Have you ever thought of the homepage of your website as a shop window? It’s a useful comparison because, like a shop window, your homepage should grab a visitor’s attention and give them an idea of what your business does and the products or services it offers. But all too often, websites fail to do this effectively, leaving potential customers uninterested or even actively turning them away.
You’ve likely spent time, effort, and investment in your website, so the last thing you want it to be is a waste of space. Instead, it should be a tool that actively generates leads and sales, resulting in an increase in revenue.
In this article, we’re going to share with you the secret to making your website work for you. No more window-shoppers! We’re going to share how you can use Story Brand strategy on the homepage of your website to entice visitors to look deeper into what you have to offer, leading them to take action and explore more than just your homepage.
What Is A Story Brand Website?
A Story Brand website is a website that is designed to effectively communicate a brand’s message and engage potential customers by using the Story Brand framework.
The Story Brand Framework
The StoryBrand framework is a marketing strategy that aims to help businesses create a clear and engaging message that resonates with their target audience. This includes a concise statement of the brand’s value proposition, as well as engaging visuals, calls to action, and other elements that help guide the customer towards taking a desired action. The goal of a Story Brand website is to create an emotional connection with the customer and make it easy for them to understand how the brand can help solve their problems or meet their needs.
The framework is based on the idea that humans are wired to respond to stories, and that a brand’s message should be presented in a way that follows the structure of a story. Here’s a breakdown of the seven components of the Story Brand framework:
1. A Character
Every story has a main character, and in the Story Brand framework, the customer is the hero of the story.
2. A Problem
The problem is the obstacle that the hero needs to overcome. It should be presented in a way that resonates with the hero’s desires and needs.
3. A Guide
The guide is the brand or business that helps the hero solve their problem. The guide should be positioned as an expert or authority in their field.
4. A Plan
The plan is the roadmap that the guide provides to help the hero solve their problem. The plan should be presented in a clear and simple way that is easy for the hero to follow.
5. A Call To Action
The call to action is the step that the hero needs to take in order to solve their problem. This could be scheduling a call, purchasing a product or service, or taking some other action.
6. Avoidance Of Failure
In a story, there are consequences for not taking action. In the Story Brand framework, this is the negative outcome that the hero will experience if they don’t take the suggested action.
Success is the positive outcome that the hero will experience if they take the suggested action. This should be presented in a way that resonates with the hero’s desires and needs.
Why Is Story Brand Marketing So Effective?
One of the biggest mistakes brands make when marketing, especially on their website, is they spend too much time talking about themselves and not enough time talking about their customers. They also often include too much irrelevant information, which overwhelms visitors and results in them not taking any action.
By structuring a marketing message like a story, with the customer as the hero and the brand as the guide who can help them overcome their problem, it creates an emotional connection with the audience that traditional marketing often lacks.
The Story Brand framework provides a roadmap for crafting a message that is concise and easy to understand, which can help brands stand out in a crowded marketplace. By focusing on the customer’s needs and desires, the message is more captivating and memorable to the target audience. A brand’s message should not only be memorable, but also actionable. By providing a clear call to action and a simple plan for the customer to follow, Story Brand marketing can increase conversions and sales.
Story Brand Website Design
So how do you begin to incorporate the Story Brand strategy into the design of your website’s homepage? Well the average conversion rate of a website should be between 3% – 5%. If your website is converting lower than that, then there are issues to address. One of the best places to start is by analyzing your homepage to see if it contains these 5 critical components:
1. Visitors on your website can easily tell what you do or sell in less than 4 seconds. As we’ve mentioned, your homepage should convey your message in a way that is easily understood by visitors. Use short, simple language and avoid general platitudes, as well as industry jargon or technical terms that could confuse your audience.
2. Your most important call to action should be large, above the fold, and have high contrast. Above the fold refers to the area of your homepage that is visible without scrolling. Your most important call to action, such as booking a call, should be prominently displayed in this area, with an attention-grabbing design.
3. Banner copy should be less than 8 words and fit on a single line. The copy in your banner or headline should be short and to the point, conveying your message in as few words as possible. Keep it simple and avoid cluttering the area with too much information.
4. Visitors should be able to navigate to the service or product pages in one click. Make it easy for visitors to find what they’re looking for by providing simple navigation options. The more options you give them, the more overwhelmed they’ll become and the less likely they’ll be to take the action you most want them to take.
5. Your homepage should clearly articulate the benefits and next steps. It’s very important to present the benefits the visitor will experience when they take the next step, so they’ll have a more compelling reason to do so.
By incorporating these 5 critical items into your homepage, you can create a message that is engaging and actionable, helping to increase conversions and drive business growth.
Work With A Story Brand Certified Expert
Incorporating the Story Brand framework into your website can be a game-changer for your business. However, implementing this strategy can be a complex process, and it’s easy to get lost in the details. That’s why we recommend working with a certified Story Brand expert to ensure your website is optimized for success.
We are Story Brand certified here at The Alchemy Consulting Group, and our experts can help you create a message that connects with your audience and entices them to take action. If you’re ready to take your website to the next level, we invite you to request a website roadmap.
Our website roadmap provides a comprehensive analysis of your website including the user experience, design, compliance with search engine best practices, and more. We’ll also make sure the language on your website is not outdated or a collection of platitudes. Simply put, we’ll turn your website into a powerful 24/7/365 salesperson. Request your website roadmap today by visiting alchemyroadmap.com.