What does a Storybrand designer do?
So, what is Storybrand, and how does a Storybrand designer, use simple design and clarity, to create far more successful websites than the average website? It’s because, on its surface, a story brand website may seem simple, but you’d be surprised at the amount of psychology that goes behind each Storybrand website.
It all begins with a story.
Storybrand’s “secret sauce” is the process of creating what’s known as the “brandscript,” or a brand story, that is a compelling and relatable message that is easy for your ideal client to understand. This story is designed in such a way that it speaks to the customer’s needs and desires.
The job of a Storybrand Certified Guide
A Storybrand designer will take the time to understand your customer’s problem and then craft a story that provides and leads the customer to a solution to that problem. This story, which is the story of your customer, is then used to create the copy for a story brand website.
A Storybrand website is different from most websites.
Although using the customer story to talk about your business makes sense, this is the opposite of most business websites on the internet today. Think about it, how many times have you gone to a website in search of a solution to your problem only to find and then read how that particular business was the best or the fastest? Copy like that makes the business the Hero of the story. And studies have shown that people only have room in their life for one Hero. And that Hero is themselves and not your business. Making the customer the Hero of the story is just one of the reasons a website built using storybrand is so compelling.
Additional Benefits Of A Storybrand Website
One quick way to spot a storybrand website is to look for a CTA (Call To Action) button in the top right corner of the website.
This button serves two purposes. First, it informs your visitors of what action step they’ll need to take to get the solution you offer, and two, it lets them know what action they will need to take if they continue.
Why is a CTA button always in the top right corner?
Studies have shown that the top right corner of any website is the most prime real estate on the internet. An MIT study shows that everyone who comes to your website looks at the top right corner, so why not place the vital information your visitors need to help them find the solution they are seeking?
The Hero Panel That Passes A Test
Next, the top panel, also known as the “hero section,” can be found at the top of every story brand website. This section must pass what Storybrand Certified Guides call “the grunt test.” This test ensures that your website visitors, in five seconds or less, will know:
- Who you are.
- What you offer.
- How what you offer is going to make their life better?
- How can they get it?
All within 5 seconds or less. Amazing.
The motto of all Storybrand Certified guides is “if you confuse, you lose,” so all Storybrand guides work extremely hard to “clarify your message,” so the words you use on your website will speak directly to the heart of your customers.
Marketing copy that sets Storybrand Websites apart.
Most websites built for businesses tell the story of that business. But not a Storybrand website. The messaging copy used on a Storybrand website connects your product or service to the one visiting your website, your customer.
Written to guide the website visitor through your sales funnel by starting with where they are (their problem), then introducing them to your brand as the Guide that can help solve their problem, and finally taking them to the solution you offer.
This story-telling approach has proven to be much more effective in converting website visitors into customers because it speaks directly to their needs and desires.
People often buy because of how they feel.
A Storybrand website will remind the customer what the problem is they are experiencing and how that problem makes them feel. Well-written copy also provides subtle reminders of what terrible things might happen if they don’t take action and use your product or service to solve their problem.
So, where are you in this story?
You’re probably wondering how you, the business owner fit into this marketing framework. When using the Storybrand framework for your marketing message, you are introduced into your customers’ story as a helpful guide. Someone with the experience and knowledge needed to help them solve their problem. They are willing to listen to you as the Guide because you’ve been there before and have already discovered the solution to the problem they now experience.
Storybrand creates a powerful message.
The story told becomes a powerful sales message to your customer. Think about it, when someone is trying to sell you something, you want to know two things. The first thing you want to know is, do you truly understand the problem I’m experiencing? And then the second thing you want to know is what authority or experience they have to give you the confidence that they can help you to solve your problem. With a Storybrand website, you establish your authority in the eyes of your potential customers through your credentials, the awards you’ve won, testimonies of previous clients, and the logos of the companies you have helped.
The Guide provides a simple plan.
The final element a Storybrand designer will include in a Story brand website is a section called “the plan.” The plan becomes a critical section in your customer’s story because this is where they have to decide. Do they follow your advice and accept your call to action? Or do they choose to continue along with the status quo? Since this is the first time the customer has some “skin in the game,” we want to help nudge them along and let them know that solving their problem won’t be “that difficult” by providing them with a simple plan. Typically this plan consists of 3 and no more than four steps to inform your potential customer what happens next.
A simple plan might look like this:
- Schedule a Call – We’ll talk about your business and determine your needs.
- Develop a Custom Plan – Now that we know your needs and goals, we’ll put together a plan of action and get to work.
- Get a Big Bag – You’ll want to go and buy a big bag to hold all the extra money you’ll be making from your new website.
Your next step.
If you’re interested in learning more about how a Storybrand designer can help your business succeed, Schedule a Call. I’d be happy to chat with you and answer any questions you may have.
You will have a website that is much more effective at converting visitors into customers than traditional websites. So, if you’re looking for a website to help you achieve your business goals, you should consider working with a Storybrand designer. You’ll be glad you did!