9 Fantastic StoryBrand Website Examples
Why We Love Them & The StoryBrand Principles They Follow
If you are new to the power of StoryBrand you can read about the 7 part framework called a BrandScript here.
But chances are you are reading this because you’re already familiar with StoryBrand and now want to know how this message structure applies to creating a website that works.
If that’s you, you’re in the right place!
Today we’ll walk you through 7 fantastic websites that do a great job at applying the principles of Storybrand to their website.
We’ll tell you what we love and what principles you should follow when working on your website.
StoryBrand Principle #1 Make Your Customer the Hero of the Story, Not Your Product or Service
Website Example - https://www.homesurelending.com/
HomeSure Lending is what its name communicates, a lending company for someone looking to buy a home. Particularly in this industry it would be easy for a company to dive into numbers, figures, and selling rates. What we love is that they don’t do that.
When the page loads you see a happy family with a very customer centric message, “Purchase with confidence. Refinance with ease.”
Sure lending rates matter, but what matters more is the story of your customer. They’ll be more willing to talk about the lending process if the HomeSure Lending identifies and enters into the story they are living.
Additionally we love the smiling faces of this family and the clear and simple headline “Simple Mortgage Guidance.”
StoryBrand Principle #2 Make Your Calls-To-Action Clear
Website Example - https://scsdelivery.com/
The reason why we chose this site is because they break a recommended rule of StoryBrand, to have only one call to action. This site actually displays 2 calls to action, “Schedule a Pick-Up” and “Talk to a Courier Expert.” But they do the two of these so well avoiding confusion for the website visitor.
First, both buttons are clearly different, so don’t compete with each other. The red “Schedule a Pick-Up” button grabs the attention first and removes any confusion on what needs to happen if I need to ship an item.
However SCS Delivery has identified that many of their visitors might need questions answered. So instead of hiding that in a link in the footer or navbar, they decided it was important to also make this an obvious button all over the website.
We love it because they successfully pulled off 2 calls to action and made sure they didn’t compete with one another.
On that note, we’d recommend 99% of the time only using one clear call to action. But in this case SCS successfully made two work for them.
StoryBrand Principle #3 Connect With Customers By Identifying Their Problems
Website Example - https://www.hipentertainment.com/
HIP Entertainment pulls off one-of-a-kind events for those who are looking to break free from what everyone else is doing. What we love about their site is how they identify their customers' problems.
Part way down their homepage you see this section:
“You want a unique entertainment experience… the problem is:
- You’re not sure what is possible
- You have a budget
- You want the best entertainment
- You’ve got a ton of other responsibilities”
Visually they display this section on their page wonderfully and communicate the real pains involved with each of these problems.
Identifying and calling out the real problems of your customers creates instant connection, because customers want to know you “get them” and understand what they are going through, before they ever consider you as a solution.
StoryBrand Principle #4 Help Customers Imagine A Better Future
Website Example - https://starksmiles.com/
We love this entire website, however the one thing we’d love to point out is how well they describe success throughout the website.
Just look at the section on the homepage that we like to call the value stack.
“A bright future begins with a beautiful smile.
More confidence. Having a winning smile improves self-esteem, builds confidence, and improves attitudes.
More connections. When kids are no longer embarrassed by their smile, they make more friends.
More opportunities. People with healthy smiles are perceived by others as smarter and more competent.”
WOW! This website copy is wonderful. As a parent I’m hooked by the idea that Stark Smiles can improve the quality of life for my child. And what's even more wild is this section has zero pictures. However the words themselves are powerful enough that pictures aren’t needed. You can see images of the future clearly in your head.
StoryBrand Principle #5 Display Images That Represent Your Customers
Website Example - https://www.bryansambatcpa.com/
If you took away the words of Bryan Sambat’s site you’d quite possibly think his business is a woodworking business. And this is why this accounting website is so brilliant. The images on Bryan’s site represent the people that he wants to work with: Growing Small Businesses.
So often businesses go wrong by displaying images of themselves, their offices, their product, etc. None of these things are necessarily wrong, but if you don’t have actual customers in those photos then you drastically affect the ability for your audience to connect with your business.
