A lot of companies want to grow their business but don’t have the website they need to turn visitors into customers. Here’s a disclaimer. If your website doesn’t work, your business won’t ever see a positive ROI from digital marketing. We’ve seen this to be true time and time again. You can spend all the money you want on advertising, you can have nice landing pages created, but eventually, visitors are going to arrive on your homepage. And if your website doesn’t work, then they’re going to go find a competitor’s website that does—one they can read with clarity and buy with ease.
So, of course you want to fix your website. It’s the digital front door of your business. To help you do that, here are a few StoryBrand website examples that will help you make the changes you need to turn more visitors into customers.
StoryBrand Website Examples: Above The Fold
The above the fold section of your homepage is the most important part of your website. Why? The word on the street is that you only have mere seconds to get your audience’s attention before they decide whether to leave your site or stick around. One HubSpot study even shows that 55% of your visitors leave your site within 15 seconds or less.
StoryBrand recommends you have an above the fold section that’s clear and concise, as well as a call to action that’s direct. The logistics company above simply listed what they offer, how it’s different, and who it’s for. Then there’s a call to action that offers a clear next step. This above the fold is a solid first impression that will help turn the right visitors into customers.
StoryBrand Website Examples: Remind Your Audience About The Stakes
This point can’t be stressed enough. Most companies can tell you about the problem they solve, but they fail to mention what happens when their audience’s problem goes unsolved. When you talk about the failure that ensues when your audience doesn’t do business with you, you’re talking about what StoryBrand refers to as the stakes.
Most companies can tell you about the problem they solve, but they fail to mention what happens when their audience’s problem goes unsolved.
Without stakes, most of your website visitors won’t realize what it’s costing them to not do business with you. If they don’t know the stakes that are involved, they’re much less likely to take your call to action seriously. What does it cost your audience to not do business with you? Ask them that and you’ll be one step closer to a website that works.
StoryBrand Website Examples: The Three-Step Plan
Every website that works does one thing well: It offers your audience a plan for getting out of their problem and into a solution. Again, you only have about 15 seconds to show your audience how you can help them thrive. By using a three-step plan, your audience gets the visual for “how it works” to do business with you. The goal here is to tell them you’ll get on a call with them, show them where their pain points are, and how they could get rid of them. Next, sell them on your product or service as the path to getting their problem solved.
Sell them on your product or service as the path to getting their problem solved.
Lastly, show your audience what life would look like if they do get their problem solved. Visitors become customers when they can clearly see what you can do for them and how it will transform their lives. Until your website shows them this, you shouldn’t expect your website to produce results.
Most companies are a few small changes away from creating a website that works and increasing revenue. The goal of every website should be to turn more visitors into customers. If you make your website less about “getting across what you do” and more about showing your customer how great their life could be if they had your product—the right visitors will become customers. Finally, imagine the digital marketing plan that you could successfully execute if you had a website that worked. With the right elements in place you can feel confident that money you spend on marketing is being spent wisely.