StoryBrand for Websites: How to Craft a Homepage That Converts

Your homepage is often the first impression potential customers have of your brand. It’s your chance to capture their attention, communicate your message, and guide them to take action. But crafting a homepage that converts requires more than just an eye-catching design—it demands clarity, simplicity, and a focus on your customer’s journey.

The StoryBrand framework, designed by Donald Miller, is a powerful tool for creating homepage copy that resonates with visitors and drives conversions. In this post, we’ll show you how to apply the StoryBrand principles to your website’s homepage, making it a clear, engaging, and conversion-ready experience.

1. Open with a Clear Header (Define the Character and the Problem)

Your homepage’s header is the first thing visitors see, so it must be immediately clear who you help and the problem you solve. Many brands make the mistake of opening with vague or overly clever language that fails to connect with visitors. Instead, a strong StoryBrand-inspired header identifies the customer (the “character”) and the specific problem they face.

Tip: Craft a header that addresses what your customer wants and the solution you offer. For example, “Helping Small Businesses Grow with Clear Messaging” or “Get the Financial Security You Deserve with Expert Advice.”

2. Add a Subheader to Clarify Your Offer

Directly under the header, use a subheader to clarify your offer. This short statement should reinforce what your business does and how it helps solve the customer’s problem. It’s a chance to offer reassurance and show that your brand has a clear, actionable plan for them.

Tip: Think of your subheader as a way to expand on the header without getting too detailed. For example, “Our team of financial planners makes it easy for you to protect your future and invest with confidence.”

3. Highlight the Stakes (Failure)

The StoryBrand framework emphasizes showing customers both the risks of inaction and the benefits of choosing your solution. By highlighting what they stand to gain—or lose—you can create urgency and a reason to keep learning more about your solution.

Tip: Use a section of your homepage to show what happens if the customer doesn’t take action (e.g., “Don’t let a lack of financial planning put your future at risk”) and contrast it with the positive outcomes they’ll experience with your help (e.g., “Achieve peace of mind and financial freedom”).

4. Paint a Picture of Success (Value Proposition)

After addressing the potential downsides of not doing business with your brand, your homepage should paint a vivid picture of success—a vision of what life will look like for the customer once their problem is solved. Use visuals, testimonials, or a short paragraph to help visitors imagine their success.

Tip: Keep this part aspirational but relatable. For instance, “Imagine a future where your business is thriving, and you have the time to focus on what matters most,” or “Experience financial security, knowing your investments are in expert hands.”

5. Introduce Yourself as the Guide

The lower parts of your homepage don’t need to follow a specific order, but at some point you should establish your brand as the guide your customers need. The StoryBrand framework emphasizes the importance of empathy and authority—showing that you understand their challenges and have the expertise to help. This can be achieved with a brief “About Us” section, testimonials, or success stories that establish trust.

Tip: Keep this section brief and focused on your customer’s needs. Statements like “With over a decade of experience, we understand the unique challenges small businesses face” can build authority without detracting from your customer’s story.

6. Clearly Outline the Customer’s Journey (A Simple Plan)

A key part of StoryBrand is giving customers a clear path to engage with your brand. Without this, they may feel uncertain about how to proceed or hesitant to reach out. On your homepage, include a simple, step-by-step plan that explains how to get started with your service.

Tip: Break the journey down into three or four easy steps. For example:

1. Schedule a Consultation
2. Get a Customized Strategy
3. Watch Your Business Grow

This approach simplifies the decision process and empowers visitors to take the next step confidently.

7. Use Strong Calls to Action (The Call to Action)

Strong calls to action (CTAs) are essential for conversions, and the StoryBrand framework recommends using direct and transitional CTAs. Direct CTAs, like “Schedule a Call” or “Start Now,” encourage visitors to take immediate action, while transitional CTAs, like “Learn More” or “Download Our Guide,” offer a softer approach for those not ready to commit.

Tip: Place your direct CTA prominently at the top of the homepage and repeat it throughout the page. A transitional CTA should also be available for those who want more information, allowing them to stay engaged with your brand.

Bringing It All Together

Applying the StoryBrand framework to your homepage creates a compelling narrative that puts the customer first, shows them the way forward, and encourages them to take action. Here’s a quick summary of the key elements to include:

1. Header: Define the customer and their problem.
2. Subheader: Clarify your solution.
3. Stakes: Highlight what they’ll gain or lose.
4. Success: Paint a picture of the positive outcomes.
5. Guide Section: Position your brand as empathetic and authoritative.
6. Plan: Give a clear path to engage with you.
7. CTAs: Use both direct and transitional calls to action.

Need help applying the StoryBrand framework to your website? With Curt Stockwell, our StoryBrand-certified guide, we can help you create a homepage that doesn’t just look good but drives conversions and keeps visitors engaged. Contact us today to get started on a homepage that tells a story your customers will want to join.