If you do show images of you, show images of your customers interacting with your team or product. Make them the center point. What you do see is Bryan finally shows his face at the bottom of his website and on his about page. He knows that his role in the story is second to his customers' role in the story.
StoryBrand Principle #6 Empathy Builds Trust
Website Example - https://www.steelefinancial.org/
Judy Steele is a financial advisor who focuses on serving women. All throughout Judy’s site she does a fantastic job at using kind and gentle language.
But in particular look at the section that says “Why Steele Financial Partners?”
“I know what it feels like to want financial options in the midst of pivotal life circumstances. Trying to figure out your finances on your own can leave you feeling anxious, and finding the right advisor can be frustrating. My promise to you is that you will always be treated the right way: You’ll never be sold to. You’ll always be a part of the process. Your voice will matter most.”
I don’t know about you, but after reading this section it makes me want to trust Judy with managing my money! I want all those qualities from my financial advisor. Why? Because she shows tremendous empathy.
Because she understands I trust her.
StoryBrand Principle #7 Show That You’ll Fight For A Better Outcome With A Strong Philosophical Statement
Website Example - https://www.helpingbabiessleep.com/
First off, if you are a parent of a newborn you’ll instantly connect to the Helping Babies Sleep website. Dr. Sarah Mitchell nails the entire story that a parent is living when dealing with a baby who isn’t sleeping. We love this entire website.
However we want to draw your attention to a section on the page that we like to describe as the philosophical statement.
“Parenting is difficult enough already… Every parent deserves the advantage of a good night’s sleep.”
A powerful philosophical statement communicates to your customers that your brand will fight against an injustice in their lives. These statements communicate what's wrong in the world and what you as a brand believes should be right.
Good philosophical statements use words like:
“It’s just wrong…”
“You ought to…”
Sometimes it might even make sense to word your philosophical statement as a fundamental belief of our company. “We believe you deserve…”
Fight for your customers by communicating a strong philosophical statement.
StoryBrand Principle #8 Remove “Fluffy” Testimonials And Share Real Stories
Website Example - https://cristinparker.com/
Cristin Parker provides family coaching to help families experience more productive, satisfying, and meaningful relationships.
There’s a lot to love about this site, but in particular we want to draw attention to the testimonials displayed. In particular look at this one:
“I struggled with fear that it was too late to have the relationship I wanted with my grown daughters. Cristin helped me take advantage of a trip with them to make it intentional and extremely meaningful. It was probably the pivot point in our family for decades to come.”
What we love about this testimonial is the substance in it. It starts with a real struggle, then goes into what Cristin actually did for the client, and then ends with the successful outcome the client experienced. These essentially are the most basic components of a short story.
Sadly most testimonials are fluff that say nothing at all. Many websites say junk like “Cristin was so nice, you should work with her.” Ditch the testimonials that say nothing and ask your clients questions that give you what their life was before working with you, what you did, and the positive outcome they experienced.
Do this and instantly your website visitors will identify with real people who are just like them, making them more likely to say yes to giving you their business.
StoryBrand Principle #9 Increase Conversion By Showing An Easy And Clear Path
Website Example - https://fusiondesigned.com/
Fusion Designed is an interior design company that creates clean and modern design spaces that support your well-being. Enjoy looking at the photos on this website!
But what we want to highlight on this site is the process plan that they named the “3-Step Design Process.”
Then they show the 3 steps:
1. Get to know you meeting
2. Develop Design Blueprint
3. Project Execution.
Each of these steps have great descriptions telling what to expect at each stage of the process.
A process plan helps someone visualize what happens after they schedule a meeting with you. Even if they possibly know how business typically works, simply stating the process deposits the desired future steps into your website visitors mind, thus making it way more likely they’ll actually book a meeting with you.
If your business is complicated, then for sure you will want to communicate a 3 step plan that helps your customers know how easy you’ll make things for them after they purchase.
So what does applying StoryBrand to your website look like for your business?
We help businesses just like yours discover the words needed to reach more of their ideal customers. In fact just today we had a call with a client and they said these words:
“If we had tried to write our own website copy, there’s no way we could have pulled it off. The result would have been a cluttered mess. We needed the process you took us through to figure out what words were needed for our website.”
If you are ready to get your website in the right place we can help.