How to Build the Best StoryBrand Website [StoryBrand Website Examples from a Certified Guide]

If you are a business owner who is frustrated with lack of leads and sales that come to your website, this guide:

StoryBrand Website Examples

Below you'll find a handful of StoryBrand website examples from B2B to Nonprofits.

StoryBrand Website Example
Pacific Geomatics Limited |

Key Takeaways

  • In a competitive landscape, you need a clear narrative that helps you differentiate
  • You need a clearly stated problem that helps you create a thesis around your approach in solving your clients biggest challenge
  • Then, you need to express the right empathy and communicate how your brand is best suited in helping the hero seize the day

Pacific Geomatics is not just another satellite imagery company, but a partner that helps you get the best satellite images from the most advanced satellites in space.

StoryBrand Website Example Financial Planning
The McClelland Financial Group of Assante Capital Management Ltd.

Key Takeaways

When you're one of the top awarded financial planning firms across Canada because of your long history of commitment to your clients, you need to state the obvious and not get too technical about checking all of the StoryBrand framework guidelines.

When a high-net-worth individual or family is looking for a trusted financial planner, they want the trust, expertise, and peace of mind that they're working with a leading company. TMFG is one of those top-performing firms. We ensured their story clearly invited clients into a narrative that touches on the long history of helping clients achieve their financial goals.

Storybrand website example -
Alpha Graphics & Signs | Custom Signs & Banners

Key takeaways

The StoryBrand Framework provides a helpful structure to create websites that start sales conversation.

When it comes to creating an effective website, there are some non-negotiable requirements such as a clear headline message and strong call to action button.

The new and improved Alpha Graphics & Signs website does this really well as a hybrid e-commerce and local business.

  • Clear headline message- no fluff or cute words, just explains what Alpha Graphics & Signs does and for who
  • Explains how they create value for their customers in the sub-title
  • Being an e-commerce as well as a local business with close to a 100 unique products, the site helps visitors find what they're looking for through clear category headline, featured products, and category product sections. (In the next round of updates, a dynamic search tool will be made available)

StoryBrand Website Example - HMH Legal
HMH Legal | Debt Collection in Mexico | Law Firm
Key takeaways

HMH Legal, is a law firm that provides debt collection and legal services to international companies who want to do business in Mexico with confidence.

In this B2B StoryBrand website example, here our key takeaways:

  • A great example of an umbrella brand narrative and a targeted StoryBrand brandscript for each key main service
  • Simple but professional website design
  • Includes a well-structured flow based on the StoryBrand Website Framework
StoryBrand website example - Creativeo
Becker Hillier Wealth Management |

Key takeaways
  • Title explains the value the client will get: Be confident about your financial future
  • Sub-title answers how BH Wealth Management helps their client achieve the desired value
  • Clear call to action - an invitation to Meet
  • The home page servers as an umbrella StoryBrand narrative. Above the fold offers access to two specific services
StoryBrand Website Example from a StoryBrand Guide
Beta KIDS | The All-Natural Immunity Booster for Kids |
Key takeaways
  • The original headline was"Protect Your Children from Getting Sick," which is the desired outcome for moms looking for a natural and effective way to boost their child's immunity system. However, we changed this to"The All-Natural Immunity Booster for Kids"- as this is what their ideal customers search for on Google. Sometimes, you have to step outside the framework to ensure your messaging better fits your perfect client.
  • As a new product, we still wanted to make the claim believable; thus we brought up the social proof which tends to belong in the authority section of your page. Again, something that falls outside the StoryBrand framework.
  • Clear call to action - Try Beta KIDS Now (we will be A/B testing various options here but this is the default for now)
  • The problem section anchored against a common notion -The problem is, multivitamin supplements alone don’t seem to make much difference in preventing fewer sick days, which leaves you ..."
AI Guides - StoryBrand Website Example
Landing Page Experiment for AI Guides - an independent, AI Advisory Guides
Key takeaways
  • This is an experiment landing page for AI Guides, but every aspect of the site follows a beautiful clear and concise story using the StoryBrand framework
  • When businesses look to implement AI in their organization, there's a lot of uncertainty about where to start, who to team up, what tools to use, and how to get the benefit from an AI project.

  • Meet AI Guides, Your independent, AI Advisory Guides who know what needs to happen and who’s qualified to help you so your journey with AI for your organization begins with a clear path to success.

