20+ Proven StoryBrand Website Examples for Businesses Ready to Skyrocket Their Marketing Success

Explore Beautiful StoryBrand Website Examples

When it comes to StoryBrand website examples, many seem to rely on generic templates without much attention to user experience or creativity.

This is likely because most StoryBrand Certifid Guides are copywriters who prioritize written messaging as the most crucial element of a website's success.

While this is important, as StoryBrand Agency, we believe that combining visual storytelling with written messaging is even more powerful.

We refuse to compromise on either element, recognizing the importance of visual design, content design, and interaction design in creating a persuasive website.

As you explore our compilation of the best examples of StoryBrand websites, you'll notice that each website is distinct and intentionally designed to create an optimal selling environment.


Summary of what's included in this StoryBrand Website Example guide:


Examples of the Best StoryBrand Websites

Explore our StoryBrand website inspirations from WordPress to Shopify to Hubspot.


Too many online courses for UX/UI teach technique but fail to show you how it works in the real world. UI Learn teaches you the skills hiring managers look for so you can stand out from the competition and build your career.

StoryBrand website example
UI Learn StoryBrand Website Example
What the character wants example
What the character wants from our StoryBrand Messaging Playbook Package
A Simple Plan | from our StoryBrand Messaging Playbook Package

Highlights from this example

  • Clear call to action
  • A balance of beautiful visuals and clear copy
  • The problem clearly agitated "why can't I get hired?"
  • The solution clearly highlighted


Whole Harvest Landing Page

This is our second project with Whole Harvest, a 100% whole food plant based meal delivery service.

Whole Harvest's meals are uniquely crafted to combat heart disease without sacrificing taste for health. For this particular landing page campaign, we utilized the StoryBrand website blueprint as our design framework.

Whole Food Plant Based Diet for Reversing Heart Disease | WholeHarvest.com

Pay attention to the design elements in this example:

  • The hero section explains the value Whole Harvest meals provide "Reversing Heart Disease with Delicious Plant-Based Meals".
  • The subtitle communicates how they deliver on their promise "ready-to-eat", "chef-prepared meals", "delivered to your front door", "so you can easily stay on track in your fight against heart disease".‍
  • We used a video collage to show their ideal customers living a health and joyful life.
  • Throughout the landing page, we used the authority of leading studies to highlight the research-backed benefits of a whole food plant based diet.

Comparison tables can be utilized in marketing to highlight the unique benefits of your brand, a technique referred to as the focusing illusion in behavioral science.

To create an effective website using StoryBrand principles, we suggest experimenting with and testing various modules beyond the standard examples. The ultimate objective of any website is to provide the right information to the target audience at the right time, inspiring them to take action.

A comparison chart can be a potent visual tool that directs your customers' attention to your brand's essential value proposition.

Play Like a Girl

Far too many girls who would thrive in STEM+ careers never get the chance. Play a Like a Girl guides young women through the most critical window of their lives with a combination of sports clinics, STEM+ training, and mentorships so they can imagine a future with unlimited potential.

This is a nonprofit example.

Storybrand nonprofit website example
Play Like a Girl

During our collaboration with Play Like a Girl, we were able to leverage the power of the StoryBrand framework to help them refine and strengthen their messaging. By clarifying their brand's message and positioning, we were able to help Play Like a Girl connect more effectively with their target audience to clearly illustrate the picture of success.

Using StoryBrand allowed us to identify and hone in on the key elements of Play Like a Girl's messaging, ensuring that their brand message was clear, concise, and compelling.

Veitas Engineers

  • Type: B2B StoryBrand Website
  • CMS: Wordpress Custom

Veitas Engineers are a multifamily engineering firm. They work with leading architects, developers, and GCs to transform high-density living in Boston and across the North East US.

Our team collaborated with Veitas new principals to craft a new and powerful message and design-build a custom website to showcase their process and portfolio. The result, a clarified marketing message, powered by the StoryBrand Framework.

Engineering StoryBrand Website Example
Veitas Engineers - Multifamily Building Engineers
  • Hero Statement: "Structural Engineers who support the vision for your multi-unit construction project"
  • One-liner example: Multi-unit construction often feels defined by what can’t be done. Our flexible structural engineering process creates possibilities so we can support your vision for the project.
  • Philosophical: There should be an engineering process which focuses on the possible and makes it easier to build stunning, unique multi-family structures.
Problem and Authority Section Examples
Problem and Authority Section Examples

Whole Harvest

  • Type: B2C StoryBrand Website
  • CMS: Shopify Custom

Not everything labelled “plant-based” is created equally.

Today, “Plant-based” is used as a buzzword to sell processed, not-so-healthy stuff.

