The Complete Guide to Using StoryBrand Framework for Web Design

Introduction

The StoryBrand framework, created by Donald Miller, revolutionises web design by putting your customer at the centre of their story—not your brand. The StoryBrand framework is one method to craft a narrative that puts the emphasis on the customer’s needs rather than the company’s. This guide provides practical insights and best practices for implementing StoryBrand principles in web design, based on real-world discussions and successful implementations.

Understanding the StoryBrand Framework

The 7-Part Framework (SB7)

A character who wants something encounters a problem before they can get it. At the peak of their despair, a guide steps into their lives, gives them a plan, and calls them to action. That action helps them avoid failure and ends in success.

The seven elements are:

1. Character – Your customer is the hero (not your brand)
2. Problem – What challenge or pain point are they facing?
3. Guide – Your business steps in as the experienced guide
4. Plan – You provide an actionable roadmap to success
5. Call to Action – A direct and obvious next step
6. Success – The transformation they’ll experience
7. Failure – What’s at stake if they don’t take action

Why StoryBrand Works for Web Design

Because the human brain is drawn towards clarity and away from confusion, the simpler and more predictable our messaging, the easier it is for the brain to process. It works because people don’t buy the best products, they buy the ones they understand the fastest.

Homepage Design Best Practices

The 5-Second Rule

A successful homepage will be able to capture visitor interest in less than five seconds. From there, it will have about 15 seconds to answer the three questions people ask themselves (often subconsciously) when visiting a homepage:

• What do you offer?
• How will it make my life better?
• What do I need to do to buy it?

Hero Section Elements

Your homepage header should include:

1. Clear headline – Most marketing doesn’t have anywhere near the impact it could. This is because the marketing message is too complicated
2. Supporting subheadline – Explains how you solve their problem
3. Hero image – Shows successful outcome or your product in action
4. Primary call-to-action – Clear next step

Example of effective hero statements:

• “Divorce without drama” (Mediation Northwest)
• “Feel ready for whatever lies ahead” (Carnegie Investment Council)

The Grunt Test

The grunt test uses the same criteria for your website as those old Geico commercials — so easy to understand, even a caveman can do it. Your website should pass this test:

• A visitor can quickly understand what you offer
• They know how it will benefit them
• They understand what they need to do next

Essential Website Structure

Recommended Section Order

It’s really important to arrange the sections in order when building a StoryBrand website. You have to follow the format of introducing the problem, establishing yourself as the guide, presenting a solution, etc. to create that logical story structure that will engage users.

1. Hero Section – What you offer (Character wants something)
2. Problem Section – Pain points they’re experiencing
3. Solution Overview – How you solve their problem
4. Guide Section – Why you’re qualified to help (Authority + Empathy)
5. Plan Section – Simple steps to work with you
6. Call-to-Action – Primary conversion opportunity
7. Success Stories – Social proof and testimonials
8. Failure Stakes – What happens if they don’t act
9. Final CTA – Last chance to convert

Navigation Simplicity

StoryBrand advises you to extend the “simplicity” mindset to this area of your website by limiting your main nav to no more than 5 links. These should include only what users need to get more information and take action.

Problem Section Best Practices

Focus on the Main Problem

One of the mistakes business owners make is to try and include all of these problems in every section of the website. This ends up overcrowding and distracting from the one main problem you want to solve, and confusing your customer.

Types of Problems to Address

According to StoryBrand methodology, address:

• External problems – The practical, physical problem
• Internal problems – How the problem makes them feel
• Philosophical problems – Why it’s “just plain wrong”

Authority and Empathy as the Guide

Demonstrating Authority

With the StoryBrand framework, we can demonstrate just the right amount of authority in four easy ways: Testimonials. Three is generally the sweet spot (keep them short!). Statistics. Show how many projects you’ve completed, how many people you’ve impacted, etc. Awards. Include small award badges at the bottom of the page. Logos. When visitors recognise businesses we’ve worked with, it provides social proof we can help them, too.

Expressing Empathy

Show you understand their struggles by:

• Using their language (check reviews for customer voice)
• Acknowledging their frustrations
• Sharing relatable experiences

Plan Section Implementation

Process Plans vs Agreement Plans

There are two types of plans in the StoryBrand framework: the process plan and the agreement plan. Every business should have a process plan; agreement plans are an optional addition.

Process Plan Example:

1. Schedule a consultation
2. Receive your custom strategy
3. Launch and see results

Best Practices:

• Keep it to 3-6 simple steps
• Each step of your plan should come with a concise statement about how it benefits the user
• Utilise action-oriented language

Call-to-Action Strategy

Two Types of CTAs

Direct CTAs (high commitment):

• “Buy Now”
• “Schedule a Call”
• “Get Started”

Transitional CTAs (low commitment):

• “Download Free Guide”
• “Watch Demo”
• “Take Assessment”

CTA Placement

Place clear CTAs:

• Above the fold in hero section
• After explaining your plan
• At the end of the page
• In navigation header

Common Mistakes to Avoid

Making Your Brand the Hero

One of the foundational principles of StoryBrand is that your customer—not your brand—is the hero of the story. When businesses focus on their own achievements, products, or features, they unintentionally put the spotlight on themselves instead of the customer.