Cause Leadership
Cause Leadership | helping mission driven organizations find and hire their next great leader.
Key takeaways
  • The title is clear and tells you exactly what Cause Leadership does.
  • The subtitle establishes Cause Leadership clearly against their competitors (flat-fee vs commission-based executive search)
  • Invites their ideal clients into a clear story
  • A call to action that fulfills the value of what the title promises
  • A website design that compliments its StoryBrand message narrative
  • A simple but compelling lead generator StoryBrand Example is a LA-based furniture store. Chairs with machine washable covers.
Key takeaways

Though not your traditional StoryBrand website, Levity Homes is a brand that is clear and concise with the problem it solves for their clients. Let's take a look at a few key highlights:

  • Chairs with machine washable covers. Every furniture designed by LevityHomes gives you the peace of mind that every piece has a machine washable chair cover.
  • The site is clear on what problem is solves "there had to be a better solution to everyday messes than ill-fitting slipcovers or living with stains."
  • LevityHome's messaging works because they designed/created their product in mind to solve a real life problem for so many who desire beautiful furniture for real life
  • Note: to startups who are in the early stage of product design, don't skip StoryBranding your product

StoryBrand Website Example #1 – Leads at Scale
Leads at Scale - Outbound Sales Company | StoryBrand Website Example
Key takeaways
  • Each key service page follows a clear and concise StoryBrand script
  • Visible and strong call to action throughout the site
  • Engaging StoryBrand Lead Generator through the Sales MRI questionnaire
  • Clear and compelling successes and failure for each key service

StoryBrand Website Example #2 – Tearfund | nonprofit
Tearfund Canada
Key takeaways
  • Clean and effective design
  • Great balance between mission-based and donor-based brandscripts
  • Why Tearfund vs other nonprofits fighting poverty (Tearfund knows who their hero is)

StoryBrand Website Example #3 – Makeup school
Multimedia Makeup Academy | Makeup School
Key Takeaways
  • Visuals and copy promote clarity
  • Passes the grunt-test effectively
  • Beautiful StoryBrand website design
  • Active call to action

StoryBrand Website Example 10 - Business Made Simple Book
The Business Made Simple BookVisit the site here.
Key Takeaways
  • Simple but clean site for a book launch
  • Great use of video to engage the reader
  • One consistent call to action throughout the site

StoryBrand Website Example #5 – Claremont Diamonds
Claremont Diamonds
Key Takeaways
  • Beautiful StoryBrand website design
  • Compelling StoryBrand Brandscript
  • Invites the hero into the story clearly
  • No stock imagery – always a plus

StoryBrand Website Example #6 – IanMartin
IanMartin Group
Key Takeaways
  • Strong empathetic statement and authority section
  • Minimal copy but effective copy throughout the site

StoryBrand Website Example #7 – Mini Goldendoodle Puppies
Mini Goldendoodle Puppies
Key Takeaways
  • Beautiful photos
  • Clear headline and copy
  • Easy to navigate website

StoryBrand Website Example #8 – Matchfield
Key Takeaways
  • Clear headline copy
  • Establishes authority right out of the gate, which for their business is a good move
StoryBrand Website Example #9 – Sanitation Conversation
Sanitation Conversation
Key Takeaways
  • Clean StoryBrand website design throughout the site
  • Love the active success bucket below the hero video
  • Active Call to Action "Get Certified Now"

StoryBrand Website Example #10 – Medicare School
Medicare School by LoneCreative
Key Takeaways
  • Methodically, the home page checks off the entire StoryBrand Marketing Framework
  • Clear call to action
  • Concise copy throughout

StoryBrand Website Example #11 – StructureCraft Mass Timber
StructureCraft Storybrand website example
Key Takeaways
  • Though not a traditional StoryBrand site, it does check off key aspects of the StoryBrand framework
  • Clear and concise headline
  • Focus on client success and their projects

See below for tips how to implement the StoryBrand marketing framework for your business.

The #1 reason why your website is failing you

Most businesses have websites that resemble a leaky bucket, where customers fall in and immediately fall out.

The issue is that the team or individuals who designed your website focused on wowing your customers with flashy graphics instead of empathizing with the problem your customer faces.

When you neglect your customer's real problem, you end up with a website that might look great, but fails to convert.

So you'll waste even more money at Google AdWords and Facebook ads in the hopes that if you just get more people to your site, they’ll be so impressed with your brand that they will say "YES! I'll buy from you."