And many “plant-based” meal delivery services make compromises to cut costs.

Whole Harvest helps you trade the struggle for an authentic experience you can savor and enjoy.

Shopify StoryBrand Website Example
Whole Harvest | Whole Food Plant Based Meal Delivery Service
  • Identity Transformation: [From: Struggling to eat whole food plant-based meals] [To: Savoring them and the quality of life they provide]
  • What the character wants: An easier way to eat 100% whole food plant-based.
  • Belief Statement: "Not everything labeled “plant-based” is created equally"
Authority Copy Example
  • Ready to Eat – Our chefs have done the shopping, chopping, and cooking for you, and everything is shipped right to your front door.
  • 100% Whole Foods Plant-Based – We don’t cut any corners. When we say whole foods, plant-based - we mean it.
  • 100% Fresh – Nothing is ever frozen. We deliver fresh food for peak nutrition and hydration.
  • 100% Clean – Our meals are cooked without oil or added sugars. They’re low sodium, gluten free dairy free, and we use Non-GMO, Organic ingredients whenever possible.
How it works page Design


  • Type: B2B StoryBrand Website
  • CMS: Hubspot Custom

Finzly helps banks finally break free from the constraints of legacy core and launch new financial products with unprecedented agility and speed.

Fintech StoryBrand Website Example (Hubspot)
Finzly.com | Modern Banking OS
  • The Controlling Idea — Banks are constrained by the limitations of Legacy Core to Free (to innovate, collaborate, and compete).
  • What the Character Wants— Greater speed and agility in launching new financial products
  • The Problem — Legacy core can't keep up. It takes too much time and money to meet the demands of the modern financial market.
  • Philosophical — Finzly believes every bank deserves the opportunity to innovate and compete

Our team worked with Finzly to redefine their marketing messaging and design-build a fully custom Hubspot StoryBrand website.

Philosophical Statement - example

Organic Traditions

Here's a great example of a Shopify StoryBrand website from our client Organic Traditions.

  • Type: B2C StoryBrand Website
  • CMS: Shopify Custom
StoryBrand Website Example - Organic Traditions
OrganicTraditions.com | Superfood blends

Organic Traditions is on a mission to make superfoods more accessible to everyone.

We used their mission as the controlling idea for their new messaging and Shopify website redesign strategy.

Pacific Geomatics (Wordpress Website Example)

The options for satellite imagery are endless. Pacific Geomatics (Pacgeo) guides their clients to the right images for their project so clients can gain clarity about the critical decisions in front of them and keep moving forward.

Pacific Geomatics Limited | Pacgeo.com

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.

Smart Trucking

Every month, over 100,000 aspiring and pro truck drivers across North America rely on Smart-Trucking.com for advice, encouragement, and how-tos to better navigate the industry.

Our team helped clarify Smart-Trucking's umbrella messaging using StoryBrand.

With a clear and concise messaging as Smart Trucking's foundation, we then re-designed and developed a custom Wordpress Theme to enhance the reader experience and performance of the site.

Storybrand website example - Wordpress Directory
Smart-Trucking - Wordpress Custom Theme
Key Highlights
  • What the Character Wants: The knowledge, skills, and guidance necessary to become a successful driver.
  • External Problem: A successful trucking career is tougher than ever because formal training is limited and ongoing guidance is hard to find
  • Internal Problem: Uncertain of the best path forward
  • Philosophical: Aspiring truck drivers ought to have a community where they can get straight answers, good advice, and help in successfully navigating the twists and turns in trucking.

Adrette (Squarespace Example)

Custom window treatment options can be overwhelming. With Adrette’s expert guidance, you will make confident decisions and enjoy a warm, inviting space transformed by beautiful, functional drapes and shades.

Squarespace storybrand website example
Adrette | Custom Window Coverings in Portland
  • Problem: Custom Window Treatment Options Can Be Overwhelming
  • Internal feeling: A custom design opens up endless possibilities, but trying to sort through them on your own can feel overwhelming.
  • Philosophical statement: We believe you deserve guidance that helps you save time and avoid costly mistakes.

Hues Flowers

Flowers send a meaningful message to the people you care about, and old-school, traditional designs feel impersonal and cold. Hues Florist create bespoke, artisan bouquets which give you fresh, stylish new options for speaking straight from the heart.

We collaborated with the wonderful Hues Team on their upcoming new messaging strategy using the StoryBrand Framework. In addition to their messaging strategy, we proposed a new and improved website design to elevate their online customer's experience. You can preview their StoryBrand Website below.

