Building Brands through Stories: How I Incorporate the Storybrand Framework in My Website Design
In today's digital landscape, where attention spans are shorter than ever, compelling website copy (the words on your website) is essential for capturing the interest of potential customers and driving conversions.
A common challenge I encounter when working with clients is their struggle to provide content for their website - either they write excessively about their personal story or focus solely on listing their achievements. One of the biggest reasons why they feel tripped up while writing a copy is because they don’t know how to speak to their ideal customer. Sometimes they might not even know who their customer is! It’s hard to write when you don’t know who the message is directed to.
And thankfully for us, one highly effective framework for creating engaging website copy that is available is the StoryBrand framework. Developed by Donald Miller, the StoryBrand framework helps businesses clarify their message and connect with their target audience. About a year ago, I came across his book, Building a StoryBrand: Clarify Your Message So Customers Will Listen that introduced me to the StoryBrand framework, and I was immediately blown away by its effectiveness. Inspired by its power, I excitedly applied the framework to revamp my own brand's copy. Since then, I have integrated this invaluable tool into my work as a website designer, utilizing it as a trusted guide for crafting compelling copy with my clients.
To clarify, I want to emphasize that I am NOT a Certified Storybrand guide or recognized expert in the StoryBrand framework…yet :). However, I'd like to share my perspective on why the StoryBrand framework is highly effective and how it aids me in creating exceptional website copy. This powerful approach comprises seven steps that facilitate the creation of a captivating narrative, fostering a strong connection with your customers.
Identify your target audience: Determine who your ideal customers are and what their needs, desires, and pain points are. The more specific you can be, the better you can tailor your message to resonate with them.
Determine the problem: Clearly define the problem your target audience is facing. What challenges are they encountering that your product or service can solve? The more you can pinpoint their specific pain points, the more compelling your message will be.
Present yourself as the guide: Position your brand as the guide that can help your customers overcome their challenges and achieve their goals. Remember, your customers are the heroes of the story, and you are the trusted advisor guiding them towards success.
Provide a clear plan or process: Outline a simple and clear plan for how your customers can achieve the desired outcome. Break it down into actionable steps that are easy to understand and follow. This plan should include your product or service as a key component of their journey.
Call to action: I know you’ve heard this or CTA everywhere. But, what does it really mean? Clearly communicate the specific action you want your customers to take. Whether it's making a purchase, signing up for a newsletter, or booking a consultation, provide a direct and compelling call to action that motivates them to take the next step.
Address the potential failure: Acknowledge the risks and obstacles that your customers may encounter along the way. Highlight the negative consequences of not taking action or choosing your competitors. By addressing these concerns, you build trust and demonstrate that you understand their fears and concerns.
Paint a picture of success: Describe the positive transformation your customers will experience once they engage with your brand. Use vivid language and imagery to help them envision a future where their problems are solved, their goals are achieved, and their lives are improved.
Yes, writing a website copy that resonates with your audience and drives conversions can be a challenging task. However, by following these steps, you can create a clear and compelling brand message that resonates with your target audience, engages them emotionally, and motivates them to take action.
If you are planning to write your own copy, be sure to read the book or go through their blog archive and listen to their podcast episodes for more information.
If you’re looking for a done-for-you service with a copywriter who follows the framework, look no further – I’m your girl! Let’s chat about your project.