Miller explains that you build a connection by identifying the customer's problem. This emotional engagement is key to driving conversions.

In The Matrix, Neo is searching for the truth about the Matrix, which is his problem. The story engages us by presenting this central issue early on.

Real Example: "Struggling to get your child to sleep? Our proven methods can help."

3. Guide with a Plan

What it is: The plan section of a StoryBrand website shows visitors how they can achieve their desired outcome with your help. It should be simple and straightforward.

Why it works: This step builds trust and reassures visitors that they are making the right choice. Miller notes that a clear plan eliminates uncertainty and promotes action.

Example in Pop Culture: In The Lord of the Rings, Gandalf guides Frodo with a clear plan to destroy the One Ring. This plan gives Frodo (and the audience) a clear path to follow.

Real Example:

How We Get You Ready for Swimsuit Season

Step 1: Schedule a no-pressure training consult.

Step 2: Get your personalized fitness plan.

Step 3: Your coach helps you every week until you hit your goal.

4. Call to Action (CTA)

What it is: A CTA prompts visitors to take the next step, whether it's contacting you, signing up for a newsletter, or making a purchase. Place clear CTAs throughout your website so people know what to do next.

Why it works: Effective CTAs are clear and compelling, encouraging users to engage further with your business. Miller stresses the importance of having clear and prominent CTAs throughout your site.

In video games like The Legend of Zelda, players are constantly given clear prompts on what to do next, keeping them engaged and moving forward in the game.

Real Examples:

• "Schedule a Call"
• "Download Our Free Guide"
• "Get Started Today"

5. Visual Communication

What it is: Visual elements such as images and videos should complement the text and make the website more engaging.

Why it works: Steve Krug, in "Don't Make Me Think," highlights the importance of visual clarity in making a website user-friendly. Visuals help in breaking down complex information and keeping the audience engaged.

‍The Marvel Cinematic Universe (MCU) is a great example of visual storytelling. It uses stunning visuals and special effects to complement its stories, making the experience more immersive and engaging.

In the same way, you should use high-quality images and videos that directly support your message.

Real Examples: Before-and-after images, product demonstrations, or customer testimonials.