How to identify if the Storybrand marketing framework is right for your business

  1. Do you have a high bounce rate?  Anything above 60% you’re in trouble!
  2. Is your cost per lead or cost per acquisition so high that you lose money with every customer?
  3. Does all your traffic come from paid advertising and hardly any from organic or directly?
  4. Are your competitors outranking you on Google?
  5. Are you getting traffic but you fail to engage visitors to download your lead generating PDF?
  6. Does your website pass the grunt test? 
  7. Do you have a clear call to action?
  8. Are you constantly losing out bids and proposals to your competitors? 
  9. Your copy is cute or clever but lacks clarity?
  10. Your site tells your story rather than inviting your clients into a story?

If you’ve answered yes to 3 or more of these, you will benefit greatly by crafting and implementing the Storybrand website framework.

If you offer real value to clients through your products and services, then your business owes those clients a website that works.

We know the frustration you must feel, having probably just paid a web agency a lot of money to design your website but it still sucks at engaging your visitors.

So now, you’ve probably downloaded Donald Miller’s 5-part marketing makeover, attended one of Storybrand's workshops, and purchased an annual subscription to business made simple.

You know more or less what a Storybrand website should sound and look like and you want to tackle redesigning the site yourself.

You know you can’t continue with the website you have as you are losing potential customers.

You imagine having a website that you’re proud of, one that confidently attracts, engages, and converts visitors into valuable customers.

Before you start redesigning your website, the first step is to think through who your customer is, what do they want, and what their problem is.

This is known as establishing your customer personas.

When you design and build a website centred on your customer's problem, you end up with a site that attracts, engages, and helps gain the trust of your customers.

Popular Customer Personas

Customer Personas
Source Alistapart

From Hubspot buyer persona template to the Business Model Canvas to the Customer Journey Map to Jobs to be Done, there are endless frameworks to uncover your customer personas.

As good and helpful these personas are, I believe the Storybrand framework is as powerful as any framework to help you best understand and uncover what your customer wants.

And the one tool that I trust to create a customer-centric website strategy is the Storybrand Brandscript.

The 7 part Storybrand marketing framework (Overview)

The Storybrand brandscript worksheet
The StoryBrand Brandscript worksheet | Visit for a digital copy

To help you refine your Brandscript, let’s recap the 7-principles of the Storybrand framework:

  • Principle #1: What do your customers want?
  • Principle #2: What are your customer’s external, internal, and philosophical problems?
  • Principle #3: Be the guide, not the hero.
  • Principle #4: Give your customers an easy plan to do business with you.
  • Principle #5: Be obvious with your call to actions.
  • Principle #6: Identify clearly what is at stake.
  • Principle #7: Help your customers imagine what success looks and feels like. 

Principle 1: Who does your customer want to become?

Principle #1 - who does your customer want to become?

In storytelling, the story begins when the character (your customer) wants something. But more important than just wanting something, they aspire to become someone.

It is your job to know clearly what your customer wants. 

How do you uncover what your customer wants?

  1. Ask your clients straight-up what do they want
  2. Be aware that when asked, people tend to list too many things that they want


  • My business needs more quality leads
  • I want a new website that is beautiful but powerful in converting visitors  
  • I want to successfully homeschool my children (homeschooling platform)

Why this is critical:

Most businesses make the mistake of telling their own story, why they exist, what makes them great or why they started the company. This violates the first and vital Storybrand principle that your customers are the hero, not your brand!

Principle 2: What are your customer's external, internal, and philosophical problems?

Principle #2 What are your customer’s external, internal, and philosophical problems?

Your customer has a problem that is getting in the way of what they want.

Any good story gets interesting when a conflict is clearly defined. Your brand must always be clear about what the customer’s problem is and it must talk about your customer's problem.

Their problem consists of a tangible obstacle known as the external problem. As a result, because your customer is experiencing this problem, it’s causing them to experience a negative feeling (internal problem). The final step is to determine why it's wrong for your customers to feel these external and internal problems.

Let’s take the homeschool mom as an example:

We know she wants to successfully homeschool her children. But the problem is (external) there are too many disjointed tools needed to homeschool.

(Internal) As a result, she feels overwhelmed and frustrated with the number of tools she needs.

(Philosophical) A homeschooling mom deserves one simple but powerful tool that will help her successfully homeschool.

Common Mistakes Brands Make With This Principle:

  • We tend to list too many problems
  • The problem we defined is not the true problem our customer is experiencing
  • We fail to connect the external and internal problems of our Brandscript

Principle 3: Be the Guide, Not the Hero

Be the Guide, Not the Hero 

Your customer is the hero who is desperate for a solution to their problem.

Your business is the guide who has a solution to your customer's exact problem.

Before you talk about how you are the best solution to your customer’s desired job, you need to first speak back to the external, internal, and philosophical problem your customer is experiencing.

