In a world of an innumerable number of websites and confusing messaging, the businesses that win are the ones that communicate clearly. 

If your site visitors have to work to understand what you do, they’ll leave. Fast.

That’s why the StoryBrand framework, created by Donald Miller, which you can find here on Amazon, has become one of the most popular and effective ways to write website copy that connects and converts. It helps you position your customer as the hero and your business as the guide.

Let’s break down how this framework works—and how you can use it to transform your homepage or landing page copy.

What is the StoryBrand Framework?

The StoryBrand formula is based on the structure of storytelling. At its core, it helps businesses simplify their message using a 7-part framework so that customers are drawn into a clear story.

Here’s the full formula:

A Character (your customer)
has a Problem,
and meets a Guide (you),
who gives them a Plan,
and calls them to Action,
that helps them avoid failure
and ends in success.

Simple, right? But powerful.

Let’s explore each of these parts so you can apply them to your website or brand copy.

1. The Character- Know your customer

Every story begins with a character who wants something. Your business is not the hero—your customer is.

To use this step well:

• Be crystal clear on who you serve (small business owners? designers? moms? newlyweds?)
  
• Define what they want (more leads, more peace, better health, clarity, confidence)
  

Example:
A small business owner who wants a professional website that attracts clients.

2. They have a Problem

The hero encounters a problem. If there's no problem, there's no story. In your copy, clearly articulate the external, internal, and philosophical problems your customer faces.

• External: The surface-level issue (e.g., outdated website)
  
• Internal: The frustration they feel (e.g., "I feel embarrassed to share a link to my website on Google mybusiness.")
  
• Philosophical: The injustice (e.g., "No one should lose business because of poor design.")
  

Example:
“You're tired of losing leads because your DIY website doesn’t reflect your business’s true value.”

3. You are the Guide

Your customer is the hero. You're the guide.

Show empathy and authority:

• Share that you understand their problem
  
• Prove you can help (testimonials, credentials, past work)
  

Example:
"I’ve helped over 50 small business owners go from confusion to clarity with beautiful, conversion-focused Webflow websites."

4. Give them a Plan

The guide gives the hero a simple, clear plan to win. Your job is to eliminate confusion and reduce risk.

Two types of plans work well:

• Process plan (what happens when they work with you)
  
• Agreement plan (your promise or values)
  

Example:

1. Book a free discovery call
   
2. Get a custom website built for you
3. Launch with confidence

5. Call them to Action

People don’t take action unless they’re invited to. Don’t be shy—your homepage needs a strong, clear CTA (Call-to-Action).

Use buttons and direct phrases:

• "Book a Call"
  
• "Get Started"
  
• "Download the Guide"
  
• "Shop the Templates"
  

Place your CTA in multiple spots on your site.

6. Help them avoid failure

What’s at stake if they don’t act? You don’t need to scare people, but you do need to highlight the cost of inaction.

Examples:

• “Don’t lose another client because of a confusing site.”
  
• “Stop wasting hours trying to DIY your brand.”
  

This section adds urgency and depth to your message.

7. End in Success

Paint a picture of what life could look like after working with you. This is where transformation lives.

Use words and visuals that show:

• Peace of mind
  
• More time
  
• More clients
  
• Business growth
  
• Clarity and confidence
  

Example:
"Imagine launching a website you're proud of—one that turns visitors into clients and grows with your business."

How to apply StoryBrand to your website messaging

Here’s a sample layout using the framework for a homepage:

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You can write your homepage or landing page copy using this model and see instant clarity in your message.

Here are a few examples of websites I’ve built that use the StoryBrand framework to clarify messaging.

1. Joshua Tree Senior Living

This is a website for a boutique senior living community located in Arizona.
Check out the live site here.

Notice how the site introduces the problem of finding a safe and caring home for a loved one. Then, it positions Joshua Tree as the guide who understands their challenge. I also present three actionable steps to help visitors get connected with Joshua Tree Senior Living. The website introduces the lifestyle residents can expect and includes testimonials to build trust and credibility.

2. Dr. Rosari Kingston

This website was designed for Dr. Rosari Kingston, a medical herbalist based in Cork County, Ireland, to help her patients connect with her and book consultations.
Check out the live site here.

Her website serves as a key marketing tool to attract and serve both new and existing patients. In the hero section, we clearly highlight what she offers: “Reclaim Your Health Today!”

Rosari addresses the problem of unhealthy lifestyles and chronic conditions that many people accept as part of life—explaining how these issues affect day-to-day living. To introduce the solution and spark curiosity, we talk about Rosari’s integrative approach to treatment and how effective her solutions are—if she can guide her patients with a clear, actionable plan.

I position Rosari as the expert and guide, highlighting her background in teaching integrative medicine and her successful practice as a Medical Herbalist, which has led to powerful transformations for her patients.

Bonus tips for Web Designers

If you’re a web designer (or designing your own site), here’s how StoryBrand can elevate your process:

• Use StoryBrand to structure your wireframes and section hierarchy
  
  
• Write your copy before you start designing—it saves time
  
  
• Align visuals with the emotional journey of the story
  
  
• Add clear CTAs above the fold and throughout the site
  
  

Clarity Wins

The StoryBrand formula isn’t just a copywriting hack—it’s a mindset shift. It forces you to put the customer first, clarify your offer, and guide them through a journey that ends in success.

If you're building your own site or helping clients with theirs, the StoryBrand framework gives you a proven map that works.

When you confuse, you lose. But when you clarify—you connect and convert.

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Do you want me to help you design a website that is clear to your prospective leads?

Book a free discovery call with me and we can talk about your project needs.\

✅ Want a Homepage That Converts Visitors into Clients?

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