A real live example of how StoryBrand works on a website.
Does it feel like you spent a fortune for a pretty website that just doesn’t seem to be converting customers?
For the first month you were super proud of the darn thing, showing it to everyone, even secretly re-looking at it at the beginning of each business day and when you went to bed at night. It was your pride and joy.
But now things are different... You hate your website. Now you can barely even stand to look at it.
The luster rubbed off because now you see your website for what it is: pretty and overpriced.
It’s like you finally got to date the super pretty girl only to find out she was expensive to please and didn’t have much substance!
And even now you are wrestling with the idea, “Do I need to start over again with my website?”
Before you start over, let’s make sure you start at the RIGHT place this time.
The problem is most small to medium sized business owners know they NEED a website. So they go to a designer to get one built. And more times than not they get what they paid for, a great looking website.
But a great looking website isn’t really what you want. What you REALLY want is a website that works! One that converts browsers into buyers.
Most designers start with the website in mind. They talk to you about fonts, colors, logos, website features, SEO, plugins, and more. These are all great to discuss, but the foundation of your website begins with your message.
AND most designers give you a quote for a website that says, “Copywriting is not included. Ask for a quote.” Which leaves you the business owner thinking, “Man this website is already expensive, so I’ll try to figure out the message myself. How hard can copywriting be?”
But the thing is, a website with a great message, one that helps your customer know your brand understands their story, skyrockets conversion rates.
But a website that fails to engage the customer in a story just confuses and un-inspires.
“Wow, this website is great! It does cool things when I scroll and hover, but I can’t figure out how this company helps me win the day.”
StoryBrand provides a proven content strategy that connects deeply with customers.
Today I’m going to show you how the StoryBrand Content Strategy helped Whitehouse Management Group, LLC. build a website that now engages customers.
We are going to take a look at what their website looked like before and why now (after) the website is working!
First, here is what their homepage looked like before:
To start off, Bud Whitehouse, the director of Whitehouse Management Group, LLC. already had all the right things to say for his website; he just didn’t know how to say them. That’s the beauty of working through the StoryBrand framework -- it helps bring clarity to your message. The StoryBrand framework gives you the tools to say clearly what you’ve always been trying to say.
You’ll see 3 key StoryBrand content strategies we applied to Whitehouse Management Group’s new website:
Content Strategy #1: Make the value instantly clear to customers
When someone hops onto your website you’ll want to hook them into a story they can see themselves in. This hook needs to be sharp and effective or else they lose interest and hit the back button to head on to the next site.
The quicker they hit back, the higher your bounce rates, and the lower your rankings on google.
Poor content quickly snowballs your website’s effectiveness. They finally got to your website, but leave quickly because they are confused. Because they leave quickly your website now becomes harder to find because google won’t do you any favors.
The old homepage of Whitehouse Management Group’s website had a lot of words. A lot of them fit somewhere in the website, just not there.
The sharpest hook is one that helps a first-time visitor know immediately how their life will be better.
The new website crushes it!
The new website browser can immediately see themselves in this story. “Yes I want a job. Yes I’m frustrated. This company can help me out!”
There are few brain calories needed for the first time browser to understand how Whitehouse Management Group can help them win the day.
And because of this, the browser just got one step closer to becoming a buyer.
Content Strategy #2: Show empathy to build trust and motivate buying
Now that you’ve hooked your new website visitor to keep reading, you want to help them make a buying decision. Out of the thousands of options out there, why will they choose you?
Empathy isn’t about cuddles and hugs; rather, it’s about your ability to understand your customer’s struggle. If your company isn’t able to communicate how you understand the struggle then...
You are just like every other business.
If you can communicate how you understand the feelings your potential customer faces, real and genuine trust begins to form. The customer is able to see that you “get them.”
Look at the website copy from Whitehouse Management Group’s new website:
“You’ve been successful but this time, it’s not working.”
“You’re employed but hate your job.”
“You don’t have time to waste.”
Showing empathy builds tremendous trust and it motivates your customer to buy.
Customers buy products or services ONLY because of how their problems make them feel. Our feelings are way more persuasive than facts and logic.
Most websites, sales calls, and marketing ploys are void of “feeling” language. When we try to persuade people, we try to use logic on why they might need “xyz gadget” in their lives.
Meaning we need to speak to the unconscious by tapping into emotions and feelings if we really want to sell.
With Whitehouse Management Group’s website, sure people are on their website because they want a job, but the feelings of failure by not getting a job and even worse not even getting an interview… -- those are the feelings that persuade.
Build trust with empathy. You can’t afford not to.
Content Strategy #3: Overcome fear with clear calls to action and process plans
There is a lot of safety for the potential customer to just keep browsing. After all, there is nothing for them to risk. They get to research and plan and envision a brighter future while continuing to get dopamine hits simply because they are researching, clicking and browsing.
Somehow we need to break them out of this trance and encourage them to make a buying decision.
The reason why they aren’t buying is because they are fearful.
Will they lose money?
Will they look foolish?
Will they get the same results they’ve always gotten?
To help overcome fear around buying, we need to help them picture how easy the process is going to be. Whitehouse Management Group does a wonderful job with this on their new website.
If you read much about StoryBrand, you know that the human brain is wired up to help you survive. That’s its number one task! Imagining failure over success is a survival mechanism. It’s how the human race has made it this far! You’ve been able to foresee possible death to make it to today! Congrats for being able to read this article!
The downside to this survival mechanism is your brain often can cause you to miss opportunity. A process plan on your website will help potential customers not get overwhelmed by fear.
A process plan helps your website browser overcome their negative thinking and foresee that doing business with you won’t be all that bad. In fact it’s going to be easy!
Ultimately people know to do business with someone they need to make a contact, email, or call. Without a process plan, making a phone call almost feels like walking down a dark alleyway late at night! No one is going to do that.
Your process plan will help the path seem like a walk in the park on a bright sunny day!
The end result?
Whitehouse Management Group’s new website just launched last month. We will keep you informed on how well it performs with an updated post soon.
However, many people who redo their website in StoryBrand format begin to see as high as double, triple and even quadruple growth in their business.
While I can’t guarantee StoryBrand will cause this type of growth in your business, what I can guarantee is this: It will be easier for people to do business with you.
They will hop on your website and not be confused. They will see the value you bring quickly. Trust will be built because of empathy. You will help them overcome fear and ultimately they will want to do business with you.
Apply these 3 strategies to improve website engagement and grow your business
Applying these principles to your website will make a dramatic difference.
The good news is you don’t have to go it alone.
Just like Whitehouse Management Group, you can hire Big Big Story to help you know how to create a clear and compelling message that will reach more customers and grow your business. And while we are at it, we can design a new website for you as well!
For additional examples of StoryBrand in use check out how we applied these principles to a coaching practice for female advisors.