You do this because it establishes empathy. Before you can help solve their problem, you have to state that you understand and know what the problem is they’re facing.

Then comes the moment you establish authority as a guide. In other words, you want to clearly convey to your customer that you know what their problem is and that you have helped others with similar problems overcome this problem.

Here, social proofs such as testimonials, case studies, and logos of companies you’ve worked with are helpful.

Principle 4: Give your clients an easy step-by-step to move forward

To be the guide, you need to lead well - a greater leader is one who paves the road ahead for others to follow.

Why do you think people need agendas, itineraries, and maps?

Because people want to anticipate the next step. Same thing on your website.

That’s why the 4th StoryBrand marketing principle is to give your customers a step-by-step  plan to move forward. If you don’t, there’s a higher chance of them failing to take the next action.

By simply listing three to four steps, you increase the probability of your customer making the leap to do business with you.

Principle 5: What is your main call to action?

Clearly call people to action

What do you want your customers to do? Shop Now, Place an Order, Download Now, or Schedule a Free Call!

That’s your clear call to action - the obvious invitation to do business with you.

In addition to your main call to action, your website needs a transitional call to action. This gives customers a low stake commitment to engage with your business when they’re not ready to buy just yet.

Call to Action Example
Unbounce - "Start My Free Trial"

Based on an experiment by Unbounce on call to actions that convert, they uncovered that two questions can help you write effective CTA button copy:

  1. What is my prospect’s motivation for clicking this button?
  2. What is my prospect going to get when they click this button?

If you can answer those two questions clearly, you’ll have a strong CTA button.

Principle 6: Have you identified what is at stake?

Principle 6:  Have you identified what is at stake?

In the official Storybrand framework - the success principle comes before the failure principle but in action on your website, the problem is agitated before the solution.

So as a certified Storybrand guide, I tend to start with principle #6 by identifying what is at stake.

If you’ve clearly identified your customer’s problem, it is your responsibility to amplify the consequences of not solving that problem.

Before you paint the picture of the promised land your customer seeks, you must clearly get them to visualize the consequences of not solving the problem.

What is the opportunity cost if things continue the same way? How many potential leads and clients will you lose to your competitors?

Principle 7: Have you helped your hero imagine what success looks like?

Have you helped your hero imagine what success looks like? 

This is one of my favourite principles  - what does success look like once you have helped the hero successfully solve their problem?

Your aim is to help your client imagine the success they can experience after engaging with your business.

Both imagining success and failure need to be highlighted on your website to effectively motivate your customer to action.

Once you have completed a draft of your Brandscript, it’s time to wireframe a website that works.

There are 10 sections to an effective Storybrand website:

  1. The header
  2. The stakes
  3. The value proposition
  4. The Guide
  5. The Plan
  6. The explanatory paragraph
  7. The video (optional)
  8. The Price (optional)
  9. Lead generator
  10. The Footer  aka Junk Drawer

01. The Header

The header is the top section of your website and the first impression a visitor has about your business.

You get this wrong, you lose.

According to Neilson Norman Group:

Users often leave Web pages in 10–20 seconds, but pages with a clear value proposition can hold people’s attention for much longer. To gain several minutes of user attention, you must clearly communicate your value proposition within 10 seconds.

NNGroup How Long Do Users Stay on Web Pages?

Your header needs to include:

  1. A clear and concise statement of what you offer. This is known as your title.
  2. A relevant image that represents your product or clients. This could also be a video background that communicates how your product makes your customer’s life better

And, answer three questions that customers visiting your Site are asking themselves:

  1. What do you offer? This is your clear and concise statement of what you offer
  2. How will it make my life better? 3 points that highlight what your customer will gain from what doing business with you
  3. How do I buy it? Yes, a clear call to action i.e. Schedule a Free Call, Buy Now
Multimedia Makeup Academy - clearly states what it does and how it will make your life better as an aspiring makeup artist
Storybrand headline example
Leads at Scale - helps your business get well-qualified leads at scale. More quality leads = more growth

02. The Stakes

This is where you talk about the problem your customer faces and the cost of not doing business with you.

Go back to your Brandscript, and look at principle #2 and principle #7. Use language from the failure bucket you came up with. Your client needs to know what they’re losing if they fail to engage with your product/service.

This also helps offset the price of your product. 

For example: if your service costs $10,000 but the client stands to gain $110,000 from using your services, they need to know they’re losing at least $100,000 by not doing business with you.