Overcomplicating the Message

Using jargon or overly complex language can alienate potential customers. It’s essential to keep your messaging simple and easy to understand.

Weak or Missing CTAs

Many businesses make the mistake of not including a clear call to action in their StoryBrand marketing. Without a compelling call to action, you risk losing potential customers who are unsure of what to do next.

Copying the Framework Literally

The companies who struggle to “do StoryBrand” often fail to remember that it’s a framework to tailor to their context, not an item to check off the list.

Including Too Much Authority, Not Enough Empathy

Balance is crucial – you need both credibility and relatability.

Design and Visual Elements

Visual Storytelling

We firmly believe that the fusion of visual storytelling with clear written messaging unlocks a more dynamic and compelling website.

Visual Best Practices:

• Use images showing successful outcomes
• Include before/after scenarios
• Show your product/service in action
• Use customer photos when possible
• Maintain consistent visual brand identity

Design Simplicity

Your brand message and design should be direct, clear and, above all, simple.

• Avoid cluttered layouts
• Use plenty of white space
• Ensure mobile responsiveness
• Optimise loading speed
• Create clear visual hierarchy

Success Stories and Social Proof

Testimonial Strategy

Casting a vision for how our services will transform a client’s life is one of the most important elements our messaging strategy can offer.

Effective testimonials should:

• Tell a transformation story
• Be specific about results
• Include customer photos/names when possible
• Focus on outcomes, not just satisfaction

Case Studies

Structure case studies around:

1. The challenge (problem)
2. The solution (your process)
3. The results (success achieved)

SEO Considerations

Balancing StoryBrand with SEO

The StoryBrand framework prioritises connecting with your ideal client. However, it doesn’t always prioritise SEO, so it’s good to be mindful of how to do both if SEO is a priority for you.

SEO-friendly StoryBrand tips:

• Include location and service keywords naturally
• Use descriptive headings (H1, H2, H3)
• Write compelling meta descriptions
• Optimise images with alt text
• Create valuable, shareable content

Example comparison:

• StoryBrand-focused: “The tastiest, healthy treats to satisfy your cravings”
• SEO-optimised: “Gluten-free pastry shop in South Manhattan, guaranteed to satisfy your cravings”

Content Strategy Beyond the Homepage

Additional Pages

Apply StoryBrand principles to:

• About page – Position yourself as the qualified guide
• Services pages – Focus on customer benefits
• Blog content – Address customer problems and provide solutions
• Landing pages – Maintain message consistency

Email Marketing

Use StoryBrand elements in:

• Welcome sequences
• Newsletter content
• Sales email campaigns
• Follow-up sequences

Recognising Success

Key Metrics to Track

• Time on page
• Bounce rate
• Conversion rate on CTAs
• Lead generation
• Customer acquisition cost
• Customer lifetime value

A/B Testing Ideas

Test different versions of:

• Headlines and hero statements
• CTA button text and placement
• Problem descriptions
• Plan presentation
• Testimonial placement

Implementation Process

Phase 1: Message Clarity

1. Complete your BrandScript
2. Identify your customer’s journey
3. Define clear value proposition
4. Craft compelling headlines

Phase 2: Content Creation

1. Write website copy following SB7 framework
2. Gather testimonials and case studies
3. Create visual assets
4. Develop supporting content

Phase 3: Design and Development

1. Create wireframes based on StoryBrand structure
2. Design with clarity and simplicity
3. Implement responsive design
4. Optimise for speed and SEO

Phase 4: Testing and Optimisation

1. Launch with basic analytics
2. Gather user feedback
3. A/B test key elements
4. Continuously refine message and design

Getting Professional Help

Recognising When to Consider a StoryBrand Guide

StoryBrand Guides are certified professionals trained to help businesses implement the StoryBrand framework across various marketing materials, including website copy.

Consider professional help when:

• You’re struggling with message clarity
• Your current website isn’t converting
• You need a complete brand messaging overhaul
• You want to ensure proper implementation

Conclusion

The StoryBrand framework transforms web design from company-centric to customer-centric. Most sites talk about themselves. A StoryBrand site talks about the customer. By positioning your customer as the hero and your brand as the guide, you create websites that connect, engage, and convert.

Remember: If you’re making your customers work to understand what you offer and how it benefits them, you’re losing sales. Focus on clarity, simplicity, and customer-centricity, and your website will become a powerful tool for business growth.

The key is not just to implement the framework mechanically, but to understand its principles and adapt them to your unique context and audience. Start with clarity, build trust through empathy and authority, and always guide your customers towards a successful outcome.