Example Headline Copy
  • Beautifully Unique Bouquets in Jeddah.
  • Bespoke bouquets that wow.
Example Sub Headline Copy
  • Bespoke bouquets to make an impression for any special occasion.
  • Beautiful, artisan flower arrangements that make an impression.
  • Smiles on every side. On yours when you see the design and the people you care about when they receive it.


StoryBrand Website Example Flower Shop

Ox and Pine Leather Goods (Shopify)

A StoryBrand Website Example using Shopify for an Ecommerce site
Ox & Pine - a StoryBrand Website Example | See OxandPine.com

If there’s one thing we all want, it’s to be remembered, so it’s no wonder we’re drawn to personalized, handmade leather goods. When they’re made right, whether you’re journaling, giving a gift, or making a statement, they make you unforgettable.

  • Headline copy — explains the true value they provide to their customers
  • Social Proof - Makes it believable and adds trust
  • Visual — Let's their customers see their product and showcases what successes looks like for the customer after they've received or purchased one of their products
  • Key Successes/Value — clearly visible below the hero image

Dimartech (B2B Custom Website)

Dimartech engineers and manufactures custom industrial process equipment from pressure vessels to air separators to reactor vessels.

Dimartech Engineering StoryBrand Website Example
  • Clear call to action across every main page
  • Clean and uncluttered website design
  • Good use of imagery to compliment its messaging

Wild & Org

Mobile StoryBrand Website Example
StoryBrand Mobile  Example - Wild&Org

Wild&Org is an up and coming lifestyle cafe brand from Saudi Arabia.

As their StoryBrand consultants, we helped craft their brand narrative, mission statement, and core values. We’re currently serving as the brands’ interim Brand Director working with their team and partners in setting them up for a successful launch.

Here's a sneak-peak of the brand's new website, tons of StoryBrand website example components baked into the design.

StoryBrand website example for food, lifestyle brand
StoryBrand Website Example: Wild&Org


TMFG (Financial Industry)

Most people don’t know if they’ll have enough income during retirement. The McClelland Financial Group, makes sure you have a clear financial plan that lets you retire with confidence and enjoy the next chapter of your life.

TMFG's website is a great example of a high-performing StoryBrand website for Financial Planning services.

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

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.

As their StoryBrand team, we ensured their story clearly invited clients into a narrative that touches on the long history of helping clients achieve their financial goals.

Alpha Graphics (WooCommerce StoryBrand)

Big, custom print jobs can be overwhelming. Alpha Graphics make it easier by giving you expert guidance and printing the high-quality graphics and signs you need to promote your business with confidence.  

Storybrand website example - Alphagraphics.ca
Alpha Graphics & Signs | Custom Signs & Banners


Key Takeaways

The StoryBrand Framework provides a helpful structure for creating websites that start sales conversations.

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

The new and improved Alpha Graphics & Signs is a great e-commerce StoryBrand website example.

  • Clear headline message- no fluff or cute words, 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 100 unique products, the site helps visitors find what they're looking for through clear category headlines, featured products, and category product sections. (In the next round of updates, a dynamic search tool will be made available)

HMH Legal (Law Firm StoryBrand)

Making sales on credit in Mexico feels like too big of a risk. HMH Legal law firm gives you a reliable solution for debt collection and helps you prevent further issues so you can engage the market with confidence.

As far as B2B StoryBrand website examples go, HMH Legal checks all the boxes. Let's take a closer look.

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

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

Becker Hillier (StoryBrand for Financial Industry)

At Joseph Becker Financial Planning, they help you be confident about your financial future through their Wealth 3-Step-Plan that ends with you growing your money today and protecting it for the long-term.

StoryBrand website example - Creativeo
Becker Hillier Financial Planning | BHFinancialPlanning.ca

If you're looking for a Financial Planning StoryBrand website example, explore the key elements from 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

Beta KIDS (Shopify StoryBrand)

Most parents feel powerless to protect their kids from getting sick. Beta KIDS gives you the most effective natural supplement available for supercharging a kid’s immune system so you can have fewer sick days and less disruption to your family’s routine.

Below is a custom Shopify website example for BetaKIds.

StoryBrand Website Example from a StoryBrand Guide
Beta KIDS | The All-Natural Immunity Booster for Kids | BetaKIDS.com
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 (Custom Wordpress Website)

Most businesses who try to use artificial intelligence fail because they’ve been matched to the wrong vendors and services. AI Guides provides vendor-agnostic guidance to the right solutions for your environment so you can tap into the power and potential of AI.

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 (Custom B2B Website)

Your nonprofit shouldn’t have to compromise when searching for a highly qualified leader because due to lack of budget. Cause Leadership helps leading Canadian nonprofits & charities find and hire their next great leader for less than the traditional executive search fees.

