A Deep Dive into StoryBrand's Website Framework

Here at Knapsack, we’re big fans of the StoryBrand framework! We recommend it to most of our clients when writing their homepage copy.

This article is a comprehensive guide to all things StoryBrand. Not only will it help you write better website copy, but it will also think about your company’s messaging in a fresh way. Let’s dive in!

What is StoryBrand?

First, let’s cover the basics. StoryBrand is a marketing philosophy developed by Donald Miller that leverages the power of storytelling to connect with your ideal client. It’s designed to position your customer as the focal point of your messaging by addressing their pain points and the solutions your business brings.

What is the StoryBrand Framework?

StoryBrand provides a framework you can use to structure your website copy around the core narrative. By incorporating these elements, you can guide your ideal client (the hero) through their journey and position your brand as the trusted guide who helps them achieve their goals.

The Seven Sections of the StoryBrand Framework:

1. The Hero: Identify your ideal client. What are their struggles, desires, and external obstacles preventing them from achieving their goals?

2. The Guide: This is where your brand steps in! Show how your products or services act as the trusted companion, helping your hero overcome challenges.

3. The Villain: This is the external force working against your hero. It could be a competitor, a lack of knowledge, or even self-doubt.

4. The Plan: Outline the clear steps your hero can take with your help. This could be a free consultation, a downloadable guide, or a product demonstration. Make it easy for them to take the next step.

5. The Mentor: Showcase testimonials, case studies, or industry experts who validate your brand's trustworthiness and expertise.

6. The Call to Action: This is your website's moment of truth. Tell your visitors exactly what you want them to do – "Schedule a call today," "Download our free e-book," etc.

7. The Success: Paint a picture of what awaits your hero after overcoming their challenges with your help.

Examples of the StoryBrand Framework

Here are few examples of websites that use the StoryBrand framework for their homepage:

• Murphy Marketing

• Christophillis & Gallivan Law Firm

• Consilio Wealth Advisors

• Onward Christian School

• Hudson Kitchen

Considerations for SEO

The StoryBrand framework prioritizes connecting with your ideal client. However, it doesn’t always prioritize SEO, so it’s good to mindful of how to do both if SEO is a priority for you.

First, a quick crash course in SEO keywords. An SEO keyword is a word or phrase that people type into search engines like Google. These keywords are what search engines use to determine which websites are most relevant to a particular search. It’s important to incorporate keywords related to your services, location, etc. in your headings and website copy.

For example if you run a bakery, in your homepage header text, instead of:

• The tastiest, healthy treats to satisfy your cravings - which may speak to your ideal client’s pain points, but includes no specificity about your business

Try:

• Gluten-free pastry shop in South Manhattan, guaranteed to satisfy your cravings - this tells Google where the bakery is and the type of baked goods, which likely GF people will be searching for

Frequently Asked Questions

• What is a StoryBrand Website?

  A StoryBrand website uses the StoryBrand Framework to structure its copy, guiding visitors through a hero's journey and positioning your business as the solution.

• Is StoryBrand good for SEO?

  While StoryBrand focuses on user engagement, clear and concise website copy can indirectly improve SEO. Additionally, a well-structured website with a strong call to action can lead to a better user experience, which is a ranking factor for search engines.

• What is a StoryBrand Guides and how can I become one?

  StoryBrand Guides are certified professionals trained to help businesses implement the StoryBrand framework across various marketing materials, including website copy.

• How to find a StoryBrand Guide to help write your copy?

  You can find certified StoryBrand Guides through the StoryBrand website https://storybrand.com/guide/

• How much does a StoryBrand website cost?

  The cost of a StoryBrand website will vary depending on the complexity of your project and the designer's experience level. At Knapsack, most smaller StoryBrand websites (up to 5 pages) are $5,600. Reach out to us to discuss your project.

How to Get Started

Ready to transform your website copy from informative to captivating? Here are some initial steps:

1. Identify your ideal client: Who are you trying to reach? What are their struggles and desires?

2. Map out your hero's journey: What challenges do they face? How can your brand help them overcome these obstacles?

3. Craft clear and concise copy: Focus on the benefits you offer, not just features.

4. Embrace storytelling: Use case studies, testimonials, and anecdotes to illustrate your hero's journey.

Use our Free StoryBrand Wireframe Tool

We created a free tool that includes all the StoryBrand sections that will help you write your content. Click here to download it.

Ready to get a beautiful StoryBrand website?

We build killer Squarespace websites using our quick and pain-free web design process. While we’re not copywriters, our Prep Guide includes step-by-step videos to guide you . We are very familiar with the framework and have designed countless of websites that use it. We’d love to chat about your project!