StoryBrand for Niche Experts: Financial Planners, Coaches, and Advisors
Trust is the foundation of your business.
Whether you’re a financial planner helping clients secure their future, an executive coach guiding leaders through pivotal seasons, or an advisor helping people navigate major life decisions, your clients need to believe one thing above all else: you understand them.
They need to feel seen, heard, and supported. They want confidence that you can help them get where they want to go.
That’s where the StoryBrand framework shines.
More than just a messaging tool, StoryBrand is a proven method for clarifying your website and marketing so your ideal clients see themselves in your story—and feel confident taking the next step.
At Knapsack, we use StoryBrand principles every day to help niche experts like you communicate clearly and meaningfully. Because when your message resonates, your website stops feeling like a digital placeholder and starts working like a trusted partner in your growth.
Why StoryBrand Works for Niche Experts
If you’re in a field where relationships matter, where your expertise is deep and your clients’ challenges are nuanced, the clarity and structure of StoryBrand can be a game-changer. It helps you distill complex ideas, simplify your offerings, and build genuine trust.
Here’s why it works so well, especially when paired with Knapsack’s collaborative design process:
Become the Guide
In StoryBrand, the client is the hero, and you are their trusted guide. This powerful shift allows you to position your expertise in a way that’s supportive, not boastful. With our help, you’ll frame your value around your audience’s goals, not your credentials. You don’t need to lead with your resume to prove your worth. Instead, you show that you’ve walked this path before—and that you know how to lead others through it, too.
Simplify the Path
Many niche experts unintentionally overwhelm potential clients with too much information, too many service tiers, or too many possibilities. That complexity can cause hesitation. At Knapsack, we help you streamline your offers and structure your site around one confident, focused journey—so visitors know exactly where they’re headed and how to get there.
Speak Their Language
When you’re steeped in your own industry, it’s easy to use jargon or insider terms. But your clients don’t want complexity—they want clarity. We help you translate your expertise into language that’s simple, powerful, and emotionally resonant. Whether your client is looking for peace of mind, clarity, or transformation, we’ll help you speak to that desire in their own words.
When your website is framed through this lens—and built with intention—it becomes more than a brochure. It becomes a tool for connection, confidence, and conversion.
Essential Website Elements
You don’t need to reinvent the wheel. But you do need to align your site’s structure and message with what your audience is actually looking for. Here are the StoryBrand elements we recommend (and build) into nearly every Knapsack website for financial planners, coaches, and advisors:
1. Start with the Problem
Lead with empathy. Before you talk about what you do, talk about what your client is facing. That’s how you earn trust—and attention. This is the job of your homepage headline: to name the challenge your client is navigating and show them that you understand.
This isn’t about fear—it’s about connection.
Example:
“Overwhelmed by retirement planning? We help you simplify your strategy and secure your future.”
In our Live Design Day process, we help you frame messaging that acknowledges your audience’s emotional state—then offers hope and a clear solution. That’s the first step to earning credibility and clicks.
2. Show the Transformation
Once you've acknowledged the problem, paint a picture of what life looks like after working with you. People don’t buy coaching, advising, or financial planning—they buy outcomes. They buy clarity, confidence, and relief.
Example:
“We help purpose-driven leaders gain clarity, confidence, and focus.”
At Knapsack, we help you craft value statements that feel personal, not generic. Your service is the bridge—but the transformation is the destination. We’ll make sure that transformation is front and center.
3. Create a Simple Plan
Trust thrives on clarity. Visitors need to understand how your process works—before they commit. That’s why StoryBrand recommends a three-step plan, and we do too.
Example Plan:
Book a call
Get a tailored plan
Move forward with confidence
We’ll help you clarify your process into three digestible, action-oriented steps. Then, we’ll repeat that structure throughout your site so visitors never have to guess what happens next.
4. Strengthen Your CTAs
If your calls-to-action are vague, inconsistent, or buried at the bottom of your site, you’re leaving conversions on the table. A clear CTA makes the next step feel easy, not risky.
Effective CTA examples:
Schedule a Free Call
Get a Custom Financial Plan
Start Coaching Today
At Knapsack, we design sites that build momentum. That means CTAs that are visible, intuitive, and natural. We test placements and messaging to ensure visitors feel confident clicking—and compelled to act.
5. Build Trust with Proof
In trust-based industries, your reputation precedes you. But it also needs to be visible. Strategic testimonials, success stories, or recognizable client logos can build confidence fast—if used well.
Tip: Focus testimonials on the transformation, not just praise.
Instead of: “She was amazing to work with.”
Try: “After working with her, I felt confident walking into my next board meeting.”
We’ll help you curate testimonials that reinforce your value—and present them in a way that supports your message, not distracts from it.
Make StoryBrand Your Own
StoryBrand is a flexible framework, not a rigid formula. At Knapsack, we adapt the core structure to reflect your unique voice, values, and vertical.
For Financial Pros:
Highlight simplicity, strategy, and future-focused planning.
“We make complex financial strategies simple—and help you plan for the future with clarity.”
For Coaches:
Tap into identity, empowerment, and momentum.
“We help high-achievers unlock their potential and take the next brave step forward.”
For Advisors:
Lead with insight, objectivity, and confidence.
“Get personalized, strategic advice—so you can make bold decisions with clarity.”
We’ll help you apply the framework in a way that’s true to you—so your website feels like a natural extension of your brand, not a templated script.
Let’s Build a Website That Works for You
A well-structured, StoryBranded website doesn’t just “look better.” It communicates clearly, builds trust quickly, and drives real business results.
At Knapsack, we specialize in bringing niche experts to life online—with StoryBranded Squarespace websites that are built to convert. Our collaborative Live Design Day process makes it easy (and enjoyable) to go from confusion to confidence in just one day.
If you’re ready for a website that finally feels like you—and works as hard as you do—we’d love to help.
Book a free discovery call, and let’s map your message together.