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

Levity Home (eCommerce Example)

Life is messy. Accidents happen, specially on your new furniture you just bought. You should feel at home in your home. Levity makes furniture that eliminates the stress that often accompanies the mess, so you can live more life in your own home with furniture that is built to last.

LevityHomes.com StoryBrand Example
LevityHomes.com 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

Leads at Scale (B2B Example)

Most businesses struggle to generate well-qualified B2B leads at scale.  

Enter the team at Leads at Scale.

Leadsatscale.com helps companies generate well-qualified B2B leads and sales appointments at scale, ready to be closed.

StoryBrand Website Example #1 – Leads at Scale
Leads at Scale - Outbound Sales Company | StoryBrand Website Example
Key takeaways for this B2B StoryBrand Website
  • 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
  • A clear call to action

Tearfund (Nonprofit StoryBrand Example)

It's not okay that roughly 729 million people are living in extreme poverty. The solution to poverty is more than physical, it’s spiritual too. Instead of handouts, you will be partnering with local churches to permanently lift families out of poverty.

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)


Silvermark (B2B Custom Website)

StoryBrand Website Example

Silvermark works as an advisory group to private, public, and nonprofit organizations to improve the quality of life for older adults.

They partner with leaders who share their commitment in championing the needs of older adults. Everything they do is based on the belief that aging is a time to be respected, celebrated and honoured. Older adults deserve the same level of investment in innovation as everyone else.

The key success for this project was to nail what the hero wants. Through our research and StoryBrand messaging process, we uncovered the hook, that their clients (hero) wants to redefine what’s possible in serving the needs of older adults with their unique projects.

This clarity helped us clarify the rest of their story and design a simple but effective StoryBrand website for Silvermark.


Multimedia Makeup Academy

Most makeup enthusiasts struggle to build a fulfilling career as a makeup artist, so Multimedia Makeup Academy created a makeup school that equips aspiring artists with the right training, coaching, and career guidance to support them throughout their journey in becoming a sought after makeup artist.

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

Business Made Simple

It's hard to be successful without a clear understanding of how business works. Business Made Simple helps business leaders take the mystery out of growing a business with helpful courses, so you can experience growth and greater revenue in your business.

StoryBrand Website Example 10 - Business Made Simple Book
The Business Made Simple Book | Visit 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

Claremont Diamonds (Jewellery StoryBrand Example)


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

Ian Martin


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

Mini Goldendoodle Puppies


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

Match Field


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

Sanitation Conversation


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"

Medicare School


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.



Another beautiful design. Remember, the StoryBrand website framework is a guide. Within the framework, you have flexibility to move and modify the modules. Genki Instruments is not your traditional StoryBrand website example but it passes the marks of a clear and engaging website.

Genki Instruments
Genki Instrument

When you have a new breakthrough innovative product, video becomes paramount. Genki is a great example of how to use video on your website to communicate what success will look like for your customers.

EZ IT Solutions (IT StoryBrand Example)

We had so much fun working on the StoryBrand messaging and website for EZ IT Solutions. As far as IT websites go, everyone loves to talk about themselves; forgetting that up time and security should be non negotiables as part of a great service.

EZ IT Solutions takes a different approach because of their commitment to the overall success of their clients.

EZ IT Solutions

Check out the one-liner for EZ IT Solutions:

Most IT support services are designed to maintain the status quo. EZ IT Solutions protects your present while preparing you for the future, so you always have the right technology to innovate, compete, and grow.

Did you catch the problem, solution and results?

  • Problem: Most IT support services are designed to maintain the status quo
  • Solution: EZ IT Solutions protects your present while preparing you for the future
  • Result: so you always have the right technology to innovate, compete, and grow.

Stay tuned for more StoryBrand example websites.

What makes a StoryBrand Website Successful?

Clarity and beauty are foundational to a high-performing StoryBrand website. A successful website also:

  • Is fast, easy to maintain, and integrates with your existing systems
  • Optimized to rank well on Google
  • Easy for your visitors to use and encourages them to take key actions
  • Scalable and modular that grows as your needs and business grows
  • Accessible to all users and works on any device, and any screen size

A great StoryBrand website checks all these boxes.


How Does Storybrand Framework Work?

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 Mystorybrand.com 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 PCCFriends.ca
Storybrand.com website stakes
Storybrand.com | 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
LeadsatScale.com 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. Mystorybrand.com - 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 blueprint for free 

If you want to practice incorporating your StoryBrand message using a StoryBrand Website Blueprint, we think you'll love our high-converting wireframe.

Simply click below to download the blueprint - no email required. It's free to use.


Storybrand website wireframe for download

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