Example website stakes | Uses bullets to agitate the problem

03. The Value Proposition

The essence of marketing is the message and the essence of the message is the value proposition. -Flint McGlaughlin

The stake section above highlights what you are helping your customers overcome or avoid and in the Value Proposition section, you highlight what value will your customer get if they do business with you. 

Another way to look at this through the lens of your customers. "If I’m your ideal customer, why should I buy from you rather than your competitors?"

Your value proposition helps your prospective clients understand what they get in exchange for giving you their money.

Ensure your value propositions are specific and be visual. You need to ask only two questions to get specific and clear:

  1. What's in it for me?
  2. Why you and not one of your competitors?

For example, will your product or service:

  • Save customers money?
  • Save them time?
  • Will it reduce their risk?
  • Will it simplify their life or help them avoid a hassle?
Value proposition example
Papa Steve's Value Proposition Example

If you sell custom jewelry your value proposition could be:

  • Pay on average 25% less on the highest quality diamonds
  • Design a custom ring that matches the style of the one you love
  • Free lifetime cleaning service with every custom ring

You want to list at least 3 or 4 added values your customer will receive when they do business with you.

04. The Guide

As a Storybrand Certified Guide, I took an oath that I will "obsess over my client’s success." This means, my goal as a guide is not to take my client’s money but get them a shocking return on their investment. The only way I can succeed at that, is by making sure their business succeed.

Essentially that is the role of the guide - you need to be committed to helping your customers overcome their problems.

As a guide, you’re going to fall in love with your customer’s problem.

In this section of your website, you want to clearly express empathy for the problem/challenge your customer is facing, while demonstrating credibility (or competency).

Here are a few examples:

  • Testimonials like Google Reviews
  • Case studies of before and after
  • Logos of companies you’ve worked with
  • Stats of how many people you’ve helped or number of clients you’ve helped
Casper - example
Testimonial example from Intercom

Check out  pages 82 to 92 of the Marketing Made Simple for more information.

05. The Plan

This is simply the process plan in how your customer can do business with you. The Storybrand framework recommends a three-step plan. You can use four, but it’s recommended to keep to three.

What I love to do here is also add an incentive to help customers to take an action. Here are a couple of examples:

The Plan - storybrand example from Casper
Casper's plan is actually a helpful call to action to help speak with a specialist on which mattress will be right for you
Sanitation Conversation - Storybrand website example
Sanitation Conversation - a Storybrand client
Leads at Scale - example a Storybrand client clearly outlines the plan in getting started

06. The Explanatory Paragraph

What’s more important, brevity or clarity?

Think about that for a moment - most websites make the mistake of having copy that leans on declaring things but fall short on helping customers understand.

It’s not about brevity but clarity. Clarity always trumps brevity.

The best use of this section is to include the copy from your Brandscript. The explanatory paragraph could also benefit your SEO.

07. The Video (optional)

One effective use of video is to use your Brandscript copy. This is where you as the business owner can speak directly to your potential customer about their unique challenges.

To increase video engagement:

  • Test different video thumbnails (covers)
  • Add a headline above your video
  • Make sure the video looks and feels like a video (so make the video player big)

To increase audience retention:

  • Be sure to keep your videos short.
  • If you see a major drop-off in the first 20 seconds (every video will lose a lot of people, some will lose like 80%), it means your opening needs work :D


09. Your Lead Generating PDF

Every good website has an effective lead generating asset where you give value for free for an exchange of an email address.

If you’ve read my article about why StoryBrand lead generators are so persuasive, you know that when you provide value for free, customers feel indebted to you and your brand - even if it's not conscious. When you give away great content and value, customers want to return the favor and are more likely to want to do business with you.

Make sure in this section you include:

  • A description of your lead-generating asset
  • Ensure it offers immediate value to your clients
  • And that it creates a sense of reciprocity

10. Junk Drawer (Your footer)

All those links you used to highlight on your main navigation are now put down below, in your junk drawer.

You want to keep your main navigation bar clean to prevent decision fatigue and direct visitors to your main call to action and transitional call to action.

The footer is a perfect place to include your About, Careers, Social Media Links, and FAQ.

Helpful StoryBrand Resources

  1. - a great way to collaborate and share your Brandscript with your team members
  2. A 30-minute free call to review and refine your Brandscript with me, a Certified StoryBrand Guide
  3. Download below a powerful StoryBrand template from my playbook

Download my powerful StoryBrand website wireframe for free 

Storybrand website wireframe for download

Have your Website Reviewed by a Certified StoryBrand Guide (Free Offer)

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