The Secret Weapon Every Small Business Website Needs
Ever wonder how small businesses can compete in a sea of competition? A great looking website helps, but visual impact is not the most important thing you need to stand out online. The secret weapon to an effective website is found in the power of story.
Donald Miller's StoryBrand framework is a marketing tool that helps businesses clarify their message by using the time-worn principles of storytelling to connect with people.
The biggest paradigm shift with this model is this:
Your customer is the hero of a story, not your business.
Your small business is the guide who has a solution to solve the hero’s problem.
This structure is the secret weapon every small business website needs. When people find your website, they decide within about 8 seconds (or less) if they’re in the right place. If they don’t understand what you do or how you can help them, they will leave.
The StoryBrand framework simplifies and clarifies your message, so people immediately understand how your business can solve their problems and improve their lives.
Here are the seven steps to the StoryBrand framework:
A Character – The story begins with a hero, who is the customer, not the brand. This step defines the target customer and clarifies what they want or need.
Has a Problem – Every hero faces a challenge or problem. StoryBrand categorizes these into external (practical), internal (emotional), and philosophical (value-driven) problems that the brand’s product or service addresses.
Meets a Guide – In this narrative, the business becomes the guide who understands the customer’s problem and can help them succeed. The guide demonstrates empathy and authority to build trust with the hero.
Who Gives Them a Plan – The guide offers a clear, simple plan to help the hero achieve their goal or overcome the problem. This could be a step-by-step process, a checklist, or a road map.
Calls Them to Action – This involves motivating the hero to take the next step, which could be purchasing a product, scheduling a call, or signing up for a newsletter. A strong call to action is critical for guiding customers forward.
Helps Them Avoid Failure – StoryBrand emphasizes the stakes by clarifying what negative outcomes the customer can avoid by using the product or service, underscoring the consequences of inaction.
Ends in Success – Finally, the story concludes with a clear picture of the success the customer will experience if they choose to engage with the brand. This helps customers envision how the product or service will improve their lives.
When StoryBrand is integrated into the structure of your website, communication is simple, memorable, and effective. By organizing your website messaging into a clear “story,” your business creates a compelling, customer-focused narrative that helps potential customers understand why your business matters to them and how it will help them achieve their goals.
Wondering if your current website is positioning yourself as the guide? Give your site a scroll and notice this:
How often do you use the words we, our, my, and I?
If your site is filled with “we do xyz” or “I provide” or “our product does,” you are the hero, not the guide.
The hard truth is people don’t care about you — they only care if you can make their life better. They are looking for a solution to the problem that drove them to find you in the first place. A website with StoryBranded copy is a sure way to communicate this clearly and show them how you can help — today.
Whether your current site needs fresh copy or you’re ready for your first website, every StoryMatters project starts with a strategy session to craft your StoryBrand message. While we are not StoryBrand Guides, your business may not need one. We have used the framework for years and have helped dozens of businesses clarify their story at a more affordable cost so they can stand out online.
We believe the StoryBrand framework is the secret weapon every small business website needs.
Are you ready for help writing yours?
