STORYBRAND CONCEPT

The Header Section

• Your logo at the top left

• A large, clear statement of what your customer wants. (e.g. “Stay on top of your finances”)

• A clear description of what you do as a company (e.g. “Bookkeeping and financial forecasting for restaurants”)

• A call to action button (e.g. Schedule a Consultation)

• An image showing a happy customer experiencing success using your product or service

The Value Stack Section

The value stack should list three simple successes that your customer will experience if they choose to work with you.

The purpose of this section is to help readers see how your company can make their life better. This helps increase the perceived value of your product or service.

Here’s an example of three successes:

• Stop stressing

• Stay organized

• Save time

The Stakes Section

In this section we want to show the reader that we understand their problems and how critical it is to solve those problems.

Here’s an example of problems your customer is experiencing:

• Your receipts aren’t tracked properly

• Tax time is always a headache

• You’re afraid you might run out of cash reserves

• You don’t have time to deal with it

The Value Proposition Section

The purpose of this section is to present the value that you can provide to your reader. This could include a few of your services, or it could be three benefits of working with you and a single sentence about each.

Example value proposition:

• Bookkeeping (with description)

• Financial Forecasting (with description)

• Monthly Check-Ins (with description)

The Guide Section

In this section we want to show empathy for our reader and demonstrate that we are the experienced guide they need in order to succeed.

What to include in the guide section:

• Empathetic statement (e.g. “We understand that finances can be overwhelming”

• Customer testimonials and photos

• Alternatively you could show logos of clients you’ve worked with, press logos, or certifications

Remember, the goal is to show that you have the authority to solve their problem without bragging about yourself.

The Packages & Pricing Section

If you display your pricing or packages on your website, here’s an opportunity to do so. If not, you can skip this section.

The Plan Section

The goal of the plan section is to make the next steps to work with you as clear as possible. People feel more comfortable when they can see what’s going to happen next, and will be more likely to take action.

Here’s an example:

• 1. Schedule a Consultation

• 2. Choose a package

• 3. Get on top of your finances

StoryBrand recommends that you make the third step a positive success so it’s easy for the reader to see the steps to getting to where they want to be.

The Footer (aka Junk Drawer)

StoryBrand recommends that you put any additional pages and links into the footer so that you don’t distract readers with too many options in the top navigation.

The idea is that the reader will scroll down the page and read the copy instead of jumping around your website.

This is the perfect place to add your internal page links, privacy policy, social media links, copyright info, and more!